Squeezing marketing budgets makes demonstrating ROI essential for marketers

• Nearly three-quarters (72%) of B2B marketers in the Netherlands believe that companies that maintain or increase their marketing spend during periods of uncertainty recover more quickly.
• The majority of Dutch marketers (84%) say improving CFOs’ understanding of ROI is key to ensuring better balance sheets are launched.
• 72% of B2B marketers in the Netherlands plan to maintain or increase brand building spending over the next six months.

AMSTERDAM, 02 February 2022 – There are mixed reports on the health of the economy, and by extension the business community, putting pressure on marketing budgets. Companies need to do more with less, which is causing the vast majority (77%) of CMOs worldwide to feel pressure to show greater short-term ROI on their marketing campaigns, according to new research from LinkedIn, the world’s largest and leading professional network. 84% of B2B marketers in the Netherlands say improving the CFO’s understanding of marketing return on investment is key to boosting future budgets.

According to the October survey of more than 2,900 C-level executives from large organizations around the world, including 100 marketing directors in the Netherlands, 40% of Dutch companies are preparing for tough times. Business leaders are prioritizing lower investments in marketing and advertising in the current economic climate. The pressure increases on marketers to demonstrate the impact of their work on business.

The Marketer’s Views Study, a survey conducted by LinkedIn in September 2022 among more than 1,700 B2B marketers, shows the importance of staying visible to the public during this period. Nearly three-quarters (72%) believe that companies that maintain or increase marketing spend during periods of uncertainty recover more quickly. To stay top of mind, B2B marketers want to stay focused on brand building: 72% of B2B marketers in the Netherlands plan to maintain or increase spending in this area over the next six months.

With these ongoing investments comes a greater responsibility for marketers to measure and interpret their results. Demonstrating marketing effectiveness should be a top priority for B2B marketers in these times. Fluency in ROI language and its translation to stakeholders is essential; Marketers must be able to express themselves in financial terms and demonstrate impact on the business. The vast majority (84%) of B2B marketers in the Netherlands say that improving a CFO’s understanding of marketing ROI is key to boosting future budgets.

Marcel Molinar, Director, LinkedIn Marketing Solutions Benelux: “Numerous studies show that reducing marketing budgets may save money in the short term, but have a negative impact on company growth in the long term. For this reason, it is especially important for B2B marketers to speak the language of their stakeholders. Influencing the organization and demonstrating the return on investment (ROI) for allocated budgets.

New LinkedIn tools that help measure impact
To help B2B marketers measure and demonstrate the impact of their campaigns, LinkedIn has launched new ad tools and formats around the world in recent months. Tools that can help B2B marketers continue to invest in brand building and overcome external challenges.

The new revenue attribution report measurement tool helps LinkedIn B2B marketers show business impact on their bottom line. The report connects CRM data to their LinkedIn marketing campaigns and helps measure the impact of their work. Income earned and return on ad spend can be measured, among other things. In addition to this tool, LinkedIn has launched a new ad format that allows companies to promote messages from individual employees, with their consent, from their company page. This helps brands interact with their audience more effectively, harnessing the power of storytelling and the humanization of the brand. The final ad format is Click to Message Ads and allows buyers to click on an ad and interact with messages directly from their LinkedIn feed. This helps B2B marketers better understand buyer intent and interests and guide buyers through every touch point.

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methodology
LinkedIn YouGov commissioned a survey of 2,929 C-level executives – including 494 CEOs – around the world (US, UK, Ireland, France, Germany, Netherlands, Italy, Spain, Sweden and UAE) between September 27 and October 19, 2022. Emirates Airlines Brazil, Mexico, India, Singapore, Australia, China and Japan) are organizations with more than 1,000 employees and annual revenues of more than £250m. The survey was conducted online.

Also cited in the LinkedIn B2B Marketer Perspective Study – YouGov survey of 1,703 senior B2B marketing leaders in the US, UK, France, Germany, Netherlands, Italy, Spain, UAE, Saudi Arabia, Brazil, Australia, India and Singapore The survey was conducted from September 13th to 30th September 2022. The survey was conducted online.

about linkedin
LinkedIn connects professionals around the world to help them be more productive and successful and changes the way companies hire, manage marketing and sales. Our vision is to create economic opportunity for everyone in the global workforce through the continuous development of the world’s first economic graph. LinkedIn has more than 900 million members and offices around the world. LinkedIn’s independent newsroom works daily to map how the world of work is changing.
www.linkedin.com / mobile.linkedin.com.

Note to the editor (not for publication):
For more information on LinkedIn, please contact Judith Vermulst ([email protected], +31 6 30043746).

methodology
LinkedIn YouGov commissioned a survey of 2,929 C-level executives – including 494 CEOs – around the world (US, UK, Ireland, France, Germany, Netherlands, Italy, Spain, Sweden and UAE) between September 27 and October 19, 2022. Emirates Airlines Brazil, Mexico, India, Singapore, Australia, China and Japan) are organizations with more than 1,000 employees and annual revenues of more than £250m. The survey was conducted online.

Also cited in the LinkedIn B2B Marketer Perspective Study – YouGov survey of 1,703 senior B2B marketing leaders in the US, UK, France, Germany, Netherlands, Italy, Spain, UAE, Saudi Arabia, Brazil, Australia, India and Singapore The survey was conducted from September 13th to 30th September 2022. The survey was conducted online.

about linkedin
LinkedIn connects professionals around the world to help them be more productive and successful and changes the way companies hire, manage marketing and sales. Our vision is to create economic opportunity for everyone in the global workforce through the continuous development of the world’s first economic graph. LinkedIn has more than 900 million members and offices around the world. LinkedIn’s independent newsroom works daily to map how the world of work is changing.
www.linkedin.com / mobile.linkedin.com.

This article is a submission and is not the responsibility of the editors.

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