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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.
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.
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