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 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.

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.

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%).

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


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.

M&A Branding and Marketing: Threats, Opportunities, and Strategies

Hinge Marketing

If your firm hasn’t been part of a merger or acquisition, some of your competition certainly has. How do mergers and acquisitions impact a firm’s brand (maybe even multiple brands if we’re talking about a “ house of brands ”), marketing and business development?

The After-Facebook Era: How Quip Diversifies Channels and Scales Growth


The brand could then work with vendors and partners to reach those customers through targeted campaigns. “Our approach has always been to preserve part of our budget and test new channels and messaging,” Pittson said.

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.

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. 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.

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.

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.

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.

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


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.

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.

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


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.

An Executive Summary for 6 Competencies for Enterprise Content Strategy


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.

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.

How To Map Your Marketing Operations Competencies


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.

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?

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?


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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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.

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.

Where is B2B marketing headed in 2020? 7 predictions


Business buyers are already using their Siri, Alexa, Hey Google and Cortana devices to identify potential vendors. Companies are realizing that they can harness their employees for customer acquisition, customer development, and HR recruitment. For years, we’ve seen lead generation named as the top goal of B2B marketers, and typically a mere 15% of marketing budgets being devoted to retention activities.

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.

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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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.

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


Acquisition of budget for marketing technology is solely marketing’s responsibility 40% of the time, and for another 37% marketing leads with guidance from IT — 77% for those two models combined. Last month, I declared that the 10-years war between marketing and IT was over.

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.