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Forrester Report | Planning Guide 2024: B2C Marketing Executives

86% of B2C marketing decision-makers in the U.S. said they plan to increase their overall marketing investment in the next 12 months, though the majority expect only a slight (1-4%) bump in the budget. With generative AI becoming more mainstream by the day, brands and marketers need to be more aware, agile and responsive than ever to maximize revenue growth.  

Forrester’s “Planning Guide 2024: B2C Marketing Executives” provides B2C marketers with data-driven guidance on where to increase, decrease or defend their budgets for 2024. 

In this report, you'll find out: 

• Where B2C marketing executives are allocating their budgets at present 

• What strategies you should prioritize to accelerate future returns  

• Which marketing endeavours warrant scrutiny and potential investment reduction 

• Areas of focus in 2024 to leverage emerging tech and insights