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Content Marketing During a Downturn: Here’s What the Conventional Wisdom Gets Wrong

Contently

When these words start to appear, conventional wisdom tells businesses to cut their marketing budgets. As two marketing professors put it in a 2020 Harvard Business Review article : “Firms that maintain their marketing spend while reallocating it to suit the context … fare better than firms that cut their marketing investment.”

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Recession Planning: Should You Cut Your Marketing Budget?

Zoominfo

The constant pendulum swings give consumers and businesses little confidence for planning ahead, and the only thing we can probably agree on is that everything really is weird. Unfortunately, that’s not really an actionable business tactic. But cutting back on marketing isn’t always what’s best for your business.

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[Research Round-Up] B2B Highlights from "The CMO Survey" - The Impact of Marketing Analytics and "Working from Home"

B2B Marketing Directions

The CMO Survey" is directed by Dr. Christine Moorman and is sponsored by Deloitte LLP, Duke University's Fuqua School of Business and the American Marketing Association. This research has been conducted semi-annually since 2008, and it consistently provides a wealth of information about marketing trends, spending and practices.

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In Praise of Middle Managers

Salesforce Marketing Cloud

In 2008, Monster.com ran a Super Bowl ad called “When I grow up” in which mockingly earnest kids declared their career aspirations. When COVID-19 hit, many business leaders pivoted quickly, bypassing bureaucratic overhang, and making important strategic decisions in tight groups. McKinsey itself is undergoing a metamorphosis.

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Gartner CIO Study Highlights Need for Outcome-Based Technology Sales & Marketing Strategies

The ROI Guy

Gartner's latest CIO study, "Reimagining IT: The 2011 CIO Agenda" highlights several important trends that will have significant impact on technology marketing and sales enablement into 2011 and beyond. According to Gartner, this requires CIOs re-imagine IT and lead it through a process of “creative destruction.

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Gartner highlights importance of business cases to address budget woes at its annual IT Symposium in Orlando

The ROI Guy

According to Gartner’s latest research, the IT industry is exiting its worst year ever in 2009, as worldwide IT spending is on pace to decline 5.2 Budgets will be hard to manage as business conditions change from optimisim to pessimism in light of uncertain conditions. CIOs must benchmark IT according to business impact.”

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Gartner reduces IT Spending Outlook for 2010, but still predicts a positive 2.9% growth

The ROI Guy

Gartner's latest IT spending outlook for 2010 remains positive, but is less optimistic than prior forecasts, as worldwide growth stalled over the summer. percent decline from 2008. percent decline from 2008. The full article on Gartner's research can be found at: [link]. percent in 2010 , to surpass $2.4 trillion, a 5.9

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