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Though most B2B marketers are not revising their marketing budgets in response to concerns about the economy, others are making adjustments this year, according to a survey by BtoB magazine.

The online survey of 684 B2B marketers conducted during the last week of January and the first week of February found as follows:

  • 58.3% of marketers have not revised their original 2008 marketing budgets in response to concerns about a possible recession in the US.
  • 29.4% have revised their marketing budgets down due to recessionary concerns.
  • 12.3% have revised their budgets up.

Among those who have revised their budgets down, the channels cited as likely to undergo declines:

  • Print (cited by 45.3% of marketers)
  • Events (17.3%)
  • Broadcast (10.0%)
  • Direct (8.7%)
  • Online (6.0%)
  • Outdoor (2.0%)
  • Other (10.7%).

Among those who have revised their budgets up, the area likely to undergo the greatest increase:

  • Online (48.5%)
  • Direct (16.5%)
  • Events (13.5%)
  • Print (9.0%)
  • Broadcast (3.0%)
  • Outdoor (0.4%)
  • Other (9.1%)

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