KoMarketing Associates

JULY 14, 2021

Gartner conducted its “2020 Marketing Technology Survey: Cost Pressures Force Martech Optimization and Innovation,” and data showed that most marketers (58%) decreased their martech budget as a result of the pandemic. Approximately 41% increased their use of their current martech stack, rather than making new investments in this area.

Spending 292

Spending Budget Programs Gartner CMO 292

Martech

FEBRUARY 29, 2024

Reduction of budget with no reduction in expected results. I like that this rephrasing acknowledges gains can be made regardless of budget or headcount. Review vendor contracts objectively with an open mind In a “do more with less” scenario, leaders often consider canceling vendor contracts to cut costs.

Lead Scoring 101

Lead Scoring Lead Ranking Tips Marketing Management 101

KoMarketing Associates

DECEMBER 28, 2022

Respondents claimed that they waste an average of 38% of their budget due to poor optimization based on customer data. A key misconception stems from vendor claims that their CDP can fully solve for data issues and provide brands with a robust consumer 360.”. Marketers Face Obstacles When Looking to Leverage Data.

Loyalty 250

Loyalty Demand Barriers Custom Publishing 250

KoMarketing Associates

NOVEMBER 2, 2022

A key misconception stems from vendor claims that their CDP can fully solve for data issues and provide brands with a robust consumer 360.”. In turn, 40% intend to moderately increase their data-driven marketing budget within the next year. Leveraging Marketing Data for Customer Insight.

Marketing Report 245

Marketing Report Barriers Custom Publishing Statistics 245

Martech

NOVEMBER 9, 2023

As a vendor, many of us have seen our clients’ marketing budgets slashed in 2023. Budgets are under attack, with head count and technology investments being slashed. For established vendors, servicing debt is getting very expensive. Watch for that to also have an impact on vendor financial viability in 2024.

Marketing Management 108

Marketing Management Marketing Budget Budget Programs Vendors 108

KoMarketing Associates

JANUARY 28, 2021

It may come as a surprise to some that tech spend is decreasing, but previous research has already shed light on the direct impact the pandemic is having on marketing technology (martech) budgets.

Spending 260

Spending Work Management B2B Marketing Management 260

Webbiquity

JANUARY 18, 2022

The value proposition of intent data vendors is typically that will combine their data (which is third-party data from your perspective) with your website analytics data (your first-party data) to identify companies that are actively looking to buy what it is you sell, and where they are in the buying process. Do we have the budget?

Intent Data 324

Intent Data Marketing AI Intent Lead Ranking 324

Webbiquity

OCTOBER 5, 2021

More than half (53%) expect their IT budgets to increase, while just 7% anticipate budget cuts. ” But that is potentially good news for vendors that are able to deliver and keep price increases in check. 55% of North American companies, and 51% of European firms, say their IT budgets will increase next year.

Enterprise Management 309

Enterprise Management Work Management Marketing Management Paid Search Agency 309

KoMarketing Associates

JANUARY 20, 2021

ABM budgets, however, did not appear to take a major hit as a result of the pandemic. The majority of marketers (44%) said that there was no change in their ABM budget due to the COVID-19 crisis, and 26% stated that their ABM budget actually increased. Marketing Technology Budgets and COVID-19.

Account Based Marketing 206

Account Based Marketing ABM Gartner Budget Programs 206

Webbiquity

SEPTEMBER 22, 2020

” At the beginning of 2020, a whopping 88% of companies expected their IT budgets to stay the same or grow this year. Since the pandemic hit, 25% of businesses say they will spend less than planned on technology this year, and another 14% are unsure of how budgets will be affected. The virus caught most enterprises off guard.

Enterprise Management 254

Enterprise Management Work Management Purchase Marketing Management 254

The Point

FEBRUARY 28, 2023

In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone. Define your message.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

Webbiquity

APRIL 14, 2020

Among the findings: 61% of marketers expect at least a modest reduction in their overall marketing budgets for this year, with smaller vendors expecting the biggest declines. overall budgets will be cut). Overall Budget Impacts. Non-tech marketers are more likely (63% vs. 56%) to expect budget declines.

Marketing Budget Creation 338

Marketing Budget Creation Paid Content Planning Peer-to-peer 338

Martech

DECEMBER 6, 2023

As previously reported, Channel99 supports its offering with an account ID network compiled through partnership with a number of ABM vendors and thus broader than the ID graphs of the individual vendors themselves (Channel99 is not competitive with ABM vendors). We’d like to know how it’s been for you.

Campaigns 104

Campaigns Account Based Marketing B2B DemandBase 104

Martech

SEPTEMBER 14, 2023

4 Defend marketing efficiency and effectiveness above budget In challenging times , CEOs and boards can look to scale back go-to-market efforts, leaving marketing in a defensive stance when it comes to budget. Reducing marketing budgets while facing business headwinds debilitates revenue goals and depresses network effects.

Marketing Analytics Tools 113

Marketing Analytics Tools Marketing Budget Enterprise Management Work Management 113

Sword and the Script | B2B

APRIL 23, 2024

Other companies that treat experimentation as an afterthought, or pursue it only if they have extra budget, do not realize the same performance gains.” Set some aspect of your budget aside – say 10% – for marketing experiments. Yet a new study by Bain and Google brings something new to the conversation.

Marketing Automation Services 73

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 73

Martech

AUGUST 7, 2023

Tighter budgets are extending the B2B purchase cycle with buyers doing more research and looking for more ROI data, according to a new survey. Buyers are also facing two conflicting imperatives as 31% say they’ve had to delay potential purchases due to budget freezes, but 29% have had to escalate some purchases due to changing business needs.

Purchase 91

Purchase Peer-to-peer B2B Cross-Selling 91

Biznology

DECEMBER 15, 2021

Examples: Virtual events, data that combines the business and the WFH consumer record, smaller travel budgets, etc. Vendor consolidation. But Brinker pointed out in an interview recently that the martech product list (at 8,000 in 2020) is an ever-evolving organic entity, with vendors entering and leaving all the time.

Trends 197

Trends B2B Marketing Account Based Marketing Marketing Budget 197

Biznology

FEBRUARY 1, 2018

Marketing has the budget but IT manages the work. Marketing has the budget and spends it directly with vendors — often for cloud services that don’t require traditional IT. IT handles some components and marketing goes direct to vendors for others. Marketing does it alone. Mix and match.

Work Management 172

Work Management Marketing Management Vendors Gartner 172

Heinz Marketing

OCTOBER 19, 2023

Marketing departments are often the first to find their budgets cut. Negotiate with Your Vendors and Tool Providers This one can feel uncomfortable, but it’s worth a shot. Reach out to your vendors and negotiate your current contracts. Many times your vendors would rather work with you than lose your business altogether.

Enterprise Management 109

Enterprise Management Marketing Budget Budget Programs Work Management 109

Martech

JANUARY 23, 2024

B2C budgets. Global B2C marketing organizations spent 18% of their marketing budget on martech last year. This share of the budget is expected to grow. Martech vendors continue to proliferate, with the number growing to over 11,000 in 2023. Annual growth is projected to climb to a steady 13.3% over the coming years.

Marketing Management 93

Marketing Management Marketing Budget Budget Programs Forrester 93

Martech

DECEMBER 6, 2023

Negotiating with martech vendors requires a strategic approach that goes beyond budget considerations. From defining core needs to mastering emotional intelligence, here is a roadmap to navigate the nuances of vendor dynamics. Defining and communicating your needs is crucial when preparing for vendor negotiations.

Work Management 104

Work Management Marketing Management Vendors Lead Scoring 104

Martech

SEPTEMBER 20, 2022

Selecting a digital asset management (DAM) vendor and an implementation partner puts in place the foundation you’ll use to grow your DAM. In the first article of this two-part series, we’ll focus on selecting your DAM vendor. There’s a wealth of DAM vendors on the market today for every budget. Show me the money.

Digital Asset Management 95

Digital Asset Management Work Management Marketing Management Ad Building 95

Salesforce Marketing Cloud

FEBRUARY 14, 2023

This is known as vendor sprawl. Vendor sprawl, also known as technology bloat, occurs when businesses have software application redundancies across different departments, creating many inefficiencies. Consolidate your spend with one or just a few vendors. Read their story What is vendor sprawl and why is it an issue?

Enterprise Management 98

Enterprise Management Work Management Marketing Management Vendors 98

Martech

NOVEMBER 20, 2023

This will help you avoid choosing a vendor that doesn’t offer the critical features you need. This research will help you narrow down your list of potential vendors. This is a personal preference, but ensure that each vendor receives the same list of capabilities for fair comparison.

Enterprise Management 104

Enterprise Management Marketing Management RFI RFP 104

Martech

DECEMBER 19, 2023

Project management tools from several vendors can be used to track progress, assign work and send notifications. Vendors in the customer data platform (CDP) space also help marketers craft personalized messages. Take Martech’s 2024 Salary and Career Survey From AI to layoffs, it’s been quite a year.

Work Management 78

Work Management Marketing Management Marketing Automation Services Budget Programs 78

Martech

APRIL 25, 2023

A range of platforms is available to marketers depending on their firm’s size, budget and level of digital marketing sophistication. This 44-page report includes profiles of 10 leading B2B marketing automation vendors, capabilities comparisons and recommended steps for evaluating and purchasing.

Marketing Automation Services 95

Marketing Automation Services Marketing Automation Automation Budget Programs 95

Martech

MARCH 28, 2024

Fortunately for marketers and business users in other areas of the business, software vendors are moving fast to incorporate AI into their existing applications. That means adopting AI will require less ripping and replacing of tools and begging for budget compared to other new technologies.

Marketing AI 121

Marketing AI Work Management Marketing Management Examples 121

Sword and the Script | B2B

MARCH 26, 2024

Yet buyers also use these materials to evaluate vendors. In other words, thought leadership helped them to see themselves in the very problem the vendor was solving. For example, a company that puts out low-quality content may cause customers to re-evaluate their relationships with that vendor.

B2B Thought Leadership 83

B2B Thought Leadership Thought Leadership Studies B2B 83

Top Rank Marketing

SEPTEMBER 4, 2023

We’re facing a recession, budgets are down, customer expectations are up, and, on top of it all, radical new AI applications are changing the way marketing works forever. In fact, as the unstable economic climate continues, marketing budgets seem to be caught in the crosshairs once more. It’s table stakes for merely keeping up!

Enterprise Management 83

Enterprise Management Work Management Marketing Management B2B Marketing 83

Martech

NOVEMBER 1, 2022

Every CMO I’ve talked with in the past two years is hungry for talent, but they haven’t had the budget to staff up. Will marketing tech budgets grow in 2023? If what’s past is prologue, marketing budgets will likely contract further in the coming year, despite a new survey saying 70% of U.S.

Work Management 108

Work Management Marketing Management Marketing Budget Budget Programs 108

Content Standard

DECEMBER 6, 2023

Title Options A Quick Start to Research-Informed Content for Healthcare Vendors Healthcare Vendors and Research-Informed Content: 4 Tactics You Can Implement Today Healthcare Vendors and Research-Informed Content-Part 1: The Low-Hanging Fruit “Half of them are working off instinct and hunches.”

Work Management 52

Work Management Marketing Management Vendors Research 52

Martech

NOVEMBER 21, 2023

Avoid death by a thousand budget cuts. Dig deeper: The budget bottleneck: How to get more from your marketing budget People find bandwidth if there is something in it for them That something doesn’t always have to be cash, but what else do you have to offer in a budget-constrained environment? Skills development.

Allocation 104

Allocation Resources Work Management Marketing Management 104

Martech

MARCH 1, 2022

With marketers facing increasing pressure to demonstrate the value of the budget they’re allocated for programs, marketing attribution and predictive analytics solutions are tailor-made for proving how tactics and media channels contribute to the bottom line. Does the vendor seem to understand our business and our marketing needs?

Marketing Attribution 111

Marketing Attribution Work Management Marketing Management Vendors 111

Martech

JULY 25, 2022

Without demonstrable proof that marketing initiatives are driving business results, marketers’ budgets are easy pickings for leaders seeking to improve profitability or just keep the business afloat during challenging times. And it’s not just marketing department jobs and media budgets that are at stake. A consistent user interface.

Marketing Attribution 103

Marketing Attribution Enterprise Management Work Management Marketing Management 103

Martech

SEPTEMBER 23, 2022

Then, after several months, you blame the vendor or your team when the magic martech you’ve purchased doesn’t deliver what you needed or expected. “I’m sure you can find a hundred or so martech vendors selling some version of a platform that will do what you need it to do. . ” The secret sauce.

Work Management 100

Work Management Marketing Management Ad Building Budget Programs 100

Martech

NOVEMBER 1, 2021

Budgeting is never easy; nothing is ever certain — especially when forecasting. That definitely applies to martech budgeting. There are many things that make budgeting difficult. Most major vendors reserve the right to increase costs by at least a few percentage points at renewal time. Budgeting is one of those things.

Budget Programs 107

Budget Programs Work Management Marketing Management Contingency Planning 107

Martech

DECEMBER 12, 2023

If a free trial won’t cut it, budget for a pilot project. Do your homework on the vendor marketplace. And don’t just look at shiny new options — see if your incumbent vendors have added functionality you might have overlooked. Many vendors offer free demos or trials. Get hands-on where you can. Crunch the numbers.

Work Management 120

Work Management Marketing Management Budget Programs Software 120