Building the Best Marketing Budget for Today’s B2B Environment

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Building a marketing budget is  a  time  to  step   back,  assess  what’s  working,  make  plans  to   change  or  improve,  and  see  what  peers  are   doing  in  similar  industries.  It’s  no …

Building a marketing budget is  a  time  to  step   back,  assess  what’s  working,  make  plans  to   change  or  improve,  and  see  what  peers  are   doing  in  similar  industries.  It’s  no  easy  task,  but taking a moment to reflect, review and refine before  getting  into  detailed  budget  planning   mode  is  the  best  bet  in  today’s tumultuous  environment  where  so  much  is  at  stake.

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  • 1. Building the BestMarketing Budgetfor Today’sB2B Environment
  • 2. Silverpop Building the Best Marketing Budget for Today’s B2B Environment BUILDING THE BEST MARKETING BUDGET FOR TODAY’S B2B ENVIRONMENT For  most  marketers,  budgeting  and  planning   much  revenue  can  be  attributed  directly  to   for  the  next  year  is  a  substantial  undertaking.   But  budgeting  season  is  also  a  time  to  step   back,  assess  what’s  working,  make  plans  to   change  or  improve,  and  see  what  peers  are   doing  in  similar  industries.  It’s  no  easy  task,  but   before  getting  into  detailed  budget  planning   mode  is  the  best  bet  in  today’s  topsy-­‐turvy   environment  where  so  much  is  at  stake. During  the  last  few  years,  business  has  changed   for  marketing.  In  part,  marketing  is  under  the   1 same  strain  as  other  departments  as  companies    This  doesn’t   strive  to  do  more  with  less.  But  there’s  more   to  it.  Now  more  than  ever,  marketing  is  held   directly  responsible  for  revenue   creative  new  tactics  to  manage  the  care  and   and  more  deeply  accountable  for   business  metrics.  Marketing  is   more  involved  farther  into  the   industries  see  market  and  technology  as  the  two   so-­‐called  “funnel.”  This  means   2   less  demarcation  of  when     sales  and  more  overlap   with  the  sales  team   in  nurturing  leads   to  ultimate  revenue.   Additionally,  CEOs  are   pressing  their  marketing   execs  to  report  where  they   are  in  the  pipeline  and  how   silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 2
  • 3. Silverpop Building the Best Marketing Budget for Today’s B2B Environment GET BUY-IN   don’t  assume  they  immediately  understand   PLAN FOR TECHNOLOGY’S INCREASED ROLE IN MARKETING working  to  hit  and  the  key  strategies  behind   The  myriad  technologies  available  to  marketing  TWEET THIS  “Don’t assumeC-level execsunderstand howmarketing andsales roles haveshifted. Thateducation is upto you.” the  marketing  automation  solutions  that  allow   ment  with  clients  by  managing  that  interaction   comes  to  make  the  hard  decisions  about  what   silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 3
  • 4. Silverpop Building the Best Marketing Budget for Today’s B2B Environment       6TWEET THIS“Avoid making 4the mistakeof so manyorganizationsand ignoringthe price fordata integrationand setup whenbudgeting.” 6 behavioral  analytics  to  make  its  communica marketing  automation  does  that  and  so  much   silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 4
  • 5. Silverpop Building the Best Marketing Budget for Today’s B2B Environment PLAN FOR CONTENT AND KEEP YOUR FINGER ON VIDEO’S PULSE many  may  not  want  to  read  anything  at  all  and     REVIEW LAST YEAR’S RESULTS social  networks  when  clients  are  interested  in   substantive  content  is  crucial  to  marketing’s  role   waited  until  budget  time  to  take  a  hard  look  at   are  even  creating  senior  management  content   This  requires  candid  conversations  and  honest   consumers  are  seeking  out  a  variety   silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 5
  • 6. Silverpop Building the Best Marketing Budget for Today’s B2B Environment CAREFULLY CONSIDER TAKE A MOMENT TO PROCESSES, GOALS THINK OUTSIDE THE AND BENCHMARKS BUDGETING BOX should  add  to  your  checklist  so  that  you  don’t  TWEET THIS throughout“Rememberto budget formarketing to  clearly  document  what  it  is  you  want  to  education.Virtuallyeveryone forgets  this crucial  component.” goals  to  industry  benchmarks  within  your   ing  organizations  you  have  connections  with       silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 6
  • 7. Silverpop Building the Best Marketing Budget for Today’s B2B Environment communicated  throughout  the  year  with     FINAL THOUGHTS FOOTNOTES         Like our content? You’ll love our product. Check out our demo. silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc. PAGE 7