Why Elevating Your Metrics’ Sophistication Matters

26 04 2011

To evolve marketing from a cost center into a revenue generator, marketers know they must measure the impact their campaigns have on revenue. Traditional measurements may become inferior and unable to scale to meet the needs of today’s B2B marketing professional.

To obtain optimal results, marketers need a powerful and efficient marketing analytics solution.



In Analytics, the Price of Light Is Less Than the Cost of Darkness

26 04 2011

A while back I heard that sophisticated marketing companies such as the world’s leading brands spent about 10 percent of their marketing budget on research and measurement. Irrespective whether the number is accurate or not, it’s a good benchmark I think – 10 percent feels about right. These leading companies have been marketing brands for over 100 years and during that time they have come to understand the importance and relevance to their business in understanding the effectiveness of their activities.


Social Marketing Gaining Prominence in Companies’ Plans

6 04 2011

As social media takes firmer hold of marketers’ attention and budgets, favored social channels, their primary uses and their individual strengths are becoming more evident, according to a new study by BtoB.

“Emerging Trends in B-to-B Social Marketing: Insights From the Field,” released today, found that 93% of all b2b marketers are engaged to some extent in social media marketing, with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers’ social media programs.


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.


Forrester says b2b marketing budgets will increase 6.7% this year

23 03 2011

B2b marketers will increase their marketing budgets on average 6.7% this year over last year, according to a new report from Forrester Research.

The report, “Bigger B2B Marketing Budgets Come With Great Expectations,”  found that the high-tech services area is leading growth (an average 17.0% increase this year), followed by finance and insurance (7.8%), high-tech products (5.9%), business and professional services (4.3%) and manufacturing (4.3%).


B2B Brands Undervalue Online Display Marketing

21 03 2011

Only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness, according to a new report from Forrester.

By placing such a small emphasis on display in their marketing mix, B2B marketers may be missing opportunities, Forrester finds.


Hidden Costs of Social Media Marketing and How to Beat Them

7 03 2011

If you’ve actually done social media marketing you know that it’s neither cheap nor easy. It’s easy to be deceived, though. Actual costs conceal effort, and ultimately, it’s the results that speak for themselves.

Sometimes, when you take a look at the cost you pay per click or impressions, the visibility and leads you’re paying for seem dirt cheap. Measure them up against other forms of advertising, and it almost feels like theft. Well, it pays to keep the hidden costs in mind, too, according to a recent report in AdAge.