Skip to main content

Save or Share this Report

For B2B Marketing Professionals

2016 B2B Budget Plans Show That It's Time For A Digital Wake-Up Call

July 21, 2016

Primary author headshot


  • By Laura Ramos
  • with Peter O'Neill,
  • Matthew Camuso,
  • Peggy Dostie

Why Read This Report

A greater proportion of the buyer's journey has shifted to the digital world, but the B2B marketing mix isn't keeping pace. Marketers must put 2016 budgets to work on shifting interactions seamlessly between digital and physical contexts to engage more digitally sophisticated customers. This report shows why B2B marketers must refocus their communications, promotion, and demand-generation activities; turn their enterprises toward the customer; and create more engaged customer relationships that derive new insight from each encounter. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • B2B Marketing Budget Plans Maintain Business-As-Usual Thinking
  • It's Time To Make Digital Marketing Your Top Program Priority
  • Recommendations

  • Take A Post-Digital Approach To B2B Program Spend
  • Supplemental Material
  • Related Research Documents

Recommended Research