Trends Report

2012 Tech Marketing Planning Guidance

With Proliferating Tactics And Constrained Budgets, Targeting And Focus Are A Mandate

December 21st, 2011
Lori Wizdo, null
Lori Wizdo
With contributors:
Peter Burris , Sophia I. Vargas


Tech marketers typically use last year's plan as a starting point for next year's marketing planning process, making changes to accommodate new goals and current-year budget realities. As a result, go-to-market plans have become habitual, resulting in a marketing team that has become incrementally more or less effective over the past few years. This report reviews data from a 2011 Forrester survey of North American B2B decision-makers on their marketing tactics to provide planning guidance for tech marketing strategy and go-to-market plans in 2012. Marketing investment and tactics research provides a starting point for meaningful discussions about the size of marketing budgets and the composition of marketing spend. And understanding how peer technology marketers are investing in various marketing tactics serves as an excellent foundation for one's own go-to-market strategies.

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