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Forrester: Web marketing investment tops b-to-b CMO priorities

Published on .

Cambridge, Mass.—Increasing online marketing is the top spending priority this year for b-to-b marketers, according to a new report from Forrester Research.

The report was based on interviews with 32 senior b-to-b marketing executives.

When asked about their top investment priorities for the year, 84% of respondents said increasing Internet marketing, 56% said penetrating vertical markets, 53% said improving multichannel customer experiences and 50% said refining customer profile data quality and accessibility. (Respondents could select more than one response.)

Other investment priorities for the year include investing in marketing technology;, recruiting and training; reaching small and midsize markets; and adopting Web 2.0 tactics.

A summary of the report is available at http://www.forrester.com/go?docid=44365.

—Kate Maddox

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