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For B2B Marketing Professionals

Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

February 1, 2011

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  • By Peter Burris
  • with Tim Harmon,
  • Peter O'Neill,
  • Zachary Reiss-Davis,
  • Eric Hsieh

Why Read This Report

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth, this next phase will feature new buyers, deeper embedding of technology into business outcomes, and radically different marketing engagement and business models. To succeed, tech marketers must alter their vision of the role of marketing in their companies: from a provider of prospect names and product messages to a strategic resource that, like a flywheel, fuels and smoothes the work and priorities of sales and of managing offering portfolios. However, the work of marketing does not adhere to a one-size-fits-all model for allocating resources. Successful tech marketers monitor and adjust their marketing investment flywheels to keep the business pumping while meeting specific customer and competitive challenges.

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Table of Contents

  • The Tech Industry Growth Outlook Is Good
  • Tech Marketing Is Entering A New Type Of Growth Mode
  • Tech Marketing Organization And Investments 2011
  • Is B2B Tech Marketing Really That Different From B2B Non-Tech?

  • Time To Be Extra Smart About Improving Tech Marketing Productivity
  • Supplemental Material
  • Related Research Documents