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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

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

Vidyard

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.

Video Marketing Success Starts with Distribution, says Forrester

Vidyard

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.

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.

29 Ways to Use Your Personas

Cintell

Laura Ramos of Forrester says it best, “To win in the age of the customer, B2B marketers need to drive customer intelligence into all areas of the business.”. B2BZone b2c BlogYou Built Personas, Now What? Creating buyer personas is only half the battle. Additionally, they leveraged them for sales training and demand generation to inform campaign decisions. For Content Marketers. 8.

17 Things High-Performing Companies Do to Optimize Their Buyer Personas

Cintell

B2BZone b2c BlogBut getting to a state of persona nirvana is easier said than done. There are many steps along the way – after you’ve created personas – that can mean the difference between a high-performing persona strategy and a failed one. Related reading: Why Personas Fail. Here are 17 things the top performers do really well.  Core attributes. 1. Creating personas. 6.

39 More (of the) Best Social Media Guides, Tips and Insights of 2011

Webbiquity

Forrester: 5 Stages Of Social Media Growth by MediaPost Online Media Daily. Gavin O’Malley reviews research from Forrester on the five stages of social media maturity that corporations typically pass through, starting with the dormant stage (“one in five companies still don’t use any social media. While certain aspects of social media have stabilized (e.g.,

Innovators Wanted: Marketing to Generation Live

Biznology

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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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.

38 Handy Stats to Prove the Value of Personas

Cintell

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.

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.

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.

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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. 

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.

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.

SMS 9

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.

Is Account-Based Marketing the Death of Inbound?

bizible

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.

Top Instagram Influencers

Act-On

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.

52 MarTech and Marketing Ops Champions You Need to Follow

bizible

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.

Top 25 B2B Influencers Share Revenue Driving Tips

Radius

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.

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?

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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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.

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16 Enigmatic Business Blogging and Other Marketing Stats

Webbiquity

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.

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

Act-On

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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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.

Four Trends Elevating Marketing as the Key Business Engine

Act-On

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.

B2B Gets Yelp’d

It's All About Revenue

The success of the site ushered in a return to customer service becoming a vital part of B2C marketing success. According to a survey of high-tech of marketing executives at B2B companies by Forrester Research, only 3% of respondents claimed marketing was the most influential business function at their company. by Jesse Noyes | Tweet this. This article originally appeared on SocialTimes on May 6. We wanted to share it with our readers, just in case you missed it. If you’re a restaurant or retailer, you ignore Yelp at your peril. Then social media comes along and guess what?

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

ViewPoint

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.

The Customer Service Arms Race

Contently

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. The Forrester study also showed that, for the second consecutive year, more people turned to self-service web and mobile tools than customer call centers. So I went to the company’s website to find answers.

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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Marketers Have Gained Their “Seat at the Table,” Now it’s Time to Prove Why They Deserve it

It's All About Revenue

As digital disrupter and technology blogger Travis Wright noted last week , Interact 2014 is “one of the biggest events for digital marketers of the year” It’s also one of the few marketing conferences for both B2C and B2B marketers. by Kevin Akeroyd | Tweet this The onus is on us. Simply put, modern marketers have to deliver the goods. The stakes are incredibly high.

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

Act-On

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.”

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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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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Social Media Marketing: It's Complicated.

Synecore

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)?

B2B Marketers Should Take Another Look at E-Commerce

Biznology

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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Onward and Upward: Research-backed Tips to Rise Above the Noise on Social Media

Modern B2B Marketing

Most marketers draft messaging targeting B2B or B2C. According to Forrester, today’s customers distrust and resent one off campaigns that interrupt or intercept them—which is why your marketing should feel like a natural conversation with your customer. Before I realized it, I had already scrolled through hundreds of posts, without batting an eye. So what’s a marketer to do?

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

Social networks today aren’t just a B2C marketing tool. And according to Forrester’s B2B Social Technographics , fully 100% of business decision-makers use social media for work purposes. Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. The players.

Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

In the B2C space, the Internet has dramatically impacted how books, apparel, electronics, music, cars and other goods are bought and sold. These B2C buyers now rely on vendor web-sites, independent buyer guides, and social networks to help guide their decisions, and as a result, B2C marketers have had to visibly change to meet these demands. Death of a Salesman?