Trends Report

Tracking The True Costs Of B2B Marketing 2020

October 5th, 2020

Summary

Starting in 2004, Forrester met the challenge of tracking the true costs of marketing with a biennial longitudinal study that continues to be a valid source of marketing benchmark data to be used for years to come. The 2020 True Costs of B2B Marketing Study analyzes spending along reputation, demand, engagement, and enablement program family lines — enabling a new understanding of marketing’s impact. In this report, we initiate a new longitudinal study into marketing budgets, based on a redesigned budget architecture and present findings from the past four years of benchmark data collection.

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