Why a focused marketing communication budget drives stronger results

Gartner has just released data telling us European marketing budgets are being squeezed yet again this year

They report that budgets have fallen by 16% to an average of 7.4% of revenue.

What does this mean for B2B tech firms? Spreading your marketing budget across too many channels will nearly always stunt your growth – because you are diluting both the reach and impact of your message. Fewer people are hearing your message, and no one is hearing it with sufficient frequency to recall it when they have a need.

Limited resources across multiple channels often yield poor ROI and blur strategic focus.

To get more from less, you need to double down on your PR outreach.

• Don’t dilute; intensify.
• Focus on high-impact strategic messages that your customers trust.
• Test small before scaling.
• Leverage strategic partnerships – land and expand.

Remember: A focused marketing communication budget drives stronger results, and will more effectively demonstrate strategic leadership.