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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

Act-On’s a Leader in the Forrester Wave™ and What That Means to You


So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., report: The Forrester Wave™: Lead-to-Revenue Management Platform Vendors, Q4 2016. “… What Act-On might miss in depth, it reaches in breadth,” writes author Lori Wizdo, Principal Analyst for Forrester Research in the report. When Act-On was listed in Forrester’s 2014 report, our founder Raghu Raghavan called it an “ amazing milestone ” for the company. WIIFY? So, what’s in it for you?

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. A 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


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. Surprisingly, only 8.2%

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


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.,

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


Or maybe you knew that already, because organizations from SiriusDecisions to Aberdeen Group to Forrester have all studied, at length, the impact and importance of buyer personas to fostering and achieving customer-centricity in marketing organizations.). B2BZone b2c BlogBut getting to a state of persona nirvana is easier said than done. Related reading: Why Personas Fail.

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. These findings directly contradict the findings of CEB and Forrester that b-to-b sales reps’ role and importance are declining due to a disintermediation by B2B marketing and digital resources. B2B is quite different than B2C. Herwijnen. Indeed.

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.

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 need ROI. ITSMA).

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. Gen Y and Gen Live Personas.

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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.

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.

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.

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.

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.

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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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.

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. 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. Source ) TWEET THIS.

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.

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. A complete customer experience CX platform for both B2B and B2C companies, allowing you to manage your customer experience at every touchpoint. How much growth?

B2B Marketing Automation Software for Fast Growing Companies


According to Forrester , 74% of B2B buyers find buying from a website more convenient and 59% would rather not interact with salespeople as their primary source of research. But as Forrester points out, tomorrow’s successful marketer will be spending less time sending mass emails using purchased lists, and more time mining social intelligence or taking advantage of predictive modeling and then incorporating that into account-based marketing. These are great questions to ask when you’re trying to get the facts: Is this platform built for B2B or B2C? We want to help.

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.

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.

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. This arrangement usually finds me and my trusty laptop settling into a ratty old nook near the kitchen. Yesterday, though, I got lucky.

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.

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? Is it truly random?); Image credit: Association of National Advertisers.

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. • Only Oracle offers a unified Modern Marketing platform with integrated cross-channel marketing, content marketing, social marketing, and data management for enterprise B2B and B2C—all designed to help you create and attract ideal customers. CMOs face a dilemma.

5 Myths of Social Media Marketing

Marketing Action

A 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.

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.

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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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.

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.

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.

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.

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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