Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Good post! Does this include online media buys, such as search and display, as well as traditional media? Would be interesting to see the breakout of media by type.
@ Richard
The link in the post goes to a B2B Magazine listing of all the media spends for the top 100 B2B companies.
there is a column on Internet – but I would hazard to say it is only display ads – not search or SEO
Wow Paul. This is a great post, and is truly appreciated with budget season at the forefront of my mind. I’ve always been curious how much of a marketing budget should be put towards media. I wonder whether the downturn in the economy will lower the media spending of these companies even further. Mitch Joel from Six Pixels of Seperation blog talked about the increase in digital marketing in this post of his http://www.twistimage.com/blog/archives/good-news-in-bad-times-for-digital-marketing/
@ Dave
I think they will most likely dial back their spending for next year but my point was at that level of spending who is gonna notice you spent $180M vs $195M
For sure they will push more online and slide those dollars around into more effective channels.
Good post Paul. Always a difficult process to develop an “apples to apples” comparison of marketing investment. Here are some quick #’s from our 6th annual Tech Marketing Benchmarks study just completed in September: (IT Services Companies only)
– MBR: 0.5% to 1.1% (n=14 companies, average revenue of ~$1B)
– 25% of program spend allocated to advertising [print, broadcast, corp. sponsorship]
– 15% of program spend allocated to digital marketing [35% company web site, 34% display ads(lower for smaller companies), 10% email, 8% SEO, 6% search ads, 4% digital events). . and yes, this area will continue to grow in ’09
Numbers aside, here are some other Key Performance Indicators to think about as part of your ’09 planning: PtoP (program spend as a % of total mktg. investment), program spend per mktg. staff, awareness building vs. demand generation investment. Glad to share some software and hardware data as well with folks. ([email protected])
@ Michael
Great comment Michael thanks for adding so much to the conversation
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Paul,
Interesting. Do remember that B2B – like all such spend rankings – uses Nielsen-like data, which are rate card estimates against primarily horizontal media. And a company such as IBM is buying at a serious discount (as much as 50% on print). B2B has little in terms of accurate trade press, custom pubs, or non-US markets. You’re right on key point – it’s hard to compete with them.
Thank you, Paul, for this useful information. I’m new to your blog, so maybe this has already been covered, but I’d like to know how B2B marketing organizations can best target their customers through social media. My business is in the high level executive education space, and I want to reach those HR decision makers and not waste spending against those who are not my target. Any direction would be helpful!
@ Bonnie
Bonnie – welcome to my blog and thank you so much for commenting
I did cover that in this post
http://buzzmarketingfortech.blogspot.com/2008/06/use-social-media-for-consideration-in.html
but feel free to reach out to me if you need more detail
p
Hi Paul:
Yeah i feel like you when reading this the budget charts.
Buy tou are right the opportunity is to focus limited dollars (in my case are mexican pesos)in more BTL tactics rather than masive media.
David
Paul, MBR (Marketing Budget Ratio) can also be used to project the number of months it will take for one to recoup the investment of the marketing budget-
Payback Period (months) = (Marketing Spend/ Projected Full year revenue from the marketing spend)* 12
good post, it depends on the kind of product being marketed.