With pressure from the Board and the executives to get a return on the marketing budget, many marketing leaders are inspired by top brands, like Fortune 100 companies, and wonder why they’re so successful. Turns out, relentless investment in strategic marketing and disciplined focus on flawless execution make them best-in-class performers.
For experienced CMOs, the challenge isn’t deciding whether to invest in digital marketing, it’s deciding where investment compounds versus where it quietly erodes margin.
Research shows that organizations that tie digital execution directly to business outcomes outperform those that chase tactics in isolation. High-performing teams align technology, content, and channels around buyer behavior and revenue impact, not just activity metrics.
If you wish to build your business to create demand generation and get predictable growth, digital marketing is the best investment to make right now.
In this blog, we’ll go over the top ways to invest in digital marketing to make sure you are optimizing your budget and getting the best ROI.
6 of the Top Ways to Invest in Digital Marketing
Here at Pace Creative, we have a ton of experience in building marketing engines to drive predictable revenue growth. Over time, we’ve solidified a short-list of the best things that B2B companies can do to see results.
- B2B digital marketing strategy
- Brand positioning strategy and execution
- Mobile marketing for B2B
- SEO/SEM strategy and execution
- Email marketing strategy and execution
- Event strategy and execution
Can you see a commonality? Strategy! With digital marketing, luck is not reliable. Using your budget to invest in strategies backed by data and research will set you on the path to revenue growth.
How to Execute a B2B Digital Marketing Strategy?
You’ve probably heard that a strategy is only as good as its performance. And getting a good execution requires planning.
To make the most of these top ways to invest in digital marketing for our clients, we follow 3 steps:
Step 1:
Document a Roadmap that puts out near-term digital marketing program objectives, as well as longer-range performance achievements. Each initiative’s objectives is tied to the goal of demand generation and new customer acquisition.
Step 2:
Assess internal and external resources skills, tools and processes to support digital marketing objectives — and a plan for closing gaps in marketing performance.
Step 3:
Define role with set of responsibilities for the CMO and digital marketing team. Digital Set and oversee budgeting, hiring, technology selection and campaign planning in support of strategy execution.
You can become a best-in-class brand too!
Strategy Before Spend: Measuring What Actually Moves the Pipeline
This is where many well-intentioned digital investments break down.
Automation platforms, AI-driven tools, and plug-and-play growth models promise efficiency and scale. But when execution outpaces strategy, the result is often short-term volume with long-term consequences: unqualified leads, distorted attribution, and pipelines that look healthy until they suddenly aren’t.
Before increasing spend across any of the top ways to invest in digital marketing, leadership teams need a clear view of:
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How each channel contributes to qualified demand
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Where diminishing returns begin
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Which investments support long-term positioning versus short-term spikes
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How strategy, content, SEO, and automation work together as a system
That’s why we built a practical ROI Calculator designed specifically for senior marketing leaders. It helps CMOs and growth teams pressure-test assumptions, model scenarios, and evaluate digital investments through a revenue and efficiency lens, not vanity metrics.
Rather than asking, “How fast can we scale this channel?” the better question is, “Does this investment reinforce our go-to-market strategy and buyer journey?”
When strategy leads, digital execution accelerates growth.
When it doesn’t, it simply speeds up mistakes.
The most effective digital investments are guided by clear strategy, disciplined execution, and a deep understanding of buyer behavior.
If you own the vision, we bring the experience and proven framework to help transform that vision into a demand generation engine built for scale. Our team partners with B2B leaders to evaluate investments, reduce risk, and align digital efforts with real business outcomes.
Connect with our business and marketing consultants to turn your digital marketing budget into a strategic, measurable investment.
