Remove Business Remove Forrester Remove Personalization Remove Trust

Trending Sources

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. Forrester does a great deal of buyer journey research on sources of influence in a lot of other dimensions: First, buyers do like to talk to vendors early in the process. If they have that experience with a vendor, the customer has more trust that they’re not going to get “sold to.” Of course, that’s still nowhere near what a sales person would consider a lead. Does that figure depend on the type of solution? It’s directionally correct to make that point.

Forrester Confirms Continuing B2B Sales and Marketing Alignment Gap

Fearless Competitor

We hope our readers enjoy it, and more importantly, find ideas to improve business results. (by Bob Apollo of Inflexion-Point. Forrester’s latest research “ B2B Sales and Marketing Alignment Starts with the Customer ” confirms the dysfunctional and damaging gap that still exists between sales and marketing in the vast majority of B2B organisations. According to Forrester’s survey, the top 3 excuses for failing to achieve alignment were given as: “Marketing thinks long-term, sales thinks short-term”. Everyone talks about it. You can read the original post here. ).

It’s Time For CMOs To Tap Into The Power Of Personalization

Buzz Marketing for Technology

Posted in eCommerce Optimization Personalization. According to  Forrester Research , U.S. Some place the highest premium on loyalty and trust in a brand or product. Here are five reasons why CMOs cannot ignore the power of personalization any longer, or they may soon be shutting their doors. Isn’t that what really matters to your business? Overall, U.S.

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

Jeff Ernst, Principal Analyst, Forrester Research. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. He presented “How to Build an Awesome Personal Brand&# at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. Jeff Ogden, President, Find New Customers.

Confronting the Trust Barrier

Savvy B2B Marketing

We're pleased to present this guest post by Britton Manasco, who specializes in helping companies establish thought leadership and enable their sales teams to engage more prospects and close more business. Read on for his insightful thoughts on what it takes to earn the trust of prospective buyers. Trust is essential to successful selling, particularly if you are engaged in a high impact sale. Trust is now trading at a higher premium than ever. Call it the trust barrier. How else will you build trust? Why should that meeting be in person?

Trust and Advertising

Fearless Competitor

File this under interesting statistics on what people trust. Insights from Forrester and the Edelman Trust Factor. Observation 1: People don’t trust self-serving information: Only 1 out of 5 people trust advertisements – or conversely, 4 out of 5 don’t trust ads. Conclusion: Most TV and radio advertising is a waste of money.

Trust 14

Email Personalization Basics (+American Express Travelink’s Email Success Story)

Marketing Action

Dear {{First Name}}: “Personalization” is a broad term. There’s room under this umbrella for everything from Attention Profiling Mark-up Language (APML, an XML -based markup language for documenting a person’s interests and dislikes) to that coffee cup with your name on it. Personalized Emails Deliver 6X Higher Transaction Rates , MarketingLand). What is personalization?

Content marketing’s $40 billion miss

Biznology

Forrester Research has a new report that should serve as a wake-up call to B2B marketers, but probably won’t. On the question of the value buyers derive from the content B2B marketers put in front of them, O’Neill reports that “They delivered a resounding thumbs-down,” in Forrester’s most recent research, “responding decisively with phrases such as ‘trash’ and ‘useless.’ ”.

Social Business Q&A: 10 Questions with Augie Ray

It's All About Revenue

When my career began to take a new shape, it was his reports (when he was an analyst at Forrester Research) and writing on “ Experience: The Blog ” that, unbeknownst to him, helped me clarify what I wanted to do, why I wanted to do it, and how I wanted to do it. His perspective was business first – never social for the sake of social. What’s the difference between social media and social business? view social media as a medium, and in this medium you can do a variety of things–service, business intelligence, marketing, commerce, etc.

Innovators Wanted: Marketing to Generation Live

Biznology

Gen Live’s expectations for highly relevant and personalized content will rise. 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. devices; They also trust brands online more than previous generations, but only if those brands are authentic.

SMS 49

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

Webbiquity

The notion of using social media for business has gone from cutting edge to commonplace in an amazingly short time. How can an brand establish trust online? Practical Reasons Why Businesses Need Social Media by Social Media Today. Forrester: 5 Stages Of Social Media Growth by MediaPost Online Media Daily. ” Ten Myths About Social Networking For Business by Forbes.

Can Find New Customers help my business?

Fearless Competitor

B2B Lead Generation | Can Find New Customers help my business? Can we help YOUR business? Editor’s Note: Forrester Research found 3 out of 4 companies that invested in lead management software (Eloqua, Marketo, Silverpop, Manticore, etc.) To learn if your business can benefit from Find New Customers , we have just 3 questions for you. Let’s find out.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies. Do you know of other business blogs from industrial companies? Results: 2.7

Eight Experts Explain (Almost) Everything You Need to Know about Google Authorship and Author Rank

Webbiquity

Now it’s links from certain types of websites, but not others, with specific anchor text, but not too many with anchor text that is too similar, along with other trust signals like domain age, domain registration length, bounce rate, and—starting around the middle of 2011 (or so it is speculated )—page authorship. ” Can We Build Our Trust With Google Plus by newraycom.

Media 27

Best Facebook Marketing Tips, Techniques and Tools of 2011, Part 1

Webbiquity

Bryan Person shares highlights of a presentation from Ekaterina Walter on five best practices for Facebook marketing, including optimizing wall posts for the News Feed and using Facebook Insights data to better understand your fan base. A Big Brand’s Social Strategy Really Means ‘Facebook’ by MediaPost Online Media Daily. It’s approaching one billion users worldwide.

5 Marketing Stats for New Business in 2014

Fathom

The implication: If you want to be an excellent organization that surpasses its competition, you need to be tracking data well and applying any insights to create more personalized communication with your customers.  In other words, what do outperforming organizations use this data for? 89% of marketers say email is their primary channel for lead-generation (Forrester Research).

Stats 21

3 Winning Examples of B2B Blogs Done Right

WindMill Networking

While businesses used to scratch their head as to why they should be fiddling with something that was originally created for individuals, B2B marketing professionals should now realize that a blog can and should play a central role in their content marketing efforts as well as provide the foundation for their social media engagement. Over time you will become their trusted resource for information, which will naturally lead to more business. Want to share more examples with us or explain how your B2B business leverages a blog as part of their marketing efforts? 

Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

If you are in sales and marketing, there is another forecast that is just as promising, especially if you recognize the pending fertile business opportunity and prepare accordingly. It is not often we see so many thought leaders and pundits confluence around such significant observations: • At Forrester , sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”.

Performance Anxiety and the Modern Marketer

Type A Communications

This is because as marketers, we aren’t equipped to have conversations about the contribution we make to the overall performance of our companies, much less have those within the context of a business environment  (instead of a marketing environment). But growth (both personal and professional) come from the courage to try new ideas, test new approaches and thinking unconventionally.

Face-to-Face Selling Is Still Effective

Kaon

Even though people are using the Internet to get through the buying cycle before reaching out to a sales person, that does not mean face-to-face meetings are unnecessary. In fact, real data proves that in-person meetings are the most important part of a customer’s buying experience. Even more than digital marketing. Not every customer interaction has to happen face-to-face.

Business to Individual (B2i): The New Imperative for B2B E-commerce Marketing?

KoMarketing Associates

Please explain what Business to Individual (B2i) means and how B2B marketers can shift their mindset. As I wrote in a recent blog post , the new business-to-individual (B2i) sales model puts a greater emphasis on understanding customer needs and building customer relationships that grow over time. In the same survey, Forrester expects the percentage of revenue to increase by 4–6%.

Banners Have 99 Problems And A Click Ain’t One

B2B Marketing Insider

That’s 42% of every single person on the planet including babies according to Internet World Stats. And when you create content that people actually want , content that actually helps them, then you build a relationship based on trust. The average person is served more than 1,700 banner ads per month.  ( comScore ) . 9. Only 30% of consumers trust search engine ads. (

Content Is The Key To Social Selling Success

B2B Marketing Insider

Yes, helping to frame the business opportunity and presenting features and benefits are essential. They certainly are NOT going through their summer reading list when they are online; they are busy working. Forrester research shows 90% of customers start their purchase with a search engine. 45% of buyers require person-to-person contact in the buying process, reports ITSMA/CFO.

9 Things Your Online Store Should Have To Keep Customers Happy

Vertical Response

Few things build trust like putting a face to a name. People want to know they’re doing business with a real person. In fact, according to a report by Forrester , 55 percent of adult customers are likely to abandon their online purchase if they can’t find a quick answer to their question. Is your online store as customer-friendly as it could be?

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

It's All About Revenue

” Well, the data is in and according to Forrester , businesses that put nurturing at the forefront of their lead generation strategies produce 50% more leads while slashing costs by 30%. If you send the right content that meets an individual’s needs, emails are effective in creating brand awareness, building trust and educating buyers. Lead nurturing works.

Performance Anxiety and the Modern Marketer

Type A Communications

This is because as marketers, we aren’t equipped to have conversations about the contribution we make to the overall performance of our companies, much less have those within the context of a business environment  (instead of a marketing environment). But growth (both personal and professional) come from the courage to try new ideas, test new approaches and thinking unconventionally.

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

Act-On

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? For some, this is driven by investment in CRM and automated marketing systems, that enable more personalized content delivery. What we heard surprised us – and the group. First things first; what’s “content”?

CMO 85

Why Content is the New Sales Call

It's All About Revenue

In fact it has been written about thousands of times with as many different perspectives, but for businesses that are slow to adopt or that still think digital and social are fads, the takeaways are becoming more and more important. 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. • 10.4 Pieces of Information in the Buyer’s Journey Prior to Purchase. The ZMOT isn’t a new discussion point.

8 Takeaways From MediaPost’s Social Media Insider Summit

It's All About Revenue

by Erick Mott | Tweet this When social business doors swing open, expectations go up. . Focus on a smaller set of data and key metrics, and get agreement across the social business on what success is for your audience and business stakeholders. 3. We Every social business needs community managers. Cloudy skies and rain are certainly not welcome at a seaside resort. 

Are marketers getting lost in the Dark Funnel?

grow - Practical Marketing Solutions

How did this person hear about us? These missing pieces confound marketers as consumers increasingly look to their trusted friends on social networks, review sites, and other sources to inform their buying decisions. As more customers turn to the trusted word of their heroes or peers, it is very likely influencers are playing a larger role in your Dark Funnel than you realize!

Live From Marketing Nation Summit: Day 2 Keynote – Step Up, Shape Up, and Fight On

Modern B2B Marketing

Sanjay announced our new program, Marketo Engaged, which provides under-resourced students with personalized, ongoing support to and through college and into their careers. And that’s Facebook’s mission—helping businesses and marketers connect with people across their entire lifecycle, from engagement to retention, and provide the data for marketers to feel confident about their decisions.

B2B 42

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

Today’s marketers have to find a way to position their companies as trusted advisors to buyers as they move along their journey. With 58 percent of buyers spending more time researching their options than they did in the past, it’s imperative that you engage with your buyers by building relationships and trust. And the final pillar is trust. The players. The methods.

The overlooked role of emotion in brand experience

Biznology

For a business or a brand to “wrap its head around” the idea of an ongoing conversation with the customer, we are best served by taking a closer look at the role of the brand in experience management and contact management. We know that 14% of people polled trust conventional advertising. We know that 92% trust recommendations from people they know (have an emotional connection to).

Tom Pisello: The ROI Guy: Who Do You Trust? Industry Analysts.

Tom Pisello

Thursday, June 03, 2010 Who Do You Trust? Industry Analysts Reign Supreme A SiriusDecisions survey recently examined which b-to-b sources are trusted most by buyers during the buying lifecycle, and the results indicate not surprisingly that Industry Analysts and Peers are the most influential and trusted sources of information. Is Marketing Too Busy? Vendor Brightspot?

Building Content Marketing Strategy – 10 Steps

B2B Marketing Insider

By the time a customer reaches out so a sales person their purchase decision is almost 60% complete , often having already made their mind about what they will buy. If you were interested in buying a car 15 years ago, you most probably walked into a dealership to learn about the car from the sales person, get a few brochures and take a test drive. Be personal. By Gerardo Dada.

Build 135

Come Join the Party: Industry Leaders Define the Shifting Roles of Branding

Blue Focus Marketing

Gain our trust. Brand roles have dramatically changed from being advocates to entering an environment where they are “ambassadors, they’re party throwers,” according to Jennifer Aaker, Stanford Graduate School of Business Marketing Professor and co-author of The Dragonfly Effect.  Here are their essential insights on what businesses should keep in mind:   Trusting Brands.

Media 24

The Revenue Performance Management Bandwagon

It's All About Revenue

Trust me.”). the whiteboard was filled with ideas, in every color, from every person in that room.  We named it Revenue Performance Management – RPM. A few weeks later, we boldly declared our audacious RPM goals: Establish RPM as the next major business priority for executives. Re-position Eloqua as the business and thought leader of RPM. We hosted webinars on RPM with Forrester Research. Revenue Performance Management Eloqua Forrester Gartner It's All About Revenue JMP Securities RPMby Brian Kardon | Tweet this. Rosanoff: “Mr. Imitation is easy. 

The ROI of Influencer Marketing

Marketing Action

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. They filter and synthesize what’s going on in the world – business, fashion, trends, news, etc. – and share with their social networks the content they think is relevant. Gaining the trust of an influencer will not happen overnight.

ROI 51

Twitter for B2B Marketing

MI6 Marketing Agency

Peers are the primary source of advice, recommendations and referrals for virtually any professional role (especially IT professionals for those of you in hitech marketing and business development. Earn trust. There are only linchpins and tribes, no one person is in charge…it’s ONE organism. Voice needs to be from company if corporate account and person if individual account. Some personal brands are greater than corp brand. There’s room for both individual and brand personalities need to be reflected in tweets. Learn more here ).

Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Better content targeting and personalization is required to end the “carpet bombing” techniques and make meaningful connections. Matter of Trust - although the research indicates that buyers truly rely on vendor content to help drive purchase decisions, with so much noise, buyers have become skeptical of vendor claims. Death of a Salesman? Death of a Salesman?

B2B Marketers Need To Wake Up and Get Social

B2B Marketing Insider

A year ago, Forrester released their  CMO Mandate: Adapt or Perish  where they spoke about the large number of CMOs who are seeking to transform their upended marketing organizations in 2011. Almost 20% of executives did not trust their companies’ ability to make the right social media investments. Participate personally. Accenture Survey: Just 8% Heavy Users of Social. Answer.

Media 76

12 About Us Page Examples That Are Probably Better Than Yours

Hubspot

But having awesome content on your website is crucial to making inbound marketing work for your business. Using descriptive and emotive copy and gorgeous graphics, an 'About Us' page with a story works harder for your business than a generic one. 2) LessFilms Why the 'About Us' Page Rocks: It shows some personality. Why, with your 'About Us' page, of course! Yes, a wrestler.)

Insights Drive Better Customer Experience

B2B Marketing Insider

During this time, Forrester found that those companies who performed poorest in the Customer Experience Index also performed poorest in terms of stock performance. C2B – Consumer to Business or ‘The Customer Network’ – that is the future. From Tony’s perspective the top 3 priorities for his business are as follows: Culture. That’s a great question.