chiefmartech

NOVEMBER 26, 2017

Gartner recently released their CMO Spend Survey 2017-2018. The headline of their report: Budgets Recede Amid Demand For Results. 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%

Enterprise Management 88

Enterprise Management Budget Programs Budget Management Spending 88

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.

CMO 29

CMO Budget Programs Marketing Budget Allocation 29

Pearl Digital Marketing

SEPTEMBER 13, 2019

The world today is such that a lot of products and services can be had on demand. For example, fractional CMOs or outsourced marketing executives. Some start-ups, as well as companies undergoing rapid growth and transformation, have also made use of on-demand, outsourced expertise. What is a fractional CMO?

CMO 75

CMO Enterprise Management Work Management Marketing Management 75

Marketing Insider Group

AUGUST 10, 2020

When I recently interviewed Kathleen Schaub about the changes in marketing over her long tenure as both a CMO and the lead of IDC’s CMO Advisory Practice, she commented on what had changed most for marketing professionals. The concept of one-to-one or one-to-few marketing is hardly new.

Account Based Marketing 328

Account Based Marketing ABM Work Management Marketing Management 328

Customer Experience Matrix

OCTOBER 21, 2010

Summary: a CMO Council survey shows that CMOs and CIOs agree they need to cooperate, but disagree on how well they're doing and what their roles should be. This affects marketing automation vendors too, since they sell to both sides. The CMO Council generously shared the detailed data with me. You decide.

CMO 120

CMO Enterprise Management Work Management Marketing Management 120

Allocadia

MARCH 31, 2019

With a large and dynamic budget that was widely distributed across roughly 100 cost centers and numerous managers, the Charles Schwab marketing department knew they needed a better system to track their marketing spend. The Solution: Better Visibility with On-Demand Analytics. “We They chose Allocadia.

Work Management 52

Work Management Marketing Management Allocation Budget Management 52

Televerde

NOVEMBER 19, 2019

Similarly, your demand generation strategy has a shelf life. If don’t want to make your prospects sick with day-old demand gen, you need to revamp your strategy and work to ensure freshness. What will it take to generate demand in 2020? Is your demand gen strategy industry-specific? Persona-based? Personalized?

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Demand Generation 40

KoMarketing Associates

AUGUST 10, 2017

In an effort to improve their channel marketing efforts, 57 percent stated that they have made “fundamental changes” to their strategy over the past 12 months. Within the next year, the majority of marketers (78 percent) hope to increase demand generated by their channel partners.

Advertising Channels 120

Advertising Channels Advertising Agencies Demand Generation Marketing & Strategy 120

KoMarketing Associates

DECEMBER 5, 2017

It’s clear advances in cloud data and data visualization is quickly becoming invaluable to B2B marketers. Samantha Stone , Author, Founder & CMO, The Marketing Advisory Network. As we go into 2018 marketers must make data integrity a higher priority. Katie Martell , On-Demand Marketer.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

Adobe Experience Cloud Blog

OCTOBER 28, 2019

It’s clear marketing ROI is important. The rising demand for marketing ROI. As businesses continue to search for new ways to drive revenue—and tighten their margins—the pressure on the CMO builds. Revenue teams increasingly look to the CMO to prove marketing’s revenue contribution and justify their investments.

ROI 106

ROI B2B Thought Leadership Cost per Acquisition Forecasting 106

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. At other organizations, CMOs and CCOs both have a seat at the executive table.

Peer-to-peer 163

Peer-to-peer Budget Programs Content Class 163

Integrated B2B

SEPTEMBER 23, 2015

When push comes to shove, it’s hard to find a CEO of a B2B company who 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

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

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

Hubspot

JANUARY 4, 2021

There's video content they watch on-demand, there's a live stream playing on-site and there's a community of users and fans who create a unique and engaging place to be. We are seeing the demand for engagement already this year and this will continue to be a big trend through 2021.". Digital marketing spend will continue to grow.

Trends 101

Trends Marketing AI Work Management Planning 101

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% Wrapping It Up.

CMO 203

CMO Gartner Budget Programs Spending 203

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. The post Managing Marketing Budgets in a Crisis appeared first on Ledger Bennett.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Work Management Marketing Management 52

Allocadia

MARCH 30, 2021

The Problem: Missing Measurements and Budget Management. In 2019 Freshworks’ marketing operations team began streamlining various marketing and operational activities. Finally all of the marketing spend data tracked in Allocadia is fed into a BI platform to represent their returns on their marketing investments (ROMI).

Advertising Channels 52

Advertising Channels ROMI Marketing Budget Budget Management 52

B2B Marketing Directions

NOVEMBER 15, 2020

Image Source: Allocadia Over the past six months, I've devoted several posts to reviewing research studies that have examined the impact of COVID-19 on B2B marketing and buying behaviors. The first series of posts (available here , here , and here ) discussed the findings of a special edition of The CMO Survey that was fielded in May.

B2B Marketing 98

B2B Marketing Budget Programs Terms and Conditions Forecasting 98

Content Standard

DECEMBER 10, 2020

As physical marketing spend shifts to digital channels, brands are looking to sales enablement and demand generation. Consider shipping, which was suddenly upended by increased demand, illness-related employee shortages, product out-of-stocks, and much more. When the CMO shared her rationale, it made sense.

Sales Management 126

Sales Management Top of Funnel Marketing & Strategy Banner Ads 126

LeadsRX

JANUARY 7, 2022

Identify what has and is working, and has and is not working, to improve marketing performance down the road. The CMO-CIO/CISO Relationship – Partners in Safe, Effective Marketing. The days of IT and marketing butting heads are long over. Get predictive. Precision analytics will tell you.

Marketing Attribution 76

Marketing Attribution Multi-Touch Attribution Trends Advertising Agencies 76

Digilant

OCTOBER 21, 2021

As a result, diversifying media budgets to keep your brand in front of audiences everywhere is critical. . The CMO’s Chase for Perfection. . In today’s environment, CMOs have to be nearly perfect when it comes to marketing spend management. Future-Proofing Your Marketing Strategy. .

ROI 52

ROI Marketing Budget Practices Allocation 52

Martech Advisor

JANUARY 16, 2020

The martech landscape is fast evolving, and the marketing technologist’s job is becoming more comprehensive. Considering how McDonald’s dropped the CMO title last year in favor of a dedicated SVP marketing technology, we're exploring such moves in martech. Find out what it means for marketing technologists in 2020.

Planning 93

Planning Enterprise Management Paid Search Agency CMO 93

ClickZ

AUGUST 26, 2020

Marketers are spending more on martech than on people. Our third market trend covers off the demand from marketers for technology. According to Gartner’s latest CMO Spend Survey we are now spending more of our marketing budgets on Technology (26%) vs 25% on labor.

Gartner 98

Gartner Marketing Budget Budget Programs Spending 98

Lattice

OCTOBER 12, 2015

“Ever stop and wonder if everything you know about B2B marketing is wrong?” Sangram is the CMO of Terminus , a software company in business to help marketers use ABM to grow revenue. ABM is the hot topic among B2B marketers right now. As B2B marketers, we are all very familiar with the traditional funnel.

Account Based Marketing 100

Account Based Marketing Top of Funnel ABM Lock-In 100

NetLine

JUNE 22, 2023

The pain B2B demand gen marketing pros experience whenever sales fails to act on leads or dismiss them prematurely can be quite painful. Sales, conversely, pulls its collective hair out whenever marketing overpromises and underdelivers on quality buyer-level information.

Validation 97

Validation Sales Qualified Leads Marketing Automation Services High Quality Lead 97

Adobe Experience Cloud Blog

OCTOBER 15, 2008

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).

Forecasting 48

Forecasting Advertising Benchmark CMO Budget Programs 48

Terminus

AUGUST 25, 2022

Terminus CMO, Natalie Cunningham , recently gave a keynote address at B2BSMX in Boston. We’ve taken her talking points and spun them up into this blog to talk about how this time of change is a real opportunity for marketers. Every marketer is scrambling. Budgets are under scrutiny like we haven’t seen in more than a decade.

Marketing Analytics Tools 26

Marketing Analytics Tools Ideal Customer Profiles Top of Funnel Budget Programs 26

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 Pacific on LinkedIn (also on demand) you can find the transcription and recording here on the blog every Monday morning. We might bring your comment up on screen.

Demand Generation Agencies 96

Demand Generation Agencies Work Management Budget Programs Paid Search Agency 96

Contently

AUGUST 15, 2016

Last year, Fractl and Moz scoured Indeed.com to understand the demand for content marketing roles. Content marketing job listings have grown 350 percent since 2011. So, too, has investment in content marketing. How to secure and allocate your content budget. Their findings are not all that surprising.

Allocation 60

Allocation Content Marketing Planning Marketing Analytics Tools 60

Allocadia

APRIL 3, 2019

Tracking budget and spend in many different spreadsheets meant important data was invisible to leaders. Marketing leaders were tasked with creating a high-level report on global marketing spend. The team knew they needed a better way to manage marketing investment data, so they started looking for a solution.

Resource Management 52

Resource Management Work Management Marketing Budget Creation Marketing Budget 52

Vision Edge Marketing

FEBRUARY 18, 2014

Marketing spend, ROI, and cost/per lead, lead/rep are examples of efficiency metrics. So while marketing is becoming more and more efficient at generating business from existing customers, the company’s market share is actually declining and the competitors are achieving greater market dominance.

Efficiency 100

Efficiency Effectiveness Cost per Lead CMO 100

The ABM Agency

JANUARY 15, 2021

It’s simple: by allocating their budget (no matter how limitless or strained) wisely, and spending money only on channels and tools that meet their specific set of goals. Once you answer these questions, you can identify which larger B2B marketing strategy makes the most sense to implement for your company. Example: Bombora.

Budget Programs 52

Budget Programs Paid Content Paid Search Agency Marketing Budget Creation 52

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. Conclusion Account based marketing is a powerful tool for B2B SaaS organizations looking to generate demand and optimize their marketing efforts.

Account Based Marketing 97

Account Based Marketing Top of Funnel Enterprise Management Work Management 97

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. So, maybe we’re asking the wrong questions.

Lead Scoring 120

Lead Scoring Lead Ranking Cost per Lead PointClear 120

ViewPoint

JUNE 10, 2016

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. Each were covered in detail, and referenced thought leadership from industry leaders.

Sales Qualified Leads 120

Sales Qualified Leads Planning Peer-to-peer Work Management 120

SnapApp

JANUARY 29, 2015

Here’s what you missed in great reads for modern marketers this week: Marketo Blog: Flaunt Your Humanity. Jim Stengel, former CMO of Procter & Gamble, gave one of a series of interviews of marketing thought leaders by the Economist Intelligence Unit (sponsored by Marketo) and shared some very interesting insights.

Cost per Lead 48

Cost per Lead Allocation Eloqua Marketo 48