BtoB Magazine recently reported on their "2010 Outlook: Marketing Priorities and Plans" survey. Interesting insights include:

25.7% plan on increasing their staff in 2010 (66.5% expect no change; 7.8% expect a decrease)

61.0% have a primary marketing goal of customer acquisition in 2010; 15.5% customer retention; 15.0% brand marketing (8.5% other).

39.2% plan on increasing their budget; 47.5% expect no change and 13.3% see a decrease.

Heading into the recession 57.7% cut budgets, so this predicts a shift away from a conservative approach.