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What is the one thing B2B marketers should do to get budget buy-in? I posted this question on a few LinkedIn groups and got the following responses.

What is the one thing B2B marketers should do to get budget buy-in? I posted this question to a few LinkedIn groups (including the Health Care B2B Marketing Group—please join!), and got the following responses from a few B2B marketers from “across the pond.”

The key thing would be to show how what you’ve done in the past has driven the business to achieve better results, or if you haven’t got that, commit to achieving those results in coming year. The chances are your marketing dollars will be competing against other departments so you’ve got to prove that the company would be better off spending the dollar on marketing rather than saving it or spending it elsewhere.

Depending on your company’s objectives, that may not be just hard cash in the till (over time) but also brand awareness, customer satisfaction or other non-monetary measure.

But I think in many companies, it would be more likely that you’ll “only” have to fully justify any request for increases in budgets or for any amount over a top line guideline change.

— Stephen Mills, Head of B2B Marketing Campaigns, Communications, Events and Hospitailty at Telefonica O2 UK Limited

In my opinion the question every marketer should be asking themselves is ‘what is in this for the business?’ and the measures need to be in terms of long-term profitable clients that will be loyal customers for many years. This is the report you take to the board when seeking permission to spend £ on marketing.

— Iain Lovatt, Founder & Executive Chairman Blue Sheep Limited

What do you think? Share in the comments or discuss on the LinkedIn Health Care B2B Marketing Group.

Photo credit: dullhunk (cc)

Read More: http://healthb2bmarketing.com/2010/10/to-get-health-b2b-budget-buy-in-commit-to-results/