B2B Marketers Allocate A Significant Portion Of Programs Budgets To Outsourcing

Marketing departments rely on outsourced services and agencies for campaign support, to augment in-house teams, and for strategic initiatives (e.g., brand development). According to Forrester’s Marketing Budgets Survey, 2025, B2B marketers’ outsourcing investment varies significantly by revenue. For example, the percentage that allocate 20% or less of their programs budget to outsourcing decreases as company revenue increases, while the percentage that invest most heavily (31%+) is greatest in the highest and lowest revenue bands. When effectively managed, outsourcing can enhance scalability and provide flexibility for peak workloads across both smaller and larger marketing teams.