Marketing Resources: Marketing Budgets

• The Introverted Marketer's Guide to Attending a Conferenceby Lisa Petrilli
  Are you an introverted marketer? If so, attending busy conferences might make you very uncomfortable. Here are four ways to break through your challenges and get the most out of any conference.
  More articles on Marketing Budgets, Marketing Tips, Networking, ROI, Trade Shows/Events
• Rebalance B2B Marketing Budgets to Maximize Salesby Sean Geehan
  Rebalancing your marketing investments is the way to sustainable, predictable, and profitable growth. That's why it's crucial to analyze where your budgets are going and identify where the biggest returns on spend are.
  More articles on B2B Marketing, Marketing Budgets, Marketing Smarter, ROI
• Three Critical Steps for Securing Your Marketing Budgetby Laura Patterson
  Now that fall is here, you are likely tackling your marketing plan and budget. The pressure for marketing organizations to justify their spending, prove their programs' contribution to the organization, and demonstrate value is only increasing. These three steps can ...
  More articles on Collaboration, Marketing Budgets, Measurement, Metrics, Recession
• Three Key Investments for Improving Marketing Effectiveness and Accountabilityby Laura Patterson
  Over half of the responding companies to a recent survey indicated that the biggest barrier to an effective measurement strategy is a lack of budget and other resources; fewer than one-third selected any other issue. How can we break out ...
  More articles on Benchmarking, Marketing Budgets, Marketing Strategy, Marketing Tips
• Recession-Proof Marketing: From Cutting to Growing Your Budget in a Down Economyby Paul Stein
  Saving your budget (and keeping your team employed) in a down economy really boils down to one word: profit. If you're not making money, you're losing money—and that's never good for business. And when it comes to profit, ROI (return ...
  More articles on Collaboration, Marketing Budgets, Marketing Tips, Recession, ROI
• Plan B: Seven Back-to-Basics Questions to Ask About Your Buyers to Drive Growthby Kevin Clancy, Peter Krieg
  Plan A, which calls for pouring dollars into advertising, rarely increases profitability. Sometimes it doesn't even boost sales, and it certainly doesn't guarantee improvements in marketing effectiveness or ROI. Enter Plan B: taking a closer look at the basic marketing ...
  More articles on Management, Marketing Budgets, Marketing Strategy, ROI
• The Stuff of 2009: The Most-Read, Most Downloaded, Most Watched at MarketingProfsby Ann Handley
  You know that saying about how you can't understand where you're going unless you understand where you've been? That's the reason we've pulled together this list of the top stories of 2009.
  More articles on Digital Marketing, Marketing Budgets, Marketing Smarter, Recession, Social Media
• Measuring What Matters in Email Marketing, Part 1by Karen Talavera
  It's high time for email marketers to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. So how do you figure out what matters? Hint: There is no one-size-fits-all answer.
  More articles on Collaboration, Email Marketing, Marketing Budgets, Measurement, Metrics
• Use Surveys to Get Close to Your Customersby John Wechsler
  We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future ...
  More articles on Customer Relationships, Marketing Budgets, Marketing Tips, Surveys, Writing Whitepapers
• Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Commonby Kevin Clancy, Peter Krieg
  We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable ...
  More articles on Chief Marketing Officer, Collaboration, Marketing Budgets, Measurement, Metrics, ROI
• How to Address Marketing ROI and Measurement Pressures in a Tight Economyby Jim Lenskold
  With marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available?
  More articles on Marketing Analytics, Marketing Budgets, Marketing Operations, Measurement, Recession, ROI, Targeting, Testing
• Marketing in a Recession: What Do the Studies Really Tell Us?by Christian Shea
  Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's ...
  More articles on B2B Marketing, Market Research, Marketing Budgets, Measurement, Recession
• Leapfrogging for Success: Change the Game via Innovationby Evan Gerber
  Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, ...
  More articles on Brand Positioning, Creativity, Customer Behavior, Google, Marketing Budgets, Recession, Social Media, Social Networking
• Knowing What Matters—Your Success Criteria—Is a Guiding Light in the Darkby Nilofer Merchant
  Here's a scenario many of us have experienced: The CEO sets the revenue goals in the annual business plan; the plan is handed down; and the business units scramble to make the numbers. Only one thing is wrong: We don't know ...
  More articles on Collaboration, Management, Marketing Budgets, Marketing Strategy, Sales
• Think Ahead While Cutting Back: Marketing Priorities in a Recessionby Pat LaPointe
  Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of cut, cut, and cut some more? Here are some ideas ...
  More articles on Brand Positioning, Collaboration, Customer Relationships, Management, Marketing Budgets, Measurement, Recession, Value Propositions
• Tough Times Increase Pressure to Meet the Marketing Effectiveness Imperativeby Jay Milliken, Chiaki Nishino
  Businesses today are hunkering down. With consumers clutching their wallets more tightly, companies are scrutinizing every budget item in an effort to maintain profitability even as revenues are flat and costs rise. And with marketing commonly viewed as a discretionary spend, ...
  More articles on Economic Crisis, Marketing Budgets
• Make Your Marketing Budget Work - Halve Itby Martin Lindstrom
  What's the trick to starting afresh? Be prepared to seriously start over and establish strategies to keep your brand from falling into that rut to nowhere. Here are some ideas to kick-start your new approach.
  More articles on Ad Copy, Advertising, Creativity, Direct Marketing, Marketing Budgets
• MarketingProfs Podcast: Networks, PURLs and a Meatballby John Wall, Christopher Penn
  Learn what Metcalfe's Law has to do with marketing and networking, hear some best practices with PURLs, and why January is Tech Geek Nirvana. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that ...
  More articles on Marketing Budgets, Marketing Strategy, Metrics, Social Media, Trade Shows/Events
• MarketingProfs Book Club: Q&A with 'Robin Hood Marketing' Authorby Christina "CK" Kerley
  The MarketingProfs Book Club is back! "Robin Hood Marketing" shows how to sell your cause as successfully as the great marketers of corporate America sell their brands and products. Here's how nonprofits can "steal" tactics from the big brands.
  More articles on Customer Engagement, Marketing Budgets, Non Profits
• MP Classic: Four Ways to Get More out of Your Annual Planning and Budgetingby Jim Lenskold
  In this MarketingProfs Classic, Jim Lenskold reminds us that, since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value out of the process. Jim writes, "Here are four ways ...
  More articles on Marketing Budgets, Marketing Tips, Measurement, Metrics, ROI, Targeting

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• Social Media Trends With Benefits in 2012
  The integration of social media and business has come of age: 38% of CEOs now label it a high priority, and 57% of businesses plan to hike their social media ...
  More articles on Marketing Budgets, Marketing Strategy, Social Media
• IT, Marketing More Critical to Business Strategy in 2012
  Despite continued business volatility, global executives plan to increase corporate spending cautiously in 2012—particularly the areas of IT (information technology) and marketing—according to a survey conducted by Doremus and the ...
  More articles on Marketing Budgets, Marketing Strategy, Research Summaries
• Corporate Marketers Shifting Spend to Branded Content
  More than three-quarters of US corporate marketers say they are aggressively (16%) or moderately (62%) shifting spending from traditional marketing to branded-content marketing, according to a study by the Custom ...
  More articles on Content, Marketing Budgets, Research Summaries
• 2012 Content Marketing Benchmarks, Budgets, and Trends
  Some 9 in 10 B2B marketing organizations, regardless of company size or industry, say they've used content as a form of marketing in 2011, according to a study by the ...
  More articles on B2B Marketing, Content, Content Marketing, Marketing Budgets
• Forrester: B2B Interactive Marketing Spend Forecast Lower
  Interactive marketing budgets are forecast to grow at a compound annual growth rate (CAGR) of 17% over the next five years, but not all industries will invest at the same ...
  More articles on B2B Marketing, Forecasts, Marketing Budgets, Research Summaries
• Smaller Tech Companies Upping Marketing Investments
  Though overall global marketing budgets in the tech sector are increasing 3.5% in 2011, they are not keeping pace with annual revenues in the sector, which are expected to grow ...
  More articles on Digital Marketing, Marketing Budgets, Research Summaries, Technology
• CMOs: Budgets, Hiring Up; Optimism Down
  Despite a lack of confidence in the overall US economy, CMOs are planning to increase spending on all forms of marketing over the next 12 months, particularly the share of ...
  More articles on Chief Marketing Officer, Forecasts, Marketing Budgets, Research Summaries
• CMOs Ramping Up Budgets, but Accountability Is Key
  Marketing budgets are on the rise again: 57% of senior-level marketers say they are increasing their overall marketing spend in 2011; among them, most (26%) plan to increase budgets between ...
  More articles on Chief Marketing Officer, Forecasts, Marketing Budgets, Research Summaries
• Marketers to Boost Spending on Virtual Events
  Fully six in ten marketers (60%) say they plan to increase spending on virtual events and environments in 2011, while 42% plan to decrease spending on physical conferences and tradeshows ...
  More articles on Marketing Budgets, Research Summaries, Trade Shows/Events, Webinars
• Forrester: B2B Marketing Budgets Up 6.7% in 2011
  After several years of making cuts, B2B marketing leaders are increasing their budgets 6.7% in 2011 over 2010 levels, with tech-services companies driving much of the expansion, according to a ...
  More articles on B2B Marketing, Marketing Budgets, Research Summaries
• CMOs: Budgets Shifting; Social Spend, Optimism Up
  Though social media spending is projected to constitute a growing share of companies' overall marketing budgets over the next 12 months, CMOs say, integrating social marketing into their overall strategies ...
  More articles on Chief Marketing Officer, Marketing Budgets, Research Summaries, Social Media
• Many Brands Don't Track Social Media Conversations
  Despite anticipated increases in 2011 digital and social marketing budgets, only 30.0% of marketers say they have a strong understanding of social media conversations happening around their brands, according to ...
  More articles on Brand Equity, Customer Relationships, Marketing Budgets, Research Summaries, Social Media
• Email, Social Marketing Top 2011 Budget Growth
  Fully one-half of businesses plan to increase their marketing budgets in 2011, with much of that spending growth allocated to email, social media, and search marketing, according to a survey ...
  More articles on Email Marketing, Forecasts, Marketing Budgets, Research Summaries, Search Engine Marketing, Social Media
• Marketers to Double Spending on Digital Data by 2012
  US marketers are expected to more than double their investments in online-derived data sources by 2012, allocating a projected $840 million to information about digital audiences, transactions, and clickstream behaviors, ...
  More articles on Digital Marketing, Forecasts, Marketing Budgets, Research Summaries
• Customer Acquisition Top Marketing Priority
  Large reductions in marketing budgets contributed to dismal sales performance in 2009, but companies are fighting back: Over three-quarters (72.5%) say they are increasing their marketing budgets in 2010, and ...
  More articles on Customer Acquisition, Marketing Budgets, Research Summaries
• Online Ad Spending to Recover in 2010
  Though US online advertising is forecast to decline 4.6% in 2009––the first drop since 2002––the recovering economy, combined with basic structural changes in how marketers and the public use media, ...
  More articles on Advertising, Forecasts, Marketing Budgets, Research Summaries, Videos
• Branded-Content Spend Reaches New High
  Marketers spent record highs on branded content in 2009––allocating on average 32% of their overall marketing, advertising, and communications budgets to the category––up five percentage points from the previous high ...
  More articles on Brand Loyalty, Customer Retention, Marketing Budgets, Research
• B2B Media Platform Q3 Revenues Down
  Signaling continued restraint in marketing spending, the revenue for three key B2B media platforms declined during the third quarter of 2009 at approximately the same rates as during the first ...
  More articles on B2B Marketing, Marketing Budgets, Print Collateral, Research Summaries, Trade Shows/Events
• Global Ad Spend Down Nearly 10%
  Worldwide advertising expenditure in 2009 is estimated to be down 9.8% compared with 2008, a downward revision of 4 percentage points from projections issued in March, according to media communications ...
  More articles on Advertising, International Marketing, Marketing Budgets, Research Summaries, Television
• B2B Marketers Shift Strategy, Focus in 2009
  Read this exclusive excerpt from "B2B Marketing in 2009: Trends in Strategies and Spending," recently published by MarketingProfs and available in full to Pro members.
  More articles on B2B Marketing, Marketing Budgets, Recession, Research, Surveys

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Marketing Budgets case studies, deconstructing real life examples and illustrating lessons learned

• How Low-Cost Conversation Starters Built Community, Generated Leadsby Open Kernel Labs
  CASE STUDY: How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.)
  More case studies on Brand Awareness, Case Studies, Community, Creativity, Humor, Lead Generation, Marketing Budgets, Social Media, Videos, Word of Mouth, YouTube
• How to Spark Fanatical Engagement and Advocacy by Heroically Tapping Into User Interestsby Cisco Systems
  CASE STUDY: Forget the norms. For Cisco Systems, reinvigorating its security line and authenticating its leadership spot meant something truly heroic.
  More case studies on Advertising, Case Studies, Customer Engagement, Customer Experience, High-Tech Marketing, Humor, Marketing Budgets, PPC Campaigns, Social Media, Targeting
• How a Franchiser Automated Its Marketing Support to Improve Efficiency, Profitabilityby Cartridge World
  CASE STUDY: Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability.
  More case studies on Branding, Case Studies, Marketing Budgets, Marketing Smarter
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and Consumersby Sherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will.
  More case studies on Advertising, Case Studies, Customer Engagement, Digital Marketing, Interactive Marketing, Marketing Budgets, Product Marketing

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Marketing Budgets online seminar broadcasts from the best minds in marketing

• Demolish the Roadblocks on Your Website: Clearing a Path for Customer Action, Sales and LoyaltyBroadcast on 1/21/2010 11:00:00 AM
  More seminars on Benchmarking, Management, Market Research, Marketing Budgets, Social Media, Website Design, Websites
• When the Budget Axe Falls: What to Cut, What to Keep, What to GrowBroadcast on 3/12/2009 11:00:00 AM
  More seminars on Marketing Budgets, Marketing Strategy, Marketing Tips, Measurement, Recession
• Small Business Series: How to Advertise on a Modest BudgetBroadcast on 10/19/2007 11:00:00 AM
  More seminars on Advertising, Direct Marketing, Hiring Outside Resources, Marketing Budgets, Marketing Challenges, Small Business, Word of Mouth
• Small Business Series: Budgeting for the Marketing MixBroadcast on 9/14/2007 11:00:00 AM
  More seminars on Marketing Budgets, Marketing Tips, Measurement, ROI, Small Business
• Search Marketing Essentials for Online RetailersBroadcast on 2/8/2007 11:00:00 AM
  More seminars on Customer Acquisition, E-Commerce, Hiring Outside Resources, Marketing Budgets, PPC Campaigns, Search Engine Marketing, SEO
• Best Direct Marketing Strategies for B-to-BBroadcast on 4/13/2006 11:00:00 AM
  More seminars on B2B Marketing, Copywriting, Direct Marketing, Lead Generation, Marketing Analytics, Marketing Budgets
• CFO vs. CMO Smackdown: How to Win the Budget BattlesBroadcast on 8/4/2005 11:00:00 AM
  More seminars on Collaboration, Management, Marketing Budgets, Marketing Smarter, Metrics, ROI
• Marketing Metrics: Linking Marketing to Financial ConsequencesBroadcast on 5/5/2005 11:00:00 AM
  More seminars on Customer Acquisition, Customer Retention, Customer Satisfaction, Economic Crisis, Management, Marketing Budgets, Measurement, Metrics

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Marketing Budgets Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Prioritize and Budget for Your Online ActivitiesReleased on 2/18/2011 10:00:00 AM
  More Take 10 on Creativity, Marketing Budgets, Marketing Strategy, Marketing Tips, Online Marketing

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Marketing Budgets marketing downloads for the busy professional

• Social Media ROI Success Stories
  Learn how social media is changing the way we market to consumers and businesses, and how 11 companies are measuring and monitoring the success of their social media campaigns.
  More tools on Blogging, Branding, Facebook, Marketing Budgets, Measurement, ROI, Social Media, Twitter
• B2B Marketing in 2009: Trends in Strategies and Spending
  Get the truth about B2B marketing in a tough economy from people who know the business best—B2B marketers themselves. Our special report, B2B Marketing in 2009, provides the most current research on trends in strategies and spending, and how they affect your business.
  More tools on B2B Marketing, Email Marketing, Marketing Budgets, New Media, Recession, Search Engine Marketing, Social Media, Surveys, Web 2.0, Webinars, Websites
• Benchmark Research: Marketing in the Economic Crisis
  These economic times have everyone concerned and asking, "How does this effect marketing?". Well we surveyed our very own members to help give marketers a sense of how others are dealing and adapting to these tough times.
  More tools on Digital Marketing, Economic Crisis, Marketing Budgets, Marketing Plans
• Email Marketing Benchmark Report 2008
  This 150-page Email Benchmark Report 2008 was developed by surveying our very own MarketingProfs members. Find out what the competition is doing so your 2009 email marketing budget makes sense!
  More tools on Email Deliverability, Email Lists, Email Marketing, Lead Generation, Lead Quality, Marketing Budgets
• B-to-B Marketing in 2008: Trends in Strategies and Spending
  MarketingProfs research provides B2B marketers guidance for making budget and media mix allocations by exploring the issues and emerging trends in 2008.
  More tools on B2B Marketing, Economic Crisis, Market Research, Marketing Budgets
• Small Biz How-To Guide: Avoiding Key Pitfalls
  Let's face it, more small businesses fail than succeed. Make sure yours is one of the winners with this guide to getting your small business off the ground and solidly on the road to success.
  More tools on Marketing Budgets, Marketing Plans, Marketing Tips, Small Business
• Benchmark Survey: Search Engine Optimization
  Link directly to the raw (aggregate) data in this 2005 survey on the best practices in search engine optimization. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
  More tools on Marketing Budgets, Marketing Challenges, ROI, SEO, Websites

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