The 2 Week Peek
The 2 Week Peek
What is the state of your B2B marketing?
Our 2 Week Peek measures the costs versus results of your marketing.
We compare your efforts and results to what’s working in your market space.
We will examine your past marketing campaigns and create a new blueprint for campaigns going forward.
At least 80% of your prospect’s solution reconnaissance is done online. How do you stack up?
MQL v. SQL
Is your marketing generating enough SQLs to keep the sales team busy?
Market segmentation, ideal customer profiles and customized messaging are key to breaking through the B2B marketing clutter.
Skillsets & Capabilities
We will identify where you can improve internally and with outsourced resouces like agencies. And we’ll calculate the costs, if any.
Budget & Metrics
What’s the return on your marketing investment compared to other companies in your market space? We’ll calculate your CAC, M%CAC, MOP and ROI.
B2B Marketing Budgets by Industry
Marketing investment varies greatly by industry. On average this is how industry sectors spend:
> Manufacturing companies devote about 9% of their overall budget to marketing, which is about 5.7% of revenue.
> Technology/software companies devote 9.3% of the overall budget to marketing, which is about 10.7% of revenue.
Marketing budgets got slashed in 2020
Forty-four percent of CMOs reported mid year budget cuts in 2020.
The results? In half the cases they discovered a lot of fluff in their budgets.
The got painfully clear on what activities and tactics were actually driving sales. In addition, they learned to do a lot of the best activities themselves.
Your best next step
We recommend taking a good hard look at what brought in business last year. Look closely at the touchpoints that influenced closed business.
- Make a list of the top 10 activities that brought in leads over the past year.
- Identify every customer you currently have and what brought them in.
- Take the top 2-3 sources/influence points and concentrate your efforts around them.
What are the top spending priorities?
B2B companies continue to shift spending toward digital marketing and away from traditional. B2Bs on average will spend 50%+ on digital efforts in 2021.
- Growing SEO/organic presence 61% 61%
- Blog/content creation 55% 55%
- Marketing automation 50% 50%
- Content distribution/amplification 47% 47%
- Interactive content creation 36% 36%
- Longform (ebooks, whitepapers) 35% 35%
- Visual content creation (infographics) 30% 30%
- Online tools 28% 28%
- Product how-to videos 26% 26%
- Webinars 24% 24%
- Freemium trials 9% 9%
- Other 5% 5%
Key metrics for the CEO
Marketing department metrics are different from CEO metrics.
B2B marketers typically look forward. Their important metrics include marketing touches, click-throughs and conversions. As a rule, however, CEOs don’t care about these.
CEOs typically look backward because they are accountable to investors and others for reporting financial results. Their metrics are almost always financial and historical.
You need to know both types of metrics. The better sales and marketing automation platforms help with this a great deal.
Location – Nashville, TN (U.S. Central Time)
Website content and all attachments are the property of Harris CMO Partners LLC 2021
Harris CMO Partners
32306 N. Course VW
Franklin, TN 37067