B2B Marketers Need To Budget More Than Dollars And Cents

5 04 2011

We’ve long said that marketing is an investment, rather than a cost centre, and that’s absolutely the case. A business that views marketing merely as an expenditure rather than a tool to increase market share and revenue is doomed to failure. Marketing requires investment of money, time and resources to be successful. To borrow a line from a Canadian bank’s advertising campaign, “you’re richer than you think” when it comes to having “budget” for marketing. And here’s why.

The financial investment in your marketing is just one part of the puzzle; the resources  you can devote to marketing may not represent a huge bump in your costs but may, ultimately, have substantial impact on your bottom line. Below, I’ll examine some of the trends shown in published reports about how B2B companies are spending their money, and how they’re investing their time and energy in the hopes of boosting revenues.




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