BUILDING THE BEST MARKETING BUDGET FOR TODAY S B2B ENVIRONMENT For most marketers, budgeting and planning for the next year is a substantial undertaki

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1 Building the Best Marketing Budget for Today s B2B Environment

2 BUILDING THE BEST MARKETING BUDGET FOR TODAY S B2B ENVIRONMENT For most marketers, budgeting and planning for the next year is a substantial undertaking. But budgeting season is also a time to step back, assess what s working, make plans to change or improve, and see what peers are doing in similar industries. It s no easy task, but before getting into detailed budget planning mode is the best bet in today s topsy-々turvy environment where so much is at stake. During the last few years, business has changed for marketing. In part, marketing is under the same strain as other departments as companies strive to do more with less. But there s more to it. Now more than ever, marketing is held directly responsible for revenue and more deeply accountable for business metrics. Marketing is more involved farther into the so-々called funnel. This means less demarcation of when sales and more overlap with the sales team in nurturing leads to ultimate revenue. Additionally, CEOs are pressing their marketing execs to report where they are in the pipeline and how much revenue can be attributed directly to 1 This doesn t creative new tactics to manage the care and industries see market and technology as the two 2 silverpop.com 2012 Copyright. All rights reserved. The logo is a registered trademark of Systems Inc. PAGE 2

3 GET BUY-IN 嫈晼枈嫄墪敃憪儠晽弴洃棓厬彃儛洉巼槆嚉噮棎唶敃杻悊嚇嚁唶杻嫀剣妺悊枈彈帠嫆巼垉厙枙厬悥攱剹枊悏枒枒唭洉弮攳嚃嫄檻攷憯嫃拺敄儛枎 don t assume they immediately understand 姂弮攳嚃嫄儛晝巼攽巼妰槆晩媹枃憯姂枈儢晩媹儑厲洃棓厬彃儛妰噯梾儢嫅嫊棐枒洃嚃枊弴憪枈儝挃憭攱儢厓巼悊償儛噽晽攪枈嚁嫊墖悋攦棎唶敃杻悊嫄憟枒唭洉唻墜杻弮攳嚃嫄啗悆弸厱 TWEET THIS Don t assume C-level execs understand how marketing and sales roles have shifted. That education is up to you. 噲憯洃墤嚊噭儙枒嚊噭儙檵枈枈嚉噮棖嫎攦悕晵噽晳弴枊弴杻帊嫄儎憲枈憯墐悑渻枊憪墤儙嫄墖悋攦儘晽攪洃棓厳敂噽憪枈杻攭嚃洃棓厬彃儛嫊 working to hit and the key strategies behind 枈憰憚寚厲嫎嚂妺嫊厰嫋媴儙敃晼噿嫄嚂杻剮嫊妺悏枈儢弮攳嚃嫄墪墤儙檴媴檵帋剣攪噮枃嫄洃棓剹唹嚃償嫄帇悋檵枈枈厬彃儛洉墤儙妺厬悩嚁晝枊憪晩憲巻儙晳挃憜梾晳弴嚉厙帋噽垪悈枊憪儙崘憴巼唹枈儢厓巸枃剣棔噯檴噽拫枀妺悏洃棓挃憭憰噯剹唹嚃嫄儙帥枈枃厞悜帒墰枈儢晣敇嚂儠枈垜棎唭枊憪垜洃棓唻墜杻弮攳嚃嫄拵儢垜攺嫊悥墤嫄枒厬弴垜垟噰妵枈嚁晽厞暃晼噺嫊儙攪儐嫄拵儏儛洃棓枃儚悋噯枒攦彃棐晬嫀帟憪姂枒棔嫋彂攪噰厲嫎噹憯洃棓儎憲枒弮崌敃枛嫃挆攨妰晣墖枛嫄剹泲垟憦枒弮悆墖弴悥儎憲檴枈嫊嫊悋厙晻償儛姂嫋檵帋妵帓嫃挃憳弮攳嚃嫄墪噰厲嫎噽嚂儛棊枊弮枃帥枈剳枛憦帇悋嫊嫃拺敄儛 PLAN FOR TECHNOLOGY S INCREASED ROLE IN MARKETING 嫈枟儙帥嚇嚁弮攳嚃嫄唶拑敄弴悥晩憲巻妰槆唶悋剹唹嚃垜枃厞悜帒墰嫄枈噵拵儛枈拑晼枈憰剹唹嚃弮妰槆嚉嫊枃嫄憯剣噽攽帋噯棐檵枈枈唶拑敄弴悥剹枃厞悜帒墰垪悈枊憪檵枈嫄弮攳嚃嫄妰剣厬弴晳彈帠媹儏嚃噯晵噮媴剹唹嚃檵枈嫄弮攳嚃嫄償噺嚁墜悏噮姁憥憠儛嫋剣悋枙儑厲嚇嚁儠拠厲憟姂弮攳嚃嚁晽厖嚂晥棊帥啈檴儢枈嚊啈 The myriad technologies available to marketing 枒唭儑厲厬悥噽嫄枃攦厲嫅檵枈挃憰拠厲噮媷悈剣悈姀償崑悏儏厬棎杻剫帇枦儛檻悊嚁償枑嚁垜棎枈儢剾枈檵帋晵噽彂攪憪枃厞悜帒墰枈儛枈挃嚂噽枊悏枈儢攪拺敄構枈儛梼敍噭嫄償儣攦噹巸償枑嚁構厙挃嚂媶噽憟弮攳嚃嫄晼攦枃墜嚂晝媶帋憟棔檴檻攳嫄弮攳嚃嫄憯墐悑渻枊憪儛垜帋憴弮攳嚃嫄晣枈儢枒唭唻墜杻嫊攪嫄槆悥嫄弮攳嚃嫄棖儛憱妵檭枃厞悜帒墰儛枖儛晵償噽厸償厞儛墜悏弮攳嚃嫄彂悏憱妵枈嫄墪噹巸檭攪垏敂嫄枒 the marketing automation solutions that allow 厬彃儛媷枒嫄厰噧晣枈嫄枊弮厸儛噽墐墖 ment with clients by managing that interaction 剝晣憪剣妰構憯儛嚉嫊枊悏厳晼憦嚁唭杻棓枈嚁彂攪枖棊嫄枃墧儢噯弮攳嚃嫄儣枒弮枊憪晳垨檭攪挃憳媶嚂嫄晪墛嫄枒姂彈厞嫄棁悈槂攱憲噾敄償妰構悏憪憲枀憦儛嫄槂帡儎巼弴枖媴垜攪垏攪悈檴噽枈枊弴 comes to make the hard decisions about what 晼儧嫄剹唹嚃槆敃棔檴儢墖枙枈儦 silverpop.com 2012 Copyright. All rights reserved. The logo is a registered trademark of Systems Inc. PAGE 3

4 TWEET THIS Avoid making the mistake of so many organizations and ignoring the price for data integration and setup when budgeting. 4 6 behavioral analytics to make its communica marketing automation does that and so much 6 silverpop.com 2012 Copyright. All rights reserved. The logo is a registered trademark of Systems Inc. PAGE 4

5 PLAN FOR CONTENT AND KEEP YOUR FINGER ON VIDEO S PULSE 枈巸悊憟枈噺拺檱攪厬悤棌嚁枈嚁嫊枈嚉拠厲儢嫅枈儢弮攳嚃嫄墪噾敄檵帋儢巼儠剣儣枈噽枊媹悜儙帒棖唭湝帇悏妵攪垜攪厬悥噽弮攳嚃嫄晼攦枃墰嫊悥儛憭枊憪嫋悋厙晻嫋儛彂晼剣剹墖枃垜儏厬攩嫄墡噮儣晣晼攽悏厬悥噽嫊晳拫槕杻嫄剹泧敃唶厠晪憪弮崑悏洃棓厬悥噽晼攦枃墰晩憲巻厬悤媶嚁嫄枃墧儢嫅儏攽晻枈剶儛弮悆墖弴悥晠憭憟枈憯墐悑渻枊憪晩憯洃檭悥枒弮崌晽攪洃棓厬彃儛洉拺嫄憟構嚈儛弮枃攱儙儛晳帡枊憪姂洃棓晳帢嫄厳晼憦嚁挃憚巼彆嫊垟憪儛厙悥嚁憪晣償厞噽墜悋儛 social networks when clients are interested in 厬悤棌嫄枈儢嫄垜攺儢嫅噮噽枎彂攪厬彃儛媷妰槆儠晪墣噯唶唻厓枃攪晳棓厙枒厬悥噽弮攳嚃嫄儛枈嫊嫊悜枖噽枈儢墤嫄儥儧剣厓棔 substantive content is crucial to marketing s role 儛嫋厬悥攱剹枊憪枒憦厬彃儛媷 are even creating senior management content 攽巼剣厓棔厬悥噽厬槆敃晽厞巸攭厞棎憟枈弮攳嚃嫄槂帡厞儖垟憦妰攩厬挍厬帋儢嚁儙枒嚇嚁嫄厞憟唻墜杻晵儏嫄厧梿嫄晳厠儙悋枡憯崑悏拵儛唻儙憠棁剮憠拺晼儛枈嚇嚁噺嚁墜悏構唶厬彃憪噽媶噾嫊唶悑枃帥厬悥噽枖噽枒厬悤媶嚁嫄厬敀憯儢嫄嫄枒洃棓剹唹嚃憫垜儠枈泧償厬悤棌嚁晣償厞垜彂攪厬悥噽嫄構唶垜攺儢棖攪弴弰嚁 consumers are seeking out a variety 憟厬悥噽儛嫋儙彈晼剣晱償儛攪巼槂悥憦弮寳晼檭悥剮憠拺晼檴嫀憱妵敃弮儝挃噮媰枃晣攱嚂憟檴嫋拑拠敃媿嚈嫊 many may not want to read anything at all and 檵帋憪帥剣嫄枃攪晼噯嫄晲儝挍構唶拫噮嚂梿墖枊悏垜枈嫊彈帠媹儏嚃噯垉厙憟弮攳嚃嫄檵帋剣厬弴嫄厰噧晪悏帥嫃拺敄儛儛垜彂晼弮攳嚃嫄憯墐悑渻枊憪枈厬悥噽帇悋嫋噺嫄厧梿嫄構唶檵帋嫄厰噧晣嫄 REVIEW LAST YEAR S RESULTS 嫄啎媺姈嫊彂攪枈儛寳晼嫋檻悊嚁垪噯梾儢憯儛弮攳嚃嫄弮悆墖敃彈晼厓攪垪帋儛儙洔檴儢妰拻噽噯巸晼泧償嚇媷厧憰噹儛帒憤儢檴嚁啈帋償檱攪晵噽儛檴儢檻攳噯槆敃棔檴儢唻啇儛啈悥剣儓攦媶枒剣姂悋晼儛媶噧檻攷枈嚁嚂晳弴巼槆憟攪構嚈枈儢憪墤嫄枈攽棄姂棖枈泧償剹媹洃棙 waited until budget time to take a hard look at 巸晼泧償剹唹嚃儛儙媺嫋檵枈枈儏枟儙啈嫋檵枈儠崌噽儛嚊儠拺晻媱巼枈噽妰槆枈墬枙枒攪儙嫓枈儢媹晳弴枈嫄嫊悥檻攳嫄嫊枈泧償枒寳晼晼憭啈嫄嫋嚇媷弮攳嚃嫄墪厬悥攱剹枊憪枒枈晝巼拫拠帇悋儛儠晣晻檴儢厧憰噯枈彂晼剹晪悋晻枈噽挃嫅攱枊渿枈憰枈嫄墪 This requires candid conversations and honest 攪巸枊憪晩嫆檵枈枈晝巼枃儚妺晩憲巻剣剹晪悋晻垜厳晣厬悩嚁晝枊憪剝晣憪攪槆悧儛攪晽帠弸悧憭嫄嫅儛噺憱嫅妰檵帋噺嚁墖檵帋剣厧償嫋憪檴儢嫋噺洃崌噿儛檴儢洃厳洃儙攪儐妰槆弮攳嚃嫄儣枒弮枊憪拵儢垜攺憯暃晼噺棔枈嚂挃憜梾枙枒墜槆洃垉厲剝晣儛暀嚁 silverpop.com 2012 Copyright. All rights reserved. The logo is a registered trademark of Systems Inc. PAGE 5

6 TWEET THIS Remember to budget for marketing education. Virtually everyone forgets this crucial component. CAREFULLY CONSIDER PROCESSES, GOALS AND BENCHMARKS TAKE A MOMENT TO THINK OUTSIDE THE BUDGETING BOX 噮儣晣洃剣墐枈嫊挃憛嚂檵枈厬彃儛嚉噮洃晩憲巻儙攪儐妰槆嫄垜攺儢嫅儎憲枈憯墐悑渻枊憪墤儙憴嫊枈枊弴枒唶悋洃棓嫄枃儛嫄枖儐噿償枏噽挃厙晻嚂儛媶噽枊垱檴嚁洃弸墛妰槆晳弴墐挄悤棓弮攳嚃嫄墪墤儙帇悋棐檵枈枈厬彃儛洉憳嚁儙憚寚厲嫎嚂儛枈儢弮攳嚃嫄儛晝巼償厬弿棎媴儢嫄檱帋妵攪償垏憲枙媶枈剳嫋噺洃 should add to your checklist so that you don t 悊洃棓晣巿嫄枈枈攽嚂憟剹唹嚃唶帇攱棌儛弸晻晳弴枈嫄枈儢厬棊挃憳嫃拺敄儛枒洃棓唶拑敄弴悥儛厬彃儛妺晩憲巻剣儛憪墤嫄嚉嚁厠晣枙彈厞噧晪嚁枒挃憚巼彆檴噽枈嚊敃償嫊悊墤憜厬弿棎媴儢嫅啈嚂悥妰拻噽憳嚁悑墛洃棓挃憛嚂晣償挃憚巼槕枒啈剣枛嚁嫄 throughout 妵剹唹嚃啍儓枊悏挃憛嚂嫊枈枊弴 to clearly document what it is you want to 儏厬彃帇晩嫄枈厬弸悏泧償嚉泧償崌嫄嫋媰枊槆晩憲巻嫄厧梿剳枈枈儛枊厠拑枃儛檴儢檵帋剣攪摋嫈噯嫄枃攺憟剹唹嚃儛妵儐厬棎嫃嫀償帥厬彃償洃棓剹唹嚃唶杻嫀儛 goals to industry benchmarks within your 晣墢噽晣儛儠晳厠儢嫅悤憯厬悤棊 ing organizations you have connections with 枒攪帥憪枈噵儛儙洉枙枒攪構嚈儛攪悋晳弴嫄啑晼敍剣悈姀償崟姂晣儠拠厲檵帋挃憳妵帓垪嫄挆枛嫄洃棓剹唹嚃枒墖枈嚁儛枈噽唶垏悊嫄嫋枒弮悆墖弴悥妵敃嫊枈攱晣憟剳棖嫇棁儔噽厠嚂妺嫊嫄厬悥攦晼枒枈唭洉憟憥檴噽憯墐悑渻枊憪憟枃噺拵憶噯憪儔噽厸憟攪厬攩檴媴挃憳媶噯槂攱嚃憟晣敇媴嚂憜儧枈嚁償墧憲挄儛厬悤棊杻悥枒挃憳媶嚇嚁洊妺悏垟憦唻墜杻厰噧枊槆檻攳枒儣枒弮枃挃墧儚枒晳厠儙彂悑枒攱悏憯晼攦枃墰憪晪唶枈儢憪憯彂攪憟枈嚂儔噽厠嚂弸墛剣妵帓垪儛嚇噽厬晼噰厲嫎洃敆枈挃噹嫃嫄償悧弰嚁儛晣枈儢枈嫊嫊攽棖枒挆敃棁晼償嫄枃敇媷檵悏枈嚂攺悜嚉攪弴弰嚁枒剹唹嚃垜弮攳嚃嫄噯梾儢嫅妺檭儙帡唶枒噧攷媷剹嫋嚉枃悊枒嚇嚁償噧憟弮攳嚃嫄墪槂帡厞儖嫈枟儙帥嚇嚁洃悋垜攭嚃枈嫊厰梾媰厬彃憪噽儛枈儢嫊姉墖挃憚巼憫弮悰唶拑敄弴悥償垪帋憟晣巿杻棄姈拠憭巼檴妰槆厬剟巼枒墖枈嚁剫枙憟嫄垜攺枊憪妵攪儛枈嚁枒彈唵巼枈攽棄憦攪拺敄嫄唻厓枃枈儢垏檱枈儛拠攨噽憟憯墐悑渻枊憪晵噽彂攪枈儛儛悧儙帥憪枖儖悑悏枈噵弮攳嚃嫄晼儛儠弮悰儠拠攨噽晵噽悜枈嫄儢儙槆敍枈嫄垟憦檻攳晩憭儎憲噺嚁墜悏枖噽啎儛厰噧枊悏剣枛嚁厬悥噽枒枖儖悑悏垜枃厞悜帒墰剣悋枙洃棓晼洃棓墤儙儛棊枊弮枃帥洃棓厬彃儛洉剳枛憦帇悋嫄儙帥杻崌晼噿剝厤儛杻崌彈帠媶嫃噽晪憪儙構嚈憟嚇嚁洊妺悏帇厙儛唻厙儛帒憤儢洃棓剹唹嚃嫄悧弰嚁憟唻嚁噽檭洉枒噽晽攪洃棓弴嚃嫄儙枈悋噯 silverpop.com 2012 Copyright. All rights reserved. The logo is a registered trademark of Systems Inc. PAGE 6

7 communicated throughout the year with FINAL THOUGHTS FOOTNOTES Like our content? You ll love our product. Check out our demo. silverpop.com 2012 Copyright. All rights reserved. The logo is a registered trademark of Systems Inc. PAGE 7

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