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Entire contents © 2005  Forrester Research, Inc. All rights reserved.

Key findings – B2B Marketing Mix

Industry-specific marketing opportunities of all kinds (trade shows, magazines, web sites) are viewed as more effective than general business magazines or web sites.

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The most effective branding vehicles include in-person events and industry specific magazines. Online is as effective at branding as general business magazines and TV.

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The most effective lead generation vehicles include in-person events, industry specific magazines, and online marketing.

Fewer marketers will use general business magazines, direct mail, and newspapers, and those using these media will only minimally increase spending, implying a shift of marketing budget allocation toward digital media.

48% of B2B marketers use online marketing today, and spend 24% of their budget online

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