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For B2B Marketing Professionals

B2B Marketers Must Focus On Partnership And Experimentation As 2012 Budgets Rise

April 25, 2012

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Authors

  • By Jeff Ernst
  • with David M. Cooperstein,
  • Luca S. Paderni,
  • Matthew Dernoga

Why Read This Report

Business-to-business (B2B) marketing budget growth accelerated in 2012. This report reveals major trends in where those budgets are growing, helps senior marketers benchmark their budget allocation against that of their industry peers, and identifies the key drivers of marketing budget allocation decisions.

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Table of Contents

  • B2B Marketers Enter Their Second Year Of Budget Growth
  • Investment Shifts To Marketing Operations And Product Marketing
  • Past Experience Overrides Data And Sales Needs As Drivers Of Budget Allocation
  • RECOMMENDATIONS

  • Redefine Partnerships With Sales And Channels To Optimize Budgets
  • Supplemental Material
  • Related Research Documents

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