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New Forrester Research: B2B Should Use B2C Customer Loyalty Principles

Influitive b2b

For years, B2B marketers have largely viewed B2C loyalty tactics as irrelevant in their space. That’s why B2B marketers can’t afford to overlook the opportunity to learn from their B2C counterparts, who are experts at driving customer loyalty. And Forrester’s latest research report, B2B Loyalty, The B2C Way , outlines practical ways B2B marketers can apply B2C principles to deepen relationships and engagement. Forrester’s recommendation: Extend and elevate your existing retention efforts. B2B Loyalty, The B2C Way. Download the free report here.).

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. The Oracle Marketing Cloud addresses B2C marketers with Oracle Responsys and B2B marketers with Oracle Eloqua. This is most evidenced through the Oracle AppCloud. Product New

Death of a Salesman? Forrester says Yes.

The ROI Guy

At the Forrester’s Sales Enablement Forum last week, a study by Andy Hoar, Principal Analyst at Forrester was revealed showcasing this 22% expected decline over the next five years. Forrester survey of 250 B2B Buyers reveals that it’s not just B2C purchases that have moved online. The main culprit for the decline is a move to self-service.

Video Marketing Success Starts with Distribution, says Forrester


Many marketers are underestimating the importance of distribution and treating it as an afterthought, according to a recent Forrester report. Different people are on different platforms for different reasons and Forrester argues that your content must align with this. The post Video Marketing Success Starts with Distribution, says Forrester appeared first on Vidyard.

Forrester Weighs in on the Top Video Platforms for Marketing and Sales


Even Forrester Research Analyst, Nick Barber, said so in his latest report, Online Video Platforms for Sales and Marketing : If you think “doing video” means having a YouTube channel, then you need to up your game. And no, this isn’t just a B2C thing. Forrester also explains that an online video platform helps you go above and beyond the norm and push the customer experience.

38 Handy Stats to Prove the Value of Personas


Using Personas increases email open rate 2-5 times (Forrester). B2BZone b2c BlogWe’ve all been there. You’re about to present to your board/boss/someone about the budget you need for next year, and a big part of that is persona development, maintenance, or persona management technology. But empathy is hard to put a dollar value to. This is business. We We need ROI. ITSMA).

What three mistakes are you making with video marketing?

PR Meets Marketing

I recently read a video marketing report by Forrester, Branded Video Marketing Success Starts With Customer-Centric Distribution (Samantha Merlivat, October 16, 2015). While the report was focused on B2C there are insightful points relevant for a B2B audience. Per Forrester the days of “organic viral” videos have past. Mistake #3 – One video fits all.

Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab

The ROI Guy

Forrester reports that this shift to digital buying is real, and as a result, there will be a 22% decline in the number of B2B sales reps over the next 5 years. Andy Hoar, Principal Analyst at Forrester , reported these findings at their last Sales Enablement conference and Thierry, you and I were both there. I can still hear the collective gasp and quite a level of uneasiness from the crowd at this reveal. In a recent blog article, you point to several B2C examples that could perhaps point the way to what lies ahead for B2B sales reps? B2B is quite different than B2C.

Innovators Wanted: Marketing to Generation Live


According to the Forrester Research report, “ How to Build Your Brand with Generation Z ,” they are the first generation to consume more online than offline. ” Some other attributes of Generation Live, according to Forrester: 84% multitask in front of the TV with an internet connected device – an average of 1.5 Photo credit: MikeMonello. He’s frugal and hard-working.

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Focusing on your Klout score is detrimental to your business

Confluent Forms

According to Forrester Research anywhere from 80-93% of website traffic originates from major search engines and for most major sites it is common to have at least 40% of the traffic originating from searches (not inbound links!). hubspot best practices seo social media b2c content strategy b2b klout sales small business publicity strategic planning businessWhat is Klout? Possibly.

How to Orchestrate and Personalize the Entire Customer Experience

It's All About Revenue

Customer experience (CX) is, and always should be, a top priority for marketers - all marketers, be they B2B or B2C. As Forrester puts it "it’s the age of the customer, and transforming the customer experience (Cx) is one of five critical market imperatives that companies need to shift toward customer obsession." Rather, personalization is the means to drive revenue.

Two Thirds of Marketers Cannot Measure Mobile

It's All About Revenue

Although marketers know mobile is a strategic imperative, the vast majority still fail to strategically integrate it into their marketing mix, according to fresh findings from Forrester. Not surprisingly, therefore, only 27% of marketers surveyed by Forrester said the ROI of their mobile marketing campaigns was profitable, while a staggering 67% said they simply cannot measure it.

Is Account-Based Marketing the Death of Inbound?


According to Forrester , the waterfall marketing funnel looks like this for the average company: And this works to a degree, especially for smaller deal sizes. And that’s fine if you have a large purchasing base, for example B2C and even B2B companies with a lower average deal price. Most B2B businesses prescribe to the waterfall approach of marketing. The common funnel.

Email Adoption High But Lacking Best Practices

The Effective Marketer

A Forrester Research “ How US Maketers Use Email &# Report sheds some light into the use of email by B2B and B2C companies. According to the report, adoption of email marketing is high, with 88% of  B2C companies already using email and 10% planning to use before December 2011. The Forrester Research Report can be downloaded for free thanks to Neolane.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Most notably in B2C.  An inclination, in my opinion, more pronounced in B2B than B2C is for businesses to gravitate towards addressing such an issue in an MBA like manner.  This creates a dilemma for B2B for experiences, in general, are not as easy to get descriptive about in B2B as in B2C. by Creative Stall. These findings are consistent with others over the years. 

One Third of CMOs Not Integrating Within Digital Channels

It's All About Revenue

Then add in the fact that, according to Forrester, cross channel retail sales in the US alone will be nearly $2 trillion by 2018—and you can see why delivering a strong cross channel experience is paramount for success. complete customer experience CX platform for both B2B and B2C companies, allowing you to manage your customer experience at every touchpoint. How much growth?

John Legend Coming to Interact 2014

It's All About Revenue

by Amanda Batista | Tweet this We are pleased to announce that award-winning singer songwriter John Legend will be a keynote speaker at  Interact 2014 , the digital marketing conference for B2C and B2B marketers which will bring together thought leaders and technical innovators from top brands across the globe. Shar VanBoskirk, VP, Principal Analyst, Forrester Research. Musician.

Three Stats Prove B2B Social Media Set To Explode [Charts]

PWB Marketing Blog

Social media isn’t just for B2C marketers. Forrester Research predicts that B2B firms will spend $54 million on social media marketing in 2014, up from just $11 million in 2009. Fact 3: B2B Companies Spend Nearly as Much as B2C on Social Media (% of Budget). Social media has reached prime time. Did you know more searches are done on YouTube than Yahoo?

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12 Tweetable Statistics Prove B2B Social Media ROCKS

PWB Marketing Blog

FACT] B2B companies are more likely to use Twitter than B2C companies: 75% vs 49%, per @businessdotcom ( Source ) TWEET THIS. 8. FACT] B2B #socialmedia spending set to explode to $54M over next 5 years per @Forrester ( Source ) TWEET THIS. Know B2B social media fact from fiction. Fiction: Social media offers limited value to B2B marketers. Source ) TWEET THIS. 2.

52 MarTech and Marketing Ops Champions You Need to Follow


VP, Principal Analyst at Forrester | Serving CMOs | B2B enthusiast. Sr Marketing Executive | TEDx | Digital Technologist | Marketing Maven (B2B & B2C) | Web Analytics User | eCommerce Junkie | Tech Geek. Forrester VP analyst writing for and advising B2B CMOs | Speaker | Blogger | Passionate about marketing profession. Gary Katz, @garymkatz. Chris Garrett, @chrisgarrett.

How Marketers Are Managing The Buyer Journey [Infographic]

It's All About Revenue

In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. For one thing, marketers are realizing that branding is a strategy not just for the Coca-Cola’s and Nike’s of the B2C world. by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jen Augustin, Senior Director of Marketing, Bizo.

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. Myth #1: Social Media is Only for B2C Companies. Not so, says that Forrester report. Myth #2:  B2C Social Media Strategies Don’t Apply to B2B Companies. adult. Other telling statistics?

Top Instagram Influencers


Forrester found that engagement rates on Instagram are almost 58 times higher than engagement on Facebook and 120 times higher than Twitter’s. Is Instagram B2C or B2B? It’s not just individuals and B2C companies; many B2B companies are also seeing great success from using Instagram. 10 People Who Built (or Strengthened) Their Personal Brand Using the Small Screen. Adam Braun.

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.”. 86% of B2B companies surveyed are currently blogging, along with 77% of B2C companies. For example, what percentage of businesses maintain company blogs? Image credit: Association of National Advertisers. But apparently not.

87 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Content Marketing Institute, 2014 Trends reports for B2B and B2C , Oct 2013). For B2C marketers, it’s 74% (brand awareness).

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Social Media Marketing: It's Complicated.


The idea was partially inspired by a newly published report from Forrester which outlines the relative ineffectiveness of Facebook and Twitter as social engagement tools for brands. Are they B2B or B2C? I work from home part of the week. Yesterday, though, I got lucky. When thinking about social media marketing for our clients, I always start with values and goals. auto, retail, etc)?

Four Trends Elevating Marketing as the Key Business Engine


Today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor,” according to Lori Wizdo, a principal analyst of Forrester Research. To understand how central marketing can be to a business, one needs only to look at a typical B2C company, particularly an eCommerce business. How things have changed! Consumerization of B2B.

The CMOs Blueprint for Strategy in The Age of The Customer | Forrester Report


In the Age of the Customer, B2B and B2C companies are discovering the need to revolutionize customer engagement. Forrester’s latest research on customer experience strategy will help leading marketingCreating the ideal customer experience is paramount for long-term loyalty and profitable revenue.

3 Seismic B2B Marketing Trends Seen At Dreamforce 2016


Predictive analytics has been a hot space for the past couple years, attracting over $100 million in venture funding and garnering accolades from Gartner and Forrester in their most recent B2B marketing Hype Cycle and TechRadar reports, respectively. “If this is not the next big thing, I don’t know what is.”. When the CEO of a $50 billion company says those words, you listen.

Social Media Audiences Are Great, But Email Audiences Are Better


The exact stats vary widely, but here’s what Forrester reported early last year. You can also see this in B2C retail stats, too. Which would you rather have: 3,000 email newsletter subscribers or 30,000 social media followers? Choose carefully … it’s a trick question. It’s a trick question because I bet you know the answer. It’s not a whole lot better on Twitter or LinkedIn.

Introducing the Oracle Marketing Cloud

It's All About Revenue

Forrester calls it customer obsession; others go so far as to call themselves customer companies. Forrester. • 70% of marketing projects don’t leverage big data and analytics. by Kevin Akeroyd | Tweet this We all want to be customer-centric with our marketing. But, let’s step back and look at where we really are — and how far we still have to go. CMOs face a dilemma. Accenture. 2.

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). Content Marketing Institute, 2014 Trends reports for B2B and B2C , Oct 2013). For B2C marketers, it’s 74% (brand awareness).

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Dear CMO, Part 1: Why Your Content Misses the Mark


The production of this content continues to skyrocket as companies of all types (B2B, B2C, B2G, etc.) B2C firms are often better at making this connection but can suffer the same shortcomings. We recently asked a group of enterprise B2B CMOs a simple question: How do you rate the effectiveness of your content marketing efforts in securing business for your company? Who builds it.

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Who Survives and Thrives in the Age of the Customer? – Part 1

Bulldog Solutions

Another hot topic over the past few years has been replacing B2C and B2B with P2P, since it's people, not businesses, that sell and buy. So, in August of 2015, we partnered with Forrester Research to learn more about the role B2B marketing plays in propelling businesses to drive success and thrive. As a result, customers are more informed and knowledgeable than ever before.

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


This is the new norm for B2C sales, as seen on Cyber Monday. This graphic from Forrester shows how the buyer now moves freely (and unpredictably) throughout the Buyer’s Journey. Image Source: Forrester). You want to match the collateral with the different stages of the Buyer’s Journey, as well as identify who would be consuming that content (managers, C-suite; B2B or B2C).

Why Content is the New Sales Call

It's All About Revenue

When Forrester Forrester Study that showed on average customers are 70%+ through the sales cycle prior to engaging a vendor, they were basically announcing a shift of massive proportion that affects nearly every company. No longer are we in the days of consumers (B2B or B2C) picking up the phone or calling in their trusted advisor to gain more insights or information on what we are looking for. For those less familiar with the Zero Moment of Truth (ZMOT), it can best be defined as “the invisible moment by which a consumer makes a decision about a brand.”

Top 25 B2B Influencers Share Revenue Driving Tips


Laura Ramos, Vice President, Principal Analyst, Forrester Research. RevenueDriver tip: There is no more "B2B" / "B2C" We are all C2B. There is one common goal that all B2B marketers share: the need to drive revenue. Though marketing techniques and campaigns vary, all marketing efforts are an attempt to aid Sales in reaching optimal revenue. As a predictive marketing platform, Radius is an essential tool for revenue-driven marketers. On May 19, we launched our #RevenueDriver campaign. We received over 216 mentions, and selected the top 25. radius. radius. Radius.

Get These B2B Video Secrets – Before They Self-Destruct!


But according to Forrester Research, adding a video to an email marketing campaign lifts click-through rates 200-300%. Yes, just as thousands of general contractors now regularly drive to the B2C retail giant Home Depot to pick up needed business tools and supplies (hello big box, goodbye Fred’s Plumbing Supply), Amazon now sells directly to businesses. Or shake their head. Have fun.

B2B Marketers Should Take Another Look at E-Commerce


Ease of use is the competitive watchword today, according to Forrester’s recent study “Thrive by Adopting Proven B2C Principles.”. Photo credit: Wikipedia. commerce opportunity is evolving fast, but only 25% of B2B marketers are taking advantage of it, according to a 2012 Oracle study.  Time for another look.  Today, Xiameter represents 40% of Dow Corning’s $6 billion in sales.

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The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)


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. This year I've been talking a lot about Nurturing. The impact? Retargeting.