| Web marketing investment tops b-to-b CMO priorities |
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February 26, 2008 By Forrester 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. |
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