For B2B marketers... in terms of determine where to spend the budget, I use the following ratios: 30% Brand, 50% Demand Gen, 15% Foundational and 5% Experimental. Brand = indirect to sales. Things that you must do but might not directly lead to sales. Demand Gen = campaigns, data, media... leads. Demand Gen leads directly to sales. Foundational = plumbing. Its the spend that no one really likes but truthfully... if you dont spend money here... well, the machine doesnt work. Experimental = well, just that. Not indirect, not direct... things that you should do to innovate. No expectations whatsoever should be related to this spend. Its also where you have the most fun as a marketer. Okay, feedback time... how do the ratios sit with you?
Posted on: Sun, 01 Jun 2014 13:58:55 +0000
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