Summary
Business-to-business (B2B) marketers place Web seminars, search marketing, the company Web site, and social networking sites like Facebook and LinkedIn high on their list of spending plans for 2010 campaigns. Yet sales support demands, fixed headcount, and traditional spending patterns keep B2B program budgets looking pretty much the same from year to year. To make B2B budget planning less habitual, Forrester admonishes business marketers to step up the digital transformation pace and shift budget dollars from designing outbound campaigns to fostering community interactions.
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