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Many executives still have a hard time understanding the value of building the brand—the classic intangible asset.
About JulieJulie Schwartz has been researching, writing, and thinking about B2B services marketing since 1988.
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We see in ITSMA’s most recent Annual Budget and Trends Survey that the digital marketing budget continues to grow, but it is dwarfed by the offline budget.
UK Classifieds is free to join, it's free to reply to ads, most categories are free to advertise in too. There’s the contact database, the business rules in the marketing automation system, the followers on Twitter. You are doing things like blogging, tagging URLs, linking to blogs, tweeting and retweeting. The digital marketing budget is only 14% of the total marketing communications budget, and a mere 4.1% of the total marketing budget.
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Senior executives, line of business executives, and sales teams don’t necessarily see what marketing is doing and producing.
Over the next few years, ITSMA expects to see many more companies allocating closer to 40% of the marketing communications budget on digital marketing.

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