Rise in Marketing Budgets Tempered by Economic Headwinds

Ewan McIntyre of Gartner on how marketers can prepare for what's expected to be a bumpy ride for the next several months

By John Wolfe

Marketing budgets increased nicely in 2022, growing to nearly 10 percent of total company revenue, according to Gartner. But the upswing is muted by a downward economy. In an interview with B2B Marketer, Ewan McIntyre, chief of research and VP analyst at Gartner, said marketers are already feeling the negative impact of severe inflation and must continue finding cost efficiencies and moving toward a digital-first strategy.