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	March 23, 2010 (updated March 29, 2010) B2B Marketers' 2010 Budget Trends Spending Plans Grow Optimistic As Economy Recovers by Laura Ramos with Peter Burris, Zachary Reiss-Davis	Average: 9  (3 ratings)

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Executive Summary

Business-to-business (B2B) marketers place Web seminars, search marketing, the company Web site, and social networking sites like Facebook and LinkedIn high on their list of spending plans for 2010 campaigns. Yet sales support demands, fixed headcount, and traditional spending patterns keep B2B program budgets looking pretty much the same from year to year. To make B2B budget planning less habitual, Forrester admonishes business marketers to step up the digital transformation pace and shift budget dollars from designing outbound campaigns to fostering community interactions.

Keywords

• marketing budget
• social media
• marketing tactics
• marketing mix
• marketing strategy
• online marketing
• digital marketing

TABLE OF CONTENTS

• B2B Marketers Expect 2010 Program Budgets To Increase
• Time To Align Actual Spending With Interactive Intentions

RECOMMENDATIONS

• Let Community Marketing Set 2010 Spending Directions
• Supplemental Material
• Related Research Documents

This is an excerpt

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