B2B CMO Investment Priorities For 2008 by Laura Ramos

Length: 12 pages For Marketing Leadership Professionals

February 26, 2008
B2B CMO Investment Priorities For 2008
As US Economic Slowdown Looms, Top Execs Focus On Web Marketing
by Laura Ramos
with Bradford J. Holmes, Jaap Favier, Christina Lee

This is a document excerptEXECUTIVE SUMMARY

B2B marketing execs place Web marketing, customer data quality improvements, and technology investment high on their list of spending and resource allocation plans for 2008. Forrester agrees that these priorities make sense, but should the US economy soften in 2008, we recommend that marketing leaders also invest in measurement tools and link up with partners electronically to protect marketing programs when the CFO — with sharpened pencil — comes to call.

NOTES & RESOURCES

Web Marketing Tops B2B CMO Incremental Investment Plans For 2008

Web Sites And Customer Data Get The Nod For New Tech Spending

B2B Execs Would Use Extra Budget To Fill The Pipeline

Lower Priority Spending Is At Risk In A Downturn

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Four Investment Priorities Will Help Weather Economic Upheaval

Supplemental Material

Forrester interviewed 32 vendor and user companies, including BearingPoint, Business Objects, Constellation NewEnergy, Hewlett-Packard (HP), infoUSA, Motorola, Symantec, and Wolters Kluwer Financial Services.

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