Marketing Insider Group

NOVEMBER 9, 2020

The pandemic’s impact on marketing budgets continues to play out, but The CMO Survey , published in June 2020, shows a decrease in spending across the board. Image: CMO Survey. One of the areas with the biggest hit per the study is traditional ad spending. In some cases, however, marketing spend is up.

Marketing Budget 292

Marketing Budget Paid Content Budget Programs Marketing Budget Creation 292

B2B Marketing Directions

MARCH 13, 2022

(This month's Research Round-Up features the latest ABM benchmark study by ITSMA and the ABM Leadership Alliance, Winterberry Group's latest forecast of marketing and advertising spending, and a survey examining the future of marketing events by the CMO Council and Cvent.)

Account Based Marketing 52

Account Based Marketing ABM Spending Budget Management 52

B2B Marketing Directions

SEPTEMBER 16, 2018

With the beginning of the fourth quarter less than a month away, many B2B companies have already started planning for 2019. Over the next several weeks, marketing leaders will be evaluating how well their existing marketing programs have performed and developing plans for the coming year.

CMO 40

CMO Customer Surveys Trends Planning 40

B2B Marketing Directions

DECEMBER 18, 2016

By this point, most B2B marketers are well into their planning for 2017, and it appears that many marketers will have healthy marketing budgets in the coming year. Several research studies have found that a majority of marketers are expecting their budgets to increase in 2017.

Budget Management 40

Budget Management Spending Account Based Marketing Planning 40

Porch Group Media

SEPTEMBER 9, 2020

In looking forward to 2021, CMOs expect increases in certain categories. This varied slightly for B2C and B2B marketers. In B2C, channels such as digital, social, mobile and website all expected to see increases in budget for a large percentage of marketers. Source: Tech.co. Click here to learn more.

Paid Content 59

Paid Content Spending Paid Search Agency CMO 59

B2B Marketing Directions

AUGUST 15, 2021

Last month, Gartner released the findings of its CMO Spend Survey, 2021. The survey produced 400 responses from marketing decision makers and influencers located in North America, Europe and the UK. The mean percentage of revenue allocated to marketing in 2021 is about the same in both B2B and B2C companies.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Budget Programs Allocation 98

KoMarketing Associates

SEPTEMBER 12, 2017

B2B marketers are still investing in conferences and tradeshows to expand their reach, but a survey conducted by Certain, Inc. About 73 percent of marketers claimed that they still rely on manual data capture at events. For more insight into this research, we spoke to Kristen Alexander, CMO at Certain, Inc.

Event Marketing 124

Event Marketing B2B Marketing Planning B2B 124

Porch Group Media

JULY 6, 2021

So which sources are being used to augment data-driven marketing? According to survey by Adobe, the top 3 ways marketers are adding value include the use of CRM data, real-time data from analytics, and by integrating analytics across channels. Adobe/Marketing Charts). CMO Council). CMO Council).

Statistics 122

Statistics Planning Advertising Agencies Paid Search Agency 122

Adobe Experience Cloud Blog

OCTOBER 28, 2019

Simply put, marketers need to reflect on not only what the return was but which program achieved the best return—and use this insight for future decisions. It’s clear marketing ROI is important. The rising demand for marketing ROI. A definitive guide to marketing metrics and analytics. And how can you measure it?

ROI 106

ROI B2B Thought Leadership Cost per Acquisition Forecasting 106

markempa

DECEMBER 12, 2016

I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. The Biggest Contributor to B2B Revenue. Read The Biggest Contributor to B2B Revenue. How Empathy Will Grow Your Sales and Marketing Pipeline.

Account Based Marketing 84

Account Based Marketing Marketing Qualified Leads Lead Scoring Lead Ranking 84

Martech Advisor

JANUARY 16, 2020

The martech landscape is fast evolving, and the marketing technologist’s job is becoming more comprehensive. Considering how McDonald’s dropped the CMO title last year in favor of a dedicated SVP marketing technology, we're exploring such moves in martech. Find out what it means for marketing technologists in 2020.

Planning 93

Planning Enterprise Management Paid Search Agency CMO 93

Webbiquity

FEBRUARY 2, 2016

After SEM, online display advertising (banner ads and retargeting) capture the biggest share of online spending at 34%, representing roughly 10% of total marketing budgets. 5 General Digital Marketing Stats. Total spending on Internet advertising is predicted to grow 12.9% The CMO Survey ). The CMO Survey ).

Stats 100

Stats Paid Content Banner Ads Marketing Budget 100

The ROI Guy

MAY 2, 2011

Free Campaign and Marketing Optimization (CMO) Assessment Tool and Service to Optimize B2B Marketing Return on Investment (ROI) Alinean announces the CMO Challenge , a free online assessment tool and service to help B2B marketers optimize the spending and practices of overall marketing groups, or individual campaigns.

CMO 40

CMO Peer-to-peer Marketing Budget Advertising Benchmark 40

PureB2B

JUNE 14, 2021

B2B influencer marketing: While many in the B2B industry consider influencer marketing primarily a B2C tactic, it can also work in the B2B sector, particularly for IT products. The focus here is the techniques and resources included in your basic B2B digital marketing budget.

Budget Programs 62

Budget Programs Paid Search Agency Optimization Advertising Agencies 62

Leadspace

JANUARY 4, 2017

While this is a broad category, with lots of noise, hype, and fairy dust swirling, there are a few major categories that I believe are the most important to track (and if you’re an aspiring digital CMO and haven’t made these investments, it’s time to start talking to the CIO and the CFO about making them). Real-time content/offer management.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Adobe Experience Cloud Blog

AUGUST 16, 2018

By the end of 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing, reports Gartner. And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? Can you prove they achieved a return on investment? Conclusion.

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

Webbiquity

JANUARY 19, 2016

Image credit: The CMO Survey. And that usage isn’t all selfies and cat videos; both consumer and B2B purchases are influenced by social content. 46% of B2B marketers say they’re not sure whether any social channels have generated revenue for their businesses. of CMOs were neutral or negative, while just 40.5%

Social Media 100

Social Media Stats Social Marketing CMS Development 100

Seismic

MARCH 8, 2019

So even if you pick up just a handful of these habits, you will be on your way to becoming a more effective B2B marketer, as well as better prepared for future career success. Consider fresh topics, try different types of content, experiment with new marketing channels! Don’t underestimate the power of analytics.

Planning 94

Planning Effectiveness Lead Scoring Lead Ranking 94

Strategic-IC

APRIL 6, 2022

We’re just good B2B Marketers and ABMers. But in recent years it’s become a hot topic for B2B marketers. Alice de Courcy , CMO at Cognism, defines it as: “It’s a term that means the places that buyers are engaging and making decisions that no attribution software or tracking can account for.”. Impossible, right?

Top of Funnel 62

Top of Funnel Peer-to-peer Account Based Marketing Paid Search Agency 62

Adobe Experience Cloud Blog

JANUARY 5, 2018

Technology, personalized content , account-based marketing (ABM) , and analytics are dominant investment themes, with AI showing up more now than ever before. It will be interesting to see if marketers are experimenting with AI, or actually putting it “in the game,” so to speak. Better sales and marketing alignment— 24%.

Customer Surveys 134

Customer Surveys Account Based Marketing Marketo Thought Leadership 134

Marketing Insider Group

OCTOBER 13, 2015

That was the question at hand for a panel that Carlos Hidalgo, president of ANNUITAS hosted at Content Marketing World 2015 in Cleveland with Kathy Button Bell , CMO Emerson , Brian Kardon , CMO, Lattice Engines and Mark Wilson , SVP Marketing, BlackBerry and myself. It’s too much for B2B. But here goes….

B2B Thought Leadership 100

B2B Thought Leadership CMO Stats B2B Sales 100

Allocadia

APRIL 8, 2019

There‘s a little secret most marketers know, but don‘t talk about. According to The CMO Survey of marketers, only 35 percent of decisions are made based on marketing analytics. Just one in three marketing decisions is data-driven. Better budgeting and planning are critical to improving marketing performance.

Planning 40

Planning Budget Programs Marketing Budget Creation Webinar Metrics 40

Content Standard

JUNE 12, 2017

Most professionals love the close of Q2 each year: summer weather is getting into swing, many people have prepared to take well-earned vacations, and it’s time for the marketing conference circuit to kick into high gear. Cassandra is a marketing executive for a mid-size B2B tech company. Keeping Up With The Joneses.

Marketing Budget 47

Marketing Budget Spending Trends Allocation 47

ViewPoint

MARCH 6, 2012

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. She is a founding member of the Savvy B2B Marketing blog , and contributes regularly to the Content Marketing Institute blog. Drive Alignment.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Single Grain

JULY 6, 2021

The Chief Marketing Officer (CMO) is a crucial position for every organization, but hiring a CMO is more challenging than any other C-level position. In this article, I will discuss what a CMO is, the different skills needed to become a great CMO, and how you can hire the perfect CMO for your organization.

CMO 52

CMO Paid Content Paid Search Agency Work Management 52

Marketing Insider Group

FEBRUARY 5, 2024

(Wallaroo) Social media advertising spending is expected to surpass $300 billion in 2024. Statista) 97% of marketers using Account-Based Marketing (ABM) report it delivers higher ROI than other marketing activities. WARC) 94% of B2B marketers implement ABM strategies. seconds over the past two decades.

Paid Content 219

Paid Content Stats Marketing Budget Webinar Metrics 219

Heinz Marketing

MAY 28, 2018

It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. More from Sam: I am an analytically driven marketing professional who has experience as a marketing leader, industry analyst, and customer success manager at a marketing technology company.

Work Management 61

Work Management Enterprise Management CMO Marketing Management 61

Aberdeen

JANUARY 25, 2019

In this week’s roundup of intent data news and features, we’ll assess marketing budgets, touch on LinkedIn, take a trip to an unfamiliar industry, and consider how to format a B2B content marketing strategy. B2B Marketing Budget Boost. Format Content Marketing for B2B Conversion.

Intent Data 40

Intent Data Intent Spending Top of Funnel 40

KoMarketing Associates

MARCH 8, 2018

How well are you managing your B2B marketing performance? In other words, do you know what’s working, what’s not, and where to spend your next marketing dollar with confidence? Investments – Budgets, spend management, and reconciling with finance.

B2B Marketing 186

B2B Marketing Work Management Planning Marketing Management 186

Adobe Experience Cloud Blog

AUGUST 5, 2011

Marketing Operations delivers budget management discipline. Marketing is a top organizational spender. A big budget without operations to monitor effectiveness is fiscally negligent. Marketing strategy = Enterprise strategy. It takes a genius to manage this information explosion. Investment insurance.

Enterprise Management 48

Enterprise Management Planning Contingency Planning Advertising Agencies 48

Full Circle Insights

FEBRUARY 28, 2021

That’s why the company was built from the ground up on the principle that marketing data should reside in the CRM. We’ve seen what a difference it can make when sales and marketing share a single source of truth. Optimize Your Marketing Mix in Salesforce. Building a Solid Case for Attribution to the CMO.

Lead Ranking 89

Lead Ranking Sales Management Marketing Attribution Full Circle Insights 89

Contently

DECEMBER 14, 2022

As a results-driven CMO, your team KPIs and campaign-specific goals extend beyond building brand awareness. While you know content is integral to your lead nurturing strategy, you need more tangible results from your content marketing teams. Leverage Data Analytics Tools to Drive Your Decisions.

Top of Funnel 110

Top of Funnel Ideal Customer Profiles Marketing & Strategy Digital Marketing Funnels 110

The ABM Agency

APRIL 30, 2023

Reading Time: 14 minutes What is Account Based Marketing? As a CMO at a large B2B SaaS organization, you may be familiar with the concept of Account Based Marketing. Leveraging Data Analytics Tools D. Reviewing Account Selection Criteria FAQs in Relation to What is Account Based Marketing? Conclusion 1.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles B2B Marketing Sales Qualified Leads 52

Hubspot

JANUARY 14, 2013

And feel free to adapt, modify, and use them in your own search for your next all-star marketing team members. 1) Social Media Manager. Experience managing non-personal social media accounts like Twitter, Facebook, YouTube, LinkedIn, Google+, etc. Responsibilities Include: Managing all social media platforms for the business.

Paid Search Agency 28

Paid Search Agency Work Management Marketing Management Planning 28

Kapost

MARCH 27, 2017

The latest report by Marketo reveals that 65% of marketers publish content at least once a month. According to Gartner’s CMO Spend Study , marketing spend is on the rise for the third consecutive year. CMOs are measured on their ability to drive growth and revenue for their company.

Top of Funnel 48

Top of Funnel Lead Ranking B2B Marketing Planning 48

Martech

NOVEMBER 3, 2021

Recent data suggests that B2C organizations spend an average of 5% to 12% of their revenue on marketing, and B2B puts aside about 8% to 9% of their revenue for marketing spend. If you have an entirely web-based business, you’ll likely spend a greater percentage of your total budget on digital strategies.

Budget Programs 118

Budget Programs Spending Paid Search Agency Marketing Budget 118

Valasys

JULY 22, 2019

The backdrop of B2B marketing has now evolved & companies have started brainstorming about the swathe of their digital footprints, left on several platforms at web, which are utilized in creating hyper-targeted advertisements or campaigns to attract, engage & convert their potential buyers. You’re in one camp or the other.

Enterprise Management 53

Enterprise Management Work Management B2B Marketing Marketing AI 53