chiefmartech

NOVEMBER 26, 2017

Gartner recently released their CMO Spend Survey 2017-2018. After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1% The headline of their report: Budgets Recede Amid Demand For Results.

Enterprise Management 88

Enterprise Management Budget Programs Budget Management Spending 88

The Marketing Blender

SEPTEMBER 23, 2019

How to calculate and allocate your marketing budget for the next fiscal year in 2020. So how much should you spend and where should your dollars go to achieve better results all year? As a rule of thumb, companies should spend about 7% of revenue or 11% of total company budget on marketing. Our Services. See Our Work.

Allocation 40

Allocation Marketing Budget Cost per Lead Marketing Budget Creation 40

Contently

NOVEMBER 12, 2020

Content is the #1 representation of your brand today, and while most CMOs give lip-service to its importance, that’s usually not reflected in the attention or resources they allocate to it. Content teams often sit two or three levels below the CMO. It’s time for things to change.

Allocation 218

Allocation Brand Identity Branding Paid Search Agency 218

Martech

SEPTEMBER 3, 2021

Marketing budgets slashed in 2021: Gartner. In its report, “The State of Marketing Budgets 2021,” analyst firm Gartner finds marketing budgets as a percentage of revenue falling to “their lowest level in recent history.” Surprisingly, analytics found itself in fourth place in budget allocation across marketing programs and operations.

Allocation 103

Allocation Gartner Budget Programs Paid Search Agency 103

KoMarketing Associates

SEPTEMBER 22, 2021

This could result in more budget being allocated to content marketing in the future. From the Sagefrog Report: The top three areas of marketing spend this year have been website development (51%), digital marketing (44%), and content marketing (33%). From the Gartner Report: Content creation accounted for 9.3%

Budget Programs 206

Budget Programs Marketing Budget Creation Statistics Allocation 206

Martech

NOVEMBER 3, 2021

“It’s a big spend for a lot of teams.” “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. Why is it going down?”

Analytics 105

Analytics Allocation Product Work Management 105

chiefmartech

NOVEMBER 15, 2016

Looking for the latest data on enterprise marketing technology spend? Gartner recently released their CMO Spend Survey 2016-2017. According to their report, on average CMOs now allocate 27% of their budget towards technology. that is allocated towards marketing’s technology budget.

Enterprise Management 40

Enterprise Management Gartner Spending Allocation 40

Crimson Marketing

NOVEMBER 10, 2014

As Lance Walter, CMO of financial intelligence technology company Host Analytics suggests, there is a better way. He ought to know—his company’s marketing budget is already 3 times greater than its technology budget—a turn of events Gartner predicts will only begin to proliferate widely after a couple more years.

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

Vision Edge Marketing

APRIL 19, 2018

Investment in Marketing Technology (Martech) remains strong based on the Gartner CMO 2017-2018 spend survey which found that Marketing leaders are allocating 22% of their expense budget to martech. Despite the investment, many marketers struggle with making the most out of martech.

Marketing Automation Services 192

Marketing Automation Services Allocation Planning Budget Programs 192

Content Standard

OCTOBER 23, 2017

More than 56 percent of this marketing technology spending will go to outsourced solutions and services, while the remainder will be spent in-house. Even as businesses grow the budget for this spending, marketing departments are under pressure to acquire the best combination of services while staying within their financial means.

Enterprise Management 75

Enterprise Management Budget Programs Work Management Marketing Budget 75

Content Standard

JUNE 12, 2017

When it comes to budget conversations, the essential question to answer is: “Was this spending justified?” ” The two primary ways to address this are to demonstrate the value of your team’s work through ROI, and to put budgetary demands into the context of ongoing marketing spending trends.

Marketing Budget 47

Marketing Budget Spending Trends Allocation 47

chiefmartech

MAY 16, 2016

Because I’m a rambling blogger and not a professional journalist, I’m going to bury the lede — that a recent Gartner report shows larger companies spending more on marketing technology than advertising this year — but I promise to get to it eventually. 28% of marketing technology spend goes to infrastructure (e.g.,

Budget Programs 64

Budget Programs Allocation Advertisements Advertising 64

Allocadia

APRIL 17, 2018

Blame my background as a CMO industry analyst.). We just announced a new partnership with Content Marketing Platform category leader, Percolate (see Gartner’s recent research naming Percolate a leader in the space ). Gartner has updated their definition of MRM as “incorporating work, performance and asset management.

Resource Management 40

Resource Management Allocation Work Management Marketing Management 40

Allocadia

APRIL 23, 2019

Blame my background as a CMO industry analyst.). We just announced a new partnership with Content Marketing Platform category leader, Percolate (see Gartner’s recent research naming Percolate a leader in the space). Gartner has updated their definition of MRM as “incorporating work, performance and asset management.”

Resource Management 40

Resource Management Allocation Work Management Marketing Management 40

The Effective Marketer

MARCH 24, 2011

According to a recent chart published by MarketingSherpa (below), 80% of marketers don’t spend time qualifying leads before sending them to sales. In their “ CMO Perspectives on B2B Marketing Automation &# this challenge for high quality leads is shown as having increased from 69% in 2009 to 76% in 2010. No news there.

Planning 100

Planning Work Management Marketing Management Marketing Budget Creation 100

Pam Didner

JULY 5, 2020

In a survey, Gartner found 75% of B2B buyers agreed people from different locations and roles are involved in purchasing decisions. GumGum GumGum ’s CMO, Ben Plomion, shared their 3 Crazy ABM Campaigns that actually worked. Identify Key Marketing Channels Where do decision-makers in each target account spend most of their time?

Account Based Marketing 86

Account Based Marketing Sales Management Paid Content ABM 86

Marketing Insider Group

FEBRUARY 5, 2024

Wallaroo) Social media advertising spending is expected to surpass $300 billion in 2024. HubSpot) B2B bloggers spend on average 26% more time on each post compared to B2C bloggers. Martech) Digital marketing accounts for nearly 60% of marketing spending, as per the AMA’s 2021 CMO survey. seconds over the past two decades.

Paid Content 219

Paid Content Stats Marketing Budget Webinar Metrics 219

chiefmartech

NOVEMBER 12, 2018

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. Great CMOs fully appreciate this. The whole customer experience.

Allocation 92

Allocation Budget Programs Customer Surveys Gartner 92

Zoominfo

JULY 14, 2023

Customer acquisition cost (CAC): Customer acquisition cost, or CAC, is the total amount your business has to spend in order to acquire new customers. You may decide to create a printed version of that eBook and directly mail it to the CMO at that high-intent account. This is where automation comes into play.

Paid Content 130

Paid Content Planning Marketing Report Marketing Budget 130

Marketing Graham

MARCH 30, 2022

Here’s some scary figures from Gartner research. I find benchmarking my marketing spend against the average really useful – especially when I’m begging for more money. These marketing budget examples are based on research from Gartner and their regular CMO Spend Survey. Spend reached its peak in 2016 (12.1%

Marketing Budget 52

Marketing Budget Marketing Budget Creation Budget Programs Paid Search Agency 52

Marketing Graham

MARCH 30, 2022

Here are some scary figures from Gartner’s research. I find benchmarking my marketing spend against the average really useful – especially when I’m begging for more money. These marketing budget examples are based on research from Gartner and their regular CMO Spend Survey. It makes sobering reading.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Budget Programs Paid Search Agency 52

Marketing Graham

SEPTEMBER 13, 2019

For many years I’ve used 2% of company turnover as a guide for marketing spend. Gartner recently released their CMO Spend Survey 2019-2020 , and it showed the average marketing spend in North America and the UK was 10.5% Spend reached its peak in 2016 (12.1%) from an earlier figure in 2014 of 10.2%, but 10.5%

Budget Programs 40

Budget Programs Spending Allocation Marketing Budget Creation 40

Content Standard

AUGUST 27, 2018

Gartner’s CMO research shows that in 2017, marketing budgets actually fell by 6 percent—back to 2015 levels—implying decreasing business profitability. Ewan McIntyre, Gartner research director, shared, “One thing is clear—previous budget increases have come with weighty expectations, some of which have yet to be met.”

Distribution 51

Distribution Organization Marketing Attribution Advertising Agencies 51

The ABM Agency

APRIL 30, 2023

As a CMO at a large B2B SaaS organization, you may be familiar with the concept of Account Based Marketing. Create Your Ideal Customer Profile (ICP): Develop a detailed profile of your ideal customer by analyzing existing customer data, industry trends, market research reports like those from Gartner, or other relevant sources.

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles B2B Marketing Sales Qualified Leads 52

VisumCX

DECEMBER 6, 2017

Gartner , SiriusDecisions and Cognito have all recently published studies that provide insight into CMOs priorities in 2018. CMOs intent on being good stewards of their dollars need to take the time to conduct the necessary research and gain insights into their buyers and customers and message to them specifically.

Allocation 40

Allocation Salesforce.com Gartner Forecasting 40

Engagio

MARCH 15, 2017

According to the “2016-2017 Chief Marketing Officer (CMO) Spend Survey” published by Gartner, CMOs now allocate 27% of their budget towards technology. ChiefMarTech.com did some calculations for us which further illustrate how marketers and IT are neck-and-neck for spend with 3.2%

Allocation 54

Allocation Budget Programs Digital Marketing Funnels Gartner 54

KEO Marketing

JULY 5, 2017

The Gartner CMO Spend Survey 2016-2017 of 300 marketing professionals notes that marketing budgets made up 12% of company revenue. Most expenditures were allocated to websites, digital advertising, and digital commerce, while “pure digital marketing investments remain a top priority.”.

Trends 48

Trends Allocation Planning Marketing Budget 48

Hubspot

AUGUST 27, 2012

HubSpot CMO Mike Volpe, when sharing his story on how he came to be HubSpot's fifth employee, says the problem he faced as a marketer was finding an integrated marketing software solution that allowed him to see how his various marketing efforts impacted his website and revenue. Source: Gartner ) Tweet This Stat!

Stats 28

Stats Allocation Marketing Automation Services Planning 28

Convert

AUGUST 17, 2022

Spend less on experimentation? You’ll spend less time figuring out what’s going on and more time extracting value from your collaboration with your tool vendor. David Bitton, CMO at DoorLoop. Pinpointing resources and desired results ensures that the budget is allocated appropriately. Define Areas of Responsibility.

Work Management 59

Work Management Enterprise Management Marketing Management Budget Programs 59

Full Circle Insights

FEBRUARY 8, 2021

Digital marketing accounted for more than half of ad spending in 2020 for the first time ever. 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

Full Circle Insights

SEPTEMBER 8, 2021

In recent years, high-profile companies have eliminated the CMO role, indirectly fueling more speculation about marketing’s future. Be able to produce detailed campaign metrics at every stage so the CMO and other company officers can understand what’s working and what isn’t. But they do have to be managed by someone.

Sales Management 96

Sales Management Lead Ranking Planning Marketing Attribution 96

Full Circle Insights

JANUARY 27, 2021

Many marketing departments have taken a budget hit, but spending on martech products remains strong: Nearly 70% intend to increase martech spending in the next 12 months. Gartner 2020 CMO Spend Survey. That’s why it’s so important that CMOs and CIOs work together closely moving into 2021. Infosys Survey.

Digital Transformation 52

Digital Transformation Lead Ranking Sales Management Marketing Attribution 52

Metadata

MARCH 16, 2021

So I’m Dee Anna McPherson, I’m the CMO at Invoca. So Forrester and Gartner actually ended up adopting the terminology that we coined. Joe Chernov: At Eloqua, we prep walked Megan Eisenberg, a very prominent CMO now, to every single event. My client was actually Gartner. Gartner was my client.

Marketing Analytics Tools 52

Marketing Analytics Tools Enterprise Management B2B Work Management 52

Single Grain

AUGUST 22, 2023

Content Marketing Institute ) 78% of Chief Marketing Officers (CMO) view custom content as the future of marketing. Audience Behaviors Online users spend 20% of their online time consuming content. DemandMetric ) SaaS buyers spend 27% of their time during the buying process conducting independent online research.

Statistics 98

Statistics Paid Content Webinar Metrics Marketing & Strategy 98

Martech Advisor

SEPTEMBER 24, 2019

As you know, there’s an ongoing shift in the way brands and their marketing departments allocate and manage paid social media advertising. There’s an ongoing shift in the way that brands and their marketing departments allocate and manage paid social media advertising.

Paid Social Agency 57

Paid Social Agency Transparency Social Media Allocation 57