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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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How to select the perfect B2B data vendor


Just use this handy checklist of criteria, organized in three categories: the data product itself, the surrounding services that will help you get the most value from the data, and the factors that suggest the vendor candidate will be a satisfactory business partner for your company.

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How to Combat the High Cost of Prospect Acquisition: A Seasoned Marketer’s POV


As demand generation strategies focus more on quality versus quantity and B2B marketing teams face greater pressure to show direct revenue impact, the cost to acquire a qualified lead or contact is going up rapidly. Customer acquisition costs go through the roof.

How to Build the Right B2B Marketing Budget in 2020

ATAK Interactive

For B2B companies, the most important aspect of planning your marketing for a new year is determining your budget. If you google “How much money should a company budget for marketing?” However, we’ve developed a two-step process to help companies simplify and maximize their budget.

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. Marketing technology acquisition and use (34%).

Microsoft buys LinkedIn: the largest martech acquisition in history?


The best known vendors in this space are companies like Adobe, HubSpot, IBM, Marketo, Oracle, and Salesforce, but there are thousands in the marketing technology landscape. If you don’t like a particular marketing software vendor, you have many other alternatives to choose from.

How to Set a B2B Marketing Budget That Works For You

Altitude Marketing

This post covers how to set a B2B marketing budget, including breakdowns of how much you’ll need to invest on executing your preferred strategies and vision. ” “What should my marketing budget allocation be?” What is the cost and value of your product or service?

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. Accounting for Infrastructure Costs.

9 Common and Costly B2B Social Media Marketing Mistakes


Fix It: Take active measures to build you social media reach by emailing existing customers and vendors to encourage them to connect with your company in social media. Thinking you can shift all of your traditional marketing budget to social media is a mistake.

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SiriusDecisions and the “No Decision” Challenge

The ROI Guy

Rightfully or wrongly, your sales reps did not convince the buyer that the cost of “do nothing” was serious enough to drive change, and / or they perceive the solution as too big a change management nightmare - risky, too resource / budget consuming, especially compared to the perceived benefits.

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How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide


There are dozens of rooms, booths with vendors trying to sell you their product, and a lot of people walking around. These events have become more popular among marketers for their lower cost and effort to produce. When we say “virtual conference,” we don’t just mean webinars.

5 Most Common Fails in B2B Search Campaigns

The Point

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges.

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Five Reasons Why Sales Strategy Doesn’t Work for Many Small Businesses


To survive in the long run, companies need to have a sound customer acquisition and service strategy. To mitigate risk or generate maximum benefits, many organizations distribute their resources (read budget) in more than one marketing channel simultaneously.

Tom Pisello: The ROI Guy: ShoreTel And Alinean Launch Online TCO.

The ROI Guy

Thursday, July 22, 2010 ShoreTel And Alinean Launch Online TCO Tool for Unified Communications Business Case Easy-to-use online calculator analyzes the Total Cost of Ownership (TCO) of competing unified communications systems to determine true costs and business value SUNNYVALE, Calif.,

The Tech Giant’s Guide to Effective Content Marketing

Marketing Insider Group

A LinkedIn report found that 78% of IT buyers need information and guidance to make decisions about their IT environment, and 67% are more likely to make a purchase from a vendor who educates them at each stage of the decision process.

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). Lower hard costs.

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Future of Marketing Automation: Grow or Die

Customer Experience Matrix

The question answered by the paper is “What will marketing automation vendors do next?” To summarize the argument: marketing automation vendors must grow or die. I therefore expect marketing automation vendors to instead shift toward features for acquisition marketers.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

Established vendors have grown quickly and attracted funding; new vendors have joined the mix, also often with substantial funding. A look at the entire CDP ecosystem uncovers important patterns that are hidden when you look at individual vendors or vendor categories.

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.

The Most Important B2B Marketing Metrics for CEOs

B2B Lead Blog

Also, they ultimately get bigger budgets and have more influence inside and outside their companies. Every CEO cares about Lifetime Value of Customer (LTV) and Customer Acquisition Cost (CAC) but what other marketing metrics do they actually care about?


5 Types of SEO Audits for B2B Organizations

KoMarketing Associates

There are several specific types of SEO audits that require little cost OR involvement from a vendor or agency. Before your organization makes a decision to engage a vendor in their SEO programming (even KoMarketing!), Looking for more SEO-centric link acquisition information?

How To Identify the Ideal ERP Software for Your Small Business

ATAK Interactive

Investing in scalable ERP software now will prepare the company for future expansion, and it will also eliminate the need to budget for the replacement of a rigid system when that time comes.

Why Every Marketing Leader Should Develop A Marketing Technology Roadmap


Tomorrow it will be a list of tens of thousands of contacts, with customer acquisitions costs getting high enough where it becomes cheaper to spend a fortune to purchase look-a-like contacts from vendors. It’s the ultimate menu of marketing vendors.

ShoreTel Infuses Predictive for More Efficient Demand Gen

Ignite Tech

In a recent conversation with ShoreTel’s head of demand gen (and one of Infer’s Top 25 Predictive Sales and Marketing Innovators ), Carolyn Wellsfry Cheng described her company’s demand generation programs, predictive use cases, marketing challenges and cost-per-MQL measurement approach.

You’re Not eBay. Why Paid Search Still Makes Sense for B2B Marketers

KoMarketing Associates

If we were to take this study as canon, we would all be seriously questioning our ad budgets. In the B2B space, when decision makers are in RFP phase, they often research many vendors.

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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.

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Perspective on the B2B Demand Generation Benchmark Survey Report

KoMarketing Associates

Lowest Cost Per Lead Channels. The reason for this increase in spend and focus on social media appears to be the the fact that this channel potentially offers the lowest cost per lead, according to those polled. Content Offers Ranked by Impact on Lead Acquisition Quantity.

5 Tips for Selecting the Marketing Tech Stack your Business Needs

Martech Advisor

Did you know that MarTech (marketing technology) now accounts for a whopping 29 percent of the total marketing expense budget? After all, marketing is core to promoting your brand and driving customer acquisition and sales, and MarTech largely enables good marketing.

How to Use B2B Marketing Automation to Personalize the Customer Experience

KoMarketing Associates

According to McKinsey , “Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.”. They also cost less money.

The 5 Top Media for Cold Prospecting


Ruth Stevens is Founder of eMarketing Strategy , a consulting practice that assists companies in building their customer acquisition and retention strategies. Supplement your registration efforts with technology from vendors like NetFactor and Demandbase.

Top 6 B2B Marketing Benefits of Doing a Brand Study- Research Roundup

Hinge Marketing

The way they articulate and describe the business challenges they face, how they search for solutions and what criteria they use to evaluate vendors… It is incredibly insightful and prove time and time again to be powerful ingredients in building a strong brand.

Is Anyone Leading Lead Management?


There are dozens of outside vendors who say they manage some portion of the sales lead process and more than two dozen internal departments that contribute to the process and the decision making. Without a leader for sales lead management, there is nothing less at stake than a predictable growth in revenue when sales leads are managed, versus experiencing a 75-90% waste of the marketing budget when sales leads are not managed. Sales Lead Management is a complicated process.

Channel Strategy: Setting Up Your Channel for Success

Computer Market Research

Vendors who are starting to realize the importance of the evolving landscape are finding themselves revisiting their Channel Strategy. However, vendors hoping to quickly adapt to these changes are realizing it takes more than a few simple program modifications.

Setting Up Your Channel for Success

Computer Market Research

Vendors starting to realize the importance of the evolving landscape are finding themselves revisiting their channel strategy. However, vendors hoping to quickly adapt to these changes are realizing it takes more than a few simple program modifications.

The Modern Marketer’s New Executive Dashboard with Matt Heinz


And he said, ‘I’m not willing to do anything that’s going to increase my cost per lead.’. He said that his job is to get a lower cost per lead, not a higher cost per lead. But your job is not to get more leads from your marketing budget.

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The Marketing Director’s M&A Survival Guide

Hinge Marketing

You can think of it as a roadmap to help marketing leaders like you navigate a merger or acquisition. Mergers and acquisitions (M&As) can create friction, especially among employees. With mergers and acquisitions come pre-existing resources. Remember, leadership is focused on numbers, which often means cost-savings. As I mentioned, mergers and acquisitions can be traumatic. Do your research and know your budget.

Digital Marketing Strategy for Professional Services

Hinge Marketing

That said, occasionally major disruptions — such as mergers and acquisitions or intensified marketplace competition — can shake up the marketplace and require you to reassess your strategy. Position the firm for acquisition? Download the Talent Acquisition & Retention Guide.

The Top 3 Martech Stack Integrations You Should Invest In for Maximum ROI


Just last year, there were about 250 martech mergers and acquisitions in Q1 and Q2 alone, as major players such as Salesforce and Oracle snapped up best-of-breed analytics and marketing management platforms to augment their integrated marketing suites.

Intent Data Lifts Every Aspect of Your ABM Strategy


About 29 percent of this year’s marketing budgets will be devoted to ABM initiatives – up from 21 percent last year – according to a recent study by Business 2 Community. Cost per Acquisition. By Brian Glynn , Chief Revenue Officer, True Influence.

Marketing Technology Landscape Supergraphic (2018): Martech 5000 (actually 6,829)


I’ve kept the nickname of the Martech 5000 — it has a certain ring to it — but this year’s graphic actually charts 6,829 marketing technology solutions from 6,242 unique marketing technology vendors. Like the running of the bulls in Pamplona — an apt simile? —