B2B marketers are increasing marketing budgets 6.8% on average in 2012 according to a survey from Forrester Research.
Across various industries, gaps in marketing investment growth have narrowed from levels reported in 2011:
- High-tech services firms still lead the industry pack in 2012, but with a much more modest growth plan of 9%, compared with the 17% reported in 2011.
- Manufacturing firms are second with a 7% increase as they invest in digital channels. That’s up 3 percentage points from 4% in 2011.
- Pharmaceutical, medical device, and biotech budgets are showing a sharp change of direction, shifting from a 3% cut in budgets in 2011, to a 2% increase in 2012.
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