Ok, given the current economy, it’s no surprise that we found B2B marketers expect to have less budget to work with in 2009. I teamed up with MarketingProfs to field the 2009 marketing budgets and mix effectiveness survey. I’ll write about the results soon — now that I’ve got the social media research behind me for now — but wanted to share a few tidbits with you ahead of time. We found:
75% of respondents said their budgets increased or stayed the same (vs 2007) last year. Avg. increase was about 20%.
However, 58% feel the same way in 2008. 42% expect budgets to decrease by 23% on average (with a wide deviation.)
I talked a bit about this when I teamed up with a number of other analysts here to write our 2009 predictions document for technology/B2B marketers. Here’s what I said about it on our blog for Interactive Marketers:
How Are 2009 Marketing Budgets Shaping Up? — January 8, 2009
Happy New Year, Everyone! Looking over my holiday and Christmas greetings this year, I was struck by the change in tone from 2007 and how everyone’s wishes for a “happy” new year seemed more sincere and profound in light of the current economy.
In our Predictions 2009 research, published December 23, Forrester analysts who cover B2B and technology marketing predict that marketing budgets will take big hits early in 2009, with typical decreases in the 15% to 25% range. To investigate whether this prediction is tracking current experience and to look at the impact of the economy on this year’s B2B marketing spending, Forrester teamed up with MarketingProfs to field a survey that explores 2009 budget plans and looks back at 2008 effectiveness. Interactive marketers who work at firms who sell primarily (but not necessarily exclusively) to businesses will find participating in this research relevant because we explore a number of online and social tactics along with the conventional.
<Deleted solicitation to participate in the survey.>
Here’s wishing you a more prosperous new year.
Tags: B2B marketing, marketing budgets, budget survey :: 
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I found it interesting that my “thumb in the wind” prediction proved out in this particular survey. I am concerned, however, that the second half of 2009 may actually get worse before things get better.
I also looked at which tactics — conventional, online, and social — marketers use and find effective for building brand and generating demand. Not surprisingly, traditional approaches like trade shows, PR, print and direct mail still figure highly on the marketing tactic popularity list. 2/3 or more of respondents said they used these tactics — along with the corporate Web site, email, and search marketing — in their 2008 marketing programs.
I expect this to change in 2009 as the budget crunch tightens. Respondents said they expect their Web sites, inside sales, email and Web-based events to become more important in their overall marketing mix. Among social media, 30%+ of respondents said online demos, discussion forums, blogs, open social networks, and podcasts would become more important — which is not that far behind the other, more popular channels.
Will 2009 become the year that B2B marketers finally wake up to the power of online, inbound, pull-oriented marketing? Let’s hope so. The data points in that direction, but let me know what you are seeing as well.
