Overall, marketers are focused on acquisition more than retention. The plurality of marketers (48%) are balancing their efforts, although 32% will focus more on acquisition, and the remainder more on retention. While marketers often emphasize retention to weather a downturn, many respondents plan to capitalize on competitive weakness to gain share.

Marketers continue to move online. Overall, marketers will decrease their offline efforts slightly, with an average rating of 2.6 on a scale of 1 (significantly decrease) to 5 (significantly increase). Online marketing will increase slightly, with an average rating of 3.5.

PR, resource centers, social networks and search lead the way. PR had an average score of 3.5; the three online tactics each averaged 3.7. The biggest offline decrease will be in print (2.4); the lowest-scoring online tactic is banner ads, at 3.2.

Research budgets are falling; research had an average overall score of 2.5. There is no significant difference between the areas of focus, or between custom and syndicated research. However, in terms of formats, there will be more use of online surveys (3.5) and online focus groups (3.3).

Sales support programs will be more focused in 2009, especially on specific segments and lead generation. Both had an average score of 3.8. Marketers will also increase their sales support, although to a lesser degree, on specific products and marketing partners.

Focus is the key theme for 2009, with many respondents indicating that their marketing plans will be "more focused," whether on online, specific segments, new products, retention or even small business overall.

What should you focus on? To learn more about the specific tactics marketers will emphasize and the messaging that will best resonate with SMBs, register today for our March 24 Webcast (there's no charge). You'll get the full results of this survey of SMB marketers, as well as our complementary survey of 250 SMBs, and learn best practices in marketing to SMBs in 2009.