Zoominfo

JULY 5, 2023

At the recent Forrester B2B Summit North America, ZoomInfo founder and CEO Henry Schuck sat down with leaders from Smartsheet, Sendoso, and BlueOcean to talk about the practical ways ZoomInfo has helped them optimize productivity and align their sales and marketing goals.

Marketing Analytics Tools 130

Marketing Analytics Tools Zoominfo Ideal Customer Profiles Marketing & Strategy 130

Velocity Partners

APRIL 9, 2024

Because the B2B go-to-market playbook — what worked before — no longer matches the reality of how customers buy. You can see it in falling CMO tenure. By the time a buyer signals buying intent, they’ve done all kinds of research and formed their own opinions. It’s a profit windfall. We have thoughts.

Sales Management 78

Sales Management Top of Funnel B2B Lead Ranking 78

Heinz Marketing

MAY 16, 2022

Today, featuring the founder and CEO of Demand Revenue, former SiriusDecisions and Forrester Analyst, Alan Gonsenhauser. Obviously, if you have been following SiriusDecisions or Forrester for a long time you’ve probably seen Alan’s name in research or content. Alan, thanks for joining us. Nice to do one of these with you.

Top of Funnel 82

Top of Funnel Lead Scoring Lead Ranking CMO 82

Mereo

SEPTEMBER 29, 2022

Buying committees are on the rise in the new B2B buyer journey. WHY THE BUYING COMMITTEE IS CHOOSING THEIR SOLUTION. Your website and the thought leadership and resources you provide to buyers on it — as they spend nearly half their buying journey researching solutions online — matter. This is the clear choice.”

Buy 41

Buy B2B Thought Leadership Buyer's Journey Case Studies 41

Martech

MARCH 21, 2022

At its core, claiming that any deal was sourced by marketing depends on a set of arbitrary assumptions that don’t reflect the related impact of interactions with both marketing and sales across a buying cycle. Why marketing sourcing is “a metric built to get a CMO fired.” Brett Kahnke , principal analyst, Forrester.

Multi-Touch Attribution 90

Multi-Touch Attribution Multi-Channel Buying Cycle Forrester 90

Marketing Insider Group

AUGUST 30, 2021

According to the CMO Council, “ Only 20% of marketers can predict the next best action for their customers.”. Additionally, Forrester Consulting discovered , “ 65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”. The need for empathy towards the buyer is huge.

Paid Search Agency 297

Paid Search Agency B2B Sales Marketing & Strategy CMO 297

Content4Demand

JULY 13, 2021

In “ Why Intent Signals May Be the Missing Ingredient in Your Content Strategy ,” you’ll hear perspectives and valuable tips from: Latan é Conant , CMO at 6sense ; Nirosha Methananda , VP of Marketing at Influ2 (formerly VP of Marketing at Bombora ); and Jon Russo , Founder/CMO at B2B Fusion. Intent Data Do's and Don'ts.

Intent Data 109

Intent Data Intent Intent Signal Bombora 109

KoMarketing Associates

JULY 20, 2017

The “Customer in Context” report from the CMO Council found that 47 percent of customers engage with businesses across several platforms, and 42 percent like to mix it up depending on where they are or what they want. About 58 percent say they turn to a company’s website when they want to engage, while 52 percent prefer email. “The

Marketing Report 120

Marketing Report Advertising Channels Forrester CMO 120

Martech

OCTOBER 28, 2021

“Basically, intent data allows marketing and sales teams to focus on the accounts that are in the market for a product or solution,” said Dan Tabaran, CMO of account-based advertising company N.Rich, in his recent MarTech presentation. Understanding buyer intent. The results of these adoptions are promising.

Top of Funnel 115

Top of Funnel Account Based Marketing Ideal Customer Profiles Generation 115

Kabbage

OCTOBER 18, 2016

We’re seeing a monumental shift in the way business software behaves; with Microsoft buying LinkedIn and Oracle buying Netsuite, software is now more unified than ever before. Re-engaging prospects who did not buy before. Growing share of wallet with existing customer. Predictive Completes The Marketing Stack.

Allocation 157

Allocation Budget Programs Marketing Automation Services Top of Funnel 157

Lattice

MAY 17, 2016

In fact, Forrester thinks this age of the customer is a 20-year business cycle, and that this power shift towards customer will continue for a while. Image courtesy of Forrester Research, Inc. The post Marketing’s Role in the Age of the Customer appeared first on Lattice Engines.

Forrester 100

Forrester CMO Demand Generation Acquisitions 100

Martech

JANUARY 12, 2022

A marketer will have a better sense of what a customer likes via the zero-party route, rather than trying to guess what they will buy next based on what they bought last. The term zero-party data was first coined by Fatemeh Khatibloo , VP principal analyst at Forrester Research. What does zero really mean? Tell me about yourself. “A

Lead Scoring 125

Lead Scoring Lead Ranking Psychographics CMO 125

Content4Demand

SEPTEMBER 24, 2021

J on Russo , Founder and CMO of B2B Fusion Group , also joined us for a recent panel discussion , sharing even more of his perspective. As a former CMO for several high-tech brands, Jon knows firsthand how crucial content is to successful ABM programs. Informing Content Based on Interest. So it can expand the target market.

Intent Data 78

Intent Data Top of Funnel Intent Lead Ranking 78

Marketing Insider Group

AUGUST 30, 2021

According to the CMO Council, “ Only 20% of marketers can predict the next best action for their customers.”. Additionally, Forrester Consulting discovered , “ 65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”. The need for empathy towards the buyer is huge.

Paid Search Agency 181

Paid Search Agency B2B Sales Marketing & Strategy CMO 181

Tony Zambito

MARCH 12, 2017

It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. Multiple studies over the past three years from the likes of PwC, Deloitte, Forrester, and IBM indicate that 75% or more of CEO’s are identifying building out competencies in insights as one of their top goals.

Buyer Personas 251

Buyer Personas B2B Digital Transformation B2B Sales 251

DemandBase

SEPTEMBER 13, 2018

A couple of weeks ago, I was a guest on the Renegade Thinkers Unite podcast series that has hosted prominent marketing leaders such as Salesforce CMO, Simon Mulcahy and Janine Pelosi, CMO at Zoom. My podcast offers an insider look at ABM, with advice on how to make the most of it in marketing programs.

Account Based Marketing 80

Account Based Marketing ABM B2B Marketing DemandBase 80

Kabbage

OCTOBER 18, 2016

We’re seeing a monumental shift in the way business software behaves; with Microsoft buying LinkedIn and Oracle buying Netsuite, software is now more unified than ever before. Re-engaging prospects who did not buy before. Growing share of wallet with existing customer. Predictive Completes The Marketing Stack.

Allocation 100

Allocation Budget Programs Marketing Automation Services Top of Funnel 100

Content4Demand

NOVEMBER 5, 2021

The key is utilizing intent data to recognize the decision-makers tasked with researching a specific solution or service, and how they work as individuals or in buying groups to make the final purchase decision. Intent data can allow you to see an entire buying group, as well as their roles within the group.

Intent Data 92

Intent Data Intent Top of Funnel Intent Signal 92

Mereo

APRIL 28, 2022

The Forrester 2022 Global CMO Strategy Survey found that fewer than 35% of chief marketing officers are involved in corporate strategy development. A main driver for change: Forrester has found that highly aligned companies grow 19% faster, while being 15% more profitable. This issue cannot be left unsolved for many reasons.

Lead Scoring 36

Lead Scoring Lead Ranking Marketing Management Forrester 36

Top Rank Marketing

AUGUST 14, 2023

Undoubtedly you’ve heard the expression that people (including buying committees) make decisions based on emotion and justify with logic. The list of speakers is a who’s who of B2B marketing including marketers from major B2B brands like Forrester as well as expert consultants like Ahava Leibtag. The list goes on.

B2B 93

B2B Advertising Agencies Paid Search Agency Co-Registration 93

Biznology

AUGUST 11, 2016

Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers. Wiley’s CMO, Clay Stobaugh, mentioned that they’re focused on sponsored updates and sponsored Inmails, since they are getting amazing click-through rates. He’s just focused on leads and getting people into the funnel.

Linkedin 80

Linkedin Top of Funnel Marketing Automation Services Sales Qualified Leads 80

ClickZ

SEPTEMBER 27, 2019

Roth emphasized this point by presenting some key statistics from top research firms including the CMO Council, Forrester and Gartner. A recent Forrester survey revealed that only 8% of sales and marketing executives believe their teams are strongly aligned. However, achieving this is a pain point for many companies.

Digital Asset Management 69

Digital Asset Management Top of Funnel Enterprise Management Work Management 69

B2B Marketing Directions

JUNE 11, 2023

Source: Kogan Page Limited Understanding how business people actually make buying decisions on behalf of their company is vital to B2B marketing success. The earliest I've found is a 1972 book titled Organizational Buying Behavior by Frederick E. These efforts are by no means new. Webster and Yoram Wind. In her opening chapter, Ms.

Top of Funnel 40

Top of Funnel Buyer's Journey Lead Ranking B2B Thought Leadership 40

B2B Marketing Traction

DECEMBER 4, 2013

According to analyst Sheryl Pattek of Forrester Research , by the time Business-to-Business (B2B) buyers engage with you online, they are 60% or more done with their buying process. inbound marketing Role of the CMO b2b marketing plans'

B2B Marketing 100

B2B Marketing Planning Brand Identity Branding 100

Forrester B2B

OCTOBER 8, 2021

As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.

Account Based Marketing 52

Account Based Marketing ABM Demand Buy 52

6sense

JULY 21, 2016

As Brocade CMO Christine Heckart noted, “Content is king, data is queen and timing holds the court together.” Continuing the trend, Forrester principal analyst Laura Ramos discussed the six ways predictive gives sales and marketing teams an unfair advantage and displayed a photo of a goldfish jumping from one bowl to another.

Forrester 48

Forrester B2B Thought Leadership B2B CMO 48

Mereo

MARCH 28, 2024

Some of these challenges come from buyers’ internal processes and the increasing number of decision makers engaged in the buying journey. In fact, Forrester found that 71% of buyers consider client value stories and relevant use cases the most credible sources in their buying journey. Provide proof.

Research 41

Research Gartner Forrester Case Studies 41

Strategic-IC

NOVEMBER 10, 2020

Justin Gray, CMO, LeadMD. Sangram Vajre, CMO, Terminus. Sangram Vajre, Co-Founder and CMO, Terminus. Scott Vaughan, CMO, Integrate. Forrester Research. Meagen Eisenberg, CMO, MongoDB. So there's inherent buy-in. And we’re focusing on not only the lead but the account as a whole. How Is ABM Growing?

Account Based Marketing 62

Account Based Marketing ABM Stats Top of Funnel 62

Hubspot

MARCH 3, 2014

But this all raises an important question that still needs to be answered: As marketing leaders adopt new approaches to address the modern buying process, how should we structure our marketing teams to align with that shift?

CMO 28

CMO Elasticity Forrester Inbound Marketing 28

Tony Zambito

APRIL 17, 2016

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. Understanding both usage behaviors and buying behaviors helps us to inform overall customer engagement strategies.

Buyer Personas 100

Buyer Personas Research Personalization Marketing Budget 100

Marketing Interactions

MARCH 25, 2023

However, all of them are C-level (CMO, CFO, CIO, CCO, COO, CEO). A recent report from Forrester, The Future of B2B Content , makes a solid point about the risks of product-focused content that fails to resonate. Customer success mostly has insights to those using your products, not buying them. Read that again. Define your ICP.

B2B Marketing 91

B2B Marketing Content Marketing B2B Content 91

Forrester B2B

OCTOBER 7, 2021

As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.

Account Based Marketing 52

Account Based Marketing ABM Demand Buy 52

Heinz Marketing

MARCH 7, 2022

And I think I saw some new research recently on sort of changes in the buying committee. As a CMO, I had just done an event yesterday where people want to talk about, or two days ago, about how CMOs can work better with sales, for instance. Because you know, Challenger talks about this, Forrester talked about this.

Urgency Marketing 91

Urgency Marketing Work Management Ideal Customer Profiles Demand Generation Agencies 91

Cintell

FEBRUARY 9, 2016

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.). But getting to a state of persona nirvana is easier said than done. Creating personas.

Buyer Personas 100

Buyer Personas Paid Search Agency Demand Generation Agencies Optimization 100

Convince & Convert

MARCH 6, 2017

And according to The CMO Survey, 44% of marketers haven’t been able to show the impact of social at all, much less point to real ROI. Enter Samantha Ngo from Forrester Research and Jonny Bentwood from Edelman Intelligence, two smarties who are going to help solve this conundrum of what and how to measure social media effectiveness.

Social Media 117

Social Media Media Webinar Metrics Forrester 117

ANNUITAS

MARCH 10, 2015

For all the change that’s taken place in how buyers buy, it’s no wonder that marketers feel uncertain. In its research report, “ The Transformative CMO ,” the Korn/Ferry Institute points out that to become a “transformative” CMO, executives have to understand how the marketing function intertwines with every other function within the company.

Forrester 100

Forrester Advertising Agencies Paid Search Agency CMO 100

Martech

FEBRUARY 28, 2022

But in all of my years in B2B, whether as a marketer, an agency person, a consultant or a fractional CMO, people have considered email an important channel but have overlooked its true potential for fulfilling company goals. A Forrester WAVE matrix of leading vendors is one. Many factors influence intent.

Marketing Automation Services 126

Marketing Automation Services Intent Marketing Automation Email Marketing 126