Forrester IT

AUGUST 1, 2024

Making the most of modest budget hikes will take cross-functional collaboration, a willingness to part with outdated tech, and strategic experimentation with (and beyond) AI. Business and technology leaders are gearing up to spend in the coming year.

Budget 497

Budget B2B 497

Forrester IT

DECEMBER 17, 2024

Get an overview of our B2B marketing budget benchmark reports and find out how they can help you evaluate your marketing investment. Global averages mask a great deal of nuance.

B2B 356

B2B Budget Report Trends 356

Forrester IT

SEPTEMBER 1, 2022

Experience from past economic slumps indicates that B2B sales leaders’ budget plans must balance essential strategic investments with “quick win” tactical investments.

B2B 365

B2B Budget Strategy 365

Forrester IT

JANUARY 20, 2022

What's the best way to spend your paid media advertising budget in 2022? Forrester Principal Analyst John Arnold shares the 10 best ideas.

Budget 351

Budget Media B2B Advertising 351

Forrester IT

MAY 13, 2024

In Forrester’s Marketing Survey, 2024, nearly 900 global B2B Marketing executives and operations leaders indicated they expected an overall Marketing budget increase. Breaking that down further, 67% expected their technology budget to increase, 62% anticipated a larger programs budget, and even 59% projected to spend more on personnel.

B2B 293

B2B Budget Survey Programming 293

Forrester IT

OCTOBER 5, 2020

B2B marketing leaders are experiencing their own version of Groundhog Day when planning their budgets. They need better planning information and better insights to avoid the tragic cycle of repeating past budget planning mistakes.

B2B 259

B2B Budget Research Trends 259

Forrester IT

SEPTEMBER 5, 2023

Despite what customers may tell you, budget is often not the real reason why they’ve decided not to renew.

Budget 435

Budget B2B Research 435

Forrester IT

SEPTEMBER 23, 2024

Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer discussion session with a small group of CMOs from enterprises across the Asia-Pacific region.

B2B 221

B2B Budget Groups Enterprise 221

Forrester IT

MARCH 24, 2021

From pandemics to local disasters, product innovations to mere budget cuts, it's easy for campaign plans to fall out of synch with their environment. Join us at B2B Summit North America to learn how to stay aligned to market conditions and business priorities.

B2B 231

B2B Budget How To Research 231

Forrester IT

SEPTEMBER 9, 2024

Upbeat budget expectations for 2025 will serve European leaders well, but placing the right bets will be critical to securing a competitive edge. Read a few of our top recommendations.

Budget 284

Budget Security B2B B2C 284

Forrester IT

NOVEMBER 3, 2022

Since Forrester’s Planning Guide 2023: B2B Marketing Executives was published in late August, there have been many discussions with B2B CMOs about how best to approach budget planning for 2023. A clear pattern has emerged in the types of questions and here are the top five: 1.

B2B 195

B2B Budget 195

Forrester IT

SEPTEMBER 16, 2024

Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30 per cent of program spend going on event activity. High spend demands accountability and according to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months […]

B2B 243

B2B Budget Survey Programming 243

Forrester IT

DECEMBER 14, 2023

The stakes are high for B2B buyer seller enablement. As enterprise buyers tighten their budgets, the competency of B2B sellers is more critical than ever before.

B2B 259

B2B Budget Enterprise Enterprise 259

Computer Weekly

NOVEMBER 3, 2017

Third-party cyber security failures are costing businesses the most – up to £1.5m – as security budgets shrink, a study by Kaspersky Lab and B2B International reveals

Security 256

Security B2B Budget Study 256

Forrester IT

MAY 8, 2020

The current COVID-19 has crisis upended CMO priorities and budgets, leaving many scrambling for alternate revenue sources, and all asking: what in the world to I plan for now?

Advertising 507

Advertising Budget Media Development 507

Forrester IT

JULY 6, 2022

This study is conducted every 1–2 years, and this is the first since the effects of the pandemic have started to stabilize, with B2B marketing starting to resemble something closer […].

Survey 39

Survey Budget B2B Study 39

Forrester IT

JULY 27, 2023

(cowritten with Research Associate Julia Swerdlow) It’s not new that marketing technology (martech) plays a central role in enabling B2B organizations’ marketing strategies. In fact, more than half of B2B marketing leaders invest over 10% of their total marketing budget in technology, per Forrester’s Marketing Survey, 2023.

B2B 195

B2B Budget Survey Strategy 195

Forrester IT

AUGUST 1, 2023

If you are like most B2B marketing leaders, 2024 will challenge you to drive predictable growth in unpredictable times.

B2B 195

B2B Budget 195

CIO Business Intelligence

JUNE 1, 2023

The B2B marketing landscape is experiencing a seismic shift fueled by the ascent of ChatGPT and other generative AI (GAI) apps. In a testament to its growing importance, 80% of marketers have experimented with or deployed the burgeoning technology, in some cases redirecting budgets from last year’s forays into the metaverse.

Survey 246

Survey B2B Budget Artificial Intelligence 246

Forrester IT

JUNE 21, 2023

In an environment of tightening budgets and higher-than-ever expectations on marketing, marketing leaders are feeling pressure to perform and show results. A large part of the marketing organization’s budget is spent on campaigns each year, including generating demand, strengthening the brand, retaining customers, or enabling sales.

Budget 369

Budget B2B Strategy 369

Forrester IT

JUNE 16, 2022

To prepare for a potential recession, B2B organizations will look to gain budget savings across marketing. Marketing leaders will look to identify realistic savings.

B2B 195

B2B Budget Strategy 195

Forrester IT

SEPTEMBER 3, 2023

In the past few months since we completed the Forrester’s Annual marketing survey, I have been engrossed in finding patterns and correlations in the data about topmost priorities of CMOs globally, their challenges, growth objectives, key initiatives, technology usage, budgets, spending patterns and […]

Budget 418

Budget Survey Data B2B 418

Forrester IT

FEBRUARY 13, 2023

Decreased budgets and pressure to perform in a challenging economy are forcing sales leaders to optimize their technology stack. Steve Silver recently published The Forrester Tech Tide™: B2B Sales Technologies, Q1 2023, which […]

B2B 195

B2B Budget 195

Forrester IT

JULY 18, 2024

Our Planning Guides will steer you toward budgeting decisions that set you up for success in 2025. Get a preview of what to expect when the guides launch on August 1.

Budget 326

Budget B2B Trends Strategy 326

GeekWire

FEBRUARY 4, 2021

Insent landed $2 million to help mid-market B2B companies improve how they identify and communicate with potential buyers. Many marketing teams reduced budgets, which increased Insent’s sales cycles and pushed deals out. Insent co-founders Arjun Pillai (left) and Prasanna Venkatesan. Insent Photo).

B2B 141

B2B IBM Budget Engineering 141

Forrester IT

AUGUST 13, 2024

As portfolio marketing and product management leaders head into budget planning season, use these four action items to guide your work.

Budget 273

Budget B2B Architecture Strategy 273

Forrester IT

SEPTEMBER 1, 2020

Amazon Launches Halo, Its First Wearable Health Device For The Average (Budget-Conscious) Consumer This week, Amazon launched Halo, a screenless wearable device that can monitor activity, sleep, temperature, BMI, and emotion.

Budget 362

Budget Apple B2C B2B 362

Forrester IT

MARCH 2, 2023

High-growth companies see brand activation as a vital part of their strategy — even in economic uncertainty. Here are some of the ways that these organizations prioritize it.

Budget 195

Budget Strategy Company B2B 195

Galido

MARCH 16, 2020

Information Technology Blog - - B2B Appointment Setting Strategies - Information Technology Blog. B2B appointment setting is a skill crucial to anyone trying to generate sales for big business. Most of the sales managers depend on the B2B appointment setting in order to close a deal. Look for the Decision Maker.

B2B 94

B2B Strategy Meeting Research 94

Forrester IT

NOVEMBER 5, 2018

They shifted ad budgets (under siege thanks to trust and transparency issues) to even more technology and CX initiatives. Customer experience (CX) was at the forefront of CMOs’ minds in 2018. Good news: The focus is creating more emotionally resonant and useful brand experiences such as Disney’s MagicBand.

Budget 324

Budget B2C B2B 324

Forrester IT

MARCH 24, 2023

Learn how to cut through the noise and build compelling business cases using Forrester's proven Total Economic Impact™ methodology — the same methodology we use to help our clients demonstrate a consistent, proven, and repeatable way to justify technology investments.

Budget 195

Budget How To B2B 195

The Investing Edge

NOVEMBER 28, 2012

We are very pleased that our second B2B Enterprise IT Forum was so well received. All software ends up in the CIO’s budget for maintenance, so you have to keep the CIO in the loop in order to build a long term relationship within the organization. Thank you for all of the positive feedback. Ambrosino).

B2B 119

B2B Enterprise Enterprise Software 119

Forrester IT

OCTOBER 25, 2016

Overall budgets for technology investments. Specifically, tech-empowered customers and their rising expectations have led to changes in: Business priorities and areas for improvement. Who is involved in the decision-making process for tech purchases.

B2B 150

B2B Data Budget Trends 150

GeekWire

FEBRUARY 27, 2025

“Budgets are still getting scrutiny, but people are investing in growth again, versus just being conservative and waiting out the storm.” .” A large majority of CEOs (80%) said they were somewhat or very optimistic about the overall economic climate.

Survey 101

Survey Real Estate B2B Healthcare 101

Forrester IT

JANUARY 2, 2024

You’ll have enough budget to do […] You won’t know who’s working on the other parts. No, there’s no software to knit everything together – we can’t justify the spend. No, we don’t know the overall spend.

Budget 243

Budget Software Software B2B 243

TM Forum

NOVEMBER 30, 2022

But despite previous attempts at transformation, most CSPs still find themselves wrestling with the same issues around legacy systems, processes and skills that chew up most of their budgets and shrink the time and resources that can be allocated to new initiatives. What’s needed from BSS to monetize future 5G and B2B opportunities.

System 130

System B2B Budget Trends 130

CTOvision

JUNE 6, 2016

Qadium raises $20M Series A led by NEA's Scott Sandell for its B2B IoT search and vulnerability detection engine (Thomas Fox-Brewster/Forbes). After acquisition by Google, Nest got "virtually unlimited budget", quadrupled employees, had no new products, caused constant bad PR, and may be for sale now (Ron Amadeo/Ars Technica).

Airlines 150

Airlines Budget B2B CTO Hire 150