ClearVoice

JUNE 4, 2024

Six out of 10 — that’s the number of marketers who say their marketing budget is being scrutinized somewhat more or much more now compared to previous years. Done right, it’s a cost management technique you can leverage to squeeze the most value out of your marketing budget.

Marketing Budget 52

Marketing Budget Budget Programs Marketing Budget Creation Work Management 52

B2B Marketing Directions

APRIL 4, 2021

The COVID-19 pandemic upended marketing and advertising at many companies last year. Confronted by a historically high level of business and economic uncertainty, many marketers were forced to dramatically change their marketing plans, and in some cases at least, to substantially reduce marketing and advertising spending.

Advertising Agencies 52

Advertising Agencies Advertisements Advertising Paid Search Agency 52

Sword and the Script | B2B

MAY 28, 2024

Most B2B tech companies aim to improve customer retention this year, putting a renewed focus on building sustainable customer marketing teams that contribute to retention, and more importantly, measurable growth; Years ago, a SaaS company I was working for hired a person at the vice president level to run customer marketing.

Work Management 75

Work Management Customer Surveys B2B Marketing Paid Search Agency 75

B2B Marketing Directions

AUGUST 15, 2021

Last month, Gartner released the findings of its CMO Spend Survey, 2021. The survey produced 400 responses from marketing decision makers and influencers located in North America, Europe and the UK. Therefore, this survey primarily captured the perspectives and experiences of marketers in large enterprises.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Budget Programs Allocation 98

Pearl Digital Marketing

SEPTEMBER 13, 2019

For example, fractional CMOs or outsourced marketing executives. These for-hire experts include fractional chief marketing officers (CMOs), chief financial officers (CFOs), vice-presidents for human resources, and chief information officers (CIOs). What is a fractional CMO? What does a fractional CMO do?

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

KoMarketing Associates

DECEMBER 5, 2017

Instead of planning for 2018 when you’re already starting it in January, the most prepared B2B marketers already have priorities identified and plans for execution come January 1. We reached out to B2B marketers across different industries and asked them the following question: What are B2B marketers prioritizing in their 2018 budget?

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

Heinz Marketing

JANUARY 29, 2019

I recently hosted our latest invite-only CMO Roundtable in Seattle. We partnered with Allocadia and our topic focused on Finance and Marketing Alignment with the CFO and CMO. Chris Pick , CMO from Apptio and Samantha Bannister , VP of Finance and Operations from Allocadia were the panelists who provided valuable insights.

CMO 66

CMO Marketing Attribution Work Management Marketing Budget 66

Porch Group Media

JULY 6, 2021

With the market becoming more complex and customers demanding a personalized experience, data-driven marketing is the only way forward. In an increasingly complex economy, marketers are more focused than ever on using data-driven insights to better understand their customers and boost their overall competitive advantage.

Statistics 122

Statistics Planning Advertising Agencies Paid Search Agency 122

KoMarketing Associates

SEPTEMBER 22, 2021

Content marketing can be a powerful way to build a foundation for your overall marketing strategy, create lead generation opportunities, and engage with your target audience. So it’s critical to take the time to create a strong content marketing strategy that can deliver relevant content to your audience.

Budget Programs 206

Budget Programs Marketing Budget Creation Statistics Allocation 206

Porch Group Media

SEPTEMBER 9, 2020

Marketing departments are certainly no exception and have been forced to balance between cutbacks in spend while still maintaining acquisition and retention strategies to thrive during these difficult times. One change CMOs are making due to these budget pressures is shifting outside agency work to in-house employees.

Paid Content 59

Paid Content Spending Paid Search Agency CMO 59

Zoominfo

JUNE 12, 2023

Our session included go-to-market efficiency insights from ZoomInfo CEO Henry Schuck and CMO Bryan Law, as well as Bain Partner Mackenzie Bushy and Dell SVP of Global Sales Operations Prabha Ramakrishnan. Speed to Lead Matters According to research from Bain, only 5% of customers are in-market at any given time.

Marketing Analytics Tools 130

Marketing Analytics Tools Efficiency Sales Management Product 130

KoMarketing Associates

AUGUST 10, 2017

Channel marketing is still providing mixed results to marketers, but they remain committed to utilizing this strategy to achieve their objectives. That being said, 40 percent expect to increase their spending on channel marketing by 5 to 7 percent within the next year.

Advertising Channels 120

Advertising Channels Advertising Agencies Demand Generation Marketing & Strategy 120

Terminus

NOVEMBER 14, 2023

For brand marketers, previously measured on nearly impossible to quantify metrics like impressions and visibility, this is a new challenge. In contrast, digital and demand gen marketers are nearly always responsible for pushing small (or large) marketing budgets to do more. What kind of budget does the department have?

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

Strategic-IC

APRIL 16, 2018

With the right technology and processes, it's possible to make marketing and sales agency collaboration feel like an extension of your in-house team. Communication is key when working with any marketing team, in-house or external, and is especially crucial when collaborating with an agency.

Paid Search Agency 48

Paid Search Agency Advertising Agencies Ad Agencies Tips 48

LeadsRX

FEBRUARY 21, 2021

I joined LeadsRx in August 2020 charged with leading and improving upon the processes and services our dedicated Customer Care Team was already providing to customers looking to optimize their ad spend and improve their marketing campaigns. I realize a lot of marketers struggle with analytics in general, and attribution specifically.

Marketing Attribution 88

Marketing Attribution Multi-Touch Attribution Paid Search Agency Work Management 88

LeadsRX

JANUARY 7, 2022

From IT and marketing working together; to getting micro-analytical; to using analytics to be predictive; to focusing on the “smaller” in SMBs, the New Year is shaping up to be a challenging and opportunistic one for marketers. Rockefeller could be the theme behind our look at four trends in performance marketing for 2022.

Marketing Attribution 76

Marketing Attribution Multi-Touch Attribution Trends Advertising Agencies 76

Contently

OCTOBER 11, 2022

Many companies diversify their structure by creating content teams under a demand generation function of marketing as well. When you think of content marketing, you probably think of multi-media influence across mediums. The first is their budget. No wonder both dating and marketing are so difficult. Same concept here.

Peer-to-peer 200

Peer-to-peer Budget Programs Content Class 200

The Lead Agency

JUNE 6, 2019

Does Social Media Have a Place in B2B Marketing? Social media marketing, the 3 words which have completely changed the landscape of B2C marketing forever, but where does this leave us B2B marketers and is it worthwhile including a social media campaign into the marketing mix?

Social Media 69

Social Media Social Marketing B2B Marketing Paid Search Agency 69

PureB2B

JUNE 14, 2021

Marketing budgets, a critical element in any marketing campaign but difficult to generate, and getting approval seems like an arduous task. That is a general notion, and it comes from what marketing directors have noticed over the years. Such stats only go to prove that justifying a marketing budget to the CFO is hard.

Budget Programs 62

Budget Programs Paid Search Agency Optimization Advertising Agencies 62

Drew Neisser

JANUARY 27, 2023

B2B Marketers… This is the episode to bring to your C-Suite. It’s no secret that marketing budgets are often the first to be cut when things get tight, but Forrester analysts Barbie Mattie and Nick Buck are here with the cold hard data about why marketing spend correlates directly to business growth.

Advertising Benchmark 52

Advertising Benchmark Allocation B2B Forrester 52

Leadspace

JANUARY 4, 2017

After creating, building, and leading the Oracle Marketing Cloud from obscurity to industry leadership for the last 3 years, which was a beyond-amazing career experience (thank you Oracle!), Real-time content/offer management. Hello, all, and here’s to a promising 2017! As most of you know, I had a big change in 2016.

Enterprise Management 116

Enterprise Management Paid Content Marketing Management Marketing Automation Services 116

Webbiquity

JANUARY 19, 2016

Image credit: The CMO Survey. Most businesses now use social media for marketing and those efforts are expected to continue to increase, yet many marketers and top executives alike find the business value difficult to quantify. 80% of marketers use these as primary success metric; 56% base social success on website traffic.

Social Media 100

Social Media Stats Social Marketing CMS Development 100

Marketri

SEPTEMBER 22, 2023

Many people view marketing as a creative endeavor, but it’s really a mix of art and science. When you invest time and budget on marketing, you need to know it will pay off through a strong ROI. And therein lies the science of modern marketing. That assurance comes from data.

Lead Ranking 62

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Churn Rate 62

The ABM Agency

APRIL 10, 2023

Reading Time: 11 minutes As a leading strategy for B2B SaaS marketing, account-based marketing (ABM) has become increasingly important in today’s rapidly changing landscape.

Account Based Marketing 97

Account Based Marketing Top of Funnel Enterprise Management Work Management 97

The ABM Agency

JANUARY 15, 2021

For some B2B companies, the 2021 marketing budget has increased due to the ongoing COVID-19 pandemic. Dollars usually spent on trade shows, in-person events, and travel expenses are up for grabs; the sales team is working virtually, spending less cash on entertaining potential clients. Digital Marketing Channels: 40%.

Budget Programs 52

Budget Programs Paid Content Paid Search Agency Marketing Budget Creation 52

Adobe Experience Cloud Blog

DECEMBER 20, 2017

It’s planning season, marketers. Gartner recently found that marketing budgets are beginning to recede, dropping from their peak (12.1% According to Gartner, the drop is due in part to marketing leaders being too distracted by tactics and execution. How much are you spending on trade shows?

Marketing Budget 134

Marketing Budget Marketing Budget Creation Budget Programs Work Management 134

Allocadia

MARCH 30, 2021

The Problem: Missing Measurements and Budget Management. In 2019 Freshworks’ marketing operations team began streamlining various marketing and operational activities. Measuring ROMI – with little visibility into spend, it was increasingly difficult to calculate the corresponding ROI to their campaigns.

Advertising Channels 52

Advertising Channels ROMI Marketing Budget Budget Management 52

Content Standard

JANUARY 25, 2018

Since then, it has become one of the largest marketing platforms for brands to engage with their consumers, advertise, and publish content. Social media marketing, like social media itself, has come a long way, but social media marketers still struggle to get buy-in from the executive level to fully invest in their success.

Social Media 78

Social Media Social Marketing Work Management Marketing Management 78

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. See Our Work.

Allocation 40

Allocation Marketing Budget Cost per Lead Marketing Budget Creation 40

SnapApp

AUGUST 22, 2017

In the early 1990s, content marketing was, for the most part, traditional marketing. . In fact, almost one-fourth of the $150 billion in US advertising market spend was invested into television ads in 1990. . But what was “content marketing” back then? Print Marketing. Source: Blogspot.com. .

Content Marketing 90

Content Marketing Advertising Agencies Television marketing Paid Search Agency 90

Top Rank Marketing

JULY 2, 2018

Ask any marketer if they’ve ever had to contend with the shrinking or deep cutting of their budgets, odds are you’ll get a deep sigh and a “more than once” response. So, if you’re staring down a budget reduction, don’t panic. bctt tweet="If you’re staring down a #marketing budget reduction, don’t panic.

ROI 52

ROI Advertising Agencies Marketing Budget Paid Search Agency 52

Martech

NOVEMBER 1, 2022

To add to the usual list of challenges marketers and their technology counterparts deal with regularly, we’ve been saddled with: A pandemic. Every CMO I’ve talked with in the past two years is hungry for talent, but they haven’t had the budget to staff up. Will marketing tech budgets grow in 2023?

Work Management 107

Work Management Marketing Management Marketing Budget Budget Programs 107

Content Standard

DECEMBER 10, 2020

As physical marketing spend shifts to digital channels, brands are looking to sales enablement and demand generation. The Marketing Insider Group recommends three basic tactics that serve marketers well in any B2B communication: Simplify your language. When the CMO shared her rationale, it made sense.

Sales Management 126

Sales Management Top of Funnel Marketing & Strategy Banner Ads 126

Metadata

JANUARY 27, 2021

Your marketing focus for 2021 should be getting better at targeting. Us marketers all understand that spending money on ads that get served to the wrong people is just a cost of doing business. Tightening belts and getting strategic Before 2020 tested us all, marketing departments had more wiggle room.

Differentiation 52

Differentiation Paid Search Agency Ideal Customer Profiles Work Management 52

Allocadia

APRIL 16, 2019

According to a recent study by Russell Reynolds Associates, CMOs think differently than their C-suite colleagues. Senior marketing executives tend to be more “imaginative,” “unconventional” and “willing to test limits” than CFOs, CEOs, CROs and CIOs. Plan and budget strategically and predict revenue performance.

Planning 40

Planning Work Management Marketing Management Buy 40

Heinz Marketing

MARCH 27, 2023

By Matt Heinz , President of Heinz Marketing If you’re not already subscribed to Sales Pipeline Radio or listening live every Thursday at 11:30 a.m The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. He’s the CEO of 2X Marketing.

Demand Generation Agencies 95

Demand Generation Agencies Work Management Budget Programs Paid Search Agency 95

ViewPoint

MAY 13, 2016

How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. In that post I quoted a client and friend who at the time was CMO for a Fortune 100 company.

Allocation 174

Allocation PointClear SIC Ideal Customer Profiles 174