Thereās a good chance your marketing budget isnāt growing much (if at all) in 2025.
Forrester's Budget Planning Survey reveals that nearly half of B2B marketing decision-makers anticipate a meager budget increase of 1% to 4% in 2025. AdAge reported a survey that notes 36% of respondents expect no budget adjustments in the new year.
Proving marketing value while facing mounting pressure to generate awareness, fill the funnel, and deliver qualified leads with limited resources is not easy.
With budgets tightening, the challenge is more than how to achieve these goals; it is where to invest for maximum strategic impact to accomplish them.
ROI tracking: Advanced analytics and attribution models enable marketers to measure campaign performance accurately. Investing in the latest tools will ensure data-driven metrics back budget decisions and can showcase marketing impact to non-marketing teammates in a language they understand (e.g., numbers).
Lean into B2B tech buyer preferences: Most B2B tech buyers conduct hours of research online before entering the āfunnel,ā which makes placements in third-party sites (such as online publications), social media, and owned content essential. An integrated marketing approachāa mix of public relations, content marketing, and digital marketingāgives you the best shot at reaching, educating, and engaging decision-makers.
AI, of course: Artificial intelligence-powered applications can help improve everything from team efficiency to customer and prospect personalization. But donāt adopt AI for the sake of adopting AI. Take time to research which tools will genuinely improve productivity.
Creating your marketing budget for 2025 involves more than allocating fundsāitās about making strategic decisions that drive measurable impact.
Learn more about budget planning in our latest blog.
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