Building the Best Marketing Budget for Today s B2B Environment
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
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
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
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
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
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