Market Radar · Research library
Forrester's Marketing Survey, 2026 (B2B)
Forrester2026Surveyn=1,000EMEA, Global
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Also atforrester.com/…/ai-moves-marketing-measurement-from-insig…forrester.com/…/european-b2b-marketing-has-a-data-problem…forrester.com/…/is-your-marketing-function-capable-of-growthforrester.com/…/b2b-marketing-is-moving-faster-than-its-f…forrester.com/…/why-b2b-marketers-need-to-stop-confusing-…
What Market Radar took from it
The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.
Only 37% of B2B marketing decision-makers trust their measurement and analytics enough to inform decisions
ForresterGlobalSep 2026
83% of B2C marketing decision-makers report actively implementing agentic AI into their workflows
ForresterGlobalSep 2026
Only 18% of B2C marketing decision-makers frequently use revenue growth to measure and attribute marketing's incremental business value
ForresterGlobalAug 2026
B2B marketing leaders cite poor data quality/accessibility and difficulty measuring marketing performance among top challenges
ForresterGlobalAug 2026
Despite rising MMM and incrementality adoption, 49% of B2C marketing decision-makers say analytics findings don't translate into action
ForresterGlobalJul 2026
A quarter of European B2B marketing leaders say poor data quality and accessibility is one of their biggest challenges
ForresterEMEAJun 2026
More than one in four European B2B marketing leaders report analytics recommendations are not readily accepted in their organization
ForresterEMEAJun 2026
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About this report
- Publisher
- Forrester
All 11 Forrester reports in the library - Published
- 2026
- Type
- Survey
- Sample
- n=1,000
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