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See the full story here Easy squeezy: how to get more from your B2B marketing budget
There’s no shortage of statistical evidence to help out the B2B marketer who decides that now is the right time to pitch the board for a budget increase, and certainly many of the arguments we’ve read are incredibly well made (In their book “Sexy Little Numbers”, Dimitri Maex & Paul B. Brown make the strongest case for increasing marketing spend we’ve seen in ages). But in the real world of the boardroom and the balance sheet, experience tells us that the best starting bid for any B2B marketer pitching for a budget boost is to accentuate the savings that new processes and efficiencies will deliver before weighing in with the return on investment message that supports a call for a budget increase.