Of the B2B marketing decision-makers polled for Forrester’s 2025 Budget Planning Survey released early this year, 83% expected their company’s marketing investments to increase over the next 12 months. But economic changes since then have likely dampened that rosy outlook. With that in mind, Forrester’s "Budget Planning Guide 2026: B2B Marketing Executives" focuses largely on resilience when budgeting the year ahead.

Perhaps the most important step B2B marketing decision-makers should take? “Look beyond the volatility and be assured you have some safety there,” Craig Moore, VP, Principal Analyst at Forrester, told Chief Marketer. “Make sure you’re focused on segments that make a lot of sense. Do a safety check to make sure the segments you’re focused on are the right ones.”

Expanding into government sales, for instance, probably was a more appealing option 12 months ago; marketers might want to lead corporate discussions about shifting budget earmarked for that initiative to a less-risky sector.

Moore also suggests investing in the full buyer cycle, influencer relations and improving AI discoverability. Here’s his take on B2B budget planning.

The implementation of tariffs has affected retail merchants and consumers alike. Here's a look at how half a dozen major merchants—Fat Brain Toys, E.l.f., Topdrawer, Schmidt Brothers Cutlery, Swingline Staplers and The Honest Kitchen—are communicating their tariff woes and price increases.

Lastly, a new brand launch in an established portfolio can potentially take sales from existing brands instead of attracting new buyers. CM columnist Igor Blystiv, Global Marketing and Innovation Officer at pet food manufacturer Kormotech, looks at what causes cannibalization—and how to avoid it in a company brand portfolio.

Until next week,