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BtoB

Forrester says b-to-b marketers will increase budgets 6.8% this year

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Cambridge, Mass.—B-to-b marketers will increase their marketing budgets by an average of 6.8% this year, according to a report from Forrester Research. The report, “B2B Marketers Must Focus on Partnership and Experimentation as 2012 Budgets Rise,” was based on an online survey of 864 b-to-b marketing executives in North America and Europe, conducted in the fourth quarter. According to the report, 27.0% of marketers will increase their budgets between 10% and 19% this year; 20.0% will increase budgets between 5% and 9%; and 18.0% will increase them between 1% and 4%. Sixteen percent of b-to-b marketers will boost budgets by more than 20% this year. The remaining 19.0% will decrease marketing budgets. Industries with the highest marketing budget ratio (marketing budget as a percent of total revenue) are finance and insurance (3.0%), high-tech products (2.7%), pharmaceutical and medical (2.6%) and high-tech services (2.6%).
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