Good morning, Marketers, how do you fight for your marketing budget? 

The push-and-pull of marketing budgets and the pressure to constantly justify it to leaders and other stakeholders is a tale as old as time. These days, negotiating your marketing spend is even more of a delicate balance – or as Metric Theory’s Chief Client Officer Adam Edwards puts it – a whole new ballgame. 

“If you’re finding yourself faced with the prospect of budget cuts, you aren’t alone. The majority of businesses are facing at least some impact from the coronavirus pandemic, and 65% of CMOs are expecting ‘moderate to significant’ budget cuts still to come,” Edwards wrote. 

He goes on to explain how to to keep business on track by understanding how and where to fight for your marketing budget. When determining what to cut and what to keep, Edwards encourages marketers to:

  1. Look beyond the top layer of data
  2. Consider your measurement strategy
  3. Keep track of where the competition is waning
  4. Review and update messaging 

There’s more below, including a key lesson learned from the Twitter hacks. 

Taylor Peterson,
Deputy Editor

 
 
 
Chatter
 

PSA: Lessons from the Twitter hack

Tobac, who heads her own security firm, was responding to a Reuters report that more than 1,000 employees and contractors had access to Twitter’s “internal tools that could change user account settings and hand control to others.” It’s a good reminder to do an audit of who’s got access to your systems, tools and accounts. Read the full thread here

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Companies need immediate rethink on U.S. data transfers, says watchdog – Reuters

Energy Department announces plan to build a quantum Internet – The – Washington Post

‘The billion-dollar question’: What will happen to advertising dollars if sports go on a coronavirus hiatus again – Digiday

Facebook Employee Leaks Show Betrayal By Company Leadership – BuzzFeed News

How CMOs Can Avoid Taking Huge Risks With Their Advertising Data – Forbes