Trends Report

Tracking The True Costs Of B2B Marketing 2020

October 5th, 2020


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.