article thumbnail

How to set a smart social media budget (and get it approved)

Hootsuite

If you’re struggling to understand and achieve ROI, embrace a performance marketing strategy. Gartner’s 2024 CMO Spend Survey found that marketing budgets as a whole fell 15% this year to 8.4% for those with an even mix of B2B and B2C, and just 5.7% for B2C brands. for B2B brands, 7.9%

B2C 115
article thumbnail

CFOs want hard numbers, not brand vibes

Martech

Marketing leaders are under growing pressure from CFOs to provide clear, data-driven proof of branding’s business impact, and this demand is only increasing. In 2025, 55% of marketers prioritize performance marketing, compared to 22% focusing on brand.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

5 hot B2B marketing trends

SmartBrief - Marketing

Influence of Generation Z The merging of B2C and B2B marketing tactics has been no surprise. Weve all seen it, such as the rise of influencer B2B marketing, such as using platforms like LinkedIn. Performance > Brand building In times of economic uncertainty, marketers feel the pressure to do more.

Gen Z 114
article thumbnail

DemandScience and Terminus merge, keeping data at the center of B2B marketing

Martech

Why we care: B2B marketing is an interesting place right now. Among SaaS providers, in particular, marketing is about elevating attribution to a science and measuring performance marketing efforts from initial touch to closed won. They compete with everyone from LinkedIn to data providers like Lusha and ZoomInfo.

B2C 122
article thumbnail

How to market your brand to budget-conscious prospects

Hubspot Marketing

B2C businesses are no doubt feeling the pinch. Benjamin Samaey , AI-driven performance marketeer at Benjamin Samaey Marketing , has seen effort as a framing device work well with his clients. One pattern I consistently observe with cost-conscious buyers in both B2B and B2C contexts is anchoring to effort, not price.

article thumbnail

Experian rolls out retail media network solution

Martech

Experian’s entry into the market “signals that RMN viability is on the rise as an alternative to relying exclusively on the largest walled gardens for performance marketing,” said Frank. Proving RMN value.

Retail 118
article thumbnail

The competition you’re ignoring is costing you customers

Martech

Most marketers define their competition too narrowly and it’s costing them. They focus on companies that offer similar products or services, but customers don’t make decisions based on industry categories. They care about outcomes.

Customer 114