Good news! Marketing budgets have stabilized for 2014, and many CMOs expect to see a spending rebound. The bad news is that those CMOs will need to stretch those budget dollars further to accommodate a more fragmented set of channels. They will also need to squeeze in technology, innovation, and analytics investments that barely registered a blip on their radar just a few years ago.
In two separate but highly related studies, Forrester analysts Tracy Stokes and Laura Ramos explore the mounting pressures on B2C and B2B marketing budgets, respectively, and explain what CMOs can do to get relief. Webinar attendees learn how marketing spend, as a percentage of revenue, varies across companies that sell primarily to consumers versus businesses and what the key differences in those marketing mixes will look like in 2014.
Tracy and Laura also share their insight and recommendations about how CMOs should evolve their budgets to fund the future by investing not just in analytic tools but also in people who can turn data into relevant customer insights and meaningful business-building ideas. They can do this by specifically funding innovation with an eye toward business outcomes and by taking a portfolio approach to the marketing mix that incorporates risk and reuse into the funding equation.
Agenda:
- B2C and B2B budgets stabilize, but the mix continues to fragment.
- Dollars continue to shift to digital.
- New demands strain stretched budgets further.
- What all this means for CMOs.
Key takeaways:
- Understand how technology and analytics will be essential to managing a more fragmented marketing mix.
- Discover how to plan for innovation and experimentation in a budget already crushed by fragmented spending demands.
You'll receive an email with dialing and Webex instructions prior to the Webinar.