Trends Report

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

July 21st, 2016
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Peter O'Neill , Matthew Camuso , Peggy Dostie

Summary

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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