Financial analysts say marketing is an investment, not a cost
90% of financial analysts surveyed think marketing spend should be CapEx rather than OpEx Moving marketing off the income statement would instantly make businesses look more profitable – and then companies would think differently about marketing because it’s literally an...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
Gartner rips CMOs over martech while business demands ‘more with less’
The tech analyst likens CMOs spending and utilization of martech to gambling with the marketing budget but the real culprit may well be short-term thinking in business CMOs are buying and implementing marketing technology (martech) that their marketing teams aren’t...Read More
Better Ways to Spend a Little Slice of the B2B Marketing Budget Designated for Display Ads
B2B marketing should take a little slice of the display ad budget and invest in media relations, genuine content marketing (not marketing content) and paid distribution of related assets from both Numbers like these from eMarketer make my head explode:...Read More
Optimism Back to Pre-Pandemic Levels Among Marketing Leaders: 5 Statistics from a Survey of CMOs
CMOs say strategies performed well during the pandemic, both prestige and budgets have grown; inclusive decision-making is a blind spot “Marketers’ overall economic optimism has rebounded beyond mid-pandemic and even pre-pandemic levels,” according to a new survey. The CMO Survey,...Read More
Buying Signals: B2B Marketing Budgets without a Line Item for Trade Shows
The decline of B2B trade shows frees B2B marketing to experiment with more efficient channels; virtual events surface buying signals The pandemic is certainly changing marketing – but we might all do well to shift our thinking towards what might...Read More
B2B Marketers Focused on Long Term Tend to Outperform the Competition
B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals Good things really do come to those who wait. A survey of 450 marketers found “leaders” – those who say...Read More
The Top PR Challenges and Tips for Overcoming Them
According to the Annual JOTW Communications Survey for 2020, the top PR challenges are: 1. ROI and proving value 2. Educating executives 3. Cutting through the clutter 4. PR budgets 5. Ever-expanding duties 6. A protracted review and approval process...Read More
IABC Webinar Recap: The 2020 JOTW Communication Survey Review
The IABC Heritage Region recently hosted Ned Lundquist and I for a webinar. We presented a sampling of the findings – along with analysis – from the 3rd Annual JOTW Communications Survey for 2020. The full report is more than...Read More
Partisan Politics Complicates PR and Comms for Business, Survey Finds
72% of communications professionals say partisan politics makes their job harder, according to third annual JOTW Communications Survey for 2020 The majority of professional communicators say partisan politics has complicated communications for brands and businesses. Some 72% of professionals believe...Read More
