Skip to main content

Save or Share this Report

For B2B Marketing Professionals

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

April 25, 2012

Primary author headshot


  • 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


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

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