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About half of business-to-business (B2B) marketers expect their marketing budgets to increase this year. Where will they spend those dollars? Employees will be the biggest expense, followed by marketing programs and campaigns. Via Marteq 
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Five themes for the future of marketing resonated across multiple surveys and form the basis for these predictions for marketing in 2016 Via Marteq
Marteq's curator insight,
December 15, 2014 8:33 AM
Love the fact that Enterprise CMOs are leaving 9% of the budget for skunkworks projects. Anyway, the predictions read the way of Kotler, and long overdue. This is 40+ years in the making. 
Annie.gregory@notcgroup.ac.uk's curator insight,
January 15, 2015 11:35 AM
Reliable source and informative
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Digest...
We need to be able to answer the big picture questions, like the following: -- > What effect are our marketing investments having on sales productivity? On the pipeline? On revenue? -- > What can Marketing do to lower the combined expense-to-revenue ratio of sales and marketing activities? -- > How much am I putting in and what am I getting out? The difference between these two numbers is often expressed as a percentage. -- > How much revenue can be directly attributed to leads coming from Marketing (i.e., the lead generation program in a specific time period)? -- > What is the total cost of your lead generation program during a specific time period?
__________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). Via Marteq
Marteq's curator insight,
September 15, 2014 9:26 PM
Think ROI for the whole program, not individual components.
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Ad spending by the 100 largest B2B advertisers grew by 3.4% year-over-year in 2013 to an estimated $4.9 billion, according to Ad Age DataCenter’s analysis of Kantar Media measured media spending data. Broadcast and cable TV combined to account for a leading 56% of that spending, up by 3% from 2012. Not surprisingly, spending on internet display ads grew most quickly, by 25.3%. The only other medium to see an increase among the top 100 was outdoor (+2.4%), with magazine spending relatively flat (-0.3%), newspaper spend down by 9.4% and radio spend declining by 13.7%. Meanwhile, spending by B2B advertisers outside the top 100 dipped by 0.5% to $10.2 billion.
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Via Marteq
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Basic/ Digest...
Marketers need to understand how specific technology works, its purpose and ultimate objective. Why is it in use? How does it fit into the overall marketing plan? What will the marketing team achieve by using it? And, if applicable, what should content used in the technology accomplish? What are the options?
Given that most marketing today is digitally executed, marketers need to be present from the outside, as well as the inside. I can't figure out how they hope to improve engagement if they don't have the same experience as their target audiences. How would you know what to change or if you should change anything?
Extracting numbers is one thing. Interpreting them is quite another. Marketers need to know how to do both. And I'm not just talking about clicks and views. What can you learn about your prospects and customers? What interests is their behavior validating? How is this interest helping them make progress toward sales conversations? What copy is Sales using to further the conversation? What combination of the content you created is most successfully contributing to customer acquisition and revenue growth?
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Via Marteq
Marteq's curator insight,
May 13, 2014 1:44 PM
If you're not beyond this, then you need to catch up...fast!
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It's a great but challenging time to be a marketer. Laura Ramos of Forrester Research, Inc. shows what is forcing marketing leaders to evolve. Via Marteq
Marteq's curator insight,
November 12, 2013 9:50 PM
Everything that we've been yapping about for the past 18 months. Marketing technology is driving change for the Marketer (good), but the staffing challenge and the work with IT makes it difficult (bad).
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I’m fascinated by this chart that was included in a recent report by Eloqua and BtoB Magazine, Defining the Modern Marketer: From Ideal to Real. Via Marteq
Marteq's curator insight,
March 7, 2013 12:00 PM
As usual, Scott Brinker has it right: the heart of science is the scientific method, the testing of hypotheses. An algorithm does not make a scientist.
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![B2B Marketing Skills [Infographic] | B2B OP TBS | Scoop.it](https://img.scoop.it/3aDaFP-jEP79wzlXDWtjvjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Aligning training to marketing skills for 2015 B2B Marketing and Circle Research reported in their '2014 Professional Development Report' on how companies are carrying out their professional traini... Via Marteq
Marteq's curator insight,
January 4, 2015 7:36 PM
One of the most important graphics that I've seen in a while.
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Five themes for the future of marketing resonated across multiple surveys and form the basis for these predictions for marketing in 2016 Via Marteq
Marteq's curator insight,
December 15, 2014 8:33 AM
Love the fact that Enterprise CMOs are leaving 9% of the budget for skunkworks projects. Anyway, the predictions read the way of Kotler, and long overdue. This is 40+ years in the making.
Annie.gregory@notcgroup.ac.uk's curator insight,
January 15, 2015 11:35 AM
Reliable source and informative
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2014 B2B Digital Marketing Objectives, Budgets, Activities and Challenges by Douglas Karr on Marketing Technology Blog
__________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). Via Marteq
Marteq's curator insight,
September 15, 2014 9:03 PM
The infographic is a solid summary of the findings, but if you want the study, you'll need to go to http://www.omobono.com/insights/.
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Digest...
Given those three reasons and assuming that a buyer has been nurtured and qualified before being handed off to sales (although research shows this doesn't happen for most companies who toss form completions to sales - but ignoring this) then it's up to the salesperson to capitalize on the work that's already been done. Or to screw it up. I'm seeing more and more sales communications that are screwing it up.
If your salespeople can't even be accurate about the type of interaction had with your company, what will your prospects think? And why, after one white paper download, do salespeople pursue leads? And, if they're going to do so, they'd damn well better figure out something more relevant that the email above. Which actually could be from any company, it's so vague.
So I ask you: How much damage are your sales team's practices doing to your marketing performance?
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Via Marteq
Marteq's curator insight,
June 24, 2014 8:48 PM
Absolutely correct! Marketing puts a tremendous amount of effort into persona building, content creation, etc., and then contact eventually becomes an MQL passed to Sales. Are they handling it in the same professional manner?
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Advanced/ Digest...
Six Steps For Delivering On The New Vision In Marketing -- >The proliferation of information channels is creating new opportunities and challenges for brands to present a unified experience. -- >A better customer experience drives higher customer lifetime value. -- >Customer insights and analytics drives better customer experiences, products, and profits. -- >Marketing metrics and reporting need to become more uniform and business outcome-driven. -- >Marketing skills need to expand to become more analytical and financial. -- >Technology is driving significant changes in the marketing function. Tools are not perfect, requiring strong leadership from CMOs.
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Via Marteq
Marteq's curator insight,
May 13, 2014 1:41 PM
All of it technology based! Marketing is converting into a science, where technical, analytical and financial skills rule.
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![[CHART] B2B CMOs Say Marketing’s Role is Expanding Quickly - MarketingCharts | #TheMarketingAutomationAlert | B2B OP TBS | Scoop.it](https://img.scoop.it/9JXgtf1GQ7oFsb3-GML51Dl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Almost all B2B marketing leaders agree that marketing must do things that it hasn’t done before to be successful, finds Forrester Research in a recent study [download page] conducted in partnership with the Business Marketing Association. Along with their expanding responsibilities, 78% say the marketing organization’s influence on corporate strategy is much greater, and 56% agree that they’re spending more time in front of the board of directors. Interestingly, CMOs express great confidence in their ability to handle what amounts to a rapidly changing environment. Via Marteq
Marteq's curator insight,
August 14, 2013 7:04 AM
Is there a better time to be a marketer?
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More excerpts from the ITSMA report. Note that 42% of budget goes towards people with 15% goes towards content development, yet some continue to argue the importance of ROI from content marketing. How often do you hear the same fervent argument re: people ROI?