B2B Marketing Directions

DECEMBER 27, 2020

This will be my last post of 2020, and I want to thank everyone who has spent some of his or her valuable time reading this blog. The COVID-19 pandemic has obviously been the dominant event of 2020, and I have devoted several posts to COVID-related topics during the year. Image courtesy of Republic of Korea via Flickr CC.

Custom Publishing 64

Custom Publishing Planning B2B Sales B2B Marketing 64

Allocadia

NOVEMBER 25, 2020

At the Demand Gen Report’s Strategy & Planning Series, our CMO Julia Stead was joined by Bill Dembinski, VP Corporate Marketing at Equinix, and Lisa Horner, VP Marketing at Appfolio to discuss exclusive data insights into the massive changes marketing organizations made to budgets and strategy in 2020.

Planning 52

Planning Spending Budget Management Marketing & Strategy 52

Martech Advisor

JANUARY 23, 2020

A 2019 report by ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) found that multicultural consumers make up nearly 40% of the U.S. of the total advertising and marketing spends is directed toward them. So how can you get started with a multicultural marketing strategy in 2020? population.

Practices 104

Practices Marketing Strategy Marketing & Strategy Examples 104

Martech Advisor

JANUARY 16, 2020

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. The marketing technologist’s job description is highly dynamic, to say the least! Let's find out.

Planning 93

Planning Enterprise Management Paid Search Agency CMO 93

B2B Marketing Directions

MARCH 13, 2022

In 2020, marketers and event sponsors and planners pivoted quickly to make many of their events virtual. Many marketers are now hoping for a return to normalcy in 2022, and they are thinking about what the future of events will look like.

Account Based Marketing 52

Account Based Marketing ABM Spending Budget Management 52

Hive9

MAY 19, 2020

To justify their marketing spend, marketing leaders are under constant pressure from their organization to deliver ROI. To get a sense of the current struggle, let’s take a look at what marketing leaders Denise and Christine have been up to.

Planning 264

Planning Campaigns Work Management Marketing & Strategy 264

KoMarketing Associates

JULY 21, 2020

As B2B marketers turn to social media to reach out to customers and prospects, new research suggests that Facebook still reigns supreme as a go-to channel. LinkedIn (81%), Instagram (71%) and Twitter (59%) were also some of the top platforms utilized by B2B marketers. one year later.

Social Media 293

Social Media Marketing Report Facebook Social Marketing 293

Metadata

SEPTEMBER 1, 2020

2, 2020 — Metadata.io, the autonomous demand generation company, today announced it was named in the top leadership position in the G2 Summer 2020 Grid® Report for Account-Based Advertising Software. Named Leader in G2 Account-Based Advertising Software for Summer 2020 Report appeared first on Metadata.io.

Software 52

Software Marketing Analytics Tools Advertisements Advertising 52

Martech Advisor

OCTOBER 15, 2019

With greater technological advances, marketing professionals and organizations need to stay ahead of their competitors. Elizabeth Gallagher, CRO of Lineate, hones in on the 2020 MarTech trends companies and marketers should act on now. Align marketing and sales initiatives. Acquire more customers.

Act-On 71

Act-On Marketing AI Trends Work Management 71

Zoominfo

DECEMBER 11, 2020

Comparing the period from April 2019 through April 2020, there were increases for angel and seed funding (up 27% year over year), series A funding (up 15%), and series B funding (up 8%). Clearly, investors continued to respond to the innovation displayed by startups despite the difficulties of 2020.

Enterprise Management 246

Enterprise Management Work Management Paid Search Agency Zoominfo 246

KoMarketing Associates

JULY 1, 2020

COVID-19 and Marketing Spend on Google Search. As marketing priorities shift due to COVID-19, previous research suggests that Google search ad spend, in particular, is falling. This was a decrease from 16% growth recorded in Q4 2019, and the weakest growth the authors of the report have seen in more than eight years.

Marketing Report 156

Marketing Report Planning Webinar Metrics Search Marketing 156

KoMarketing Associates

DECEMBER 10, 2019

SageFrog recently published the “2020 B2B Marketing Mix Report,” and statistics showed that most B2B marketers (56%) will have at least the same budget to work with in the coming year. About 41% stated that they expect to see an increase in budget as they look to reach their primary goals.

Marketing Report 159

Marketing Report Allocation B2B Marketing B2B 159

Marketing Insider Group

AUGUST 10, 2020

We measured ROMI early on when we were piloting and building the case for ABM but have since moved away from that because the funding for ABM tactics comes from a number of sources, typically, rather than just Marketing spend. The phrase, “Man plans and God laughs” has never been more true than in 2020.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Allocadia

MARCH 30, 2021

The Problem: Missing Measurements and Budget Management. In 2019 Freshworks’ marketing operations team began streamlining various marketing and operational activities. The Solution: Taking Control of Budgeting, Plans, and Measurements.

Advertising Channels 52

Advertising Channels ROMI Marketing Budget Budget Management 52

B2B Marketing Analytics

OCTOBER 20, 2019

It’s about time for 2020 planing. Marketing teams across the board are heads-down reviewing 2019 performance and coming up with strategy and budget for 2020. We are always on the lookout for inputs and examples from the marketing and sales communities to keep adding value for our customers.

Planning 40

Planning Marketing Budget Creation Marketing Plans Analytics 40

Convert

DECEMBER 10, 2019

Marketers spend a staggering amount of time dissecting the customer journey in order to better align their online offerings to buyer intent. Did you know that only 2% of traffic converts after the first visit? Let’s face it — whether your brand is focused on dominating organic search via SEO, or has honed in on.

Buyer Intent 97

Buyer Intent Optimization Trends Intent 97

Marketing Insider Group

DECEMBER 18, 2019

Marketers spend a good portion of their careers trying to get ahead of the curve when it comes to identifying and adopting the latest marketing trends. The numbers are in from the 2020 B2B Marketing Mix Report and there’s a true standout social medium: LinkedIn. The Most Trusted Channel. In many ways.

Social Media 320

Social Media B2B Thought Leadership Media B2B 320

Marketing Insider Group

NOVEMBER 9, 2020

Marketing budgets had been steadily rising, up from $12.3 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. One of the areas with the biggest hit per the study is traditional ad spending.

Marketing Budget 292

Marketing Budget Paid Content Budget Programs Marketing Budget Creation 292

The Marketing Blender

SEPTEMBER 23, 2019

How to calculate and allocate your marketing budget for the next fiscal year in 2020. Tips for planning next year’s marketing budget before the end of this quarter. In Q4, two different phenomena hit marketing departments—either belts get tightened or a “use it or lose it” mentality takes hold.

Allocation 40

Allocation Marketing Budget Cost per Lead Marketing Budget Creation 40

Zoominfo

DECEMBER 11, 2020

Comparing the period from April 2019 through April 2020, there were increases for angel and seed funding (up 27% year over year), series A funding (up 15%), and series B funding (up 8%). Clearly, investors continued to respond to the innovation displayed by startups despite the difficulties of 2020.

Enterprise Management 130

Enterprise Management Work Management Paid Search Agency Zoominfo 130

B2B Marketing Directions

NOVEMBER 15, 2020

COVID-19 has obviously been the issue of 2020, and these three surveys have provided important insights about how both marketers and buyers have responded to the pandemic. Allocadia provides marketing management and budgeting software, and the 2020 State of Spend report is based on aggregate data from Allocadia's customer base.

B2B Marketing 98

B2B Marketing Budget Programs Terms and Conditions Forecasting 98

Martech

SEPTEMBER 9, 2022

Spending increased 20.9% This followed huge growth between 2018 and 2020 when martech spending nearly doubled. . B2B firms will increase martech spending less this year and next as well. Spending by B2B firms will rise 14.6% Marketing budgets have climbed to 9.5% in 2021, according to the report.

Spending 98

Spending Emarketing Gartner Comparison 98

KoMarketing Associates

FEBRUARY 13, 2020

By applying these to your ongoing strategy, you can make the most out of your marketing dollars and drive ROI for your business. 5 B2B Marketing Best Practices You Can’t Ignore. There are a variety of best practices and strategies that should be considered to successfully execute B2B marketing campaigns in 2020.

B2B Marketing 157

B2B Marketing Practices B2B Thought Leadership B2B 157

B2B Marketing Directions

AUGUST 15, 2021

Marketing Budgets Fall The "headline" finding of the Gartner research points to a significant decline in marketing budgets as a proportion of company revenue. Gartner found that the mean percentage of total company revenue allocated to marketing in 2021 is 6.4%, down from an average of 11% in 2020.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Budget Programs Allocation 98

B2B Marketing Directions

OCTOBER 3, 2021

The State of Marketing Spending The CMO Survey includes several questions pertaining to the state of marketing budgets and spending that usually receive a good bit of attention. The survey asked participants to estimate what percentage of their company's total revenue is represented by marketing expenses.

CMO 96

CMO Customer Surveys B2B Allocation 96

Sprout Social

MARCH 14, 2022

In 2020, they partnered with civil rights activist, Colin Kaepernick, for the release of their Change The Whirled flavor. — Foot Locker (@footlocker) June 24, 2020. In August 2020, Pinterest announced they would be changing the future of the beauty industry by making their product capabilities more inclusive. Foot Locker.

Campaigns 113

Campaigns Ad Building Brand Identity Branding 113

Hubspot

DECEMBER 13, 2019

As channels and touchpoints proliferate, marketers need better tools to determine which campaigns actually made a dent. Next year, consider combining them for a full view of where your sales and marketing spend is bringing in the most money.

Marketing Attribution 96

Marketing Attribution Multi-Touch Attribution Top of Funnel Software 96

Martech

DECEMBER 29, 2023

But the appeal of its online counterpart, Cyber Monday, has increased since the Pandemic hit in 2020. However, spikes in revenue from scheduled consumer purchases or brands’ massive marketing spend are a short-term solution to a larger problem. Cyber bust Cyber Week marketing is largely interruptive. sales hitting $16.4

Top of Funnel 96

Top of Funnel Trust Marketing Digital Marketing Funnels Loyalty 96

B2B Marketing Directions

APRIL 4, 2021

The Ad Agency Forecasts Three global advertising agencies - IPG's Magna , Publicis' Zenith , and WPP's GroupM - recently published their estimates of advertising spending for 2020 and 2021. The following table shows the agency forecasts for total advertising spending in the United States. for 2020 and 2021.

Advertising Agencies 52

Advertising Agencies Advertisements Advertising Paid Search Agency 52

Zoominfo

MAY 9, 2021

Further digitization of the buyer’s journey, along with the pandemic’s impact on field sales and marketing tactics, has only accelerated this trend. For instance, in the fintech example, why would you willingly waste marketing spend on retargeting the perfect and not-so-perfect prospects? But marketers still do.

Ideal Customer Profiles 147

Ideal Customer Profiles Zoominfo High Quality Lead Marketing & Strategy 147

Ledger Bennett

JULY 15, 2020

Significant shift in budget since the onset of the pandemic Late last year Gartner published their 2019-2020 CMO Spend Survey , and while budgets had declined a little in 2019, confidence was very high regarding the outlook for 2020. When a crisis hits, a company’s marketing budget is usually the first to go.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Work Management Marketing Management 52

B2B Marketing Directions

NOVEMBER 7, 2020

Companies in the United States will spend $63.3 billion on content marketing this year, according to new research commissioned by The Branded Content Project. In 16 business categories, the use of content marketing is nearly ubiquitous, and it accounts for between 45% and 66% of the total marketing budget.

Spending 68

Spending Research Content Marketing Planning 68

Blue Flame Thinking

NOVEMBER 5, 2020

If 2020 taught us anything as marketers, it’s the importance of being agile. Throughout many industries, marketing budgets took a hit. In fact, in a recent survey of CMOs by Gartner , 44% reported facing midyear budget cuts due to the effects of the pandemic. Here are a few of our suggestions: Lean into digital.

Planning 98

Planning Marketing Budget Creation Marketing Budget Trends 98

Contently

AUGUST 11, 2022

Data shows that proactive marketing “ pays off ” during recessions—for brands across industries, including the likes of Toyota, Amazon, Coca-Cola, etc. Prior to March 2020, Zoom calls and people working remotely were rare and few and far between. It’s the status quo.

Marketing Budget 173

Marketing Budget Content Marketing Planning Paid Search Agency 173

Martech

SEPTEMBER 12, 2022

Any self-respecting marketing team would have done better demographic research on this consumer segment. They would have understood how much they were likely to donate and that would have determined the marketing spend. Demands for refunds went from less than $2 million in 2020 to more than $8 million this year.

Demographics 81

Demographics Marketing Advertisements Advertising 81

Content Standard

AUGUST 24, 2021

Despite pandemic-induced budget cuts, digital ad spending grew to $139.8 billion in 2020. billion) of its total revenue in 2020. By building their own marketing ecosystems, brands can: Pull back from paid platforms and reclaim ownership of the effectiveness of their marketing spend.

Privacy 126

Privacy iProspect Ad Exchange Paid Search Agency 126

Zoominfo

MAY 9, 2021

Further digitization of the buyer’s journey, along with the pandemic’s impact on field sales and marketing tactics, has only accelerated this trend. For instance, in the fintech example, why would you willingly waste marketing spend on retargeting the perfect and not-so-perfect prospects? But marketers still do.

Zoominfo 130

Zoominfo Ideal Customer Profiles High Quality Lead Marketing & Strategy 130