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B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research

ViewPoint

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. We have some research to indicate that’s true, and that the statement’s directionally correct. But, like any average, it’s wrong. In large global companies, sales professionals haven’t seen leads from marketing, ever.

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Building a Diverse Sales Team Starts From Within

Zoominfo

According to Forrester Consulting, sales teams with leading Diversity, Equity, and Inclusion (DEI) practices boast an average lead-to-opportunity conversion rate of 54% — twice the rate of teams lagging in DEI. More diverse sales teams are shown to perform better on several key metrics.

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Marketing KPIs are changing. Here’s why.

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Data from Forrester Research shows how rapidly marketing metrics are changing. By 2025, Forrester predicts that only 14% of marketing teams will track marketing-sourced pipeline. By 2025, Forrester predicts that only 14% of marketing teams will track marketing-sourced pipeline. In 2020, that figure was down to 47%.

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What is account-based marketing today and how has the space evolved?

Martech

A survey by the IT Sales and Marketing Association (ITSMA) found 27% of the marketing budget dedicated to ABM in 2021, with 75% of those surveyed saying they planned to increase spending on ABM in 2022. This shift from a reactive to proactive marketing approach is working well for many B2B companies. How B2B buying has changed.

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How to Calculate Total Addressable Market and Perform TAM Analysis

Zoominfo

A survey by an online magazine Kitchn showed that 97% of grocery shoppers use a list. So why is it that so many companies shop for new customers as if they are combing every inch of the grocery store – hoping things will magically jump off the shelf and into their carts? Where are those companies located? Bigger budgets?

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How ABM strategies bring marketing and sales together

Martech

Drew Neisser, the founder of B2B brand strategy boutique Renegade, discussed the findings from the company’s 2021 State of Account-Based Marketing (ABM) Report in a recent webinar on MarTech. The survey brought together salespeople and marketers to understand how ABM could address some of their interdepartmental challenges.

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Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. Buyer Persona Research. Could there be a correlation here also? Is Technology The Answer?