B2B Marketing Directions

OCTOBER 3, 2021

The findings of the August 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association and Deloitte LLP. The CMO Survey is conducted semi-annually, and it provides a wealth of information.

CMO 96

CMO Customer Surveys B2B Gartner 96

B2B Marketing Analytics

NOVEMBER 29, 2020

Among the most interesting trends shaping the modern marketing function is the rise of a new breed of the CMOs called the “Revenue CMO”. The role of the CMO has undergone a radical shift especially in B2B technology companies, which are driving the revolution of this new breed of the CMOs.

CMO 100

CMO Marketing Attribution Multi-Touch Attribution Lead Scoring 100

Crimson Marketing

NOVEMBER 10, 2014

Your company conducts quarterly budget reviews to determine how well projections aligned with performance. The problem is, by the time you analyze those results, you’ve likely already spent too much—or too little—on marketing. Lance Walter is Chief Marketing Officer for Host Analytics and leads the company’s global marketing efforts.

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

Martech

OCTOBER 16, 2023

Marketers are feeling much more optimistic this quarter, according to the CMO Survey from Deloitte. The Marketer Optimism Score, which measures marketer sentiment on a scale of 0 to 100, went from 58.3 The survey had 316 responses from marketing leaders at for-profit U.S. Marketing spend. Why we care.

Allocation 119

Allocation Marketing Budget Forecasting Lead Ranking 119

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.

PointClear 174

PointClear Allocation SIC Ideal Customer Profiles 174

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. The mean percentage of revenue allocated to marketing in 2021 is about the same in both B2B and B2C companies.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Budget Programs Allocation 98

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 67

CMO Marketing Attribution Work Management Marketing Budget 67

Martech

OCTOBER 16, 2024

To bridge this gap, marketers must embrace AI and machine learning to gain a full picture of how their campaigns drive both clicks and in-store purchases, unlocking a deeper understanding of true ROI. If your attribution partner isn’t using ML, be prepared for wasted spend. But with 80% of U.S.

Marketing AI 116

Marketing AI Marketing Attribution Advertising Channels Allocation 116

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. Our CMO, Bryan Law, filled out a web form on each of their websites, and only 35% of the companies responded.

Marketing Analytics Tools 130

Marketing Analytics Tools Efficiency Sales Management Product 130

Martech

SEPTEMBER 23, 2024

Budget management: The martech manager may also be involved in managing the budget for marketing technology investments, ensuring that resources are allocated effectively to support marketing initiatives. For this prompt, try selecting the CMO persona.

Work Management 96

Work Management Marketing Management Allocation Paid Search Agency 96

Martech

NOVEMBER 3, 2021

Marketers are placing less emphasis on traditional analytics in favor of operations. “Marketing analytics actually went from #2 to #4 in the last year,” said Hurley, citing Gartner’s CMO Spend Survey. “But it still makes up a large percentage of where marketing teams are allocating their budgets.

Analytics 112

Analytics Allocation Product Work Management 112

Martech

APRIL 27, 2022

The people involved in measuring a company’s marketing activities use technology and software that gathers marketing data, aggregates it, and provides visualizations to help them understand what tactics are working and how best to optimize marketing spend. Types of marketing analytics models.

Marketing Attribution 126

Marketing Attribution Paid Content Marketing Analytics Tools Analytics 126

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. Who We Are.

Allocation 40

Allocation Marketing Budget Cost per Lead Marketing Budget Creation 40

B2B Marketing Directions

SEPTEMBER 15, 2019

The findings of the August edition of The CMO Survey by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days ago. The latest results are based on responses from 341 marketing leaders at U.S. Marketing Spending On average, marketing expenses amount to 9.8%

CMO 49

CMO Customer Surveys Allocation B2B 49

Adobe Experience Cloud Blog

OCTOBER 15, 2008

Do you know how much to spend on your B2B marketing budget in 2009? How to allocate your budget across programs and headcount? Or how to split marketing programs budget between investments such as events, advertising, and PR? For example: Marketing Investment Trends. Marketing Staff Efficiency.

Forecasting 48

Forecasting Advertising Benchmark CMO Budget Programs 48

Martech

NOVEMBER 3, 2021

Breaking down your marketing budget. Recent data suggests that B2C organizations spend an average of 5% to 12% of their revenue on marketing, and B2B puts aside about 8% to 9% of their revenue for marketing spend. Sample SEO budget breakdown. Consider your marketing objectives. Keep in mind.

Budget Programs 115

Budget Programs Spending Paid Search Agency Marketing Budget 115

Full Circle Insights

NOVEMBER 10, 2020

But to succeed over the long haul, you have to understand exactly what drives marketing efficiency. Two Keys to Marketing Efficiency — And Success. There are two ways to drive greater efficiency in marketing. Datasheet: The Cost of Not Implementing Marketing Performance Management. Build vs Buy Marketing Analytics.

Marketing Attribution 98

Marketing Attribution Sales Management Lead Ranking Budget Programs 98

B2B Marketing Directions

JUNE 9, 2024

(This month's Research Round-Up discusses some of the major findings found in the Spring 2024 edition of "The CMO Survey" and a set of interesting perspectives from the "2024 Annual Marketing Report" by Nielsen.) Source: Christine Moorman Spring 2024 edition of "The CMO Survey" A survey of 292 marketing leaders at U.S.

CMO 54

CMO Customer Surveys Marketing Report Research 54

The Marketing Blender

JULY 7, 2024

If so, it’s time to consider an outsourced CMO. These seasoned marketing executives offer a cost-effective alternative to hiring a full-time Chief Marketing Officer, bringing a wealth of expertise and a laser-focus on results to your business. What Does an Outsourced CMO Do? What Does an Outsourced CMO Do?

CMO 52

CMO Marketing Budget Allocation Work Management 52

Marketing Insider Group

FEBRUARY 5, 2024

Martech) Digital marketing accounts for nearly 60% of marketing spending, as per the AMA’s 2021 CMO survey. Martech) The US Bureau of Labor Statistics forecasts a 10% annual increase in employment for marketing managers over the next eight years. MarketingEvolution) Marketers allocate 15.9%

Paid Content 280

Paid Content Stats Marketing Budget Webinar Metrics 280

Full Circle Insights

JUNE 16, 2020

To succeed with digital campaigns, you’ve got to have a comprehensive understanding of how campaigns are performing in terms of engagement, cost, effectiveness and revenue so you can allocate spend efficiently to maximize lead generation and demonstrate marketing’s contribution to deals won. Build vs Buy Marketing Analytics.

Lead Ranking 98

Lead Ranking Marketing Attribution Sales Management Enterprise Management 98

The Effective Marketer

AUGUST 10, 2014

A while ago Microsoft went through a big marketing reorganization as well because, as then-CEO Steve Ballmer said, the company wasn’t getting enough ROM (return on marketing spend).. The Right Marketing Structure.

Planning 100

Planning Allocation Business Marketing Management 100

Sprout Social

JUNE 24, 2024

In May 2024, it was reported that paid social overtook paid search as having the highest allocation of overall marketing budgets. While this is a strong indicator for media trends in the marketplace, it creates a dilemma and critical question for CMOs that few are equipped to address: “How do we staff against this?”

Paid Content 92

Paid Content Paid Search Agency Paid Social Agency Social Marketing 92

Full Circle Insights

JANUARY 28, 2021

Martech tools that enable marketers to monitor funnel metrics inside the revenue system of record — the CRM — allow marketers to maximize process efficiency by continuously streamlining operations. The ability to accurately attribute revenue to marketing campaigns inside the CRM lets marketers allocate budgets more efficiently.

Sales Management 98

Sales Management Marketing Attribution Lead Ranking Planning 98

Allocadia

MARCH 1, 2018

Marketers and their teams spend months planning and strategizing for the upcoming year, but they often overlook what happens once execution begins. Before a quarter begins, marketers make a heavy investment of time in creating their plans and budgets. Don’t rely on a finance-centric view of marketing spend.

Budget Management 40

Budget Management Spending Work Management Planning 40

Sword and the Script | B2B

APRIL 16, 2024

The authors set out to understand “whether or not” startups “allocate scarce resources to conduct systematic marketing.” Sword and the Script Media can help with B2B marketing, PR and social media. There’s less noise in your niche (or market, if you are setting out to create one).

Startups 104

Startups Peer-to-peer Studies Ideal Customer Profiles 104

Full Circle Insights

JULY 9, 2020

With no future current participation, we’re seeing a lot of restructuring and planning going on in B2B marketing organizations, where marketing teams are thinking about ways to allocate more of their budget to reinvestments in digital marketing. But what’s the best way to re-plan our B2B marketing budgets?

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Lead Ranking Planning 98

Allocadia

MARCH 31, 2019

Our marketers have become more accountable and better stewards of the dollars allocated to them. We can show progress and results in real time.” – Charles Schwab executive in charge of marketing technology. The Problem: No Budget Control. Allocadia Investment Analytics view. Read now.

Work Management 52

Work Management Marketing Management Allocation Budget Management 52

Drew Neisser

JANUARY 27, 2023

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. If you want to get involved, you can apply at cmohuddles.com.

Advertising Benchmark 52

Advertising Benchmark Allocation B2B Forrester 52

Top Rank Marketing

JUNE 30, 2023

media spending came from the digital sector during May, 2023 — up from 56 percent a year earlier, as the overall ad spending level increased for the first time in 11 months, according to recent ad index data. MarketingCharts U.S. Ad Index Expands For First Time In 11 Months In May 60 percent of overall U.S.

Paid Search Agency 56

Paid Search Agency Budget Programs CMO Advertising Agencies 56

Full Circle Insights

SEPTEMBER 8, 2021

As we move further into the second year of the coronavirus pandemic, the economic repercussions have sparked rumors of a fundamental reset in business roles, including the role marketing plays in driving business. Each of these marketing functions is essential and they don’t necessarily have to be handled by someone with a specific title.

Sales Management 96

Sales Management Lead Ranking Planning Marketing Attribution 96

Full Circle Insights

FEBRUARY 8, 2021

Marketing leaders are betting on a digital-focused future by adopting martech solutions at an accelerated pace. In the Gartner CMO Spend Survey , nearly 70% said they expected to increase martech investments over the next 12 months. Another point in favor of more CMO-CIO collaboration: there’s evidence that it increases revenue.

Lead Ranking 59

Lead Ranking Sales Management CMO Marketing Attribution 59

Full Circle Insights

NOVEMBER 26, 2020

Martech spending increased in 2020 and is expected to remain strong in 2021, as businesses continue to rely on digital channels, especially B2B companies that can’t hold in-person events. A Gartner CMO spend survey found that 68% expect to increase martech investments in the coming months. So, how can CMOs reach out?

Lead Ranking 98

Lead Ranking Sales Management Marketing Attribution Top of Funnel 98

Single Grain

JULY 6, 2021

The Chief Marketing Officer (CMO) is a crucial position for every organization, but hiring a CMO is more challenging than any other C-level position. In this article, I will discuss what a CMO is, the different skills needed to become a great CMO, and how you can hire the perfect CMO for your organization.

CMO 52

CMO Paid Content Paid Search Agency Work Management 52

Hubspot

AUGUST 31, 2010

Twice a year Professor Christine Moorman at Duke's Fuqua School of Business surveys hundreds of CMOs to get an overall measure of what is happening in marketing as part of a project aptly called The CMO Survey. Marketing Spending Should Increase. Internet Marketing Spending to Grow. What do you think?

Budget Management 28

Budget Management CMO Customer Surveys Marketing Report 28

Contently

AUGUST 15, 2016

Content marketing job listings have grown 350 percent since 2011. So, too, has investment in content marketing. In 2011, content marketing spend was $100 billion; by 2019, this figure is expected to rise to $319 billion—more than Finland’s entire 2015 GDP. How to secure and allocate your content budget.

Allocation 60

Allocation Content Marketing Planning Marketing Analytics Tools 60

Allocadia

APRIL 3, 2019

When Jeremie joined Hitachi Vantara, marketing operations was in charge of data quality and spend tracking – but no one was tasked with managing the marketing department’s strategic planning and investments. As he recalls, “Marketing needed a reset to determine whether or not it was effectively delivering on its mission.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Allocation 52