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What Are Experts Prioritizing in 2018 B2B Marketing Budgets?

KoMarketing Associates

We reached out to B2B marketers across different industries and asked them the following question: What are B2B marketers prioritizing in their 2018 budget? Their answers ranged depending on their industry, but we found that most were interested in attempting new strategies and techniques for the B2B market, like artificial intelligence, paid social media campaigns, and virtual reality, while others wanted to focus budget dollars on tried-and-true tactics that work.

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Martech jumps to 29% of the CMO’s budget in Gartner’s 2018-2019 survey


When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget , on average, down from 27% the year before.

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14 Key B2B Marketing Reports to Inform the Strategic Budgeting Process

KoMarketing Associates

This information is timely because many organizations are thinking about budgeting and planning marketing objectives for the new year. 2018 CMO Global Study. Customer experience and the relationship between B2B vendor and buyer is becoming increasingly important.

Fractional CMO: The Ultimate Guide to Hiring an Outsourced Marketing Executive

Pearl Digital Marketing

For companies looking to get CMO-level involvement and expertise but are not yet at a size at which getting a full-time CMO is viable, a fractional CMO can be a practical choice. What is a fractional CMO? The CMO deals with agencies and holds them accountable for results.

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Buying MarTech on a Budget in 2018: How Brands Navigate a Spending Crunch

Content Standard

According to research from WARC , enterprise marketing technology budgets are projected to grow by an average of 10 percent next year, with technology accounting for 16 percent of overall marketing budgets. But it can often get overlooked in budget planning.

A New Generation of Marketing Metrics & the ROI of Better Data


And we’ve historically used these types of metrics to justify budget requests for investing in more data purchases. Sales intelligence provides marketers with company insights (revenue growth, spending budgets, technographics); contact data (verified emails, direct dials, purchase responsibilities, org structure), and buying triggers (planned investments, online research behavior, leadership moves).

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10 Essential Reports and Research for B2B Marketers

KoMarketing Associates

Seventy-four percent of marketers surveyed said their Facebook budgets now include Facebook ad spend and 56% believe their Facebook ad budgets will increase over the next year. CMI’s B2B Content Marketing 2014 Benchmarks, Budgets, and Trends.

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Marketing Automation Catching On Fire

The Effective Marketer

Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments.

12 Statistics to Guide Your B2B Marketing Investment in 2018

KoMarketing Associates

The new year is a fresh start: new budget, new ideas, new ambitions, and new resolutions. While most B2B marketers have an idea of their budget spend for the year by this point, at least from a high level, there should be room for tactical and strategic shifts as the year progresses and numbers roll in. The “ B2B Enterprise Content Marketing 2017 : Benchmarks, Budgets, and Trends—North America” report offered great insights into the current state of B2B content marketing.

Martech collaboration between marketing and IT, and the real impediments to martech success


This was in response to Gartner’s CMO Spend Survey 2019-2020 that showed a remarkable reversal in the relationship: IT went from being one of the “top inhibitors” to marketing’s vision and strategy to being a “top supporter.”

7 Ways to Build a Winning B2B Marketing Plan for 2020

ATAK Interactive

Step One: Create + Finalize Your Budget. Cost-Per-Acquisition. Customer Value Per Acquisition Channel. This is a small, albeit vital part of building a marketing budget. Next, do a Budget + Resources Audit. Extra Budget Considerations. Budget. Vendors.

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The Modern Marketer’s New Executive Dashboard with Matt Heinz


In this episode of the Rethink Podcast, Act-On CMO Michelle Huff interviews Matt Heinz. But your job is not to get more leads from your marketing budget. And in any business, the starting point is acquisition, get him in the boat.

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Intent Data: A Direct Line into Prospects Ready to Buy Your Product or Service

SmartBug Media

By the time the average B2B buyer connects with any particular vendor, they’re already more than 70 percent of the way through the Buyer’s Journey —and 67 percent of that journey is digital.

What Is B2B Social Media Marketing?

KoMarketing Associates

Social media marketing offers many benefits for both vendors and buyers. Not only does social media serves as a key driver of link acquisition, but with more social elements being displayed in top search results on Google, it can help support your organic efforts as well. To successfully measure the impact that social media is having on a business, you must connect the dots between discovery, acquisition, and quality lead generation. of their marketing budget on social media.

3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers


Experts — the lines between software vendors and professional services firms will blur: software companies will offer more expert services; services firms will automate and bottle their expertise in code. It’s also challenging for martech vendors.

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Why Inbound Marketing Is Failing & What You Can Do About It


As Dawn Colossi, CMO at FocusVision, said while discussing how the demand gen team at her former company Commvault effectively scaled results: “We needed to extend our hard work beyond our website. new and varied content) and budget (e.g.,

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Everyone Loves A Present: 3 Ways to Integrate Gifting into Your Marketing Strategy


As former CMO of a software company, I discovered it was customer engagement. We were inspired by marketers at companies like CVS, IBM, and Regal Entertainment that have achieved jaw-dropping increases in customer acquisition and sales by integrating gifting into campaigns.

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THE HACKIES: How leading marketing executives tackle martech


With marketing technology growing as a portion of total marketing budget (27% on average according to Gartner ), marketers face two growing challenges: increased scrutiny from C-suite partners on the value of martec investments and the need to get more out of the current marketing technology stack.

3 Reasons Your Agency Relationship Will Fail

Bulldog Solutions

Do we deliver better results when we have CMO involvement versus a manager or director? There are always a new set of urgencies that, at times, disrupt or displace the business plan and budget.

New Chapters


It would provide the complete view of the customer – from acquisition to loyal advocate. She was instrumental in creating the demand that fueled Marketo’s growth, and I knew I wanted her to join Engagio as CMO even before I founded the company.

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Taking A Customer Centric Approach To Marketing Technology


Clearly the marketing technology landscape is showing no signs of slowing down and marketing departments are in a feeding frenzy when it comes to acquiring technology: 70% of marketers stating they expect their martech budgets to increase in 2017, according to a study conducted by WalkerSands.

The next level of marketing maturity on stage at MarTech this October


” Monique Bonner , SVP & CMO of Akamai will share her experience Developing a Martech Strategy that Serves Your Customers & Business. The difference between static and dynamic optimization of budgeting decisions. Get the Right Vendor Short List.

3 Key Takeaways from IAB Direct Brand Summit


As brands try to learn from DTCs, and vendors try to create solutions for DTCs, we’ve seen a huge spike in the number of marketing conferences themed toward disruption. And while the incumbents could do it themselves, Lisa Greenwald, CMO at J.

87 New (Really) Marketing Automation Stats

Marketing Action

Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Among B2B buyers, only 9% consider vendor content as trustworthy.

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What to expect when you’re expecting #MarTech next month


MEMO TO MARKETING TECH VENDORS: The Stackies are a great opportunity for you to share your own stack and show off how your product fits into the broader marketing technology ecosystem. 100 Marketing Technology Vendors Exhibiting Their Innovations.

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A super graphic interview with Scott Brinker, Martech SuperGuy

Velocity Partners

What kind of person tries to codify 7,000 vendors in one visual? The first version I created had around 150 vendors on it. It’s going to all collapse and consolidate into six vendors.” Do you limit vendors to a certain number of categories?

19 New Featured Sources on the B2B Marketing Zone


Dianna Huff – B2B Marcom ( Small Business Newsletter Email Campaign Facebook SEO Budget Writing ). What Works ( Vendor Government PR Trends Spending Release ). Mi6Agency Marketing ( Emarketing CMO Demographics Case Study Audience Twitter Aging ).

Mastering modern marketing technology leadership over 2 intense days


You’ll also have the opportunity to mingle with over 100 marketing technology vendors and servivce providers — of course, over complimentary beer, wine, and other beverages. (I’m Realistic timelines and budgets for creating a unified customer database.

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An introduction to ecommerce APIs for non-developers


The following is a guest article by Mike Sedzielewski , co-founder and CMO of Voucherify , a coupon and referral infastructure through API. In the last year: Over $500M was invested in API companies , not including a few massive acquisitions and Twilio’s IPO.

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New Year, New Terminus: How We Transformed Our Brand in 3 Months


In the summer of 2018 we completed the technology integration from our acquisition and launched our account-based platform. Along with these changes, and somewhat serendipitously, we had recently brought on a new CMO. Derek Slayton, CMO. Derek Slayton, CMO.

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70 New (Really) Marketing Automation Stats

Marketing Action

Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Among B2B buyers, only 9% consider vendor content as trustworthy.

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Digital Future: Predictive Advertising, Chapter 2 – The 9 Biggest Challenges in Marketing Technology at a Glance


billion in paid advertising spend for enterprise brands, QuanticMind has a unique strategic vantage point into the ways that innovative brands are optimizing their budgets. No wonder the average CMO tenure is just 18 months.

A 3-Step Framework to Connect the Dots Between Marketing & Sales


I need vendors to educate me -- to put me in the right direction. At this point, every marketer knows that content is important, which is why they’re ramping up budgets for blog posts, whitepapers, case studies, and in some cases, video.

70 New (Really) Marketing Automation Stats

Marketing Action

Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Among B2B buyers, only 9% consider vendor content as trustworthy.

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SEO for B2B: 3 Reasons Why You Can’t Avoid It Anymore


Author: Nate Dame Most B2B marketers know that SEO is valuable, but hesitate to tackle it because of time and budget constraints, or just plain not knowing where to start.

Sales Pipeline Radio, Episode 127: Q&A with Guy Weismantel @guyweismantel

Heinz Marketing

We were thrilled this last time to be able to talk to Guy Weismantel , CMO at Pushpay. We have a proud member of the Fighting Irish Nation from the University of Notre Dame, Guy Weismantel , who is currently the CMO at Pushpay. The gate keeper, we all know, doesn’t often have budget responsibility. He is the CMO at Pushpay today. Like the CMO, like you talked about. He’s the CMO at Pushpay. Last question for Guy Weismantel, CMO of Pushpay.

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Sales Pipeline Radio, Episode 164: Q&A with Karen Steele @karenmsteele

Heinz Marketing

We were thrilled this last time to talk to Karen Steele , CMO at LeanData Inc. I asked her to share how the concept of Revenue Operations can now span beyond acquisition marketing as well as sales and how it can impact customer success and account management teams as well. I think for companies that have separate marketing and Sales Operations, you have two disparate teams, two budgets, sometimes competing strategies, there’s politics involved.

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