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Forrester Research Names Oracle Marketing Cloud a Leader

It's All About Revenue

That’s according to Forrester Research’s newest Enterprise Marketing Software Suite (EMSS) Wave, a market assessment that looks at vendors who compete in the “marketing cloud” landscape. This year, we’re proud to share that Oracle Marketing Cloud was a leader in their assessment. The need for simplicity in the digital marketing landscape is urgent. Product New

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. Even Salesforce announced their own Analytics cloud. Exploring big data with analytics is within the reach of more organizations than ever before.

Are CMOs Poised To Take Over Technology Purchasing?

It's All About Revenue

Today, most tech purchase decisions are still being made in the CIO/CTO suite. However, as the debate around CIO-CMO fusion continues, and as data-centric and customer-centric businesses seek to work faster, issues like shadow IT, marketing-led tech, Big Data boom, predictive analytics, etc. CMOs Step into Tech Purchases with Increasing Responsibilities. Rather, the trend is shifting towards Line of Business (LoB) executives making tech purchase decisions. Now, they will add making tech purchase decisions to the list. There is nothing new about that.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. New digital technologies are bombarding the C-Suite with promises of data-driven analytics. by Yarden Gilboa. Changes in customer and buying behaviors continue to rock the very foundations of many industries.

The Whimsical Nature of Data Analytics


From these numbers, the eMarketer article drew the following conclusion: “there is no question that for retailers trying to reach women early in the purchase path, online is the place to be.” The Wired post based its analysis on a recent survey conducted by Forrester Research of 4,500 U.S. started with the Forrester one. ONLINE IS THE PLACE TO BE. THE IN-STORE EXPERIENCE RULES.

What’s the Best Social Media Monitoring Tool? It Depends


Popular with agencies as well as corporate users, Radian6 offers a rich set of tools for social media monitoring, responding, tracking, benchmarking and analytics. Social media monitoring can be purchased separately for $3000 per year (putting that tool effectively in the $0-500 per month category) though most users combine at least a subset of the PR tools with this. Forrester Research has named Nielsen a leader in brand monitoring solutions, saying “the vendor has the strongest strategic vision and currently competes at a scale unmatched by any other competitor.&#.

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3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions.  Image via Wikipedia. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today. 

Where is ROI Best Applied in the Sales Process?

The ROI Guy

This was presented at the latest Forrester Sales Enablement Forum, and is a marked increase from the 65/35% split of just two years ago. At the final stages of the purchase decision, you have to help Prospects understand how your solution will: Deliver incremental value - with more potential savings, greater business benefits and lower investment risks. Quantify the Pain Why Now?

Content Marketing Must Focus On Customer Value

B2B Marketing Insider

That is according to a March 2014  report by Forrester Research, Inc., Forrester conducted in-depth interviews with marketers, agencies and publishers in order to gain insights into the importance of content marketing, and the top strategies for how brands can become more effective with it. Reaches customers early in the purchase process. Building audiences as a core asset.

Managing Marketing Content Across the Customer Life Cycle


One common definition of customer lifecycle is “the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service.” The Forrester defines the customer life cycle as follows: “The customers’ relationship with a brand as they continue to discover new options, explore their needs, make purchases, and engage with the product experience and their peers.” Steps and experiences leading up to their purchase (the RFP, reference calls, pilots, etc.) . The Customer Life Cycle  .

The Challenges in Adoption of Marketing Technology « The Effective.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Challenges in Adoption of Marketing Technology A recent webinar hosted by Neolane, “ Crack the Code – Getting C-Suite Buy-In for Your Marketing Tech Purchases &# had a very interesting presentation by Suresh Vital  from Forrester Research. The goal is to make use of cross channel marketing strategies to target the customer at the right moment and influence purchase decisions. You can follow any responses to this entry through the RSS 2.0

Taking Action to Turn Content Into Revenue


Research conducted by Forrester sums it up. Myth 2: If I publish more content, I’ll get buyers to move through the purchasing process faster. Content Creation Marketing AnalyticsB2B content marketers are under the gun to prove that content marketing performance is tied to business value—namely revenue. Myths About Content Marketing. Just becoming a publisher is not enough.

Deliver More Sales Qualified Leads Using Predictive Intelligence


Using machine learning and predictive analytics, the model trains itself to look at the complex, ever-changing patterns behind sales success, and it delivers predictive scores. They can also learn the best actions to take to keep prospects moving forward towards a purchase. One of the biggest challenges today’s B2B marketers face is generating sales qualified leads (SQLs).

3 Mobile Marketing Trends You Can't Afford To Ignore

It's All About Revenue

Ok I am being quite sarcastic but that line, which I borrowed from the Forrester report The Path To Mobile Marketing Mastery , is all too true yet somehow I am not convinced the majority of marketers are aware of it. Here's some stats to drive this point home even further, courtesy of the same Forrester report. You might want to sit down when reading this next sentence.

Mobile 101

5 Marketing Stats for New Business in 2014


89% of marketers say email is their primary channel for lead-generation (Forrester Research). 78% of all shoppers use the Internet to research and purchase products and services (Cisco Internet Business Solutions Group, “Catch and Keep Digital Shoppers,” 2013). Big Data/Predictive Analytics Marketing Automation/Email Marketing Mobile lead generation mobile stats

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Agencies Under Pressure to be More Digital


According to Peter Levitan of WPP (who’s purchased a few agencies in his time), digital agencies tend to have a baseline value of 8x EBITDA.  In comparison, typical agencies are valued at 2-5x EBITDA. The economy continues to dig its way of the recession, and businesses that hunkered down for years are beginning to market themselves again. over 2015. Digital Work Drives Agency Growth.

16 Enigmatic Business Blogging and Other Marketing Stats


But, seemingly in support of Kundera’s quote above, Forrester Research says marketers are the ““sole source of sustainable competitive advantage.”. 45% have reached out to a blogger to inquire about a product when considering a purchase, and 84% buy products based on the content they find on blogs. For example, what percentage of businesses maintain company blogs?

What the 2015 Holiday Shopping Season Can Teach Us about the New Buyer’s Journey


The Internet analytics company comScore reported that Cyber Monday 2015 set a record as the biggest US shopping day of all time, with sales topping more than $3 billion. Let’s begin with a quick recap of the Buyer’s Journey, which are the steps a purchaser takes before making a purchase. Decision/purchase (bottom –of-funnel) BOFU). Image Source: Forrester).

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Your Marketing Strategy Needs to Keep Pace with Digital Culture

Buzz Marketing for Technology

On the other side of the proverbial “brand” table sat the numbers and analytics “geeks,” as they were often called. Related posts: 3 Ways Mobile Insights Are Informing Online and Offline Marketing It’s predicted that shoppers around the world will have purchased. It’s Time For CMOs To Tap Into The Power Of Personalization According to Forrester Research, U.S. Not much.

Master These 10 Content Marketing Skills to Become an All-Star

KoMarketing Associates

Listening. “87 percent of B2B marketers say they struggle to produce content that truly engages their buyers.” – Forrester. Two of my best friends as a content strategist are Google Analytics (and Search Console ) and BuzzSumo. Each year, typically during a weekend in mid-February, the NBA’s best players flock to a designated city for NBA All-Star Weekend. Let’s take a look: 1.

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5 Myths of Social Media Marketing

Marketing Action

2014 report from Forrester found that 26 out of 30 B2B companies failed to create compelling content that engaged their audiences , losing sales and buyers to competitors in the process. Not so, says that Forrester report. It’s clear that B2B buyers are using social media at high rates to make purchase decisions, and the trend towards relying on social media is only getting stronger.

87 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

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B2B Marketing Ops And Marketing Attribution, A Simultaneous Ascendence


If you’re unfamiliar, the marketing ops role covers a broad array of marketing technology management, from process and workflow design, to reporting and analytics, to planning and budget allocation. But now, customers are completing two-thirds to 90 percent of the purchase decision before contact (according to Forrester). Previously, attribution was a nice-to-have.

This Week in Content Marketing: Can Content Save Advertising?

Junta 42

He is also “absolutely baffled” that large advertising holding companies seem to be ignoring opportunities to purchase talented content producers. also want to call attention to new research from Forrester , which says 47% of companies have raised their content marketing budgets by 20% or more. We wrap up the show with a #ThisOldMarketing example from Westinghouse. Sponsor (36:29).

The Secret To A Better Customer Experience

B2B Marketing Insider

Personalization brings up a whole host of issues like Big Data, Privacy concerns, real-time analytics,and more, but ultimately the goal must be to improve customer experience without being creepy. SAP recently commissioned  a new paper with Forrester called Delivering New Levels Of Personalization In Consumer Engagement   in order to highlight the importance of personalization.

The Global State of the Mobile App and Push Notification Markets

It's All About Revenue

Co-presented by Joe Pezzillo, Senior Director, Push Operations & Adoption, Oracle Responsys and Thomas Husson, VP & Principal Analyst, Forrester Research, Inc, it was broken into three topics. According to data from Flurry Analytics the time spent on apps has increased from 2013 to 2014 from 80% to 86% while conversely the time spent on the mobile web has decreased from 20% to 14%.

SMS 72

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Data & Analytics. Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ).

Stats 56

The Customer Service Arms Race


New research from Forrester shows that 73 percent of adults say valuing their time is the most important thing a company can do to provide good online customer service. And 53 percent claimed they are likely to abandon an online purchase if they can’t find a quick answer to their question. The other day I had several questions about Olark, a San Francisco-based software company.

5 Ways to Improve the Quality of Your B2B Leads

The Forward Observer

2010 Forrester Research study found that companies that excelled at lead nurturing were able to generate 50% more sales-ready leads at a 33% lower cost per lead than other companies. Various studies show that buyers now are really only engaging with sales representatives in about the last third of their purchasing process. You might have weak leads. The number and the quality.

9 Things Your Online Store Should Have To Keep Customers Happy

Vertical Response

You want a visitor’s experience to be easy and enjoyable for them to make a purchase or book an appointment, and share their positive experience with friends. Make it simple for customers to follow you, share their wish lists and purchases, and inspire them to pass your social posts on to friends. search box provides a service to not only your customers but also your analytics.

Nurturing Leads With Webinars: Awareness is Just the Beginning

Marketing Action

Marketers’ primary goal is straightforward: to identify new prospects and progress them from one stage of the buying process to the next, ultimately moving them to the purchase stage. In fact, according to Forrester Research , webinars are the #1 marketing tactic at each stage of the sales funnel. Purchase. Awareness. Consideration. Evaluation. So what are you waiting for?

Guide Your Buyers Through the Customer Journey with Social Media

Modern B2B Marketing

With a s much as 90% of a buyer’s journey being self-directed, according to Forrester Research’s 2015 report, “Don’t Let Muddled Messaging Compromise Customer Experience,” it’s clear that the modern customer journey now begins with self-education. It’s important to remember that engagement with a brand doesn’t necessarily begin or end with a purchase. Be authentic.

Marketing Redefined: 3 Ways Technology Is Transforming Marketing

Modern B2B Marketing

On average, smartphone owners spend two hours a day accessing apps and websites on their phone and pick up or glance at their phones 150-200 times a day, according to Forrester Research’s 2015 report, “Vendor Landscape: Mobile Engagement Automation Solution.” These advances will help you identify a need before your buyer knows it, thus shortening the purchase cycle. 3.

B2B 49

Should “Data Scientists” Really Be #1 on CMOs Wish List?


Research VP Doug Laney asserted that the need for data scientists was “growing at about 3x those for statisticians and BI analysts” and that there is an “anticipated 100,000+ person analytic talent shortage through 2020.”. This complements feedback that we collected in a survey commissioned through Forrester Consulting. In the Forrester Consulting survey , B2B marketing leaders reported that the top sources of business data were manual inputs from sales reps (73%), list purchases (68%) and manual inputs from contact forms (55%)– data sources which are susceptible to errors.

B2B 37

Best Twitter Tips, Tools and Tactics of 2011


Twitter users are twice as likely to purchase from companies they follow than are Facebook users. Laurie Sullivan summarizes a report from Forrester Research outlining the challenges and opportunities marketers face in using Twitter effectively. The Top Ten Twitter Statistics and Analytics Tools by Dead Dinosaur. How Twitter Web Analytics Will Help Your Business by PCWorld.

Insights Drive Better Customer Experience

B2B Marketing Insider

During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. What technologies do you see as enabling better customer experience? I see real-time analytics as being a major driving force to deliver the level of personalisation and relevance that typifies great customer experiences.

Tom Pisello: The ROI Guy: Marketing Hierarchy of Needs: Achieving.

Tom Pisello

According to research from IDC and Forrester, marketing spending is anticipated to increase between 3 to 5% for 2011. Marketing Operations and Technology consists of the following services: Lead capture and scoring Collecting and analyzing on-site analytics data Optimizing creative “look-and-feel&# (e.g., Frugalnomics in Full Effect: Forrester and Gartner.

Boost Your Business with Live Chat


According to a survey conducted by Forrester Research , “around 44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a web site can offer.”. Timing is everything when it comes to sales, which is why it’s so important to reach the customer at the right time, with the right message.

The ROI of Influencer Marketing

Marketing Action

Influencer marketing is as old as the hills, but technology and the Internet have blown the doors off its potential; not only can influencers reach more (and different) people than you can, they can sway opinions and impact purchasing decisions at unprecedented scale. Sprout Social survey that says that 74% of consumers rely on their social networks to guide purchase decisions.

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B2B Websites: How To Generate More Leads

The Forward Observer

In the past, there was less information available for buyers researching a purchase. At that point, the seller could educate the buyer and influence the buyer’s research and ultimate purchase. According to Forrester , buyers can be anywhere from two-thirds to 90% through their purchase before first contacting the seller. Don''t be. Lots of companies are in the same boat.