Despite the current recession, nearly one-third of b-to-b marketers plan to increase their marketing budgets this year, according to BtoB magazine's "2009 Marketing Priorities and Plans" survey. 

The survey of 211 b-to-b marketing professionals was conducted in November 2008 and found that 31.1% of marketers plan to boost their marketing budgets in 2009, while 43.5% plan to keep budgets flat. About one-quarter of the respondents plan to decrease their marketing budgets in 2009. Of those planning increases, one-quarter intend to raise them by more than 20%, while nearly 9% plan increases between 15% and 19%. 

As we have noted in previous newsletter articles, statistics show that the companies that keep marketing budgets intact invariably come out ahead. Recessions can actually offer unprecedented opportunities to market a brand, service, or product in an environment with less noise and clutter. 

Online was the top media platform targeted by marketers in the survey, with 66.5% of marketers planning to increase their online budgets. Many traditional b-to-b marketers are shifting more of their efforts online, which can be not only more cost effective but also more timely and productive. 

Forty-five percent of marketers surveyed for the latest report said they currently use social media as part of their marketing strategy, compared with only 20.0% of respondents to the "2008 Marketing Priorities and Plans" survey. 

To save money, some b-to-b marketers will do more virtual events and use Web conferencing technology to take the place of face-to-face meetings and events. 

During belt-tightening times, it is generally better to utilize budgets more effectively than to cut them. An excellent example is shifting money from advertising to PR. The effects of third-party credibility, positive media exposure, and viral online exposure can cut through the clutter and bring your message home.