How to Protect Your B2B Marketing Budget
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Transcript of How to Protect Your B2B Marketing Budget
“Cut-marketing-first”
No one likes to see their budget cut, especially if they see this as a sign of waning
influence.
Here are some ideas to reduce the impact of “cut-marketing-first” thinking:
Marketing as Investment
Tie Your Budget Directly to Revenue
You want your marketing department and the marketing budget to be viewed by the CFO as an investment, not an expense.
• “Marketing as Investment” – will ensure you get your share of the budget dollars
• “Marketing as Expense” – will lead to your budget being cut at every opportunity
Use Your Metrics
Use Data to Support Your Financial Requests
It is not enough to talk about how you contribute to revenue – you need data (metrics) to prove it.– View our 2-part series on B2B Marketing Metrics to
prove your value to the C-Suite.• Blog version• SlideShare version
Use Your Metrics
Align Your Efforts With the Sales Department
Many times marketing budget gets cut, not because marketing isn’t doing its job, but rather because of a lack of support from sales.
– There is often a lack of understanding between what marketing thinks it’s providing and what sales believes it is receiving.
– The solution to this problem is a carefully crafted Service Level Agreement (SLA). Learn more here.
Use Your Metrics
Make Your Requests Early
Budgets are often like a “land grab,” with the best results going to those who get there fastest. – Stake your claim early– Back it up with data– And you will have a better chance of a favorable
outcome
Use Your Metrics
Don’t Take it Personally
Your budget may be cut for reasons that are unrelated to your performance.– In fact, it may be cut precisely because you are so
competent• If you generate more leads at less cost, why wouldn’t
the company take advantage of your efficiency? • As the saying goes, “No good deed goes unpunished”.
Check Back!
Download our Complimentary Lead Generation eBook!
Check back in the coming weeks to learn more about B2B marketing and lead generation!
About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messagingWebsite optimizationContent creationLead generation
You Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)