B2B Marketing Directions

APRIL 9, 2023

Source: "The CMO Survey" (Christine Moorman, 2023) (This month's Research Round-Up is devoted entirely to the March 2023 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently provides a wealth of valuable information about marketing trends, spending, and practices.)

CMO 52

CMO Customer Surveys Research B2B 52

Martech

OCTOBER 16, 2023

Marketers are feeling much more optimistic this quarter, according to the CMO Survey from Deloitte. Nearly half (49%) reported feeling “more optimistic” about the U.S. The Marketer Optimism Score, which measures marketer sentiment on a scale of 0 to 100, went from 58.3 Marketing spend.

Allocation 111

Allocation Marketing Budget Forecasting Lead Scoring 111

B2B Marketing Directions

SEPTEMBER 18, 2022

Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up is devoted entirely to the September 2022 edition of "The CMO Survey." This research has been conducted semi-annually since 2008, and it consistently provides a wealth of valuable information about marketing trends, spending and practices.)

CMO 52

CMO Customer Surveys Research B2B 52

B2B Marketing Directions

MARCH 13, 2022

(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.) display advertising, digital video).

Account Based Marketing 52

Account Based Marketing ABM Spending Budget Management 52

KoMarketing Associates

SEPTEMBER 22, 2021

Content marketing can be a powerful way to build a foundation for your overall marketing strategy, create lead generation opportunities, and engage with your target audience. So it’s critical to take the time to create a strong content marketing strategy that can deliver relevant content to your audience.

Budget Programs 206

Budget Programs Marketing Budget Creation Statistics Allocation 206

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. What is marketing mix modeling? or “How will a 10% change to upper-funnel media impact bookings?”

Marketing Mix 100

Marketing Mix Marketing Attribution Lead Ranking Planning 100

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. Experience has taught me that only 5% to 15% of inquiries are ready to speak to Sales.

Sales Qualified Leads 120

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

Crimson Marketing

NOVEMBER 10, 2014

The problem is, by the time you analyze those results, you’ve likely already spent too much—or too little—on marketing. As Lance Walter, CMO of financial intelligence technology company Host Analytics suggests, there is a better way. Marketing Technology Podcasts'

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

SmartBug Media

FEBRUARY 21, 2024

Effective franchise marketing drives customer acquisition, maintains brand integrity, and facilitates sustainable growth. The combination of brand positioning, lead generation, digital marketing, local advertising, and paid media helps franchisees maximize their marketing efforts while adhering to established brand standards.

Planning 64

Planning Paid Search Agency Marketing Budget Top of Funnel 64

Adobe Experience Cloud Blog

AUGUST 16, 2018

By the end of 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing, reports Gartner. And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? How did they influence sales and opportunities?

Multi-Touch Attribution 113

Multi-Touch Attribution Email Marketing Practices Planning 113

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 The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.

Demand Generation Agencies 95

Demand Generation Agencies Work Management Budget Programs Paid Search Agency 95

The ABM Agency

JANUARY 15, 2021

For some B2B companies, the 2021 marketing budget has increased due to the ongoing COVID-19 pandemic. Dollars usually spent on trade shows, in-person events, and travel expenses are up for grabs; the sales team is working virtually, spending less cash on entertaining potential clients. What is your estimated timeline?

Budget Programs 52

Budget Programs Paid Content Paid Search Agency Marketing Budget Creation 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

Webbiquity

JULY 27, 2021

CMOs are reporting that marketing budgets are being slashed. Here’s what that means, and practical ideas that go beyond the bad news to how B2B marketers to adapt. in 2021, their lowest point in the history of Gartner’s CMO Spend Survey.” But first… A Brief Rant.

CMO 208

CMO Gartner Budget Programs Spending 208

Adobe Experience Cloud Blog

DECEMBER 20, 2017

It’s planning season, marketers. Gartner recently found that marketing budgets are beginning to recede, dropping from their peak (12.1% According to Gartner, the drop is due in part to marketing leaders being too distracted by tactics and execution. How much are you spending on trade shows?

Marketing Budget 134

Marketing Budget Marketing Budget Creation Budget Programs Work Management 134

Adobe Experience Cloud Blog

OCTOBER 28, 2019

In today’s fast-paced markets, being data-driven is no longer enough. The current marketing trailblazers realize it’s time to shift their focus away from monthly reports and onto insight-based decisions. Marketing ROI now needs to be thought of right from the outset, and in a closed-loop fashion. Metrics for success.

ROI 106

ROI B2B Thought Leadership Cost per Acquisition Forecasting 106

ClickZ

AUGUST 12, 2019

Understandably, customer experience has been a top priority for many marketers — a huge shift in process that offers enormous business impact. Customer experience gets hyped at conferences, in board rooms, and by snazzy experience cloud vendors selling “omnichannel, full-funnel, personalized, AI-driven, etc. experiences.

Enterprise Management 45

Enterprise Management CMO Contacts Marketing Automation Services 45

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

Webbiquity

JANUARY 19, 2016

Image credit: The CMO Survey. Most businesses now use social media for marketing and those efforts are expected to continue to increase, yet many marketers and top executives alike find the business value difficult to quantify. 80% of marketers use these as primary success metric; 56% base social success on website traffic.

Social Media 100

Social Media Stats Social Marketing CMS Development 100

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

Allocadia

APRIL 8, 2019

There‘s a little secret most marketers know, but don‘t talk about. According to The CMO Survey of marketers, only 35 percent of decisions are made based on marketing analytics. Just one in three marketing decisions is data-driven. Better budgeting and planning are critical to improving marketing performance.

Planning 40

Planning Budget Programs Marketing Budget Creation Webinar Metrics 40

KoMarketing Associates

SEPTEMBER 12, 2017

B2B marketers are still investing in conferences and tradeshows to expand their reach, but a survey conducted by Certain, Inc. 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.

Event Marketing 124

Event Marketing B2B Marketing Planning B2B 124

Conversica

AUGUST 7, 2020

But for Marketing professionals it’s H2—and they still need to hit their goals in a rapidly changing marketplace. Some Marketing organizations are seeing a swell in demand while others are scrambling to build pipeline. Traditionally, in-person events were the largest Marketing spend. It’s still a COVID-19 world.

Ideal Customer Profiles 52

Ideal Customer Profiles Planning Terms and Conditions Bombora 52

LeanData

SEPTEMBER 5, 2017

So, hopefully, we’ll collect a nice bucket of leads that keep our sales team happy and busy. But how exactly should you process trade show lists to get the most out of your conference sponsorship? Marketers devote substantial time to driving booth traffic. Here are my two cents on how marketing operations ought to be doing that.

Work Management 58

Work Management Marketing Management Trade Show Marketing Automation Services 58

markempa

DECEMBER 12, 2016

I’ve compiled a list of the 10 most popular and shared posts on the B2B Lead Blog, chosen by marketers, just like you, to help you get ready to have a great 2017. Dave Green interviewed Trish Bertuzzi ( @bridgegroupinc ), author of the popular book, The Sales Development Playbook. Now it’s time for sales to step up. Here’s why.

Account Based Marketing 84

Account Based Marketing Marketing Qualified Leads Lead Scoring Lead Ranking 84

Allocadia

APRIL 16, 2019

According to a recent study by Russell Reynolds Associates, CMOs think differently than their C-suite colleagues. Senior marketing executives tend to be more “imaginative,” “unconventional” and “willing to test limits” than CFOs, CEOs, CROs and CIOs. Plan and budget strategically and predict revenue performance.

Planning 40

Planning Work Management Marketing Management Buy 40

Heinz Marketing

MAY 28, 2018

By Matt Heinz, President of Heinz Marketing. About three years ago now we started producing a weekly radio program called Sales Pipeline Radio ,(live every other Thursday at 11:30 a.m. It’s just 30 minutes long, fast-paced and full of actionable advice, best practices and more for B2B sales & marketing professionals.

Work Management 56

Work Management Enterprise Management CMO Marketing Management 56

LeadsRX

JANUARY 7, 2022

From IT and marketing working together; to getting micro-analytical; to using analytics to be predictive; to focusing on the “smaller” in SMBs, the New Year is shaping up to be a challenging and opportunistic one for marketers. Rockefeller could be the theme behind our look at four trends in performance marketing for 2022.

Marketing Attribution 76

Marketing Attribution Multi-Touch Attribution Trends Advertising Agencies 76

Allocadia

DECEMBER 22, 2017

It’s planning season, marketers. Gartner recently found that marketing budgets are beginning to recede, dropping from their peak (12.1% According to Gartner, the drop is due in part to marketing leaders being too distracted by tactics and execution. • How much are you spending on trade shows?

Marketing Budget 56

Marketing Budget Marketing Budget Creation Budget Programs Work Management 56

LeanData

SEPTEMBER 5, 2017

So, hopefully, we’ll collect a nice bucket of leads that keep our sales team happy and busy. But how exactly should you process trade show lists to get the most out of your conference sponsorship? Marketers devote substantial time to driving booth traffic. Here are my two cents on how marketing operations ought to be doing that.

Work Management 40

Work Management Marketing Management Trade Show Marketing Automation Services 40

The Effective Marketer

AUGUST 10, 2014

Look at how people are structured and what the reporting structure looks like and it will tell how the company is run, what is important to them, and how they think about their product and services and the market in general. A marketing org chart can give you clues about how a company goes to market.

Planning 100

Planning Allocation Business Marketing Management 100

ViewPoint

MARCH 6, 2012

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. She is a founding member of the Savvy B2B Marketing blog , and contributes regularly to the Content Marketing Institute blog.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Allocadia

APRIL 16, 2019

It’s planning season, marketers. Gartner recently found that marketing budgets are beginning to recede, dropping from their peak (12.1% According to Gartner, the drop is due in part to marketing leaders being too distracted by tactics and execution. How much are you spending on trade shows?

Marketing Budget 40

Marketing Budget Marketing Budget Creation Budget Programs Work Management 40

Televerde

NOVEMBER 19, 2019

Audit your technology, processes, and personnel gaps to see where you need help. According to Accenture’s Turbulence for the CMO report, 39 percent of CMOs say they do not have the right people, tools, and resources to meet their marketing objectives. Center your marketing universe around your buyers.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Demand Generation 40

Content Standard

JANUARY 25, 2018

Since then, it has become one of the largest marketing platforms for brands to engage with their consumers, advertise, and publish content. Social media marketing, like social media itself, has come a long way, but social media marketers still struggle to get buy-in from the executive level to fully invest in their success.

Social Media 78

Social Media Social Marketing Work Management Marketing Management 78

Top Rank Marketing

JULY 2, 2018

Ask any marketer if they’ve ever had to contend with the shrinking or deep cutting of their budgets, odds are you’ll get a deep sigh and a “more than once” response. So, if you’re staring down a budget reduction, don’t panic. bctt tweet="If you’re staring down a #marketing budget reduction, don’t panic.

ROI 52

ROI Advertising Agencies Marketing Budget Paid Search Agency 52