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

Biznology

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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Tear Down the Silos: 5 Steps to Improving Customer Acquisition

Modern Marketing

Marketers are deploying a myriad of programs, processes and technologies to deliver on their customer acquisition goals. The marketing front-end is defined as the strategies and tactics (media channels and budget, for example) marketers deploy to discover and engage prospective customers.

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. This also aids in the communication of objectives in the decision to budget for investments in various acquisition channels and programs.

How B2B Marketing is Changing in 2018

online and through other channels before they actually reach out to the vendor. around four considerations: • Lead quantity • Lead quality • Targeting • Tactics (channels) More than half of all respondents identified budget-related issues as a top challenge, with. 1How B2B Marketing.

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

chiefmartech

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%).

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

Integrate

After working for several start-up and high-growth tech companies, Greg has honed a clear and powerful point of view (POV) on the topic of managing customer acquisition costs. Customer acquisition costs go through the roof.

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?” Step 1: What to Budget for Strategy.

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

Hubspot

There are dozens of rooms, booths with vendors trying to sell you their product, and a lot of people walking around. Vendors, i.e., caterer, bartender, decorator, photographer, videographer, etc. For an online conference, a few weeks of work and a small budget are all that’s needed.

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.

Neolane Offers a New Marketing Automation Option

Customer Experience Matrix

Neolane , a Paris-based marketing automation software vendor, formally announced its entry to the U.S. In evaluating enterprise marketing systems, I look at the five sets of capabilities: planning/budgeting; project management; content management; execution, and analysis. By contrast, many Neolane competitors have added these three functions at least in part through acquisition.

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.

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

Webbiquity

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.

5 Most Common Fails in B2B Search Campaigns

The Point

Over time, the keyword list can be refined to maximize budget share and impression share based on the search queries that are driving the most conversions. Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post.

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B2B Prospecting Data Just Keeps Getting Better

ViewPoint

To get an understanding of the depth of data available to B2B marketers for prospecting, we invited a set of reputable vendors to open their vaults and share details about the nature and quantity of the fields they offer.

The Future of Pipeline Marketing: Trends Marketers Need To Watch For

Kabbage

Marketing Budgets are Increasing. of marketers expect their marketing budget to increase in 2017 and 30.5% of marketers expect their budget to stay the same. With such responsibilities in mind, marketers know that targeting the right prospects and using budget effectively is key.

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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.

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.

An Executive Summary for 6 Competencies for Enterprise Content Strategy

Avitage

Enterprise organizations face a serious challenge with the creation and management of content that impacts the success of new customer acquisition and profitable revenue growth, as well as tactical marketing and selling initiatives.

5 Common B2B Marketing Technology (Martech) Stack Mistakes to Avoid

Hinge Marketing

There are 7,040 vendors on it! In the first golden age of martech, we were inundated with innovation and growth from martech vendors. Some vendors were pitching cloud or all-in-one suites. Vendors are trying to raise money, go public, and acquire or get acquired.

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How To Map Your Marketing Operations Competencies

bizible

Marketing operations enable marketing teams to run smoothly by creating data processes, managing data and data vendors, and doing analyses to enable marketing teams to operate smoothly. Planning and Budgeting. Marketing Operations: Planning and Budgeting.

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?

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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?

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

DiscoverOrg

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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Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

bizible

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.

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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Discover Global Markets E-Commerce: Trends in Mobile & Social Media Adoption Across The Globe

KoMarketing Associates

It’s also worth nothing that with the acquisition of WhatsApp this past year, Facebook’s combined reach is nearly 3 billion and continuing to grow. Scaling on a Limited Budget – Organizations do not need to invest in every social media platform in every location.

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.

VoIP Service Provider Guide: Know How You Can Qualify Your Leads

Unbound B2B

Many VoIP lead generation vendors run highly developed platforms to tackle layered B2B marketing approaches by imparting detailed orientations to prospective customers with easy-to-navigate online programs while tracking their user preferences in tandem. Introduction.

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.

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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Breaking the Sales Growth Plateau May Require A New Approach

Sales Engine

These aggressive approaches to traditional lead-generation tactics are not as effective anymore because buyer behavior has changed, and therefore, breaking through plateaus requires changing your overall customer acquisition strategy. High Customer-Acquisition Costs.

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Is Anyone Leading Lead Management?

ViewPoint

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.

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. You’re likely to be stuck with a few tightly bound vendor agreements, but now’s the time to start negotiating your way out of them before you find yourself caught in a riptide of automatic renewals.

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.

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.”. “Deliver the right message to the right customer at the right time.”.

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.