B2B Digital Marketing Budget Planning

Written by Nick Stamoulis

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When it comes to digital marketing for B2B, budget planning is an essential part of the process. You need to reserve enough month to attract the right people to your business, and this amount should be proportionate with revenue. With an effective budget plan in place, you can set targets, establish a clear roadmap, and measure the success of your campaigns.

We all know the practical aspects of creating a budget, but there are also some intangibles that need to be considered. Here’s a look at some things to consider for B2B budget planning.

Prioritize Finding the Right Digital Marketing Strategy

Each business has a sweet spot digital marketing strategy that often takes a while to find. Marketing isn’t about throwing money at a goal and hoping the results work. It takes some advanced planning and a lot of analysis. Ultimately, you need to clearly define your target audience and then determine the best way to reach them.

For example, we’ve run into situations where clients pushed us to get them “traffic”. Frankly, traffic is a loose term that doesn’t exactly measure success. What if 95% of the traffic you procure by throwing money into your marketing is completely irrelevant? We’ve seem this happen, and it is more common than you realize.

Your priority when creating the budge should be to allow for enough money in order to develop and execute your sweet spot strategy.

Know What Your Ultimate Goals and Objects Are

Digital marketing is about more than just increasing business. That might be the ultimate goal, but there are some things that need to happen before the goal is achieved. Tasks such as:

  • Branding efforts
  • Content marketing
  • Social media
  • SEO
  • Advertising budget (if needed)

There are plenty more, but these all need to be accounted for when planning the budget. They all take your company’s resources and they all fall under the arm of digital marketing. Which of these activities do you really need to do to reach your goals?

Understand that Spending More Money Isn’t Always Better

Here’s the harsh truth. If you don’t spend enough money on your digital marking, you will waste your money. If you spend too much money on your digital marketing, you will also waste money.

It’s very hard to predict what the dollar value you’ve chosen for your budget represents. Is it the sweet spot, too much, or too little? Unfortunately, you won’t really know until you pick an amount (thoughtfully) and watch the data for signs. Are the results where you expected them to be? If not, why not?

Note that if the results aren’t what you expect, the budget may not be the culprit. It can be any number of factors.

When planning, it is necessary to discover what your sweet spot is, but it’s hard to know without first nailing down the strategy. The strategy should really come first. If you haven’t taken the time to develop the digital marketing strategy, you won’t get the most leverage from your efforts.

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