10 Things to Do When Marketing Spend is On Hold

The Point

There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment. Corporate blogs are some of the most neglected marketing assets in a company’s arsenal.

Benchmark your digital marketing activity

Savanta

Have you ever wondered how other B2B marketers spend their digital marketing budgets? I certainly have so when Omobono and The Marketing Society asked Circle Research to survey B2B marketers and establish how they behave in relation to digital, we jumped at the chance. The research results – based on feedback from over 80 senior B2B marketers collectively controlling budgets of more than £33m – provide a valuable benchmark.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

2017 Benchmark Report: Marketers Optimizing for Mobile

KoMarketing Associates

Marketo’s “2017 Marketing Benchmark Report: North America” has found that marketers are implementing mobile marketing and optimization as a part of their multi-channel marketing strategies. According to the researchers, marketers invest in marketing channels that are often served to and accessed by buyers on mobile devices. While marketers may not be specifically adopting and shaping their marketing strategies around mobile, their audience is.”.

How to Build a SaaS Marketing Budget | Business Benchmarks & Breakdowns

accelerate agency

Whether you’re a brand new startup or an established business, building a SaaS marketing budget is a time-consuming project. As we’ll explore, building a SaaS marketing budget is about more than just figures. How much do SaaS companies spend on marketing?

6 Benchmarks from Viewing a Survey of CMO Lenses of B2B Marketing

Sword and the Script

I’ve read and written about the survey since about 2013 and have found it to be an interesting indicator of industry benchmarks. This time around survey polled 341 senior marketers – 95% of which hold the title of vice president or higher – to produce the survey. About 34% of respondents identified themselves as employed by B2B product companies, while another 31% said B2B services, so overall about 60% of respondents are senior leaders in B2B marketing organizations.

Survey 106

B2B Paid Social Benchmarks: What We Learned From $15M in Spend on Facebook and LinkedIn

Metadata

For demand marketers focused on driving sales and business growth, revenue is the ultimate KPI. This B2B Paid Social Benchmark Report will give any B2B company the data, insights, and social media strategies to level up their social media ads. How to set your own benchmarks.

CPL 67

[Research Round-Up] ABM, Marketing Spending and Next Generation Events

B2B Marketing Directions

(This month's Research Round-Up features the latest ABM benchmark study by ITSMA and the ABM Leadership Alliance, Winterberry Group's latest forecast of marketing and advertising spending, and a survey examining the future of marketing events by the CMO Council and Cvent.)

One-Third of Marketers Increased their Content Marketing Spend in 2018

KoMarketing Associates

As marketers continue to look for new ways to reach out to their target audiences, new research shows that they are still dedicated to content marketing as a way to resonate with their customers. Advertiser Perceptions recently conducted a survey of 300 marketers and discovered that one-third of them increased their spending on content marketing this year. About 53 percent are spending the same, while only 8 percent are spending less.

What is Customer Lifetime Value (CLV)? Definition, Calculation, Model, Benchmarks, and Examples!

Martech Advisor

Customer Lifetime Value (CLV) Benchmarks. CLV helps calculate the expected spends and individualized value of each customer; whereas CP is the analysis of just the past spends and does not attempt to predict future spends. Appropriate spends & higher ROI.

How Talend is Measuring Performance During a Pandemic with Allocadia

Allocadia

Marketing teams were managing budgets out of spreadsheets and there was so little visibility into investments that it was hard to measure performance with any kind of confidence. Allocadia gave us streamlined budget efficiency for running the marketing business.

Benchmarks by the Numbers: The Challenge of Attendance Growth

The Freeman Company

Six stats to inform your attendee marketing spend

Stats 40

B2B Content Marketing Statistics: 2012 Budgets, Benchmarks and Trends [Research Report]

delicious b2bmarketing

Our Sites: Content Marketing Institute. Content Marketing World. Content Marketing Stats. B2B Content Marketing Assessment. « Must-See Content Marketing Examples From 2011. How to Climb the Engagement Pyramid with Public Sector Content » « Must-See Content Marketing Examples From 2011. | 2012 B2B Content Marketing Benchmarks, Budgets and Trends [Research Report]. Marketers are using social media more frequently.

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

A recent press release from SiriusDecisions states that based on the company’s business-to-business benchmarks: Roughly 44 percent said their marketing spend for 2009 will be reduced; The hardest hit marketing budget categories are advertising (down 17 percent) and events (down 12 percent); 25 percent said marketing spending will remain about the same as in 2008. Has your marketing budget been cut? Tags: B2B marketing

B to B 100

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

A recent press release from SiriusDecisions states that based on the company’s business-to-business benchmarks: Roughly 44 percent said their marketing spend for 2009 will be reduced; The hardest hit marketing budget categories are advertising (down 17 percent) and events (down 12 percent); 25 percent said marketing spending will remain about the same as in 2008. Has your marketing budget been cut? Tags: B2B marketing

B to B 100

B2B Content Marketing – It Takes A Village

ANNUITAS

This year Content Marketing Institute and MarketingProfs published their 7 th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. While there are many studies that are published every year, this is one that I truly analyze and review as it is full of insights and shows a very clear picture of where B2B marketing and content marketers are on their path to maturity. 39% of organizations will increase their content marketing spend.

Are You Spending Enough on Online Marketing?

The Effective Marketer

Although the level of marketing spend doesn’t usually correlate to marketing effectiveness, it is useful to know how others in your industry or other companies of similar size are spending their money on marketing. Forrester Research has recently released a study, “ Benchmark Your Interactive Marketing Maturity “, that aims to give you some metrics to figure out whether you are putting your money on the right marketing tactics.

Sales Pipeline Radio, Episode 253: Q & A with Kris Rudeegraap @rudeegraap

Heinz Marketing

By Matt Heinz , President of Heinz Marketing. The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals. Sales Pipeline Radio is sponsored and produced by Heinz Marketing.

B2B Content Marketing – It Takes A Village

ANNUITAS

This year Content Marketing Institute and MarketingProfs published their 7 th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. While there are many studies that are published every year, this is one that I truly analyze and review as it is full of insights and shows a very clear picture of where B2B marketing and content marketers are on their path to maturity. 39% of organizations will increase their content marketing spend.

B2B Content Marketing – It Takes A Village

ANNUITAS

This year Content Marketing Institute and MarketingProfs published their 7 th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. While there are many studies that are published every year, this is one that I truly analyze and review as it is full of insights and shows a very clear picture of where B2B marketing and content marketers are on their path to maturity. 39% of organizations will increase their content marketing spend.

IDC CMO Advisory Practice: Trends, Forecasts, Benchmarks, and Essential Guidance for 2009

Marketo

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? Available now on-demand , Michael discusses the following topics: The marketing organization of the future (slides 5-7). Best practices for centralizing or de-centralizing your marketing department (slides 8-10).

Partners For Growth: How Marketing and Finance Found Common Ground at Cloudera

Allocadia

“Allocadia has helped us overcome all the challenges we were having, while also creating the processes and visibility we need to run marketing more effectively.” Budget transfers weren’t the only blind spot. Rutigliano only wanted to be a trusted partner with Marketing.

POS 56

Big Changes Coming Soon: Hatchbuck Rebranding to BenchmarkOne

BenchmarkONE

Back in September of 2019, Benchmark Email and Hatchbuck merged, creating a new martech powerhouse with email marketing, marketing automation, and CRM capabilities. Benchmark CRM was a strong contender, fitting the naming convention of Benchmark Email.

Companies Dedicate 2x More to Marketing Than IT

The ROI Guy

According to MarketingSherpa's B2B Marketing Spending Benchmark Survey, large organizations dedicate on average 6% of revenues to marketing spend, including advertising, digital marketing, marketing services and internal labor expenses / costs. Comparing marketing spending to IT spending, IT spending averages half as much, at only 3.1% No wonder there is a focus on return on investment from marketing as never before!

5 Marketing Success Metrics You Should Be Measuring

SmartBug Media

Looking for a way to formally measure the success of your marketing efforts? In this day and age, it is simply not enough to rely on gut feeling or intuition to determine how successful your marketing strategy has been. Return on Marketing Investment. Marketing Strategy

External Resource Links (Podcasts, Articles, and More)

6sense

Agile Marketing Fundamentals Certificate. Insight’s SaaS Marketing Spend Benchmarks. Think with Google’s Today’s CMO: Transforming the role to be ready for what’s next. The EOS (Entrepreneurial Operating System) Process. CAB Training from Ignite Advisory Group. Play Bigger Book + Mobilization Kit. Podcasting for Business: A 26-Step Process. Think Fast, Talk Smart: The Podcast. Harvard Business Review: In a Downturn, Provoke Your Customers.

Report: 41% of B2B Marketers Expect a Budget Increase in the Coming Year

KoMarketing Associates

As B2B marketers look ahead to the coming months, new research suggests that they will have at least the same amount of budget to work with – if not more – to achieve their top objectives. Turning to Content Marketing for Success.

Budget 158

Building a Better CPA Marketing Budget

Hinge Marketing

On top of the loss and personal stress experienced by so many, it has also been a period of rapid market change, requiring businesses to adapt and evolve without a clear roadmap. . Download the Executive Summary of the 2021/22 AAM Marketing Budget Benchmark Study here for free!

CPA 96

Lead Nurturing: 4 Steps to Do That Help More Customers Buy

Markempa

Marketing can take you on a long hike. It’s not just about converting leads to becoming “marketing qualified.” I’ve seen companies spend too much time getting people to raise their hands (i.e., Marketing can take you on a long hike.

How to Analyze the Performance of Your Digital Media

Marketing Insider Group

Digital marketing is the keystone of any modern-day marketing campaign. The ever-growing world of social media and even the traditional forms of email marketing have created ideal platforms to share your content directly with clients and prospects alike. Source: Marketing Charts.

3 Ways InsightSquared Forecasting Improves Execution

InsightSquared

In fact, rather than spending countless hours inputting and analyzing, we make the data work for you – in real time. That could mean hiring those next few AEs, increasing marketing spend, entering a new region or reporting to shareholders.

How Content & SEO Marketers Can Help Each Other Be Successful

RockContent

Breaking down the silos that separate content marketers from other functions within an organization has been an ongoing theme on our blog recently. We’ve discussed content’s relationship with product marketing , demand generation , as well as sales and customer success. The dynamic between content marketing and SEO is interesting. A handful of search agencies have either made an effort to market themselves as content experts or rebranded entirely to become content shops.

Help 188

4 Strategies to Lower Your Senior Living Cost per Move-In

SmartBug Media

In a tough year, many senior living organizations have had to reset revenue goals, cut back on marketing spend, and take other drastic measures to counter the effects of COVID-19. And that inflates your overall marketing costs—without producing the desired results.

Media 68

27 surprising facts about salespeople who are Social Selling

Biznology

98% of sales reps with 5000+ LinkedIn connections achieve quota (source: Sales Benchmark Index ). 74% of B2B marketing companies use Twitter to distribute content (source: Content Marketing Institute ). 61% of US marketers use social media for lead generation (source: IBM). of sales people who report using social media state that they spend less than 10% of their selling time using social media (source: Social Media and Sales Quota Survey).

Social 161

A Guide to ABM Funnel Metrics

SmartBug Media

Take a moment to imagine your ideal in-house marketing team. Step back to reality and come to realize that many marketing teams are facing the same types of common challenges that prevent us from bringing this dreamworld to fruition. Overcoming Challenges with Account-Based Marketing.

Your guide to building a marketing budget template

The Marketing Blender

Your guide to building a marketing budget template. Looking to create a new marketing budget template for your business? Although a marketing budget template can take some time and thought to build, it’s not as difficult as you may think it is.

CMO Coffee Talk ‘Aha! Moment’: Will the COVID Marketing ‘Budget Bump’ Stay?

6sense

Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. . Why Companies Spent MORE On Marketing During COVID . The loss of in-person events as a key marketing channel . Which Marketing Channels Worked During COVID? .

How to Align Marketing and Finance for Peak Performance

Allocadia

John O’Rourke is Vice President of Strategic Marketing at Host Analytics. With a background in accounting and finance, John has over 30 years of experience in the software industry, including 20 years of experience in EPM Product Marketing at Hyperion Solutions, Oracle and Host Analytics. While what goes on in Marketing has often been somewhat of a mystery to Finance executives, in recent years we’re seeing more collaboration and partnership between Finance and Marketing.

POS 40

B2B Marketers to Spend More on Content Marketing in 2013

B2B Marketing Traction

A recent study by MarketingProfs and the Content Marketing Institute shows that over half (54%) of B2B marketers plan to spend more on content marketing in 2013 than in previous years. The study is the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America. CMI is a group of consultants who make money on content marketing consulting. Should you join in this content marketing trend? Content marketing is working.

Developing a Marketing Budget Plan for Professional Services

Hinge Marketing

And the most successful firms take a methodical approach to this task, documenting each year’s strategy in a marketing budget plan. Four Approaches to Marketing Planning. The marketing tactics they choose are tied to their immediate needs (e.g., “We Legacy budget planning.

Plan 101

How to Use Marketing Budget KPIs for Decision-Making

SmartBug Media

One of the most underrated skill sets of a marketing leader is the ability to guide decision-making based on budgetary analysis. Key KPIs to Track in Your Marketing Budget. Cumulative budget: The total budget summed up across all marketing channels.

Media 71