Trends Report

B2B Marketers' 2008 Budget Trends

Traditional Tactics Top Current Spending As Budget Expectations Rise

December 12th, 2007
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Kim Le Quoc , Julie M. Katz , Jaap Favier , Evadne Cokeh

Summary

The outlook for business-to-business (B2B) marketing budgets in 2008 is optimistic. Most marketers expect purse strings to loosen up. Although interactive tactics stand to gain the greatest share of this windfall, traditional media, led by tradeshows, PR, and direct mail, still command the lion's share of today's budget. To accelerate the digital transformation, B2B marketers must ensure that their search, Web site, and email marketing programs are unified and operating on all cylinders. This trio of tactics provides the foundation from which to experiment with emerging Web 2.0 tactics while keeping the sales pipeline full and critics of further marketing investment at bay.

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