• Measuring What Matters in Email Marketing, Part 1 by 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.
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• Use Surveys to Get Close to Your Customers by 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 Common by 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 ...
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• How to Address Marketing ROI and Measurement Pressures in a Tight Economy by 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 ...
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• Leapfrogging for Success: Change the Game via Innovation by 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 Dark by 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 ...
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• Think Ahead While Cutting Back: Marketing Priorities in a Recession by 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 Imperative by 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, ...
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• Make Your Marketing Budget Work - Halve It by 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.
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• MarketingProfs Podcast: Networks, PURLs and a Meatball by 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 ...
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• MarketingProfs Book Club: Q&A with 'Robin Hood Marketing' Author by 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.
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• MP Classic: Four Ways to Get More out of Your Annual Planning and Budgeting by 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 ...
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• Seven Hurdles to Marketing Effectiveness—and How to Surmount Them by Andy Pierce
  Marketing effectiveness—achieving it requires an organization with the resources and know-how to achieve the fine balance between the art and science of marketing. In other words, it take a little of both to create marketing programs that meet measurable business ...
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• Top 13 Marketing Budget Wastes—and How to Avoid Them by Eran Livneh
  Once again, it is that time of year... when marketing departments are busily preparing next year's budget. As we all know, chances are you won't be able to get everything you're asking for. But, believe it or not, this may ...
  More articles on Collaboration, Customer Engagement, Lead Generation, Marketing Budgets, Permission Email Marketing, Sales, Targeting, Telemarketing
• Three Steps for Defending Your Strategy and Winning Budget Battles by Jim Lenskold
  ou work with your team to design a well-integrated marketing plan that you believe is the best approach to the market. And, sure enough, upper management demands a budget cut that disrupts your plan. The budget-cutting process puts you as ...
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• Are You a Candidate for 'Stressed-out' Marketing? by Paul Barsch
  It is the beginning of the fiscal year, and the marketing budget is fully funded. Giddy with delight, you begin diligently signing contracts and distributing spend for marketing investments throughout the year. But pretty soon, you begin to get the funny ...
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• Four Ways to Get More Out of Your Annual Planning and Budgeting by Jim Lenskold
  Much as you might dread it, planning and budgeting are not going away. So you may as well make the effort to get more value out of the process. It's actually an ideal time for putting basic ROI analysis to ...
  More articles on Marketing Budgets, Marketing Tips, Metrics, ROI, Targeting
• Marketing Challenge: Setting Your Marketing Budget by Hank Stroll
  This week: How does a business determine how much to devote to its marketing budget? Unfortunately, there's no magic number or formula. The most common answer is, "It depends."
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• Who Comes First: Good to Great Marketing by Paul Barsch
  Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts. But the truth is that great marketing starts with the "who." It starts with finding the right people and putting them in the right ...
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• 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, Market Research, Marketing Budgets, Segmentation
• 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 Premium members.
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• Taking eBaby Steps
  "For small businesses, it can be a challenge to look uber-polished and sophisticated with every communication and customer-relationship tactic," says Heather Rast in a post at the Insights & Ingenuity ...
  More articles on Email Marketing, Email Service Providers, Marketing Budgets, Small Business
• Cha-Ching!
  If your company has customer and transaction databases, says Fred Pratt in a post at the Air Waves blog, you already have a wealth of information that can be harnessed ...
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• Revelations in Marketing Automation
  IDC's CMO Advisory Practice is in the midst of its 2009 Tech Marketing Benchmark study, gathering marketing research data from hardware, software and services vendors. The study conclusions will inform ...
  More articles on High-Tech Marketing, Market Research, Marketing Budgets, Print Collateral, Sales
• Communications Industry Forecast: Slump, then... Growth
  Total communications spending will decline 1% in 2009, to $882.6 billion—its first spending decline since the 2001 recession—according to the latest Communications Industry Forecast (CIF) from private-equity firm Veronis Suhler ...
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• Navigate These Waters With Care
  In an article at MarketingProfs, Christian Shea challenges the conventional wisdom that those who maintain a robust marketing budget are more likely to power their company through the recession. "Massive ...
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• $55B in Interactive Marketing Spend in 2014
  Interactive marketing spend is expected to reach nearly $25.6 billion in 2009—and nearly $55.0 billion in 2014, when it will account for 21% of all marketing spend, up from 12% ...
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• Marketing Budgets Safe for Rest of 2009
  Marketers are optimistic about the economy for the second half of the year. Even in the midst of a recession, 42% of nearly 1,000 global business leaders polled say they ...
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• Ad Spend Plunge Slows: Recovery in 2010, Growth in 2011
  ZenithOptimedia revised downward its forecast for global ad expenditure growth in 2009 to -8.5%, from its April prediction of -6.9%, after Q1 came in below its predictions, the firm announced ...
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• When in Doubt, Double Down
  In a piece at The New Yorker, James Surowiecki recounts how two companies—Post and Kellogg—reacted to the Depression. "Post did the predictable thing: it reined in expenses and cut back ...
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• The Budget-Cutting Blues
  "[T]he degree of uncertainty in business and consumer markets has soared," says John Quelch in a post at Harvard Business Online. "Yet, to conserve cash, most firms are reducing spending ...
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• TLC for the CFO
  As B2B budgets tighten, CFOs are becoming more demanding. Show me the results! Justify the expense! What more can a CMO do? In a recent post at the Marketing Interactions ...
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• Recession Marketing II: What NOT to Cut
  In Part I, we suggested a few cuts to make in your current marketing budget to help keep your bottom line healthy during these tough times. Now let's take a ...
  More articles on Customer Acquisition, Customer Relationships, Customer Retention, Marketing Budgets, New Media, Recession
• Recession Marketing, Part I: What to Cut
  Welcome to MarketingProfs' inaugural issue of Marketing in a Downturn. We are glad you signed on to receive these once-a-week guides to navigating rough economic seas—and safely making it through to ...
  More articles on Collaboration, Marketing Budgets, Measurement, Recession
• Up, Up, and Away!
  We may be in a recession, but that isn't stopping marketers from spending on search. According to the new 2008 annual survey and forecast from the Search Engine Marketing Professionals Organization ...
  More articles on Brand Awareness, Marketing Budgets, Recession, Search Engine Marketing
• Wow, It's Half Full After All!
  "When it comes to marketing budgets, more is always better than less," writes Adam Cahill in a refreshingly honest column at ClickZ, "so let's not pretend this is a 'glass ...
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• Boost That ROI Right Now!
  "The news regarding investment in marketing is not good, with many firms cutting their marketing budgets left and right," reports Neil Anuskiewicz in an article at MarketingProfs. Before taking such ...
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• Singing the Budgetary Blues
  Most email marketers know the frustration of trying to secure adequate funding for their online efforts. "Direct mail is so expensive that mailers can often justify a marketing database and ...
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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.
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Marketing Budgets online seminar broadcasts from the best minds in marketing

• When the Budget Axe Falls: What to Cut, What to Keep, What to GrowAttendee rating:  - 3/12/2009
  More seminars on Marketing Budgets, Marketing Strategy, Marketing Tips, Measurement, Recession
• Small Business Series: How to Advertise on a Modest BudgetAttendee rating:  - 10/19/2007
  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 MixAttendee rating:  - 9/14/2007
  More seminars on Marketing Budgets, Marketing Tips, Measurement, ROI, Small Business
• Search Marketing Essentials for Online RetailersAttendee rating:  - 2/8/2007
  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-BAttendee rating:  - 4/13/2006
  More seminars on B2B Marketing, Copywriting, Direct Marketing, Lead Generation, Marketing Analytics, Marketing Budgets
• CFO vs. CMO Smackdown: How to Win the Budget BattlesAttendee rating:  - 8/4/2005
  More seminars on Collaboration, Management, Marketing Budgets, Marketing Smarter, Metrics, ROI
• Marketing Metrics: Linking Marketing to Financial ConsequencesAttendee rating:  - 5/5/2005
  More seminars on Customer Acquisition, Customer Retention, Customer Satisfaction, Economic Crisis, Management, Marketing Budgets, Measurement, Metrics

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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, 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.
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• 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.
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• 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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