As B2B marketers begin crafting budget strategies for 2026, optimism is tempered by complexity. According to Forrester’s latest Budget Planning Guide for B2B Marketing Executives, 83% of marketing leaders expect increased investment over the next year — but they face a turbulent environment shaped by geopolitical tensions, economic uncertainty, and rapid tech shifts.
For B2B marketing budgets, this means one thing: planning must be smarter, more focused, and rooted in resilience.
Regional Budget Trends: A Mixed Global Landscape
Forrester’s data, gathered from decision-makers in North America, Europe, and Asia Pacific, paints a nuanced picture of where marketing budgets are heading — and why.
North America: Steady Optimism
- 37% of U.S. marketing leaders forecast a budget increase of 5% or more.
- However, Forrester cautions against broad spending: resource focus is key.
- Emphasis should be placed on data-driven allocation, particularly in stable domestic markets.
Europe: Growth Amid Uncertainty
- Political instability (especially U.S. election outcomes), tariff risks, and regulatory complexity in France, Germany, and the UK challenge marketers.
- Despite headwinds, 37% of European firms also expect increases.
- 9% of revenue is currently allocated to marketing — a positive signal of intent to invest in brand resilience.
Asia Pacific: High Growth Potential
- Currently lagging in investment percentages (most budgeting 7.1% or lower of revenue).
- Yet, APAC leaders are the most bullish about growth across programs, technology, and headcount.
- Indicates a catch-up phase in digital transformation and strategic marketing.
Where to Invest, Divest, and Experiment in 2026
Invest: Build Resilience and Adapt to Buyer Behavior
- Reassess target markets with a relative targeting model: Focus on less disrupted segments where your execution readiness is high.
- Double down on domestic acquisition programs to offset losses in global hotspots.
- Prioritize AI-assisted buying processes and adjust messaging for networked decision-makers.
- Upskill teams in:
- AI tools
- Predictive analytics
- Human-centered storytelling
- AI tools
Marketers who align their teams with emerging buying behaviors will outpace competitors still clinging to static models.
Divest: Cut Risks and Inefficiencies
- Discontinue efforts in unstable segments (e.g., volatile government procurement).
- Use AI to replace manual workflows:
- Content repurposing
- Email sequences
- Data entry and analytics
- Content repurposing
- Eliminate underperforming tools and rationalize your tech stack.
- End campaigns that don’t tie back to specific revenue or retention goals.
Every dollar wasted on “spray and pray” campaigns is a dollar not spent on revenue-aligned innovation.
Experiment: Embrace AI, Modular Content & PLG
- Allocate 15% of your content budget to improve AI-based search visibility:
- Modular content for repackaging
- Schema markup for content structure
- Optimized expert profiles for E-E-A-T
- Modular content for repackaging
- Test product-led growth (PLG) models:
- Leverage in-app usage data
- Drive upsells through customer behavior analysis
- Leverage in-app usage data
- Add conversational intelligence tools to sales and support for better market insights.
Use layered measurement strategies combining traditional KPIs with AI-powered analytics to guide experimentation.
Turn Insight into Execution
Whether you’re a CMO or revenue leader, Forrester’s 2026 guide is more than a roadmap — it’s a battle plan for navigating disruption with strategic clarity.
Recommended Action Steps:
- Download the full Budget Planning Guide from Forrester.
- Use the included worksheet to map your agency’s investment and divestment decisions.
- Register for the upcoming Forrester webinar to ask live questions and benchmark against peers.
Final Thoughts
The year ahead presents both challenges and openings. B2B marketing budgets in 2026 will be shaped not just by how much is spent, but by how wisely and flexibly those investments are made. By doubling down on what works, pulling back from what doesn’t, and testing for the future, marketers can ensure that even in volatile markets, growth remains within reach.
