10 Things to Do When Marketing Spend is On Hold

The Point

There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment. If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big dividends when things get back to normal.

Report: 69% of B2B Marketers to Increase Digital Advertising Spend Amidst Pandemic

KoMarketing Associates

Gartner recently released Part 2 of “The Annual CMO Spend Survey,” and statistics showed that 69% of B2B marketers intend to increase their budget for digital advertising, while 18% expect to dedicate at least the same amount as before.

How to increase revenue without increasing spend

ClickZ

You can download the free e-book, The Digital Advertiser’s Guide to Uncovering Hidden Revenue Opportunities Without Increasing Spend, from ClickZ. CallTrackingMetrics, an SaaS provider of call tracking and contact center solutions, recently published a comprehensive e-book aimed at helping advertisers get better efficiency from their paid media spend. The post How to increase revenue without increasing spend appeared first on ClickZ.

Digital ad spend: Paid search continues to dominate in 2019

ClickZ

The survey included marketers from B2B and B2C companies, each of whom are responsible for an annual digital advertising spend of between $1-9 million (69%) and 10M-49M (31%). Paid search is the clear winner when it comes to digital ad spend, with respondents indicating that paid search comprises 40% of their digital ad budgets. Trends that will influence 2020 spending. We can expect to see ad spend increase on social platforms throughout 2019 and into 2020.

3 Mistakes Organizations Make While Developing ABM Programs

While B2B research suggests organizations are thriving through successful ABM programs, getting just one campaign off the ground is more difficult than it seems. From building an account universe to understanding to orchestrating sales and marketing alignment around touchpoint and messaging, there are a number of variables to consider before launching a program.

Study Finds Marketers Are Increasing Spend on Original Video Content

KoMarketing Associates

Marketers continue to increase the amount of money they spend on digital video content, but how much of it is original? To find out, IAB recently conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report. Statistics showed that marketers will spend upwards of $10 million on digital/mobile video advertising this year, and $4.7 million will go toward original content. This is a 68 percent year-over-year increase dating back to 2016.

For CMOs and Martech It's Not About Spending, It's About the Right Spending

Modern Marketing

But be that as it may, the good news, at least on the surface is more and more marketers agree that their company is spending the right amount on martech as seen in the eMarketer chart below. Ok great, marketers are spending more on martech. Are they spending their money wisely or are they merely spending to spend so they can tell boast that "we increased our spending on martech by 25% last year?" It's not about data.

99% of Marketers Intend to Increase Spend on Digital Marketing Next Year

KoMarketing Associates

More than half of businesses intend to spend more time and money on social media marketing (64 percent) and a website (55 percent) in the next year.

One-Third of Marketers Increased their Content Marketing Spend in 2018

KoMarketing Associates

Advertiser Perceptions recently conducted a survey of 300 marketers and discovered that one-third of them increased their spending on content marketing this year. About 53 percent are spending the same, while only 8 percent are spending less.

Digital Marketers Now Spend an Average of 18% of their Budget on Social Media

KoMarketing Associates

The American Marketing Association recently conducted the “Techlash Is Here” report, and statistics showed that the majority of average ad spend in the U.S. (18%) As U.S.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation

CMO Spend in the Current Economic Climate and Plans for 2021

V12 Data

Marketing departments are certainly no exception and have been forced to balance between cutbacks in spend while still maintaining acquisition and retention strategies to thrive during these difficult times. Martech continues to be a strong category in which CMOs are spending.

B2B Reads: Live Videos, Programmatic Ad Spending, and When ‘Less is More’

Heinz Marketing

Two-Thirds Of Brands Plan To Increase Their Programmatic Ad Spending, Study Finds. Some interesting study results on what companies are planning to do with their programmatic ad spending. The post B2B Reads: Live Videos, Programmatic Ad Spending, and When ‘Less is More’ appeared first on Heinz Marketing. In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week.

Report: Marketers See Google Search Ad Spend Slow as a Result of COVID-19 Pandemic

KoMarketing Associates

Merkle recently published its “Digital Marketing Report” for the first quarter of 2020, and statistics showed that Google search ad spend, in particular, grew just 11% year-over-year in Q1 2020. Spend and click growth dropped sharply in the second half of March 2020, in part due to the recent pandemic, according to the authors of the report.

Survey: Social Media Marketing Spend is on the Rise in 2019

KoMarketing Associates

Social Media Today recently published the results of the “Social Spending Survey” to take a closer look at how marketers are investing in social media channels ranging from Facebook to Instagram. Research showed that overall, 68 percent of marketers intend to spend more on social media ads in 2019, suggesting that the tactic is continuing to pay off.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Holiday Spending in 2015: Who’s Planning to Spend More This Year?

Modern Marketing

For example, the overall amount of money a consumer was expected to spend on average via holiday shopping was $791. Women Increase Spend. As you can see from the chart above, when you compare the top set of numbers with the bottom set of numbers, men are actually planning to spend slightly less this year than they planned to spend last year. But take a look the amount women are expected to spend ($734) over last year’s projected spend ($646).

New Forecast Predicts Increase in Spend on Paid Search & Social Media Marketing

KoMarketing Associates

Zenith recently published its Advertising Expenditure Forecasts for marketers, and statistics showed that between 2017 and 2020, total spending on paid search in the U.S. Marketers and Social Media Spend. Over the next 12 months, marketers stated that they intend to spend as much as 16.3

COVID-19's Surprising Impact on Marketing Spending

B2B Marketing Directions

And the findings about marketing spending are particularly interesting - and a little surprising. This post will discuss what the survey results reveal about the impact of COVID-19 on marketing spending. In May, respondents, on average, said they were spending 23.2% The Merkle Research The CMO Survey isn't the only recent research showing that marketers are increasing spending during the pandemic.

Stop Blindly Spending On Digital (And Start Doing This)

Marketing Insider Group

The biggest challenge we see our clients facing in the shift towards digital spend is the blind transition of dollars. The main challenge is how to shift the spend while presenting the brand in a way that resonates and engages with their digital consumer? Brands spend too much on paid promotion. I think all of us in content marketing welcome the shift in advertising spend decisions from people to robots, machines, or algorithms. Digital. Native. Mobile. Social.

Lead Gen and Engagement: Find your Marketing Sweet Spot

Speaker: Dawn Colossi, CMO, FocusVision

How to spend less time and gather higher quality leads. A shift is occurring for B2B Marketers. We were measured by the number of leads we generate.

Report: 37% of Marketers Waste Marketing Spend as a Result of Poor Data

KoMarketing Associates

Many marketers struggle to harness valuable, accurate data, and new research shows that they are wasting their marketing spend and losing customers as a result. Forrester recently published the “Why Marketers Can’t Ignore Data Quality” report, and statistics found that 37% of marketers waste marketing spend as a result of poor marketing/media data quality.

Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.

Customer Experience Matrix

Actually, the study estimates spending on 20 technologies and 12 corporate functional areas across 16 enterprise industries in eight regions and 53 countries, comparing the amounts funded by IT departments and by business departments. Slightly more than half of the marketing spend is business-funded, which presumably means it’s spent by CMOs. That wouldn’t be the case if martech spend were equal to all other tech spending combined.

Optimize Your PPC Spend

Salesfusion

The post Optimize Your PPC Spend appeared first on Salesfusion. Best Practices Customer Interaction Social Media Marketing Campaign

Return on content: a review of how spending patterns on content marketing are changing

Tomorrow People

While all those advertising choices are still around, marketing spend today focusses far more on content creation. Just as the biggest brands on TV spend millions differentiating their personality from their competitors, content marketing is breathing creativity and life into its output.

7 Key Insights from the "How B2B Marketing is Changing" Report

Speaker: Tom Pick, Independent B2B Digital Marketing Consultant

Content marketing, for example, is widely viewed as the most effective lead generation tactic and area for additional spending in the coming year. How to balance efforts and spending between the top two priority areas for B2B firms.

5 In-App Spending Trends to Watch

Martech Advisor

In Q3, Smaato’s Global In-App Advertising Trends report uncovered a number of new spending trends with significant implications for publishers and advertisers alike. In-App Spending and eCPMs on the Rise. Spending Surges in the Middle East and North Africa (MENA).

Are You Spending Enough on Online Marketing?

The Effective Marketer

Although the level of marketing spend doesn’t usually correlate to marketing effectiveness, it is useful to know how others in your industry or other companies of similar size are spending their money on marketing. Marketing Budget Marketing Strategy allocation benchmark budget comparison forrester metrics spend

HG Insights Enriches Salesforce CRM with Granular IT Spend Intelligence

HG Data

IT Spend intelligence. With the introduction of IT Spend intelligence in HG for Salesforce, you can leverage granular IT budgets directly in Salesforce, allowing you to segment prospects based on 135 different software and hardware budget spend categories.

Paid Social: Facebook Ad Spend Slows in Q4 While Instagram Investment Grows

KoMarketing Associates

The statistics showed that Facebook ad spend grew 20 percent year-over-year, but this was a significant decrease from the 40 percent recorded during the first three quarters of the year. On the other hand, marketers increased their Instagram ad spend 122 percent year-over-year in Q4. Facebook has been a dominating force for digital marketers, but how do other social media platforms compare, particularly when it comes to paid social?

Lead Generation Checklist to Get Better Results Now

You spend time, energy, and money to generate demand and get leads. It's how you manage them that makes the difference between success and failure. This checklist gives you an easy way to focus on the most critical tasks to get better results now.

Report: Marketers Spend Equally on Third-Party Data and Activation Solutions in 2017

KoMarketing Associates

Companies are spending almost equal shares between acquiring third-party audience data and the support solutions to leverage them effectively, such as data processing and hygiene. Marketers are spending $3.5 Marketers are dedicating a large portion of their budgets toward data, but new research shows they are also having to pay for solutions to support their investment, such as data hygiene.

How Much Should You Be Spending On B2B Marketing?

The Forward Observer

How much to spend, how to allocate the budget line items. For instance, when they estimate that a potential new customer will spend $300/month on an average contract lifetime of say, five years, they know that that customer will generate $18,000 for the life of the contract. From that $18,000 they estimate the gross profit, what they’re willing to spend to get the customer and how many customers they want to attract.

Headline Roundup: Intent Data Forecasts, Spend Concerns

Aberdeen HCM Essentials

This week’s roundup of purchase intent data headlines explores industry goings on, ad spend, and Super Bowl LIII winning strategies (Not yours, Brady!) Let Buyer Intent Signals Help You Save Ad Spend. The post Headline Roundup: Intent Data Forecasts, Spend Concerns appeared first on Aberdeen. CMO Essentials Featured Articles ad spend ad targeting B2b buyer intent content marketing intent data intent data industry intent data strategy

Headline Roundup: Intent Data Forecasts, Spend Concerns

Aberdeen HCM Essentials

This week’s roundup of purchase intent data headlines explores industry goings on, ad spend, and Super Bowl LIII winning strategies (Not yours, Brady!) Let Buyer Intent Signals Help You Save Ad Spend. The post Headline Roundup: Intent Data Forecasts, Spend Concerns appeared first on Aberdeen. CMO Essentials Featured Articles ad spend ad targeting B2b buyer intent content marketing intent data intent data industry intent data strategy

The Ultimate Buyer’s Guide for Sales Enablement Platforms

According to Gartner, 15% of all technology spending in 2021 is predicted to go toward sales enablement technology. When identifying a platform that bridges the gap between sales, marketing and customers while staying within budget, the selection process quickly becomes overwhelming. So, what features do you need to consider? What questions should you ask? Our buyer’s guide will help you evaluate your options and find the sales enablement solution best suited to your needs.

Building and spending social media equity

Biznology

Don’t just keep on building up brand equity and good faith online ad infinitum — spend it as fast as you make it. The biggest mistake that I see on a daily basis when it comes to some of the best social media engagement strategies is that folks tend to be afraid to spend any of the good will — the equity — that’s built up, over time. You can’t save social media equity, you can only build it and spend it.