For the past three consecutive years, MarketingProfs has reported on trends in B2B marketing with respect to budget and marketing mix allocations. In 2010, for the first time, MarketingProfs supplemented this basic research with an additional survey in order to produce an expanded report on a wide range of issues affecting business-to-business marketers. By comparing these results with those observed in 2009, the year most economists declared a formal worldwide recession, we planned to mark the shifts that had occurred through the ups and downs of the economy. Specifically, we wanted to measure and assess the effects of the changing economy on current marketing strategies and budgets and thus provide an updated guidance to organizations facing marketing planning decisions for the future.
Here's what we found.