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Gartner: Ad Strategy Gains Focus As Research Shows Dropping Marketing Budgets

As marketing teams begin to develop their strategies for 2020, new research from Gartner has revealed that today’s CMOs are very optimistic about economic and budgetary outlooks. However, the research also shows that marketing budgets dropped below 11% of overall company revenue for the first time since 2014. Specifically, the Gartner CMO Spend Survey 2019-2020 indicates that budgets have dropped from 11.2% of overall company revenue in 2018 to 10.5% in 2019.

Gartner To Acquire TOPO

Gartner has agreed to acquire TOPO, a research and advisory firm for sales and marketing organizations, to better help companies continue to grow revenue faster and sustain that growth. Terms of the deal were undisclosed.

NewsCred Extends Analytics Capabilities For Content Marketing

NewsCred has extended capabilities of its enterprise content marketing platform (CMP) with new analytics across digital content optimization, team efficiency, content production and pipeline attribution. The new features are designed to give marketers unparalleled insights to optimize the customer journey, maximize team output and quantify the impact of content on sales and revenue.

B2B Personalization Strategies Pivoting As Buyers Require Confidence, Consensus

As B2B companies continue to develop their personalization strategies to ensure content is relevant and contextual, they are also beginning to understand that opportunities with confident buyers lead to closed business. Therefore, leading companies such as Phononic and ExtraHop Networks are using personalization strategies as a confidence builder versus a relevance builder to ease buying decisions for their customers.

Oracle Modern CX Recap: Experts Share How Data & Digital Transformation Are Table Stakes For Legendary Customer Experiences

At the Oracle Modern Customer Experience in Chicago this week, attendees came away with a firm understanding: digital transformation is vital to driving legendary customer experience in today’s buying landscape. That transformation is revolving heavily around how businesses position themselves to leverage customer data appropriately and efficiently to exceed their expectations.

New Budget Reality: B2B Marketers Look At Alignment Of Strategy And Spend In 2018

2018 may introduce a climate of receding marketing budgets, according to the most recent Gartner 2017-2018 CMO Spend Survey. The survey shows that marketing budget levels, which are typically allocated a year in advance, declined for 2017-2018, reversing three consecutive years of increasing budgets. Some experts say that this decline is the result of marketing’s inability to prove its contribution by showing how its activities create business results that matter to the C-suite.

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