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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).