Building a marketing budget is  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 taking a moment to reflect, review and refine before  getting  into  detailed  budget  planning   mode  is  the  best  bet  in  today’s tumultuous  environment  where  so  much  is  at  stake.

1. Building the Best
Marketing Budget
for Today’s
B2B Environment

2. Silverpop 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 much revenue can be attributed directly to
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-­‐turvy
environment where so much is at stake.
During the last few years, business has changed
for marketing. In part, marketing is under the
1
same strain as other departments as companies This doesn’t
strive to do more with less. But there’s more
to it. Now more than ever, marketing is held
directly responsible for revenue creative new tactics to manage the care and
and more deeply accountable for
business metrics. Marketing is
more involved farther into the
industries see market and technology as the two
so-­‐called “funnel.” This means 2
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
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3. Silverpop Building the Best Marketing Budget for Today’s B2B Environment
GET BUY-IN
don’t assume they immediately understand
PLAN FOR TECHNOLOGY’S
INCREASED ROLE IN
MARKETING
working to hit and the key strategies behind
The myriad technologies available to marketing
TWEET THIS
“Don’t assume
C-level execs
understand how
marketing and
sales roles have
shifted. That
education is up
to you.”
the marketing automation solutions that allow
ment with clients by managing that interaction
comes to make the hard decisions about what
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4. Silverpop Building the Best Marketing Budget for Today’s B2B Environment
6
TWEET THIS
“Avoid making 4
the mistake
of so many
organizations
and ignoring
the price for
data integration
and setup when
budgeting.”
6
behavioral analytics to make its communica
marketing automation does that and so much
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5. Silverpop Building the Best Marketing Budget for Today’s B2B Environment
PLAN FOR CONTENT AND
KEEP YOUR FINGER ON
VIDEO’S PULSE
many may not want to read anything at all and
REVIEW LAST
YEAR’S RESULTS
social networks when clients are interested in
substantive content is crucial to marketing’s role
waited until budget time to take a hard look at
are even creating senior management content
This requires candid conversations and honest
consumers are seeking out a variety
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6. Silverpop Building the Best Marketing Budget for Today’s B2B Environment
CAREFULLY CONSIDER TAKE A MOMENT TO
PROCESSES, GOALS THINK OUTSIDE THE
AND BENCHMARKS BUDGETING BOX
should add to your checklist so that you don’t
TWEET THIS
throughout
“Remember
to budget for
marketing to clearly document what it is you want to
education.
Virtually
everyone forgets
this crucial
component.”
goals to industry benchmarks within your
ing organizations you have connections with
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7. Silverpop Building the Best Marketing Budget for Today’s B2B Environment
communicated throughout the year with
FINAL THOUGHTS FOOTNOTES
Like our content? You’ll love our product.
Check out our demo.
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