2020 Services Marketing Budget Allocations and Trends

$1995.00
  • Author(s) Julie Schwartz
  • Published February 5, 2020
  • 123 Pages
  • Category Strategy & Planning, Content & Communications, Engagement & Advocacy, Marketing Operations, Sales & Field Enablement
  • Type Benchmarking
  • 123 Pages
  • .PDF Format

25 Years of Benchmarking Marketing Performance, Budgets, and Trends

B2B marketers that are data-driven and insight-led will take the lead in enabling strategic growth. The value marketing brings to the company is not always recognized, primarily because measuring and communicating marketing’s impact on revenue is difficult. Even more challenging is measuring and communicating marketing’s impact on business strategy. Therefore, marketers who are able to leverage data, analytics, and insight to accomplish these three equally important objectives will be best positioned to:

  • Prove marketing’s impact on business results
  • Optimize marketing’s performance
  • Provide input for business decisions and strategy

ITSMA’s 2020 Services Marketing Budget Allocations and Trends Study provides critical data and insight on the marketing performance, budgets, and trends. In particular, the report examines marketers’ strategic priorities for 2020 and how these have changed in recent years, and marketing budget growth and allocation changes.

Based on the survey results, ITSMA outlines five priorities for marketers in 2020:

  • Build data-driven, insight-led organizations that inform business strategy and optimize marketing outcomes
  • Design and manage programs and experiences to strengthen executive-level relationships for growth and innovation
  • Reposition the brand and drive awareness, interest, and credibility for new buyers, offerings, and markets
  • Embed ABM in the business to drive strategic growth
  • Attract, develop, and retain the next wave of marketing talent to accelerate marketing’s transformation

Overview

2020 Services Marketing Budget Allocations and Trends, a PowerPoint-style report, delivers a detailed look at the state of the services marketing profession as it exists in early 2020. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and professional services industries.

Topics covered in the report include:

  • Marketing Priorities & Challenges
  • Marketing Organization, Perception, & Scope
  • Size of the Marketing Budget
  • Marketing Staffing
  • Services Marketing Budget Allocation
  • Content & Communications Budget Allocation
  • Digital & Offline Marketing Budget Allocation
  • Marketing Tactics
  • Advertising/Paid Media Marketing Budget
  • Event Marketing Budget
  • Thought Leadership Spend
  • Engagement & Advocacy Budget Allocation
  • Account-Based Marketing Budget & Spending Plans
  • Marketing Operations Budget Allocation

Study Methodology

ITSMA gathered detailed data on services marketing budgets, trends, and priorities from a cross-section of large B2B technology and IT services firms with an invitation-only, web-based survey during December 2019 and January 2020. Survey respondents were 28 senior marketing and services marketing leaders at 27 global firms, roughly half product-based and half professional service firms, with 62% of the respondents from $1 billion+ companies.


Participating Companies

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an Executive Summary.

  • AECOM

  • Autodesk

  • Avanade

  • BMC Software

  • BT

  • Centrica Business Solutions

  • Ciena

  • Cognizant

  • Dell Technologies

  • EXL

  • EY

  • FIS

  • Fujitsu

  • Guidehouse

  • Hexaware

  • Microsoft

  • Mindtree

  • Mphasis

  • Nexient

  • NIIT Technologies

  • Optum

  • Panasonic, N.A.

  • PricewaterhouseCoopers

  • PTC

  • SAP

  • Tata Communications

  • West Monroe Partners

If your company is on the above list, please send us an email (using your company email) and request your copy of the report. Orders will be processed the next business day.

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an Executive Summary.

For non-participating companies, this report is available for sale at member and non-member prices.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
$1995.00
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