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Posted by Michael Greene on March 4, 2010
Forrester’s five year forecast of B2B interactive marketing spending has gone live on the Forrester site. This report marks the beginning of a chain of research for interactive marketing professionals at B2B companies. It should be no surprise that B2B interactive marketing spending continues to grow – and quickly at that. We project B2B interactive marketing spending to hit $4.8 billion in 2014, over double an estimated $2.3 billion in 2009. That’s no number to sneeze at, but what impresses me most is that historically conservative B2B marketers are not only investing in interactive marketing, but actually shifting budget towards online channels. While all marketers need to adjust marketing plans to suit their unique marketing goals and purchaser behavior, I think our forecast reflects a few universal truths for B2B marketers:
Stay tuned for more research on B2B interactive marketing. Until then, how do you see B2B interactive marketing evolving over the next 12 months? What research would you like to see? Let me know in the comments below.