Trends Report

B2B Marketers' 2009 Budget Trends

Dollars Shift To Digital Tactics As The Recession Provokes Deep Cuts

April 24th, 2009
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Peter Burris , Christina Lee , Zachary Reiss-Davis

Summary

What a difference a year makes. Compared with our year-end 2007 study, the outlook for business-to-business (B2B) marketing budgets is, not surprisingly, dire. Facing budget reductions of 23% on average, most marketers try to fend off deeper cuts while scrambling to keep pipelines full. Those who fail to embrace digital marketing face certain extinction by 2010 as new social buying habits and readily available online information shift purchase power from corporations to communities.

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