B2B Marketing Tactics And Results: Channel-Oriented Versus Direct

In this economic climate of scrutinized marketing budgets and demonstrable return on investment (ROI) expectations, business-to-business (B2B) marketers need to make sure that they're doing the right things (i.e., allocating their budgets for various marketing vehicles optimally). Forrester recently conducted a survey of B2B marketers on their preferred and successful marketing tactics, processes, and results. B2B marketers at both channel-oriented and direct-oriented companies can use the results of this research study to benchmark their marketing plans. Moreover, direct-oriented marketers can see where they fall short of their channel-oriented peers, and channel-oriented marketers can learn what to do to counter the marketing entropy effect of their diffuse partner ecosystems.