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	April 24, 2009 B2B Marketers' 2009 Budget Trends Dollars Shift To Digital Tactics As The Recession Provokes Deep Cuts by Laura Ramos with Peter Burris, Christina Lee, Zachary Reiss-Davis

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Executive Summary

What a difference a year makes. Compared with our year-end 2007 study, the outlook for business-to-business (B2B) marketing budgets is, not surprisingly, dire. Facing budget reductions of 23% on average, most marketers try to fend off deeper cuts while scrambling to keep pipelines full. Those who fail to embrace digital marketing face certain extinction by 2010 as new social buying habits and readily available online information shift purchase power from corporations to communities.

TABLE OF CONTENTS

• B2B Budget Plans Lack New Inspiration
• Community Marketing Offers A Path To Post-Recession Success

RECOMMENDATIONS

• Take A Look At Budgets From A Community Marketing Perspective

ALTERNATIVE VIEW

• The Status Quo Trumps Innovation As The Digital Shift Falters
• Supplemental Material
• Related Research Documents

This is an excerpt