In the B2B market, after employee salaries, marketing is usually one of (if not the biggest) expense for a company. As a marketing manager, you are therefore in charge of ensuring that your dollars are spent in the most productive manner possible and commit yourself to ensure that your marketing activities generate a positive return on investment. This is even more important, because if you can prove that marketing is cost-effective, then you can justify any budget request and even additional budget! So, let’s look at how to set up and justify a marketing budget in B2B.


Why do I need a marketing plan? What is a good marketing plan? Do you have a template I could use? Over the years, those are probably the most common questions asked to me by marketers. Developing a marketing plan is probably one of the most stressful things for a marketer. People do not know […]

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Google Ads, formerly Google Adwords, is an advertising platform released by Google on October 23, 2000. Google’s search engine is the main platform for its search ads network. Google Ads account for more than 90% of Google’s global revenue, even today. Google Ads is a way to rank on the search engine result page (SERP) […]

In the web era, traditional media are struggling to renew themselves and are faced with a situation where audiences and advertisers are scarce. New media and information technologies have put the advertising world in a constant state of change. In addition to changing user behaviour, advertisers have turned to much more advantageous and democratic advertising […]

Mautic is a very flexible and powerful Marketing Automation tool. When you create forms in Mautic for online campaigns, it’s important to track conversions from Google Analytics in order to optimize your media placement spend. Using Google Tag Manager In order to track Mautic from form submissions found in Google Analytics, you need to use […]