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Developing a 2018 B2B Marketing Budget

Q4 is a common time for companies to prepare 2018 marketing plans and budgets. Depending on your company goals and 2017 results, this may mean a small revamp to your current marketing plan, or it might mean a complete refresh of your marketing approach.

In either case, it is important to take this opportunity to bring yourself up-to-date on all the latest innovations in digital marketing. New technology solutions are appearing at a rapid rate and some of them will become game-changers for marketing professionals. Chatbots, for instance, can provide an enhanced customer experience while also saving valuable employee time. Business Intelligence tools provide a new level of detail about your customers that enables more targeted and personalized communications. Online approaches such as influencer marketing and live video streaming are producing some of the highest engagement levels and ROI. Take the time to learn how these new options may benefit you.

Keep in mind the importance of an omnichannel approach as well. Omnichannel marketing is increasingly important for brand reputation and customer experience since most customers today start in one channel and move to another as they research their solution and progress through the buying cycle. This means consistency across social media, websites, retargeting ads, paid search and even editorial content. You must also ensure it all shows up properly regardless of device. Moving into 2018, most companies will grow digital investments in large part to connect with millennials, as they are now the largest living generation in the U.S.

Choose your content wisely as well. Personalize as much as possible and keep the same voice and tone across all marketing channels. Ensure that your communication style resonates well with your target market. The tendency today is to take a more casual, informal approach, especially if communicating with millennials. This may not be appropriate for all companies, but consider whether it might be time for a change.

If you are unfamiliar with all the new digital marketing tactics, you are not alone. It can be difficult to keep up with the latest innovations. To learn more about the options that may be best for your business or to seek help with devising a B2B marketing plan and budget, contact us.

To learn more about developing your B2B marketing budget, download KEO Marketing’s latest guide “5 Critical Steps for Planning Your 2018 Marketing Budget” or contact us today for a complimentary marketing audit to help you to prepare for a successful 2018.



With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.