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For B2B Marketing Professionals

WEBINAR: How To Put Your 2015 B2B Marketing Budgets To Work

February 4, 2015

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Please note, this call was originally titled "Turn B2B Marketing Budget Gains Into Exceptional Customer Experiences"


In late 2015, Forrester surveyed 132 business-to-business (B2B) marketers about their 2015 program budget plans and expectations. We found that they expect program budgets to increase, but they continue to grapple with fragmented funding demands based on little change in strategy. As a result, marketing leaders continue to struggle to show how marketing programs influence the business.

To get out of this dilemma, B2B CMOs need to reprioritize budget line items along two key dimensions. First, they should shift from their historical communications, promotion, and lead management focus to take responsibility for turning the enterprise toward the customer. This means putting more marketing money toward creating engaged customer relationships that help the whole company derive new insight from each encounter. Second, they should factor risk and reward criteria into their marketing mix choices based on how well programs create differentiated experiences that customers value.

During this Webinar, attendees learn how leading B2B marketers plan to use the power of the purse to put B2B budgets to work on interactions that enhance the value customers receive. Laura Ramos shows why B2B CMOs need to assume more responsibility for turning the enterprise toward the customer and benefiting from more engaged buyer relationships.


  • B2B Program Budgets Are On The Rise
  • Fragmentation Makes It Difficult To Show Results
  • It's Time To Focus Budget Choices On Experiences That Customers Value
  • How To Fund Program Portfolios That Build Engagement

Key takeaways:

  • B2B marketers must build more durable marketing assets that can better integrate digital and conventional brand experiences.
  • Now is the time to double down on data analytics to drive deeper customer insight and make the marketing program mix pay off.
  • Marketers succeed when they redefine their partnership with sales and use data, content, and customer insights to reinvigorate channel partner programs.

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