CMOs Respond as Marketing Budgets Take Hit in 2024
CMSWire
MAY 17, 2024
Explore CMO strategies for thriving despite a 15% drop in 2024 marketing budgets, based on key findings from the latest Gartner survey. Continue reading.
CMO spending on paid media soars at the expense of talent, tech and agencies
Sword and the Script | B2B
MAY 21, 2024
Gartner survey shows 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 point since businesses slashed budgets following the pandemic.
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Gartner: Marketing budgets slashed in 2021
Martech
SEPTEMBER 2, 2021
Marketing budgets as a percentage of revenue fell in 20201 to “their lowest level in recent history,” analyst firm Gartner reported in The State of Marketing Budgets 2021. Budgets were almost cut in half, falling from 11% in 2020 to 6.4% 29% of work outsourced to agencies has been brought in-house. .
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3 benchmarks for the B2B marketing budget as a percentage of revenue
Sword and the Script | B2B
OCTOBER 31, 2023
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 three credible benchmarks for B2B marketing budgets. The CMO Survey: 9.2%
B2B digital marketing budgets should grow in 2023
Martech
MAY 31, 2023
In the B2B marketing space, 70% of marketing executives expect digital marketing budgets to increase slightly or significantly this year. While 19% of marketers in general expect a significant increase, 24% of executives expect budgets to significantly grow. In your inbox.
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Marketing budgets climb in 2022
Martech
MAY 24, 2022
Marketing budgets are swelling in 2022, up from the previous year, when high hopes were dashed by a pandemic that wouldn’t quit. In 2021, marketing budgets claimed 6.4% This year, it’s up to 9.5%, according to the Gartner 2022 CMO Spend and Strategy Survey. of the average company’s total revenue.
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Martech spending falls to lowest level in 10 years
Martech
MAY 13, 2024
Marketing technology spending fell this year, reaching its lowest level in a decade, according to a new Gartner report. of the marketing budget, down from about 25.4% in 2023, according to Gartner’s 2024 CMO Spend Survey. This happened as overall marketing budgets fell to an average of 7.7%
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Make Each Dollar Count: How to Maximize Marketing Budget in 2024
Oktopost
DECEMBER 21, 2023
But budget limitations can make or break even the best, and most thorough plans you’ve set to accomplish in 2024. CMOs have long encountered this problem. They’re expected to make every marketing dollar count and deliver maximum impact on a limited budget. Here’s our guide to help you get started.
Report: Marketing Budgets are Slim, But CMOs Remain Optimistic
KoMarketing Associates
DECEMBER 24, 2019
Marketers often need a healthy budget to achieve their top objectives, but new research suggests that 2020 may come with less resources than in previous years. Gartner recently published “The Annual CMO Spend Survey 2019-2020” report, and statistics showed that marketing budgets accounted for an average of 10.5%
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An Updated Look At the State of Marketing Budgets
B2B Marketing Directions
AUGUST 15, 2021
Image Source: Gartner, Inc. Last month, Gartner released the findings of its CMO Spend Survey, 2021. The Gartner survey was conducted from March through May of this year. The survey produced 400 responses from marketing decision makers and influencers located in North America, Europe and the UK. in 2020 to 5.8%
B2B Findings From "The CMO Survey" - Part 1
B2B Marketing Directions
OCTOBER 3, 2021
The findings of the August 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association and Deloitte LLP. The CMO Survey is conducted semi-annually, and it provides a wealth of information.
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How To Plan Your B2B Marketing Budget Like A CMO Pro
Envy
DECEMBER 23, 2020
Pandemic aside, this is not the first time B2B marketers will face drastic changes to their best intended budget plans. Here are some practical tips to keep you on the right marketing budgeting (and planning) track. When you lay out your strategy for 2021, assume that up to 30% of your budget will be cut.
Gartner rips CMOs over martech while business demands ‘more with less’
Sword and the Script | B2B
MAY 30, 2023
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 using. Ergo, CMOs invest martech.
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Follow the money: CMO budgets for martech and marketing operations
chiefmartech
AUGUST 29, 2021
But it is why I always look forward to Gartner’s annual CMO Spend Survey report. Allocation of budget is a CMO’s way of “voting with their wallet” for what they think is most important. of the budget. Closely related, marketing analytics was ranked #4 with 11% mean budget allocation.
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Three Key Takeaways from Gartner's New CMO Survey
B2B Marketing Directions
OCTOBER 20, 2019
Gartner has just published the results of its 2019-2020 CMO Spend Survey. The research report is based on survey responses from 342 marketing executives in North America and the U.K. The Gartner study produced several valuable data points, but I want to focus on three takeaways that I found particularly interesting.
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How CMOs Can Keep Marketing Organizations Agile in Changing Times
Marketing Insider Group
APRIL 26, 2021
The challenges we are facing have changed how we communicate with consumers and market our products and services. How can chief marketing officers empower their organizations to remain nimble in changing times? Without the right strategies, businesses can quickly sink into an inescapable abyss (AKA go out of business).
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Marketers are only using one third of their stack’s capability
Martech
AUGUST 28, 2023
Marketers are using only one-third of their martech stack’s capability, according to Gartner’s 2023 Martech Report. Utilization has been declining amid huge increases in spending on marketing technology: up 35% from $15.3 of their marketing budget on technology, says Gartner. billion in 2020 to $23.6
Gartner Research Maps the Landscape of Marketing Operations
B2B Marketing Directions
NOVEMBER 1, 2020
Image Source: Gartner, Inc. Gartner recently published the findings of the 2020 Gartner Marketing Operations and Organization Survey. The survey results are described in two reports - the 2020 Marketing Operations Survey report, and the Marketing Organization Survey 2020 report.
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Managing Marketing Budgets in a Crisis
Ledger Bennett
JULY 15, 2020
Significant shift in budget since the onset of the pandemic Late last year Gartner published their 2019-2020 CMO Spend Survey , and while budgets had declined a little in 2019, confidence was very high regarding the outlook for 2020. When a crisis hits, a company’s marketing budget is usually the first to go.
Choosing a Content Marketing Partner: 9 Factors to Consider
Content Standard
JULY 14, 2021
Each offers a unique set of product and service packages, industry specialties, and track records. As you weigh potential partners against one another, it’s also worth looking from a macro level: how each option fits with your organization’s overarching marketing goals, most pressing areas of need, and content marketing budget.
3 Ways to Ensure You Get the Marketing Budget You Need in 2018
Adobe Experience Cloud Blog
DECEMBER 20, 2017
Gartner recently found that marketing budgets are beginning to recede, dropping from their peak (12.1% According to Gartner, the drop is due in part to marketing leaders being too distracted by tactics and execution. Figure Out How Marketing Spend Aligns with Business Goals.
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[Research Round-Up] B2B Highlights from "The CMO Survey" - The Impact of Marketing Analytics and "Working from Home"
B2B Marketing Directions
OCTOBER 9, 2022
Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up continues my review of selected B2B findings from the September 2022 edition of "The CMO Survey." In this post, I'm discussing what the survey found pertaining to the growth and impact of marketing analytics and "working from home" in B2B marketing.)
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Marketers under pressure to cut martech spend
Martech
MAY 22, 2023
Marketing budgets remain flat in 2023 having failed to climb back to pre-COVID levels. That’s one takeaway from Gartner’s latest CMO Spend and Strategy survey unveiled at the Gartner Marketing Symposium and Xpo in Denver. this year Catalytic marketing. The state of martech spend.
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In the Line of Brand Fire – Tales from a CMO Firefighter: CMO Damien Enderle on Digital Doorways
Bluetext
MARCH 6, 2024
We’re privileged to welcome Damien Enderle , a distinguished Chief Marketing Officer with a proven track record of driving growth and success in the global professional services arena. 1 worldwide by revenue in the Gartner® Market Share report.
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How to avoid the martech black hole and ride the crest of change
Martech
NOVEMBER 1, 2022
Every CMO I’ve talked with in the past two years is hungry for talent, but they haven’t had the budget to staff up. While 61% of CMOs report they lack the in-house capabilities to deliver their strategy, spending on in-house labor remained static, per Gartner’s 2022 CMO Spend survey. .
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How Much Should Your Marketing Team Budget for 2021? [By Industry]
Hubspot
MARCH 23, 2021
It's also about adhering to a strict budget, and achieving new levels of growth while simultaneously choosing the most cost-effective option for your business. Here, we'll explore typical marketing budgets, as well as marketing budgets by industry, so you can determine how your budget matches up against competitors.
Marketing mix modeling: A marketer’s guide
Martech
MARCH 2, 2023
Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “ triple squeeze ,” making everything more expensive. As a forecaster , to predict the outcome that raising or lowering marketing budgets will have on marketing’s contribution to the overall budget.
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CMO Spend in the Current Economic Climate and Plans for 2021
Porch Group Media
SEPTEMBER 9, 2020
Marketing departments are certainly no exception and have been forced to balance between cutbacks in spend while still maintaining acquisition and retention strategies to thrive during these difficult times. One change CMOs are making due to these budget pressures is shifting outside agency work to in-house employees.
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Lance Walter, Host Analytics CMO: Quarterly Financial Planning: How to Budget Better By Understanding Marketing Intelligence [Podcast]
Crimson Marketing
NOVEMBER 10, 2014
The problem is, by the time you analyze those results, you’ve likely already spent too much—or too little—on marketing. As Lance Walter, CMO of financial intelligence technology company Host Analytics suggests, there is a better way.
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Why martech integration needs more than technical skills
Martech
AUGUST 19, 2022
Technical debt in the case of marketing technology is similar to that of software development projects. Forging a mutually beneficial relationship between marketing and IT is vital. The CMO and CTO didn’t have much in common a decade ago. Team experiments help you discover new strategies or validate existing ones.
Five Impacts of CMO Budget Cuts – Gartner 2021 CMO Spend Survey
Webbiquity
JULY 27, 2021
CMOs are reporting that marketing budgets are being slashed. Here’s what that means, and practical ideas that go beyond the bad news to how B2B marketers to adapt. in 2021, their lowest point in the history of Gartner’s CMO Spend Survey.” ” Here are five likely impacts of those budget cuts.
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How to calculate and allocate your marketing budget for the next fiscal year in 2020.
The Marketing Blender
SEPTEMBER 23, 2019
Our Services. How to calculate and allocate your marketing budget for the next fiscal year in 2020. Tips for planning next year’s marketing budget before the end of this quarter. In Q4, two different phenomena hit marketing departments—either belts get tightened or a “use it or lose it” mentality takes hold.
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Enterprise marketers spending 22% of their budget on martech
chiefmartech
NOVEMBER 26, 2017
Gartner recently released their CMO Spend Survey 2017-2018. The headline of their report: Budgets Recede Amid Demand For Results. After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1%
15 Key Statistics Designed to Guide Successful B2B Content Marketing Programs
KoMarketing Associates
SEPTEMBER 22, 2021
Content marketing can be a powerful way to build a foundation for your overall marketing strategy, create lead generation opportunities, and engage with your target audience. So it’s critical to take the time to create a strong content marketing strategy that can deliver relevant content to your audience.
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The evolution of the marketing technologist: How martech roles have changed during the last 7 years
Martech
OCTOBER 20, 2022
At the risk of being nostalgic, it was a simpler time for our industry: the martech landscape was comprised of a mere 1,000 solutions and nobody had even heard of Cambridge Analytica. Fast forward to today, that martech landscape now has over 10,000 solutions , with new product launches and integrations happening daily. .
7 Digital Trends Defining B2B Social Media Marketing in 2024
sagefrog
FEBRUARY 7, 2024
With the onset of the new year, marketers are urged to assess the current state of their strategies. As businesses embrace the dynamic nature of online platforms, staying ahead of the curve with the right social media experts, tech tools, and solutions becomes vital. of overall company revenue. [1]
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Why a Sales-Driven Marketing Strategy Won’t Work for Your HealthTech SaaS Company
Golden Spiral
APRIL 1, 2022
The average tenure for a CMO has fallen further, to just 40 months , the shortest in the C-Suite. The Changing Role of the CMO. The Impact of Marketing Automation on Marketing and Sales. CEB , a subsidiary of Gartner, put the average around 7. The Data-Driven CMO. Think About This. months, a loss of 1.5
Why marketers should embrace product analytics
Martech
NOVEMBER 3, 2021
“Year over year we’ve seen marketing analytics at the top of marketing budgets,” said John Hurley, Head of Product Marketing at Amplitude, in his recent MarTech session. Marketers are placing less emphasis on traditional analytics in favor of operations. Image: Gartner and Amplitude.
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Gartner shares latest data on enterprise marketing tech spend
chiefmartech
NOVEMBER 15, 2016
Looking for the latest data on enterprise marketing technology spend? Gartner recently released their CMO Spend Survey 2016-2017. It’s already been in the news because their report showed that marketing budgets climbed for another consecutive year, now up to 12% of total company revenue. Look no further.
Interview with Brian Hansford
Onalytica B2B
JANUARY 8, 2019
I feel like the more I learn and do, the more I need to learn and do to keep up with great ideas and practices in B2B marketing. My very first professional job was an inside sales rep for a PC-based software company that sold developer tools in the early 90’s. There are so many incredibly smart and generous people I learn from.
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CMOs to Focus on Digital Marketing, Existing Customers in 2018
KoMarketing Associates
NOVEMBER 27, 2017
Looking ahead to 2018, CMOs already have an idea of how they intend to spend their marketing budget, according to new research. A focus on existing customers, analytics and digital marketing is emerging.
How CMOs Can Prove the ROI of Tech Investments
Convince & Convert
MARCH 4, 2016
According to Gartner, by 2017 the Chief Marketing Officer (CMO) will spend more on IT than the CIO. Validating the increase in spending on marketing technology, such as marketing automation and social media management, will require an even more specific understanding of each tool’s ROI. Aligned Goals.
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Martech budgets 2020: Increasing, varied investment, volume
ClickZ
NOVEMBER 1, 2019
Many marketers (39%, the largest group) report spending 10-25% of their marketing budgets on martech. 50% of marketers said their biggest frustration around purchasing is the volume of solutions in the market. Are martech budgets increasing, decreasing, or static? Just 4% anticipate a decrease.
3 Ways to Ensure You Get the Marketing Budget You Need
Allocadia
DECEMBER 22, 2017
Gartner recently found that marketing budgets are beginning to recede, dropping from their peak (12.1% According to Gartner, the drop is due in part to marketing leaders being too distracted by tactics and execution. Figure out how marketing spend aligns to business goals. They track: A.
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