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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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![What Works Where in B2B Digital Marketing? [Infographic] - B2B Infographic | B2B OP TBS | Scoop.it](https://img.scoop.it/CECTQEu8wsG7MeWloP1oQjl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
__________________ ► 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
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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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Digest...
The first study to reveal the slowdown is the latest edition of The CMO Survey from Duke University's Fuqua School of Business. In the August 2011 survey, CMO's were projecting an increase of 1.3% in traditional ad spending. By February 2013, they were forecasting a 2.7% decrease in traditional ad spending. In the February 2014 survey, CMO's said that spending on traditional advertising would be essentially flat (-0.1%) over the next 12 months.
In the 2014 survey, 25% of client-side respondents said they were increasing their digital marketing budgets by reallocating funds from traditional marketing activities. In the 2013 survey, 39% of client-side respondents said they were funding digital marketing growth by taking funds from other marketing activities.
__________________ ► 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,
July 2, 2014 4:57 PM
It all depends on how you define digital marketing spending, e.g., if you consider marketing technology spending, then it's through the roof.
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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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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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![[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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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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___________________________________ ► 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,
October 1, 2014 8:56 PM
A MUST review. Take your time with this, and refer to it often. 
Ann Windham's curator insight,
October 1, 2014 9:25 PM
#TSTS #eventprofs #tradeshows #meetingprofs B2B Content Marketing Benchmarks, Budgets, and Trends - CMI and Profs
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Digest...
#1: Content Curation Tools #2: Content Recommendation, Personalisation, Retargeting and Effectiveness Review Tools #3: Content distribution services #4: Integrated SEO, Content and Social Media Management #5: API service integration and Hubs #6: User Engagement and value optimisation #7: Actionable Analytics and intelligent analytics #8: From Conversion Optimization to Experience Optimization #9: Digital Channel Sales Optimisation #10: Wearables, Augmented and Virtual reality
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Via Marteq
Marteq's curator insight,
September 18, 2014 9:34 AM
Click through for details on each. MIA: predictive, attribution, MAP 
MarkCom Conseil's curator insight,
September 18, 2014 10:10 AM
10 key digital marketing technologies to use in 2015
PkBibi's curator insight,
September 21, 2014 4:51 PM
10 key digital marketing technologies to use in 2015
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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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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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Advanced/ Excerpt... Visionary: Looking into the crystal ball to find the edge in the marketplace and communicate short and long term goalsStrong Ego: Creativity is important but confidence to rise above the cynics is critical to implement your visionRisk Taker: Differentiation is needed for success. Taking risks, being fearless of failure, and learning from actions is how innovation occurs. Acting and failing today is often more valuable than delaying and missing an opportunity tomorrow. We learn from our failures, inaction isn’t as quite as forgivingSimplistic: “Less is more” but not always easier. Simplification is difficult but in today’s market, there is no other way“Ear to the Ground” Mentality: Representing the voice of the customer – the CMO must understand their wants and needs to tailor the best strategy for the ever-changing, culturally diverse, global customerAce of all Trades: As we continue to see IT and Marketing converge, the CMO needs to understand what makes other departments tick and speak their language. By 2017, the CMO will spend more on IT than the CIO and needs to be an expert outside of MarketingTech-Savvy: Speed kills and understanding the technical landscape allows the CMO to not only develop a strategy, but also see the project through from end to end – rather than handing it off to the CIOData Driven: Big Data has taken business by storm and is the ultimate treasure chest of information. Transforming it into Smart Data is the key that unlocks the goldRevenue Focused: Bells and whistles are great, so are fancy commercials but at the end of the day, nothing is more important than increasing revenue. Understanding the value of each initiative is a critical piece toward becoming a best run businessCross Departmental Liaison: “Marketing is the connective tissue between sales and product teams with the voice of the customer at the center” said Nick Besbeas, VP of Marketing at LinkedIn. Each team is critical in its own way, but to provide the best experience for the customer, the CMO needs to ensure integration
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Via Marteq
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Digest...
A 2013 survey from Sagefrog found that 45% of business-to-business (B2B) companies are expecting to increase their marketing budgets in 2013. But, where exactly are those budgets going?
When it comes to top lead sources for B2B marketers, Sagefrog found that referrals, tradeshows and events, and email marketing produced the most leads while telemarketing and direct mail produced the least.
Digital channels provide the highest ROI, according to survey respondents. Online marketing and email marketing are two of the top contenders while advertising, direct mail and telemarketing resulted in the lowest ROI. ___________________________________ -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). -If you like this scoop, PLEASE share by using the links below.
Via Marteq
Marteq's curator insight,
September 24, 2013 10:33 PM
Again, no surprises here and a foregone conclusion. So what's missing? The question as to the spending on technologies.
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Key excerpt from the Forrester study...
Meet more demands with fewer resources. These marketing leaders are being asked to take on extraordinary new responsibilities, like crafting social media policy and setting new hiring standards across the organization. But the cost is high, since 89% of respondents say that they must do this without change in budget or resources. Via Marteq
Marteq's curator insight,
July 10, 2013 8:52 AM
Duh....yeah! This is shocking news? Nope. Look: advances in marketing technologies are forcing (forcing) the B2B CMO to completely rethink and restructure. Here's the great news: the restructured budget will be less than the traditional budget.
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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?