Cautiously optimistic

I love these two words. It’s like being exactly in the middle of a glass being half full and half empty. You’re still on the fence about shouting out that everything is fantastic, yet you can carefully say that things are on the up tick. And that is what many B2B marketers are feeling these days as the economy slowly creeps out of this recession. According to a recent article in BtoBOnline, approximately 39 percent of B2B marketers are planning to increase their marketing budgets this year. That’s good news! But it also means that you must dig in and determine where those increases are going to occur. Are you going to look back at budgets from pre-recession times and simply reiterate some of those numbers? Or do you realize that over the course of the past two to three years, things have changed, which means plugging the same numbers into old line items simply isn’t going to work in this new dynamic world? As you plan ahead for recovery, combine some of your old-world thinking with new possibilities that have presented themselves over the past 12 to 24 months. Blend a marketing mix that’s new and different—one that can be viral but is also open to even more change if need be.


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