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B-to-b online marketing spending on an upswing

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Sept. 20 New York—B-to-b marketers’ online budgets for the second half of th year are growing at a healthy clip, according to anecdotal evidence from a handful of marketer panelists at BtoB’s NetMarketing Breakfast Wednesday.

Panelists from IBM Corp., KnowledgeStorm and Raymond Corp. said their marketing budgets for the second half have increased and that the additional money is being invested in online marketing, including search and podcasts.

Sher Taton, senior manager-global interactive at IBM, said she received a 30% increase in her budget after appealing to upper management for additional dollars. “We should have a sizable increase next year as well,” Taton said.

Kevin Trenga, manager-marketing communications at Raymond Corp. a manufacturer of electric forklifts and forklift trucks, said his increased budget will be put towards an integrated content management system and an upgrade of the company’s 5-year-old Web site, including search engine optimization.

KnowledgeStorm Exec VP Jeff Ramminger said his company is focusing on search marketing investments.

Paul Dunay, director-global financial services marketing at BearingPoint, said his company’s interactive budget is holding steady.

He said the company is continuing to focus on leveraging blogs, podcasting, videocasting and viral marketing techniques for lead generation.

The comments are in stark contrast to an announcement from online giant Yahoo! on Tuesday that online spending has slowed, a trend the search engine said would affect both branded and search advertising.

—Carol Krol

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