A theory on why B2B marketing requires so many darn customer touches today
When you step back and look, the trend line is clear: when companies cut B2B marketing brand and awareness programs, sales cycles grow longer and require more touches It takes 62-plus touches to close a deal in 2026. The B2B...Read More
Gartner CMO spend survey shows marketing leaders have a third dilemma
CMOs face a new ‘trilemma’ of delivering stronger growth with flat budgets while rapidly implementing AI; 70% of them are not ready CMOs are accustomed to doing more with less, but now they’ve got another ‘more’ on their to-do list,...Read More
Another survey of CMOs shows hope for marketing budgets, with two caveats
Whether you’ve got more money in the marketing budget or not, hold onto that scrappy and creative mentality to rebuild momentum Over the last couple of years, “marketing teams had to be scrappy and creative with their strategies or curtail...Read More
CMO spending on paid media soars at the expense of talent, tech and agencies
Gartner survey shows how B2B marketing leaders divvy up ‘anemic’ marketing budgets, which are at the lowest levels in four years If it feels like your marketing budget is tight, you are not alone. Marketing budgets are at their lowest...Read More
3 benchmarks for your B2B marketing budget as a percentage of revenue
Several credible studies conducted in 2023 put the average benchmark for B2B marketing budgets at about 10% of revenue How much money should a company invest in B2B marketing? As companies plan their budget for 2024, here’s a look at...Read More
2020 Marketing Budget Planning: Here’s How Marketers Say Spending is Shaping Up
October is typically a time of year with special urgency for many in marketing. For starters, it’s the beginning of Q4 and all the pressure that comes with trying to make the numbers for the year. At the same time,...Read More
