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Forrester: B2B Marketing Budgets Up 6.7% in 2011

May 2, 2011

After several years of making cuts, B2B marketing leaders are increasing their budgets 6.7% in 2011 over 2010 levels, with tech-services companies driving much of the expansion, according to a report by Forrester Research.

Tech-services companies plan to increase marketing budgets 17.0% on average in 2011. Other sectors planning increases include the following:

  • Finance and insurance: 7.8%
  • High-tech products: 5.9%
  • Business and professional services: 4.3%
  • Manufacturing: 4.3%

By contrast, pharmaceutical companies and medical device manufacturers are reducing spending in 2011, roughly 2.8% on average from 2010 levels.

Below, other findings from the report, Bigger B2B Marketing Budgets Come With Great Expectations, based on a survey of 563 global marketing executives.

The three biggest B2B investment areas in 2011 are product marketing and management (21.3%),  lead origination (15.7%), and branding (13.5%).

B2B brands continue to gradually shift priorities to better align themselves with today's buyers:

  • Community and interactive marketing is expected to account for 7.4% of 2011 budgets, up 0.9 points from 2010.
  • Lead nurturing is expected to account for 7.2% of spending, up 0.8 points from a year earlier.

About the data: Findings are from Forrester's survey of 563 global marketing executives, conducted in the fourth quarter of 2010.

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  • by Nick Stamoulis Mon May 2, 2011 via web

    When companies increase their marketing budgets, it is a sign that companies have more faith in consumer spending. Very few companies are willing to spend more if they don't think they can earn it back. It's a good indication that the economy is slowly improving.

  • by Spencer Broome Mon May 2, 2011 via web

    Increase and Budget are never a bad combo to read about.

  • by Pam Alvord Mon May 16, 2011 via web

    To align themselves with today's buyers and get a strong ROI on those investments, B2B marketers should customize their plan to reach customers in each of the 5 purchase phases. Read more at

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