The vast majority of B2B marketing decision makers expect their budget to increase in 2026, according to a new study.
Some 83% of senior marketers expect budgets to increase next year, according to a study by consultancy firm Forrester Research.
The vast majority of B2B marketing decision makers expect their budget to increase in 2026, according to a new study.
Some 83% of senior marketers expect budgets to increase next year, according to a study by consultancy firm Forrester Research.
Of this, two-fifths (40%) expect an increase of 5% or more, while 6% anticipate an increase of greater than 10%, outpacing the Producer Price Index, which measures the average change over time in the selling prices received by domestic producers for their output.
The largest portion of marketers (44%) expect growth of between 1% and 4%, which would be effectively flat when accounting for typical inflation rates.
Some 15% of the 377 marketing business decision makers surveyed expect budgets to stay roughly the same.
“As planning season begins, CMOs should temper budget growth expectations and prioritise safer segments, adapt faster to evolving buyer behaviors, and upskill their teams to boost productivity,” the report suggests. “They should divest from unstable markets where possible, automate tasks better suited for AI, eliminate disconnected programs, and reduce redundant technologies to further free up resources.”
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As part of the same survey, B2B marketers were asked how they think marketing budgets will be allocated.
Personnel is cited as the top area where B2B marketers anticipate a growth in budget, with 69% expecting a budget increase. Of this, 41% expect growth of between 1% and 4%, 24% expect 5% to 10% growth, and 4% anticipate an increase of more than 10%.
As a result, the study suggests “incremental budget will be used mostly for cost of living adjustments, targeted promotions, and selective hiring only”.
Additionally, programs and technology are cited by the majority of those surveyed as areas where they expect budget growth.
Nearly two-thirds (65%) anticipate a higher budget for programs, wherein 39% expect an increase of between 1% and 4%, 24% growth of between 5% and 10%, and 2% growth of 10% or more.
Despite this, the study recommends that “B2B marketing executives temper their expectations for increased programs budgets and plan for a flat to slight increase only”.
Technology is cited by 68% as an area where marketers expect to see budget growth. This is made up of 35% who expect an increase of between 1% and 4%, 27% of between 5% and 10%, and 6% of 10% or more.
“This year’s data reinforces that B2B marketing leaders are betting on technology to support growth initiatives,” the report states.
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Looking beyond marketing, Forrester finds most business functions have “tepid expectations”, making them much more aligned that in previous years. A consistently small number of leaders expect flat or reduced budgets across functions, while a larger number expect at least some increase.
Some 19% of those in financial services expect their budgets to decrease or stay the same, with primary goods manufacturing and pharma (18%), and media, travel, and entertainment (17%) following.
Some 86% of tech leaders expect increases to their budget for 2026, 14% of which predict a double-digit rise, demonstrating substantial growth.
Generally, the biggest spenders in tech tend to be in financial services or healthcare, and, as is common across the sector, the biggest increases tend to be in areas like generative AI, product analytics, and threat intelligence.
The report suggests marketing leaders should plan by “reassessing and realigning target market priorities and zeroing in on segments where your organisation can most
effectively grow and win”.
The report concludes that despite the optimism from those in leadership or decision-making roles, it would still urge caution thanks to the result of factors like rapidly evolving technology and economic uncertainty.
