As buyer behavior changes and channels grow more complex, marketers are shifting spending to reflect new priorities in 2013. They’re spending more on thought leadership and doubling spending on Account Based Marketing. In addition, they are investing more in marketing automation to ensure the effectiveness of their programs. Marketers are facing other areas of complexity in marketing head on, taking steps to rebalance the online and offline marketing mix, update the marketing organization and skills, leverage agency relationships, enable thought leadership selling, and shift their focus from generating demand to building a more effective lead management and nurturing model.
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ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary
1. 2013 Services Marketing Budget
Allocations and Trends
Abbreviated
Summary
Julie Schwartz
Senior Vice President
Research and
Thought Leadership
ITSMA
Dianne Kim
Research Associate
ITSMA
Note: This Abbreviated Summary highlights some of the significant findings from
2013 Services Marketing Budget Allocations and Trends.
A more in-depth analysis can be found in the full report.