“Marketing is a Revenue Generator – NOT a Cost Center!” If you’ve been involved in marketing for any length of time, it’s likely that you’ve heard something like this before.
I can’t count how many times I’ve sat in on meetings where I felt compelled to defend my marketing budget. “It’s an investment in growth,” I said, as the others on the senior management team rolled their eyes.
Does nothing change???
The Economist Intelligence Unit’s newest study, “The rise of the marketer: Driving engagement, experience and revenue,” found that “business owners view marketing both as revenue drivers (69% agree, 19% strongly) and cost centers (68% agree, 26% strongly). At most companies, the business owners know that marketing drives revenue, but the view that marketing is a cost is just as widespread.”
Huh? Can it be both?
Over the next 3-5 years, respondents expect that the marketing function will migrate from the cost side of the ledger to the revenue side. And, what will drive that? Several things…
How much of your business-to-business (B2B) content marketing focuses on your company? If it’s a lot, you may want to change direction!
Different studies by the Economist Group and Peppercomm and Corporate Visions show that almost 1 in 3 B2B marketers says his/her content is company-focused, not customer-centric. They add that B2B content fails to change business executives’ perceptions by too closely resembling a sales pitch. And, that’s not what people want to read.
B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.”
The best approach is to treat B2B marketing similarly to B2C – with customer-centricity. Here’s how to flip things around… Continue readingShare this post!
It’s true! Email as a form of communication celebrates its 44th year. In 1971, computer engineer, Ray Tomlinson, sent the very first electronic message.
Queen Elizabeth II became the first head of state to send an email in 1976. And, the rest is history.
Here’s the history of email in an infographic from ReachMail. Enjoy! Continue readingShare this post!
North American business leaders are planning to use both digital and traditional marketing channels and tactics in 2015. A new study by StrongView Systems shows the top ten channels or techniques where respondents said they’d spend their marketing budgets.
Survey respondents were generally optimistic about their marketing budgets for 2015. Fifty-four percent expect their budgets to increase in 2015, and 40% expect their budgets to remain at 2014 levels. Of those respondents who believe their 2015 marketing budgets will grow, 47% expect the increase to be between 5% and 10%, while about a third of the respondents expect budget increases of more than 10%, says an article in Business 2 Community.
What’s interesting to note is that… Continue readingShare this post!
If you lie awake thinking of your company’s marketing and business challenges, rest assured that you are not alone. In fact, Salesforce Marketing Cloud did a wide-ranging study that looks at the top digital priorities, obstacles and channels, drawn from a survey of more than 5,000 marketers from around the world. It may give you some hope – in a therapeutic sense.
First off, in tied first-place position at 27% are these three challenges: new business development, quality of leads, and remaining up to date with current marketing technology and trends. At 26% comes customer acquisition all demonstrating an emphasis on revenue growth and technology.
Other interesting results to note: Continue readingShare this post!
Bet you thought that digital marketing would be the number one marketing channel for small businesses. Or email marketing. But, no! It’s word of mouth.
In fact, 28% of survey respondents in the BrightLocal SMB Internet Marketing Survey 2014 chose word-of-mouth marketing as the most effective channel to gain new leads and customers for small and medium-sized businesses (SMBs).
Want to know what the other effective channels are? Continue readingShare this post!