Marketing

This article kicks off a four-part series on how B2B companies can allocate their marketing budgets across Paid, Earned, Owned, and Shared Media. In this first installment, we focus on Owned Media, specifically the foundational role of the website. Every B2B leadership team eventually faces the same question: How much should we spend on marketing? There’s no single right answer. The ideal budget depends on a range of factors, including your industry, growth stage, business go

Every year, teams across marketing, operations, product, and finance face the same question. What do we do with the budget that is about to expire? Most scramble to spend it fast, pushing dollars into low-impact campaigns or last-minute purchases. The smartest organizations take a different approach entirely. They use these final dollars to create long-term lift vs. short-term noise.