What Are Experts Prioritizing in 2018 B2B Marketing Budgets?

KoMarketing Associates

We reached out to B2B marketers across different industries and asked them the following question: What are B2B marketers prioritizing in their 2018 budget? Their answers ranged depending on their industry, but we found that most were interested in attempting new strategies and techniques for the B2B market, like artificial intelligence, paid social media campaigns, and virtual reality, while others wanted to focus budget dollars on tried-and-true tactics that work.

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How To Measure Paid Media ROI (ROAS)

bizible

When management asks you why they are investing the amount of budget they are currently investing in paid media, you need to be able to point to data and show them how far their investment is going. But if and when things inevitably get rocky, those top-of-the-funnel metrics will likely not be enough to keep your paid media budget out of scrutiny. Before we cover how to measure paid media ROI (or return on ad spend - ROAS), we’ll first discuss some other key paid media metrics.

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Marketing Performance Management: Tactics to Increase ROI

bizible

Marketing Performance Management is the process of tracking marketing campaigns to evaluate performance, and then using that performance data to inform future budget decisions. The difficulty comes in the ability to accurately forecast and set a budget that’s high enough for your team to reach its goals, but not so high that you achieve less ROI. Budgeting. How do you determine the necessary budget? Say CPL, for example, was high on a certain campaign.

Uncovering The Truth Behind Cost-per-Lead And How To Optimize Your Marketing Budget

bizible

Today, we’re going to look at our data to see if B2B marketers are wasting marketing spend because of the all too common use of a single Cost-per-Lead (CPL) figure. If lead quality depends on the marketing channel, shouldn’t your CPL target also depend on the marketing channel? Therefore, the CPL ceiling for higher quality leads should actually be higher. Is your CPL ceiling the right height? What does this mean for our CPL ceiling?

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The 3 Step B2B Marketing Exec’s Guide To Improving ROI and Slaying The CFO Dragon

LeadCrunch

Remember how you followed that advice and got the hairs singed off of your ears when he bellowed his fiery disapproval at your ROI calculations and demanded more, now? Laura is a demand generation expert with one mission: conjure up a positive ROI for demand generation marketing and prove it to the fire breathing CFO. ROI didn’t improve. It seems as if there’s some underlying problem preventing B2B Marketing ROI from improving. Is Your ROI Terrible Too?

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How SAGE increased goal conversions by 13% for a SaaS startup during COVID-19 with no budget increase

Sage Marketing

Although the budget we were going to spend on these live events were saved, our client was not convinced that the saved budget should be transferred to online advertising and virtual events. After a few online events, it was clearly not going to accomplish the same ROI.

The 2021 Content Marketing Checklist

Contently - Strategy

In-person events make up over 20 percent of B2B marketing budgets on average, and upwards of 50 percent inside many organizations. Smart marketing leaders are planning to shift that budget to content, as it’s more or less impossible to do good digital marketing without great content.

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An Essential Guide to B2B Marketing Metrics That Matter

Marketing Insider Group

They are now looking for quantifiable answers to these questions: What, or when, is the return of investment (ROI)? Cost Per Lead (CPL). The CPL gives a dollar value to acquiring new leads. Base your target CPL on business goals and not on fixed percentages.

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2017 AdWords Industry Benchmark Report: An Agency’s Perspective

bizible

On AdWords CPL: Lucia: For our B2B clients, we usually see CPLs between $100-$300. B2B sales cycles, as you know, are long—usually between 3-12 months, therefore CPL is a proxy metric for conversions, since it’s difficult to optimize to opportunities out of the gate. Optimizing toward CPL allows us to make faster optimizations. For this reason, all of our clients have target CPLs for their search campaigns and we are constantly trying to decrease that CPL month over month.

What Does Success Look Like On LinkedIn Ads? A Close Look At Our Best And Worst Performing LinkedIn Ads

bizible

Nearly half of marketers surveyed said that they are spending less than 10% of their marketing budget on LinkedIn and 37% are unsure if their current efforts are successful. clicks, CTR), to some deeper funnel metrics including revenue and ROI. But it also had a CPL significantly lower than our “target” number, which contributed to a relatively low spend for the amount of revenue that it generated. This has led to a CPL that’s actually slightly above our target.

LinkedIn Ads for Enterprise B2B SaaS: The Only Guide You’ll Need

Single Grain

And if you are ready to get started, read on for more info – or book a free SaaS LinkedIn Ads Strategy consultation with Single Grain if you want to short-cut your path to positive ROI: Book My Free SaaS LinkedIn Ads Strategy Consultation . Setting Your LinkedIn Ads Campaign Budget.

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How to Position Content Marketing’s Value in an Ad-Saturated World

Content Standard

We see more budget and manpower devoted to advertising tactics every day, despite growing expense and slower audience reach. Even given the slightly dire outlook for digital advertising, it’s no wonder that in a rapidly changing marketing ecosystem, CMOs are looking to expand their advertising budgets in the coming year. Further, respondents reported an average expected increase of 49 percent to their budgets. ROI Marketing

13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

bizible

In our survey there were roughly 15 metrics identified by B2B marketers including: ROI : Marketing return on investment defined as revenue minus marketing spend. Cost per SQL (CPS) : Deeper in the funnel than cost-per-lead (CPL) if leads are defined as a form fill without grading or scoring. For example, we believe that ROI is a higher order metric because it's deep in the funnel and a small change in ROI can have big effects on the bottom line compared to a small change in revenue.

How to determine which campaigns win

Metadata

With Marketing budgets being scrutinized now more than ever, it’s even more important for marketers to have an accurate and consistent way to measure the performance of their campaigns. And with more and more CMOs asking for the *actual*ROI of marketing activities – we have to go deeper than basic engagement metrics. The most people saw the campaign, it delivered the most leads, at both the lowest CPC and lowest CPL! Try lots and lots of things, with small budgets each.

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Metadata.io Awarded “Innovator of the Year” at LinkedIn® Marketing Partner Awards

Metadata

The company also offered additional functionality for customers including support for native LinkedIn targeting facets , custom fields for Sponsored Content and Lead Gen Forms, and the ability to launch video ads on LinkedIn that can dramatically increase conversion rates and lower CPL.

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How Attribution Solves 7 Common Marketing Problems

bizible

Deciding Where Budget Should be Allocated. When budget decisions come around, money is going to be allocated to areas that provide a positive return. With additional budget, we can focus on more content development and do more tests to discover which other channels are driving quality leads, while scaling back the ones that aren’t.” High Cost Per Lead (CPL). Most marketers rely on a single CPL figure. This is why CPL limits should vary by channel.

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B2B Sellers Must Avoid Short-Term Scrambles to Accomplish ‘Always On’ Marketing

TrueInfluence

They also tend – at a clip of about 3.5-to-1 – to devote 60 percent or more of their budgets to long-term initiatives. It’s tied directly to ROI other performance metrics, and that’s where the pressure to scramble always comes into play. But CPL keeps hanging around, primarily because it’s a simple, easy-to-digest data point. And cost-control is a quick way to make short-term budget numbers. ROI: It all boils down to this.

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Cyber Security Benchmarks: Are You Paying Too Much For Your MQLs?

Marketing Envy

Struggling with restricted budgets and a combative marketing arena, cyber security marketing professionals and CMOs seek guidance in order to win their battles. Paid campaigns enable you to start small, and then scale up rapidly to make the most of your budget. What’s more, PPC campaigns provide immediate brand exposure, complementing your inbound marketing efforts and speeding up ABM and ROI. Cost Per Lead (CPL) and Cost Per Marketing Qualified Lead (CPMQL).

Are You Measuring Event Marketing The Right Way?

bizible

For many B2B marketing departments, event marketing takes up a significant portion of the budget. For example, what’s the ROI of generating 200 leads from a $20,000 event sponsorship investment, and how does that compare to a paid social ad campaign that costs the same amount? Event marketers may justify the spend by saying that a $100 CPL is good for the company. Marketing budget allocation challenges.

5 Steps To Connecting Marketing Activities To Revenue

6sense

It was clear that marketing initiatives drove awareness and demand, but there was no measurable way to track ROI of those activities. According to a study of more than 1,200 C-level decision makers, conducted by The Fournaise Marketing Group, 74% of CEOs want marketers to become 100% ROI focused. Know your cost-per-lead (CPL). Here’s a comprehensive CPL calculator that can help you do the math.). Your budget will be based on hard numbers and historic conversion rates.

13 Reasons To Implement B2B Marketing Attribution Right Now

bizible

Or if you have an outbound calling campaign, direct mail campaign, or have recently increased spending on LinkedIn, marketing attribution can show you the ROI. Now that you know which channels and campaigns are working, you can use attribution data to make informed budget decisions. The only way to know the ROI, is through the tracking of event leads through offline attribution. Cost Per Lead (CPL).

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10 Important Metrics for a Data-Driven Marketing Strategy

Altitude Branding

As a result, you can tailor your strategy and marketing budget to focus your efforts on areas that yield the most conversions. Cost-Per-Lead (CPL). Cost-per-lead or CPL reveals, in a tangible dollar amount, just how cost-effective marketing efforts are across various channels. The goal is to aim for a low CPL with a high number of quality leads. Here’s a quick list of CPL averages by industry for reference ( source ): Industrial & Manufacturing: $235.09.

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Q&A Recap From Our 2020 Trends Webinar

Metadata

We have high ROI when the offer is delivered using conversation ads on LinkedIn and negative ROI when the offer is delivered using traditional, direct response ads on Facebook and LinkedIn. Especially when this budget can be reallocated to your program budget.

4 Ways to Measure Your Marketing (+ Pros and Cons)

SnapApp

In fact, marketing departments that measure their ROI are 1.6 times more likely to receive higher budgets. CPL highlights how effectively marketers use their budgets—the lower the cost per lead, the more effective the marketer. This formula will help you assess your efficiency whether you’re considering one campaign or your entire budget. Pros: This approach highlights budget efficiency and can improve your case for future resource investment.

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B2B Sales and Marketing Must Avoid Short-Term Scrambles with “Always On” Sales Marketing

TrueInfluence

They also tend – at a clip of about 3.5-to-1 – to devote 60 percent or more of their budgets to long-term initiatives. It’s tied directly to ROI performance metrics, and that’s where the pressure to scramble always comes into play. But CPL keeps hanging around, primarily because it’s a simple, easy-to-digest data point. And cost-control is a quick way to make short-term budget numbers. ROI: It all boils down to this.

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10 B2B Marketing Experts Weigh in on The State of Pipeline Marketing

bizible

We recently surveyed over 350 B2B marketers in The State of Pipeline Marketing Report on topics ranging from how they measure success and metrics with the greatest impact on revenue, to marketing priorities and 2016 budget expectations. We think budgets are increasing for two very different reasons. The second reason we believe companies are increasing budgets, is because paid search is more accountable; it's not a mystery anymore.

Integrating organic and paid for a powerful LinkedIn social media strategy

Sprout Social

In this article we’ll expand on those steps and demonstrate how Sprout can help you optimize your strategies, determine what content to invest in and measure ROI. Finally, set your bid, budget and schedule. LinkedIn also has a ton of resources on how to maximize your budget.

A Few Good Reasons Manufacturers Should Use PPC

Fathom

Typically, the challenge we most often hear from marketers is the powers that be don’t understand how it works and are therefore skeptical when it comes to allocating any real budget towards a B2B pay per click program. They look like this: PPC will drive traffic to your website IMMEDIATELY. If you have a boss that wants to see if “this Internet thing” can produce true ROI (return on investment), PPC will attract website traffic much faster than a typical SEO program.

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Your ABM Campaigns Need More Personalization. Here's Why

Integrate

As marketing leaders face pressure to turn budgets into measurable results, it is logical to explore methodologies that will drive the best ROI. The average B2B marketing team spends 32% of its marketing budget on content, and the most successful B2B teams spend 40% on content creation and distribution. During the awareness stage, run programmatic display and CPL campaigns in tandem for more personalized outreach. Data obtained from CPL campaigns (e.g.

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LinkedIn LeadGen Tips for Cyber Security Marketers

Marketing Envy

The platform is experiencing more engagement than ever , which makes it the perfect time to start devoting some budget there to get your share of attention from the cyber security professionals on the network. If you are interested in how much you need to invest in your PPC budget and what kind of return you can expect, you should check out our shiny new Cyber Security Marketing Campaign Benchmarks Report.

Best Practices to Successfully Prepare and Optimize Your B2B PPC Campaigns

Launch Marketing

How much of your budget do you want to spend on a monthly basis for each platform you want to advertise on? It’s important to test on platforms you believe your audience is on, but you also do not want to stretch your budget too thin by advertising on too many channels. Having a solid list of relevant, focused keywords, could be the difference between having a positive ROI or spending hundreds and thousands of dollars on irrelevant clicks due to poor keyword usage.

41 Execs Discuss Key B2B Marketing Metrics to Watch in 2018

SnapApp

How can you predictably generate leads , acquire new customers, and increase revenue if you have no idea what targets to hit, or which channels and campaigns are driving the greatest ROI? . . 4: Cost-Per-Lead (CPL). . CPL thresholds will vary quite a bit based on the product and industry. The goal is to generate a campaign that has a low CPL, and high MQL-SQL conversion rate. . 10: Return on Investment (ROI). . ROI based on actual revenue.

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Let’s Tackle Your Biggest Paid Search Challenges Head-On

QuanticMind

Join QuanticMind for a live demo that will show you how to use new technology to optimize your campaigns down to the keyword level, fully utilize Enhanced Campaign modifiers, generate reports in seconds and maximize your ROI, ROAS and profits. Why are my campaigns stalling in terms of CPC/CPL and revenues? What’s holding back my campaigns – is it my keywords, my spend/budget, my location or some other set of modifiers?

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5 Steps to an Agile B2B Content Marketing Strategy

KoMarketing Associates

The only problem is, content marketing is a creative endeavor that often has a lengthy production time, can be difficult to attribute ROI, and requires the skills of many different team members in order to sign, seal, and deliver – metaphorically speaking, of course. With the right strategy in place, you’ll be able to improve collaboration, pivot quickly in response to change, and ultimately develop valuable content that produces ROI.

Digital Marketing In 2020 | 7 Reasons Why Small Businesses Need It

Marketo

83% of marketers used video marketing in 2019 and 87% said video was earning them “a good ROI”. Digital marketing doesn’t demand that small businesses have an arsenal of expensive tools and huge budgets to get noticed, make sales, and grow. Ann Smarty, one of the biggest names in digital marketing, said this in her article for Digital Marketer : “The great thing about digital marketing is that ingenuity and creativity can always win over big marketing budgets.”.and

[Watch] How to Run a Disruptive Demand Generation Content Program

NetLine

You may have even allocated budget to PPC campaigns to drive users to your beloved content – but is it delivering ROI? Not only is it possible to expect more from your content, it can be an easy fix that puts your content and your budget under your control. David digs into content consumption patterns and provides insights on how to deploy shiny-new disruptive content to the audience that delivers real ROI. If it’s CPL, they do.

How to Choose the Right B2B Lead Gen Vendor (Without Being Intimidated)

NetLine

To say that another way, roughly 97% of all lead gen budget spend is wasted. However, given the volume of companies to choose from and so many people within the organization to please—all while staying within budget, mind you—choosing the right partner can get a little stressful. . Ultimately, you’re looking for a vendor that can help you scale without wasting your budget. Only 2.35% of visitors coming to your landing page actually become leads. . That’s right. 2.35%.