Forrester vient de publier son B2B US Interactive Marketing Forecast, 2009 To 2014. Comme le document coûte 1745$ US, on va se contenter du résumé qui en est fait:

B2B interactive marketing spending will climb to nearly $4.8 billion in 2014 as interactive channels continue to grab a larger share of the marketing pie. B2B marketers will continue to invest heavily in paid search but will also begin to invest in display advertising and emerging marketing tactics such as social and mobile marketing. In order to make the most of these investments, B2B marketers should focus on creating online customer interactions — not just driving leads — and develop a central team to direct emerging media strategy.

L’auteur du rapport, Michael Greene, conclue sur son blogue:

B2B marketers can’t ignore social media. Consumer-focused marketers have been relatively fast out of the gate in adopting social marketing, but I believe that it’s B2B marketers who will ultimately gain the most from social technologies. B2B marketers have always understood the need to develop deeper relationships with customers, and while traditional sales and client service operations aren’t going to disappear, social media has emerged as key platform for informing decision makers during the sales process and engaging and supporting existing clients.