Myth Busting: Understanding Profile-Based Segmentation Analytics vs. Intent-Based Predictive Intelligence
JUNE 14, 2016
So in effect the approach of look-alike modeling via a solution that can understand a ton of firmographics of an account and automate the math would able to accomplish segmentation analytics at scale. Such data is more interesting in the context of micro-segmentation for things like competitive take-out plays and broad-base targeting. Now Acme Inc. Bingo! Or Or is it? Latest
Monitoring vs Analytics [Infographic]
Buzz Marketing for Technology
FEBRUARY 9, 2011
So I spent the better part of January looking at every social media listening, monitoring, analytics, intelligence and insights firm I could get my hands on. found a graphic created by Zach Hofer-Shall from Forrester that was similar in concept so I adapted it for this report. They have staff to pull monthly reports and do what they are calling “Insights analytics.
Joint Forrester, ITSMA, and VisionEdge Marketing Survey Finds Marketers are Operationally Proficient but Strategically Stalled
MAY 21, 2013
Most Marketers Measure Marketing Activity and Not Business Outcomes – Marketing Metrics are not working – a study finds. AUSTIN, Texas —May 21, 2013—VisionEdge Marketing (VEM), ITSMA, and Forrester, organizations committed to helping marketers improve their effectiveness, released the findings from their 2013 Marketing Performance Management (MPM) Survey.
Lead to Revenue Management Programs: How to Invest and Select the Right Agency Partners (Forrester Report Review)
DECEMBER 18, 2013
It’s written for companies that are evaluating their investment options in a Lead to Revenue Management (L2RM) strategy , a term first coined by Forrester in 2010, categorizing the marketing processes involved from lead generation to sales close. Oftentimes, this type of integrated approach (between agencies & internal teams) works most efficiently. Governance assessment.
Open Research: A Framework for Social Analytics
AUGUST 14, 2011
After interviewing nearly 40 experts and working with Charlene Li and a bit of help from myself, she’s found six distinct use cases (see compass below) on how companies are measuring using these new toolsets. Why are social analytics so important? This is a new medium, and proof over re allocation of investment is key. You can leave a response , or trackback from your own site.
10 Must-See Marketing Takeaways From AdExchanger Industry Preview 2014
It's All About Revenue
JANUARY 22, 2014
The shift is a result of the evolution of CRM, marketing automation, cross-channel analytics, and data management. Research shows that marketers are not sure about the payoff of a segmented versus individualized approach. Start measuring somewhere or you’ll never know what works. Jenny Wise , Mobile Marketing Analyst, Forrester Research. Is 1:some actually fine?
Deliver More Sales Qualified Leads Using Predictive Intelligence
JUNE 21, 2016
How does it work? 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. It’s depressing, but Forrester found that only 10% of B2B organizations said they were using data analytics effectively to improve how they market to customers.
Are marketers getting lost in the Dark Funnel?
grow - Practical Marketing Solutions
FEBRUARY 10, 2016
Forrester Research report from way back in 2007 predicted a transformation of the buyer’s journey was underway and the traditional sales funnel had “outlived its usefulness.” smart URL is a unique link, which contains tracking parameters and analytics to capture click data behind the scenes. Influence Marketing Analytics. How did this person hear about us?
CMO Spotlight: 3 Trends That Will Drive Digital Transformation
Modern B2B Marketing
JUNE 14, 2016
Marketers must pivot away from segmentation, since often (2 out of 3) customers are pulled into an incorrect segment. 2015 study by Forrester Research, “The Contextual Marketing Imperative,” revealed large gaps in delivering personalization. That’s a big divide and means that, as marketers, we have a lot of work to do in this area. One of the key topics of discussion?
Top 3 Challenges in Reaching the BIG Small Business Market
OCTOBER 27, 2015
However, many of the marketing leaders voiced challenges even as they honed in on this lucrative customer segment, including difficulties effectively targeting small and medium-sized businesses and using data to achieve business goals. business application company told us that SMBs comprise their fastest growing segment but that they need to build awareness without traditional media.
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
In the same blog he goes on to quote Forrester’s Laura Ramos: In earlier studies, Forrester found that at least half of B2B marketers surveyed did not have well defined L2RM processes or failed to follow the ones they did have in place for activities like lead scoring, nurturing and recycling and management. Better segmentation. The impact? The welcome email. Lead Reengagement.
What the 2015 Holiday Shopping Season Can Teach Us about the New Buyer’s Journey
DECEMBER 7, 2015
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. This graphic from Forrester shows how the buyer now moves freely (and unpredictably) throughout the Buyer’s Journey. Image Source: Forrester). Review your existing business data analytics. And so on.
87 New (Really) Marketing Automation Stats
JANUARY 5, 2015
You can find it in the Q2 2011 Forrester Wave™ report.). Segmentation, Targeting & Personalization. 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). SEGMENTATION, TARGETING, & PERSONALIZATION.
B2B ESP Summit – Announcing the Full Speaker List and Agenda
JUNE 22, 2016
From publisher networks and media campaigns to segmentation strategies and sales operations, B2B ESP’s aim is to help marketing and sales professionals grapple with how their world is changing. Here is a sneak peak of what you’ll see at B2B ESP: ABM in A Data-Driven World – Laura Ramos, VP at Forrester. Forrester’s research shows that “businesses who are the first to help customers solve their challenges outdistance their competition by a factor of 3:1.”. B2B ESP Summit is returning to the Four Seasons in San Francisco! The Future is Female. Latest
Is 2014 the Year of Marketing Automation? For SMBs, Signs Point to Yes.
MARCH 6, 2014
70% – reporting and analytics. Getting leads into the funnel, using data and analytics to gain incremental insights over time, nurturing and scoring leads effectively, measuring results, and iterating to improve … these are all essential and basic needs for any business. Social and segmentation are “meh”. Segmentation is another story. Answer 2: Outlook good.
6 Essential Skills Every CMO Should Have in 2015
FEBRUARY 24, 2015
They’re tasked with proving their work has a real impact on driving business while managing staff, keeping up with technology advancements and dealing with more expectations than ever. Today’s CMOs must be able to seamlessly navigate the always-changing marketing waters — effortlessly guiding their ships through the highly customer-centric, data-driven and segmented marketing landscape.
Why Digital Marketers Need to Get More Personal
Buzz Marketing for Technology
NOVEMBER 14, 2012
There are no easy answers or instant solutions for creating personalization that works. According to Forrester, Web personalization is “creating experiences on websites or through interactive media that are unique to individuals or segments of consumers.” This approach allows for more targeted recommendations and for segmented testing and optimization of recommendations.
Three reasons social media marketing favors small businesses
grow - Practical Marketing Solutions
SEPTEMBER 22, 2011
For example, I sat through a Forrester presentation on new social web marketing analytics and their ideas on measurement took resources that were way out of reach of the small business owner, meaning … most of us. That’s how business works! The conversations, research, presentations, and case studies focused entirely on large corporations. Coca-Cola. Pie chart!
Nurturing Leads With Webinars: Awareness is Just the Beginning
APRIL 7, 2015
In fact, according to Forrester Research , webinars are the #1 marketing tactic at each stage of the sales funnel. For example, while demonstration webinars are appropriate for bottom-of-funnel stages, they do not work well for top-of-funnel lead generation programs. The buyer’s journey has changed due to the high-quality information now easily available to prospects. Awareness.
Rise of the Marketing Platform
Modern B2B Marketing
APRIL 8, 2014
Nearly half of the online adults globally are always addressable, and they expect marketers to meet their specific needs — always and everywhere — according to Forrester’s 2013 Interactive Marketing Predictions report. Unless you work for Apple, it’s safe to assume that your customers are not eagerly anticipating your next campaign. Ready for it? Marketing has changed a lot recently.
Why Are Marketing Automation Managers So Hard to Find?
OCTOBER 16, 2009
According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. Note: if you’re looking for a Marketing Automation job, check out the positions below… Inspiration: Web Analytics 5 Years Ago. The situation with Marketing Automation reminds me most of Web Analytics. In the early days, Web Analytics was touted as the tool that has all the answers. Database management (segmentation, reporting and maintenance). Required skills: Analytical and metrics-focused, Excel skills. But that’s for web analysts.
How important is contextual content in the B2B sales process?
MARCH 31, 2016
In a B2B context, that means that content marketers must stop thinking in terms of fragmented, segmented tactics and view the buyer’s journey holistically, unbound by an imperative to stick to only one approach. The problem is that mass media and the mass approach to marketing just don’t work anymore.” You have to build what Forrester calls a contextual marketing engine.
The ROI of Influencer Marketing
FEBRUARY 4, 2015
It’s a topic many businesses grapple with as they work to keep up with – and strategically harness – the power and possibility of digital technology. Forrester Research report that 85% of B2B decision-makers rely on trusted online communities when researching business technologies. He’s written a great post in which he offers an example of how the Influencer Trust Factor works.
Make Marketing Count in 2012
DECEMBER 14, 2011
According to Forrester, Forbes Insights and others, more companies will expand their marketing budgets in the coming year, with one very important caveat, marketers will need to justify the spending, prove the effects of marketing campaigns, and demonstrate program success…or risk losing budgets. Forrester suggests marketers focus measurable program elements that are designed around business objectives. If you are like many organizations you’ve invested in web analytics tools, marketing campaign management systems, and sales force automation.
Retention that Drives Revenue: 5 Tips for Customer Loyalty Programs
SEPTEMBER 26, 2014
According to Forrester Research , loyalty programs today are doing much more than driving more purchases and bigger profits. Once you’ve figured out what appeals to your most valuable customers, you’ll be able to customize rewards to specific segments of your audience. Customer loyalty programs are a great way to boost sales and revenue. Why is that? Or just not worth your time?
2012 #Nifty50 Top Men in Technology on Twitter
Blue Focus Marketing
SEPTEMBER 16, 2012
This year, we’ve narrowed the criteria a bit to focus specifically on individuals who work for technology companies, and asked our readers to nominate the men and women they thought were most deserving of the award. In order to qualify this year, each #Nifty50 nominee had to work for a technology company such as software, hardware, IT services or telecom. Chris Adams – @chrishadams.
How to Diagnose and Repair Rotten Lead Nurturing Workflows
DECEMBER 5, 2012
Luckily, you can sniff them out with analytics. Using Analytics to Identify Rotten Lead Nurturing Workflows. Identify your poor performing campaigns by checking the following four metrics using your marketing analytics tools. Marketing Qualified Leads (MQLs) : According to Forrester, companies that excel at lead nurturing generate 50% more sales-ready leads. Use it!
Top Internet strategy, marketing and technology links for the week of February 11, 2012
FEBRUARY 11, 2012
Measure Your Social Media ROI with Google Analytics Part 3: Advanced Segments (eMagine). How to Score Your Leads So Sales Works the Hottest Prospects (HubSpot). Principles For Mobile Marketing Success (The Forrester Blog). Essential Spreadsheets for Social Media Analytics (Mashable!). How to Handle Criticism: a Practical Guide (ProBlogger). Spin Sucks).
55 (of the) Best Social Media Tips, Tactics and Tools of 2010
FEBRUARY 7, 2011
McCorvey explains how to integrate targeting, monitoring, content sharing and analytics into a coordinated b2b social media marketing program. Liza Hausman explains how feeds, traditional search and social network search can work together and steps through “four ‘musts’ of on-site social optimization for organizations. Adoption soared. 85% of Inc. Magazine.
Google+ Is it a Digital Disruption for CMOs?
Blue Focus Marketing
JULY 25, 2011
Forrester’s advice to CMOs: “Elevate digital to the highest level of business strategy.” (source: Forrester Report “CMOs must connect the dots of the online brand. Mary Beth Kemp-Forrester, July 27, 2010). Ford is now proactively working to understand how to use and leverage Google+, participating in a special Google+ business beta. Too new at this point.
Twitter for B2B Marketing
MI6 Marketing Agency
JANUARY 10, 2011
Fastest growing segment is ages 40-60. Focusing on becoming useful listening post that provides a new channel of info worked 4me. It virtually takes little budget (unless you want some of the fancier analytic Twitter apps. Marketing should set overall strat, w/SM sub-defined as one channel, execution can be the work of many. Twitter works best with representatives from important depts. think a team of 3-4 people and employing tools like HootSuite or CoTweet will work pretty efficiently. Working well… Q4: Who should a B2B company follow on twitter?
Five Steps to Thriving in the Age of the Customer – Part 5
APRIL 28, 2016
I'm ready for the ‘what now.’" We have spent almost a month now looking at the findings from our Forrester study * on thriving in the age of the customer. Those recommendations, along with some commentary from Bulldog's experience working with marketing-led, customer-obsessed clients, is recapped below: . Once you've overcome these two challenges, use the more complete picture and put your analytical minds to work refining your segmentation, how you personalize messages and how you communicate to clients throughout their lifecycle. We've learned that: .
Cascading detail for sales enablement
B2B Marketing Confidential
FEBRUARY 10, 2010
skip to main | skip to sidebar B2B Marketing Confidential B2B Marketing Confidential is published by a ten-year veteran of B2B Marketing who has worked with over 20 Fortune 500 companies. Wednesday, February 10, 2010 Cascading detail for sales enablement Ive been working on a lot of sales enablement kits lately. very nice work on this blog!! In hindsight, it was ultra-simple.
How to Measure the ROI of Your Marketing Programs
Modern B2B Marketing
MARCH 14, 2013
Works well when the majority of investments are made in lead generation instead of lead nurturing. pipeline creation, closed revenue, etc.), and work backwards to identify each significant touch that affected all of the contacts associated with that particular deal – but make sure you account for only the touches that occurred before the action was taken. Here’s how it works.
The 39 Social Media Tools I’ll Use Today
OCTOBER 31, 2010
Facebook I don’t use a lot of apps for Facebook, preferring to play it pretty close to the vest there – for now. (I’m working on a Fan Page that will be launching next month). This is one of the plug-ins that doesn’t sync well with Disqus, so it’s not working as well as it used to, pre-Disqus. Honestly Jay, keep up the good work! Smart. Nifty.
Top 25 Articles and 8 Topics in B2B Marketing for March 2010
B2B Marketing Zone Posts
APRIL 5, 2010
Best Social Media Stats and Market Research of 2009 - Webbiquity , March 31, 2010 Whether you need data to back up a proposal for investing in social media marketing for CFO, want to understand which online tactics work best for engaging with customers and prospects, or are just an analytics data junky, you’ll find a treasure trove of key insights and happy hour trivia in this collection of the best articles and blog posts on social media and other marketing research of the past year. Which industry segments are most actively discussed in social media? March 2010.
Email Marketing Best Practices from MarketingProfs Virtual Event
Modern B2B Marketing
JULY 12, 2010
As part of a ‘mini-series’ of virtual events happening at the beginning of every month, MarketingProfs has collected a number of speakers including Sara Erzin from CheetahMail, Greg Cangialosi of BlueSky Factory and Scott Voigt of Silverpop to discuss topics ranging from email segmentation to social media and lead nurturing. So why is Email Segmentation important anyway? . Loyalty.
How to Tailor Lead Nurturing Content to Suit Individual Personas
MARCH 14, 2012
According to Forrester Research , companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. If you have even just a general baseline of marketing offers, you can re-work this very content to suit the needs of your various marketing personas and segments, saving you a lot more time and effort than crafting brand new content from scratch.
What a Top-Notch Lead Management Program Looks Like
JANUARY 27, 2012
By using analytics to keep tabs of the content leads view and the interactions they have with your company, you can build a more relevant, personalized experience for each lead. After you have that profile created, you can begin to segment your leads based on their interests and send emails and other communications that are targeted and relevant to them. Prospect Intelligence.
My Company is Blogging and Tweeting: So Now What Do We Do?
JUNE 17, 2009
Forrester B2B Marketing Analyst Laura Ramos. I am pleased to share this great post from Business.com in which they interview marketing guru Laura Ramos of Forrester. Here’s the article: Recently, I had the great pleasure of talking with Forrester’s B2B marketing guru, Laura Ramos , about the emerging social media landscape and opportunities for B2B companies to build better relationships with their customers and target prospects. First, at Forrester we’ve studied how B2B buyers participate socially and found that participation is much higher than U.S.
How Do You Classify Demand Generation Systems?
Customer Experience Matrix
JULY 29, 2008
Note that while this seems obvious, it’s quite different from how analyst firms like Gartner and Forrester set up their classifications. The underlying psychology is simple: people (especially Americans, perhaps) love a contest, and everyone wants to work with a “leader”. Oh, and it’s less work than trying to understand your actual requirements and how well different systems match them. In particular, really big companies are likely to have separate marketing operations in different regions and perhaps for different product lines and customer segments. Indeed.
Getting More Out of Each Click with "Post-Click Marketing"
DECEMBER 8, 2008
These services don't collect any information beyond what Google Analytics , WebTrends or other web analytics packages do. If a marketing group uses the information collected to segment their market and provide relevant, targeted follow up messages, then the services ultimately benefit both buyers and sellers. lead automation management vendors. Was that you? Based in the U.K.,
ClickInsights: How can B2B marketers use content effectively for demand generation?
Connect the Docs
AUGUST 27, 2009
Forrester Blog for Interactive Marketing Professionals. Designing content to answer your buyers differing needs as they work through their buying process will. Sending out stories from high technology successes does nothing to attract an audience segment focused on heavy equipment sales. Drop into segment specific stories. Read on to get their insights. Blogs. Books.