Budgets
The ultimate resource for lead nurturing, whether you're just starting to think about lead nurturing in your business or are looking for ways to enhance and optimize your existing programs.
So your company is committed to an inbound marketing strategy; in which kind of resources should a CMO invest on a sustainable basis?
Success with inbound marketing will not happen by itself. A baseline of random acts of marketing punctuated by bursts of short-term activity won’t cut it. Like many things, the more you put into inbound efforts, the more you’ll get out, but here’s a good “baseline” for monthly activity for a small- to medium-sized company (e.g. 25 to 1,500 employees) to…
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According to Business Insider, the cost of a 30-second TV spot during the February 5th Superbowl matchup between the New England Patriots and the New York Giants averaged $3.5 million, and topped out at a jaw-dropping $4 million. With companies like Hyundai buying a total of five ads during the Tom Brady / Eli Manning faceoff, 2012 was a record-breaking year for the event, even after adjusting for inflation. I love little kids in Darth Vader helmets as much as the next guy, but here’s…
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Are you curious to know how marketers’ salaries compare?
Marketing as a field produces a large range of salaries. While it is considered taboo to discuss salaries in the workplace, it’s quite interesting to compare salaries across industries and the various factors which can affect a marketers’ wages.
For some, B2C and B2B marketing salaries are some of the highest around, and the field is expected to continue to expand through 2018. Find out how you stack up with this visual breakdown…
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This week I listened to Umberto Milletti and Phil Fernandez, CEOs from Insideview and Marketo, give presentations about their expectations of Marketing. It was a powerful presentation that gave a true glimpse into the thoughts of a CEO. And don’t take my word for it- over 1700 people registered, with hundreds attending, over 100 questions, and about 100 tweets.
Early in the presentation, Phil noted that 67% of CEOs give their marketing departments a grade of a “B” or “C”. Those that…
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Over a thousand B2B marketers registered to attend an October 13th webinar created to help marketers plan for 2010. This webinar, hosted by the American Marketing Association, featured Tony Jaros, VP of Research at SiriusDecisions, and Jon Miller, VP of Marketing at Marketo who together discussed five key planning assumptions in two key areas- reputation and demand generation. Specifically, the spoke about:
- Five key planning assumptions across two macro functions – reputation and…
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Do you know how much to spend on your B2B marketing budget in 2009? How to allocate your budget across programs and headcount? Or how to split marketing programs budget between investments such as events, advertising, and PR?
In this on-demand webinar, “Trends, Forecasts, Benchmarks, and Essential Guidance for 2009”, Michael Gerard, Research Vice President for IDC’s CMO Advisory Practice and Executive Advisory Group, shares new research identifying the key trends, forecasts and…
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Should B2B marketers change their strategies during a recession? Does a recession always mean marketers have to work even harder to find ways to do more with less? Can a recession create opportunity for smart marketers to grow and thrive? These are some of the topics I recently explored on a panel at the SMX Advanced conference in Seattle.
Are we in a recession?
First off, let me explain I do not think we’re in a recession in the US — yet. A recession requires two quarters of negative…
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I came across some awesome benchmark data about B2B marketing budgets, courtesy of SiriusDecisions. Thanks to Mou Mukherjee of cadenceblog for sending me the presentation in the first place. (If you are not familiar with SiriusDecisions, you should be — they are doing some of the best research available on B2B marketing and sales. This presentation was part of a webinar they did with Rainmaker called Bridging the Gap Between Sales & Marketing.)
Their data show how B2B companies of…
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According to IDC, B2B marketers are being forced to do more with fewer people than ever before. The “program-to-people” ratio, which compares the ratio of program expense to staff expense in the marketing budget, is becoming more leveraged every year (meaning fewer people running more programs). In 2006, the ratio hit a high value of 65:35.
At the same time, “marketing staff throughput”, defined as program execution dollars per employee, reached a high of $301,400 in 2006. This is 10…
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I recently received this email from a colleague who runs marketing for a security software company:
I’m getting some pushback from my CFO on the size of my proposed total marketing budget as % of forecasted revenue… Do you have any sources with basic credibility with this info that I can cite?
Selling your marketing budget to other executives is a common problem faced by B2B marketers, and looking at marketing spend as a percent of revenue (i.e. the Marketing Budget Ratio) is the most…
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