Trends Report

B2B CMO Investment Priorities For 2008

As US Economic Slowdown Looms, Top Execs Focus On Web Marketing

February 26th, 2008
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Bradford J. Holmes , Jaap Favier , Christina Lee

Summary

B2B marketing execs place Web marketing, customer data quality improvements, and technology investment high on their list of spending and resource allocation plans for 2008. Forrester agrees that these priorities make sense, but should the US economy soften in 2008, we recommend that marketing leaders also invest in measurement tools and link up with partners electronically to protect marketing programs when the CFO — with sharpened pencil — comes to call.

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