Save or Share this Report

For B2B Marketing Professionals

Direct Your 2015 B2B Budget Gains Toward Creating Exceptional Customer Experiences

January 20, 2015

Primary author headshot

Authors

Why Read This Report

For this report, Forrester and Direct Marketing News (DMN) jointly surveyed a new crop of 132 business-to-business (B2B) marketing executives about their 2015 budget plans and expectations. The results reveal that B2B marketers expect program budgets to increase in 2015 while they continue to juggle budget dollars across a fragmented set of funding demands. With little change in strategy, however, marketing leaders struggle to show how marketing programs influence the business. To get out of this pickle, B2B CMOs need to reprioritize budget line items along two key dimensions. First, shift from your historical communications, promotion, and lead management focus to take responsibility for turning the enterprise toward the customer and creating more engaged customer relationships that also derive new insight from each encounter. Then factor risk and reward criteria into your marketing mix choices based on how well programs create differentiated experiences that customers value.

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 ($499 USD).

Purchase

Table of Contents

  • B2B Marketers Anticipate 2015 Programs Budgets Will Rise
  • It's Time To Put B2B Budgets Toward Interactions That Customers Value
  • RECOMMENDATIONS

  • Unify Fragmented Budgets Around Delivering Exceptional Experiences
  • Supplemental Material
  • Related Research Documents

Recommended Research