At B2B Marketing, we believe the key to proving marketing’s impact is to become the commercial marketer. One of the skill essential skills to becoming the commercial marketer is financial acumen. Marketers must have the ability to plan and manage marketing budgets, have measurable marketing KPIs and understand the financial impact on their GTM strategy. In this blog, Craig Moore, VP Principal Analyst, Forrester shares some advice on 2026 budget planning, as well as upskilling two other essential areas: insights and strategic skills.
B2B marketers are living in the proverbial “interesting times”. Despite economic and geopolitical volatility in recent years, there’s cautious optimism among marketing leaders as they look toward 2026.
According to Forrester, 83% of B2B marketing decision-makers expect an increase in marketing investments in the next 12 months, with 40% anticipating growth exceeding 5%. Yet, this optimism must be tempered with strategic planning to ensure resilience and sustainable growth.
How can B2B marketing executives adapt their strategies to thrive in this evolving landscape? By focusing on prudent investments, prioritising buyer-centric strategies, and staying agile in the face of uncertainty.
Strategic budgeting for resilience
While our budget sentiment surveys showed that marketing leaders are anticipating modest program, personnel, and technology growth, Forrester advises marketing leaders to prepare for flat-to-slight increases, allocating cautiously to avoid risk.
Key actions for 2026 budget planning include:
- Prioritising stable segments: Shift focus to markets with lower volatility and high growth potential. For example, prioritising US-based customer segments can help mitigate risks tied to tariffs.
- Streamlining resources: Automate repetitive tasks using AI, eliminate disconnected programs, and reduce redundant technologies to free budget for impactful initiatives.
- Experimentation: Invest in pilots exploring next-gen strategies like AI search visibility, layered measurement, and product-led growth (PLG)—essential for uncovering opportunities without overextending budgets.
Understanding evolving buyer behaviours
B2B buyers’ preferences are changing rapidly. Internal buying groups are expanding, while AI tools and third-party influencers are becoming integral to decision-making. Marketing leaders who adapt quickly to these trends will secure a significant competitive advantage.
To align with evolving behaviours, marketers should focus on the following initiatives:
- Revenue process transformation: Invest in lifecycle revenue marketing and advanced audience strategies. Tailor campaigns to meet specific buyer personas and buying groups, striking a balance between personalised and group-level targeting.
- Third-party validation: 80% of B2B buyers seek third-party validation before making purchasing decisions. Build influencer networks by collaborating with trusted industry figures and creating opportunities to engage directly with buying networks.
- AI and data-driven insights: Use AI tools and behavioural data to better understand customer needs, improve targeting, and enhance engagement at every touchpoint.
Building expertise through upskilling
Your marketing team’s ability to deliver on key initiatives depends on their expertise. Upskilling your workforce, particularly in AI tools and analytics, will be critical in 2026.
Training priorities include:
- AI competency: Equip team members to leverage AI for content creation, audience targeting, and campaign optimisation.
- Data literacy: Invest in training programs that enhance analytical skills to connect marketing insights with measurable business outcomes.
- Human-centred storytelling: Empower content creators to design campaigns that genuinely resonate with buyers, maintaining authenticity in a digital-first world.
Cutting the noise to drive efficiency
A tight focus on high-value activities is essential as resources tighten. Marketing executives need to significantly reduce efforts in lower-value programs and divest from markets with declining potential.
Areas to divest:
- Unstable segments: Scale back or exit from segments heavily affected by external uncertainties, such as unstable tariffs affecting industries and regions.
- Ineffective demand tactics: Retire “spray and pray” campaigns that deplete budgets without measurable returns. Instead, focus on integrated, insight-led campaigns that align reputation building with demand generation.
- Duplicative technologies: Audit existing martech stacks and consolidate tools with overlapping functionality to reduce costs and inefficiencies.
By focusing resources on scalable, high-impact opportunities, marketing teams can increase ROI while maintaining operational resiliency.
Experimentation for growth and innovation
Amidst tight budgets, experimentation may seem risky—but it’s a non-negotiable for long-term growth. Targeted tests can help B2B marketing leaders unlock efficiencies and discover new growth levers.
Recommended experiments for 2026:
- Layered Measurement Strategies: Combine traditional analytics with predictive models and conversational intelligence to refine campaign effectiveness.
- AI Search Visibility: Adapt content for AI-powered search engines. Modular content, structured schema, and enriched author profiles can boost discoverability in AI-generated answers.
- PLG for Retention: Use product usage data to predict customer churn and opportunities for expansion. Develop in-app guidance and nurture free trials for premium features to maximize retention.
The path forward for 2026 B2B marketing
2026 presents a delicate but promising opportunity for B2B marketing executives. By reassessing market priorities, responding to buyer behaviours, optimising resource allocation, and fostering innovation, marketing leaders can not only weather volatility but emerge stronger.
Success in the coming years won’t be about doing more with less; it will be about doing smarter with data, talent, and technology. Now is the time to prepare your organisation for growth in an unpredictable climate.
