Marketing ROI and Marketing Budgets
Marketing ROI, Marketing Accountability, and Marketing Budgets Tools and Best Practices
Marketers are under growing pressure to measure ROI and demonstrate marketing's impact on revenue. Among other things, this makes it difficult to set and justify your B2B marketing budget.
Download these marketing ROI tools and resources to learn how to increase marketing accountability, justify your marketing budget, and demonstrate marketing's impact on revenue.
Trends, Forecasts, Benchmarks, and Essential Guidance for 2009
An On-Demand Webinar from IDC's CMO Advisory Practice
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, Michael Gerard, Research Vice President for IDC's CMO Advisory Practice, shares the key trends, forecasts and benchmarks for B2B marketers, including Marketing Budget Ratio (marketing spend/revenue) and Program-to-People Ratio (program spend as a % of total mktg. spend).
Premium Content — Please Register »
Earn a Seat at the Revenue Table
A Modern B2B Marketing blog post
How can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table? By taking the following actions from the Sales playbook, Marketing can become as closely tied to revenue as Sales.
Read Part I »
Read Part II »
Marketing Performance Measurement
Areas Where Marketers Want to Improve — A BuyLine Research Report
With the right tools, measurement becomes part of the process rather than a process unto itself.
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Selling your Marketing Budget to your CFO
A Marketo white paper
Using a Marketing Budget Ratio is the most common way to set and justify
marketing spend. It is an easy approach, and it is certainly better
than just taking last year’s budget and subjectively adding or
cutting based on what you think worked. A better way to justify your
marketing budget is to think of it as an investment that incurs costs
today but delivers benefits for many years.
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7 Strategies for B2B Marketing during a Recession: The Definitive Guide
A Modern B2B Marketing blog post
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.
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The Five Stages of Marketing Accountability
A Modern B2B Marketing blog post
The five stages of Marketing Accountability are:
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Building Power and Respect through Marketing Accountability
A Marketo Podcast
Susanne Lyons, former CMO at Visa and Charles Schwab, discusses building power and respect for marketing through accountability.
Download mp3 (10.1MB)Proving Marketing’s Value: Tangible Tools and Metrics for the
21st Century - Part 1
A Marketo Podcast
In part one of a three part series, Laura Patterson, president of VisionEdge Marketing, discusses the ways to bridge the gap between executive management and marketing, with the goal of quantifying the contribution and impact marketing has on revenue.
Download mp3 (12MB)Proving Marketing’s Value: Tangible Tools and Metrics for the
21st Century - Part 2
A Marketo Podcast
In part two of a three part series, Laura Patterson, president of VisionEdge Marketing, contends that a marketing person’s survival is dependent upon the ability to demonstrate his/her abilities as a marketer, where marketing is viewed as an investment.
Download mp3 (9MB)Proving Marketing’s Value: Tangible Tools and Metrics for the 21st
Century - Part 3
A Marketo Podcast
In part three of a three part series, Laura Patterson, president of VisionEdge Marketing, says that in order for success to be measured, a marketer must place a stake in the ground.
Download mp3 (14MB)
So You Want to Survey Business Executives?
Executives Speak Out on What Works to Gain Their Participation — A BuyLine Research Report
Research shows that one-third of all executives do not participate in surveys. Find out what you need to do to gain participation from the other two-thirds.
Read More »
More Links
Gaining Power and Influence for Marketing
A Modern B2B Marketing Blog post
Better Marketing Accountability without Better Performance Won’t Improve
Job Security
A Modern B2B Marketing Blog post
Are You a CMO or a VP of Marketing?
A Modern B2B Marketing Blog post
Growth Champions
A Modern B2B Marketing Blog post
