Integrated B2B

SEPTEMBER 23, 2015

When push comes to shove, it’s hard to find a CEO of a B2B company that sees marketing as the go-to function for business performance. Marketers are constantly challenged by their executive management to demonstrate the effectiveness of their efforts. Does that mean the CMO role at B2B companies is redundant?

CMO 40

CMO B2B Paid Search Agency Lead Ranking 40

Martech

MARCH 2, 2023

Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “ triple squeeze ,” making everything more expensive. As a forecaster , to predict the outcome that raising or lowering marketing budgets will have on marketing’s contribution to the overall budget.

Marketing Mix 113

Marketing Mix Marketing Attribution Lead Ranking Planning 113

Strategic-IC

FEBRUARY 6, 2023

And the beauty of that focus on accounts is ABM’s ability to deliver truly unique, engaging, and personal buyer experiences that regular B2B marketing strategies simply cannot. Lisa is now Chief Marketing Officer at the Arbinger Institute. Of course, conversion is still paramount to success.

Account Based Marketing 62

Account Based Marketing ABM P2P Ideal Customer Profiles 62

Ledger Bennett

JULY 15, 2020

Significant shift in budget since the onset of the pandemic Late last year Gartner published their 2019-2020 CMO Spend Survey , and while budgets had declined a little in 2019, confidence was very high regarding the outlook for 2020. Of course, the onset of the pandemic changed that, and it changed it fast.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Work Management Marketing Management 52

Webbiquity

JULY 27, 2021

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4%

CMO 203

CMO Gartner Budget Programs Spending 203

Hubspot

JANUARY 4, 2021

Jake Milstein , CMO at CI Security , told me: "When the pandemic hit, there was a huge spike in registrations and attendance in virtual events that attempted to mimic in-person events. Soon, marketers will be able to go all-in on what will work best without having to test the theory.". Digital marketing spend will continue to grow.

Trends 101

Trends Marketing AI Work Management Planning 101

KoMarketing Associates

SEPTEMBER 12, 2017

About 73 percent of marketers claimed that they still rely on manual data capture at events. For more insight into this research, we spoke to Kristen Alexander, CMO at Certain, Inc. Why do marketers appear to be slow to automate data capture? Post-event, 81 percent said they still seek further information on leads.

Event Marketing 124

Event Marketing B2B Marketing Planning B2B 124

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. In fact, the CMO mandated that all marketers adopt this formal, standardized approach and process.

Enterprise Management 52

Enterprise Management Work Management Marketing Management Allocation 52

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

Adobe Experience Cloud Blog

DECEMBER 20, 2017

How much are we spending to launch this new product? Finance may ask: “Marketing, what have you done for me lately?”. Your goal should be to focus on, “where should we spend our next dollar?”. Figure Out How Marketing Spend Aligns with Business Goals. Think About Different Layers of Measurement.

Marketing Budget 134

Marketing Budget Marketing Budget Creation Budget Programs Work Management 134

ViewPoint

JUNE 16, 2015

Mike Damphousse, founder, CEO and CMO of Green Leads and author of Smashmouth B2B Blog: Sales & Marketing Demand Gen places the focus on value: 1) The value of the inbound versus outbound lead; and 2) how far those leads are in the pipeline against the amount invested. However, these so-called leads really are not leads.

Lead Ranking 120

Lead Ranking Lead Scoring Cost per Lead PointClear 120

Oktopost

AUGUST 27, 2020

But, before we deep dive into social profiles let’s take a step back and realize why is influencer marketing booming for B2B marketing? Last year, influencer marketing spending demonstrated a 70% growth rate year-over-year , reaching $2.6 Dave Gerhardt is one of the leading brand builders in the B2B market today.

B2B 125

B2B Guerilla Marketing Social Media Linkedin 125

Conversica

AUGUST 7, 2020

In-person events shuttered, business-as-usual messaging needed to be anything but, and budgets were slashed as organizations braced for an economic plunge. But because this happened all at once, Marketers can relate to one another, learn together and share the best strategies for moving forward. Adopt a digital-first mindset.

Ideal Customer Profiles 52

Ideal Customer Profiles Planning Terms and Conditions Bombora 52

The Marketing Blender

SEPTEMBER 23, 2019

As a rule of thumb, companies should spend about 7% of revenue or 11% of total company budget on marketing. Of course, every company’s situation is unique, but those recommendations are based on averages across industries. According to the Gartner CMO Spend Survey , marketing budgets made up 11.1%

Allocation 40

Allocation Marketing Budget Cost per Lead Marketing Budget Creation 40

SnapApp

AUGUST 22, 2017

In fact, almost one-fourth of the $150 billion in US advertising market spend was invested into television ads in 1990. . The company sat at the middle of the marketing model, and messages flowed outward through different channels with limited opportunities for input and/or cross-channel. . . E-Learning.

Content Marketing 90

Content Marketing Advertising Agencies Television marketing Paid Search Agency 90

Convince & Convert

OCTOBER 12, 2010

A small percentage of a multi-million dollar marketing budget is still a windfall in social media, but the smaller the company, the bigger the hole a decent sized social marketing spend is likely to cause. And you can be sure the CMO wants no part of that. Small Business: No Marketing Budget = No Brainer.

Social Media 125

Social Media ROI Media Marketing Budget 125

Customer Experience Matrix

MARCH 29, 2017

Without further ado, they are: As you see, marketing technology expenses for 2016 are estimated at $82.3 Slightly more than half of the marketing spend is business-funded, which presumably means it’s spent by CMOs. billion, which is just 6.7% of the $1,235.3 billion for all categories.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Allocadia

DECEMBER 22, 2017

Finance may ask: “Marketing, what have you done for me lately?” ” Your goal should be to focus on “where should we spend our next dollar?” Figure out how marketing spend aligns to business goals. For example, a PR push that is part of a larger global campaign may also increase market share.

Marketing Budget 56

Marketing Budget Marketing Budget Creation Budget Programs Work Management 56

Seismic

MARCH 8, 2019

So even if you pick up just a handful of these habits, you will be on your way to becoming a more effective B2B marketer, as well as better prepared for future career success. Good storytelling is highly effective in all types of marketing, from product marketing, demand generation to content marketing and everything in between.

Planning 94

Planning Effectiveness Lead Ranking Lead Scoring 94

Allocadia

APRIL 16, 2019

How much are we spending to launch this new product? Finance may ask: “Marketing, what have you done for me lately?”. Your goal should be to focus on “where should we spend our next dollar?”. Figure out how marketing spend aligns to business goals. Think about different layers of measurement.

Marketing Budget 40

Marketing Budget Marketing Budget Creation Budget Programs Work Management 40

markempa

DECEMBER 12, 2016

For example, Slack (currently the fastest growing start-up in history) practices empathy in their marketing, product design, and is part of their core values. In the course of their boot camps, IBMemployees are learning how to apply empathy to connect better with colleagues and clients. So how do you humanize your marketing?

Account Based Marketing 84

Account Based Marketing Marketing Qualified Leads Lead Ranking Lead Scoring 84

Strategic-IC

APRIL 6, 2022

We’re just good B2B Marketers and ABMers. Of course I can. But in recent years it’s become a hot topic for B2B marketers. Alice de Courcy , CMO at Cognism, defines it as: “It’s a term that means the places that buyers are engaging and making decisions that no attribution software or tracking can account for.”.

Top of Funnel 62

Top of Funnel Peer-to-peer Account Based Marketing Paid Search Agency 62

Engagio

JANUARY 7, 2019

What that means, of course, is more competition for the attention of key buyers at your target accounts. Peter Isaacson , CMO, Demandbase. ABM will become a core platform for marketers in the MarTech stack. So, just as we saw 10 years ago when people were figuring out how to do marketing at scale (i.e.,

Account Based Marketing 76

Account Based Marketing ABM Budget Programs B2B Thought Leadership 76

Vision Edge Marketing

NOVEMBER 16, 2011

Ted Levitt, author of The Marketing Imagination, writes, “The role of marketing is to create and keep customers.” ” A marketing plan is a valuable instrument in helping Marketing plot a course of action for how it will go about creating and keeping customers.

Lead Ranking 100

Lead Ranking Lead Scoring Planning Budget Programs 100

Heinz Marketing

MAY 28, 2018

When marketers are at both the strategic levels, CMO level and even operational level, are reviewing that data, what are some of the best practices that you see with your clients and even that you recommend in how they manage their budgets against the plan and make decisions on where to invest their resources?

Work Management 51

Work Management Enterprise Management CMO Marketing Management 51

Adobe Experience Cloud Blog

AUGUST 5, 2011

So I made a commitment over Twitter to share 50 reasons to embrace Marketing Operations; one tweet per day over the next 50 days. But it flushed out my thinking for what I now call Marketing Operations 2.0, and led to the development of the course I now teach for UC Extension and my own company. The CMO revolving door.

Enterprise Management 48

Enterprise Management Planning Contingency Planning Advertising Agencies 48

Kaon

JULY 10, 2020

.” Boston Consulting Group published a study of major corporations’ performance during and after a downturn that found “companies that injudiciously slash marketing spending often find that they later must spend far more than they saved in order to recover.” ” Spending Smarter.

Paid Search Agency 147

Paid Search Agency Companies Marketing Budget Budget Programs 147

Metadata

NOVEMBER 30, 2020

Managing these projections positions marketing departments as a revenue center that deserves investment to improve profits, not a cost center to be cut. This is akin to accountability – you’re telling the team and the CMO what you plan to spend your money on, and what you intend to get in return.

Marketing Budget 59

Marketing Budget Marketing Budget Creation Budget Programs Work Management 59

Metadata

NOVEMBER 30, 2020

Managing these projections positions marketing departments as a revenue center that deserves investment to improve profits, not a cost center to be cut. This is akin to accountability – you’re telling the team and the CMO what you plan to spend your money on, and what you intend to get in return.

Marketing Budget 59

Marketing Budget Marketing Budget Creation Budget Programs Work Management 59

Marketing Insider Group

OCTOBER 25, 2021

It will not be about spending more on blatant self-promotion to out-dated notions that no longer fit the reality of the world we live in. Technology continues to advance at a rapid pace, so of course, some of these trends are focused around technology. The answer, of course, is in your employees. This reduces marketing spend.

Trends 364

Trends Planning Paid Search Agency Enterprise Management 364

Allocadia

APRIL 23, 2019

Time after time over the course of his career, Ken witnessed marketing teams scramble when marketing planning season came around. In order to plan effectively, a marketing team needs a significant amount of insight into last year: where the organization spent and why, and what the business impact was. Marketing Ops.

Marketing Attribution 40

Marketing Attribution Planning Marketing Automation Services CMO 40

Allocadia

APRIL 16, 2019

Are you ensuring that your CMO and marketing executives can see the data that they want to see? Plot a course to close this gap. Finally, leverage a marketing-centric technology partner such as Allocadia. Be sure to establish a marketing spend cadence that aligns with Finance’s annual spend process.

Enterprise Management 40

Enterprise Management Budget Programs Work Management Planning 40

Single Grain

SEPTEMBER 19, 2019

Small Business Administration recommends spending 7-8% of your company’s revenue on marketing, but in reality, businesses typically spend more than that. Gartner’s 2018 CMO Survey found that marketing budgets actually averaged about 11% of their revenue: Click here to download it for free right now!

Allocation 84

Allocation Marketing Budget Paid Search Agency Work Management 84

Allocadia

JUNE 20, 2018

Time after time over the course of his career, Ken witnessed marketing teams scramble when marketing planning season came around. In order to plan effectively, a marketing team needs a significant amount of insight into last year: where the organization spent and why, and what the business impact was. Marketing Ops.

Planning 40

Planning Marketing Attribution Marketing Automation Services CMO 40

Leadspace

APRIL 26, 2017

So as a demand gen marketer, this week’s Leadspace-hosted panel at The Marketing Nation Summit in San Francisco — which brought together marketing thought-leaders from Microsoft, Facebook and Marketo — was a real treat for me. Of course, even the likes of Facebook and co. Embrace innovation.

Ideal Customer Profiles 97

Ideal Customer Profiles Marketo Marketing AI Top of Funnel 97

Allocadia

JUNE 12, 2019

Top-down Budgeting. Top-down budgeting is done according to marketing investment targets. Usually set by the CFO and/or CMO, these targets divide dollars up into several big buckets of spend. Changes like these can be disruptive — especially when you’ve already built what you thought was a great marketing plan!

Marketing Budget Creation 45

Marketing Budget Creation Marketing Budget Budget Programs Enterprise Management 45

Full Circle Insights

SEPTEMBER 11, 2020

By Bonnie Crater o riginally featured in Marketing Profs. Rumors that the CMO role is going the way of the dodo bird have been circulating for years. But it’s also possible that the devaluation of the CMO role is in some cases the consequence of outdated notions of what CMOs do and misconceptions about the scope of the job.

CMO 52

CMO Lead Ranking Sales Management Marketing Attribution 52