How can you stretch your product marketing budget?

Someone once told me that strategy is more about being crystal clear on what you DON’T WANT TO DO than being sure of what you want to do…this has stuck with me and has helped me through out my career. While these two paths may look like 2 sides of the same coin but trust me - they will make you end up at 2 very different destinations. Therefore when it comes to better utilization of budgets, throw your marketing plan’s priority #4 and beyond out of the window and focus on the top few. Spend money on less activities but perform those activities better than anyone else.

When I first started out in marketing, I had no idea how to make my tiny budget work. But with some creativity and hustle, I made it happen. Here's my take: 1. Leverage what you've already got. optimize your website, social channels, email lists. Little tweaks go a long way for free. 2. Look for barter deals and partnerships. Strategic collabs with other brands can get you exposure without cutting a check. 3. Obsess over ROI always. I evaluated everything to see what moved the needle. Doubled down on what worked and dropped what didn't. It comes down to hustle, creativity and always hunting for the most bang for your buck. Stretching a budget is tough but absolutely doable! You've got this.

Prioritising is all well and good but how does one prioritise? In my view, that will come from studying the consumer journey in detail and identifying where they spend most of their time in terms of consuming media, shopping, entertainment and so on. That should help in specifying highly weighted opportunities whether it’s the most watched tv channel or program, the most time spent on which social media platform, do they shop online or a certain type of store and so on and so forth. You simply then allocate amongst the top options and get the maximum bang for the buck.

Comparto algunas sugerencias de cómo maximizar los recursos. 1. Tradicionalmente se invierte mucho para organizar eventos de lanzamiento o talleres para la presentación de productos, actualmente podemos realizar estos eventos vía online, transmitiéndolos en vivo desde alguna plataforma de streaming, lo que permite generar ahorros y llegar a más personas. 2. Realizar campañas de publicidad o relaciones públicas por intercambio. Así no desembolsamos de nuestro presupuesto y pagamos en especie por esos servicios. 3. Compartir gastos con clientes. Recientemente implementé un programa de roadshow diseñado para distribuidores. Si ellos solicitaban el evento en su ciudad para atender a sus clientes, debían absorber el 50% de la inversión.

1. Assume the problem you're solving has already been solved (especially if you work in a large organization) 2. Make sure you're answering the right questions 3. Deliver outcomes, not outputs

Leverage existing features too. I've saved so much money and time by spending a couple of days untangling features with "so that I can..." statements. Once you realize which features are more related to each other, the bang for your buck increases exponentially.

Consider repurposing content from the very beginning of new content activity planning. For example, if you are planning a webinar, you could repurpose it into blog posts, video snippets for social media, infographics, or ebooks. Making repurposing a key step in planning new content creation can help you stretch your budget and optimize your activities.

Planning out content upfront, aligning to segments and personas will maximise each opportunity and get the biggest bang for your buck. What works for one customer group isn’t going to necessarily work for another. Repurpose white papers into infographics, or podcasts into blogs. Always remember to tailor and angle the content to the user and remember one size doesn’t always fit everyone.

Reach out to partners and investors and be brave to persuade why you deserve this support :) For this, you need a well-prepared presentation stating what, why’s, how’s and when. When you show options and preferred outcomes in a clear and detailed way, I am sure one of many partners at least will be interested in getting involved with your project.

Transforming well-liked articles into comprehensive posts can invite new readers. Teaming up with colleagues in our field helps us broaden our impact. Turning content into multimedia forms such as videos or infographics makes intricate information more digestible.

How can you stretch your product marketing budget? A few tips I find useful: 🔮 Do the hardest most important work first like gathering insights to inform your future decisions 🔮 Be creative in solving the root cause of a problem so you only work on the most impactful initiatives 🔮 Start small, gather data and insights before making big bets 🔮 Learn all the content creation tools and use AI to help get things started without much effort 🔮 Repurpose and repromote existing content that already works

By continuously testing variables like messaging, visuals, and audience targeting, you gain valuable insights. A/B testing, for instance, compares elements to identify what performs best. This iterative process informs data-driven decisions, allowing you to allocate budget to effective strategies. Experimentation also drives innovation and adaptation in a dynamic marketing landscape. By testing new ideas, you can stay ahead and tailor campaigns to evolving consumer preferences. This approach minimizes the risk of investing in ineffective strategies and ensures budget is used wisely. Embracing experimentation empowers marketers to make informed choices, refine tactics, and achieve better campaign results.

Mi experiencia mi dicta que es esencial conocer qué calidad de resultados en ventas no trae cada canal y qué ROAS. Y esto solo es viable con el tracking hasta la última página (TkPage) transaccional. Porque es lógico, puede que un canal te traiga muchos objetivos/Registros pero la calidad de los mismos sean muy negativos. Yo he llegado a eliminar meta de mis canales de adquisición y quedarme solo con Google para adquisición y para Marca generé acciones colaborativas con comunidades adyacentes

The "throw it all at the wall" approach is great if you are in the research and development phase. Its essential to ensure data tracking measures are place to watch in real time how audiences engage, respond, react and take action. These real time results can help you pivot and hone your bottom line.

Experiment with different headlines, images, and calls to action in ads and landing pages to find the most effective combination. Segment your email list and personalize messages to enhance engagement and conversion rates. Utilize analytics tools and feedback surveys to track performance and customer satisfaction. Test various channels and strategies with small experiments to identify high-performing tactics. Optimize campaigns based on data-driven insights to allocate budget effectively and maximize ROI. Leverage A/B testing to refine marketing efforts. Monitor competitors and industry trends to adapt accordingly. Embrace innovation to stand out in a crowded marketplace and capture audience attention.

Collaborating with other brands, influencers, etc. still costs budget dollars, so look into areas where you may be able to take advantage of budget spent by another marketing group (such as the event marketing team) where you can piggyback on what they're already doing, but at a reduced cost. For example, you may be able to provide content, assets, signage, or speakers at an event where the sponsorship fee was paid by the events team. Another option is to work together with channel partners and participate in their events and activities. For example, you can provide product information, expertise, demos, etc. as your contribution in their booth.

Without spending a dime you can look for businesses or people that have a big audience and ask them to email their list for a commission. Or you can look for businesses that are complementary to your product and ask them to cross-sell their clients to buy your product. For example if you are selling computer repair services you should look for businesses who are selling used computers.

Within b2b SaaS marketing, leveraging partners is key way to stretch your product marketing budget. This could be partners of OEM, resellers or technology partners like MSFT, Dell etc. Often the tech partners have market development funds (MDF) that grant resources or budgets ranging from 50K to 225k+ for product marketers to use to either co-create content or build demand generation programs (e.g advertising, webinars etc). This often ties into channel marketing initiatives for the business.

This is most creative and innovative way actually..you tend to explore more and more by adopting this methodology! Your market expands,your learn more about business insights and get chance to meet people who share same knowledge and experience in particular domain. Suppose my product is baby rash cream and to somehow my brand is not visible in market..so what should I do to sell it like hot cake?? Now the solution is being a marketer,I will try to collaborate with any renowned baby diapers' brand and will attach my product on some discounted rate with every unit of pampers..when mothers will come to buy pamper atleast 4/10 will think about my product and atleast 2 will buy it for sure because they won't bother to go to medicine section.

Be friendly and respectful to people you meet, ask questions, listen, and look for opportunities to help. You can give a free tip, connect them with a person you know and trust, share ideas to answer a problem, or simply compliment them on a job well done. Opportunities to work together and find mutual benefits will come, if you are open to them. When you connect the dots, take initiatives where everyone can win, people are remarkably open, honest and constructive. As long as you do it with heart. As Maya Angelou said: "People will forget what you said. They will forget what you did. But they will never forget how you made them feel."

Budget is almost every marketer's nightmare but there's so many free tools out there, it doesn't have to be. Chat GPT Bing Image Generator Canva Pixabay And so many more let a good marketer achieve amazing results for free... Although that can also make a rod for your back in acquiring more budget so be careful!

There are three common ways I use to be adaptable and stretch my budget - my channel mix, product messaging and use case exploration. The channel mix is always adaptable. I make it a point to actively change the allocation among channels so that I'm taking advantage of annual, cyclical changes in people's consumption points and spend cycles. The product is always changing and iterating, but often times, there are low/no cost ways of promoting product features. That way, I can identify the few high value features to highlight and allocate more spend to promoting these. Finally, I regularly track and mine use case data to see if there are any unique use cases for our product. It's a great way to uncover new potential uses and customers.

Agility! This is one of the #1 and most important aspects of any great strategy. Though a plan on paper is ideal, plans are static and human behavior is ever flowing. We have to adapt the way we think and operate to match how our audiences move. Then use patterns of behavior as a baseline for constructing a new and improved plan of action.

Adapting isn't just about being able to flex your marketing plan to unexpected market moments and pressures, it's also about adapting to new technologies. I was an early adopter of ChatGPT and didn't hesitate to ask my team to incorporate it to solve for resource shortages. My guidance would be to embrace change of all kinds, not just those that you can predict.

Don't be afraid to be different. So many people fall into the trap of doing what everyone else is doing when it might not be the right fit for your brand. Look at your tone of voice, your identity and what makes you different and ask yourself with each piece of content/marketing asset you create if it aligns with that. Also, don't try and do everything because you feel that you should. Pick one or two things (focus on the ones where you'll get the biggest wins) do them really well, get results and then make the case for extra resources.

I'd argue that product marketing is more about brains than budget. Yes, a larger budget is nice, but you can be successful even if your budget is smaller than your competition. The key is staying true to your brand and not being afraid to take some risks to challenge the status quo. And, invest in data so you can laser focus your efforts to the right audiences, messages and channels vs. spending money in places that won't give you much return for your investment. Using no-cost and low-cost tactics like word of mouth and referral marketing can go a long way too.

Stretch your product marketing budget by prioritizing high-impact channels, leveraging cost-effective digital marketing strategies, negotiating vendor agreements, and focusing on data-driven tactics to optimize spending.

In every aspect of life - the more you have the more you want. We will always have some deliverables on our wish list that push our budget. My approach - focus on the high impact deliverables that achieve the top 2 marketing goals. Once you demonstrate value of the marketing dollars spent, you will discover new ways to deliver on the wish list items.

Limited marketing budgets are a fact of life, so knowing how to say "no" to management becomes critical, especially if you have goals that must be hit. Here's a simple framework to help determine what needs to be done when you have limited budget, resources, or headcount. 1) Prioritize what must be done to hit your goals 2) Review what the program options are to meet those goals 3) Determine what budget, resources, or headcount must be committed to support each option 4) Eliminate options that can't be fully supported 5) Evaluate the remaining options 6) Decide which option works best for the specific situation given the existing constraints 7) Choose that option, fully support it, and don't look back or second guess your choice