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For B2B Marketing Professionals

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

July 21, 2016

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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.

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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

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