×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Published on .

Most Popular
After citing the recent findings of a study by SiriusDecisions, Mac McIntosh makes this observation: "In my opinion b-to-b marketers traditionally spent too much of their marketing budget on lead generation, but spent too little on lead development. I'm glad to see that this may be changing."
READ MORE
In this article: