Tackling the subject of BtoB marketing budgets, the fifth Arketi Insights continues the series of publications that examines top and emerging BtoB marketing topics, and what they mean for high-tech BtoB marketers.
Bulletproof Your Marketing Budget is available for free download at www.arketi.com/2012budgetinginsights.
This issue of Arketi Insights provides marketers with the information they need to lead the marketing budget conversation and prove the dollar value of marketing to the C-suite. The key to bulletproofing a budget is to let metrics drive the conversation. A robust Return on Marketing Investment model for the budget should be based on three main factors: pipeline impact, spend saturation, and program attribution.
“Using ROI as a means to bulletproof your marketing budget is just the start. You must maintain it, report with it, and use it to continually recalibrate your marketing mix,” said Sami Jajeh, Arketi principal and the author of Bulletproof Your Marketing Budget. “The ROI model becomes the mechanism to manage your marketing spend all year; it becomes the mindset by which marketing evaluates and communicates both status and success.”
Arketi Insights is a regular component of the agency’s ongoing Stop Selling. Start Listening. movement designed to help re-introduce BtoB marketers to a way of thinking that places buyers and their needs at the center of marketing priorities. The campaign also includes webinars and the sixth annual High-Tech CMO Roundtable held last month.
About Arketi Group
Arketi Group is a public relations (PR) and digital marketing firm that helps business-to-business (B2B) technology organizations accelerate growth through intelligent strategy, public relations, messaging, branding and demand generation. Consistently recognized by BtoB magazine as one of the nation's “Top BtoB Agencies,” Arketi helps its clients use marketing to generate revenue. Companies benefiting from this approach to B2B marketing include CorFire, Extol, Jacada, Knowlagent, Stonesoft and Xerox. For more information, call 404-929-0091 ext. 202 or visit www.arketi.com.