Showing posts from April, 2011

How to Find the Right Type of Content For Your Business

Marketing budgets are growing for most companies, but so are the requirements to reach more empowered, skeptical and frugal buyers via more channels. How can you know that the content you invest in will forge effective connections and engagements that will ultimately lead to incremental sales?

To help define how to best market and sell your solutions, SiriusDecisions has created an innovative way to understand the market characteristics for your offerings, which improves the chances for your success.

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If Content Marketing is the Titanic, Could Low Marketer Confidence be the Iceberg?

After two economic downturns over the past decade, most executives are scrutinizing budgets much more closely, and marketing is no exception.

According to research from Junta42 and MarketingProfs, in surveys of over 1,100 North American B2B marketers, a significant portion (26%) of total marketing budget is spent on content-marketing initiatives, with 51% of B2B marketers planning to further increase their spend on content marketing over the next 12 months.

Since content marketing is such a significant – and growing – budget line item, the need to prove ROI is high. However, the survey found that many content marketers have doubts about whether content marketing actually delivers measurable ROI, especially newer tactics such as social media, blogs and online videos.

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Social Media ROI is Greatest Challenge to Marketing Success in 2011?

Post the Great Recession, marketers are being met with new levels of executive scrutiny and financial accountability, challenging the ability to get their fair share of the budget, and implement new and innovative programs. The scrutiny is formalized for many organizations, with 33% of chief financial officers (CFOs) indicating that over the past 18 months they have assumed formal responsibility for marketing groups and spending (Accenture - 2010).

Marketers, who historically have been more creative, focused on the “Art”, are being challenged by measurement edicts, return on investment (ROI) requirements, and the “Science” of marketing.

New areas like social media and digital marketing, where accountability is a requirement, but measurement and ROI proof points are new and not always available, represent a stumbling block to future success.

This is evidenced in IDC’s 2011 Tech Marketing Barometer Study, where marketers were asked about the single greatest challenge for increasing prof…

Does the Recent Rise in Technology Marketing Growth Predict Coming Tech Boom?

The latest marketing spending survey results are out and the budget news is finally good for technology marketers. According to IDC’s annual “Tech Marketing Barometer Study”, marketing budgets are recovering with strength in 2011, with an expected 8% annual increase over 2010 levels.

With such growth, technology marketers will certainly have more to work with, but with more channels to leverage in order to reach customers, and a backlog from negative budget growth during the Great Recession and modest 3.7% growth in 2010, it’s unclear whether this increase will provide enough fuel to drive all of the campaign requirements and requests.

During the downturn, marketing budgets were reduced more than the growth in the global IT marketplace, and during the recovery in 2010, marketing spending lagged the “snap back” recovery in IT spending. In 2011, this lag reverses finally, as IT marketing growth exceeds the anticipated growth in IT global revenue, a sign that executives are anticipating …