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Forrester/SiriusDecisions has noted the typical lead-to-revenue conversion rate ranges from 0.375% to 0.6%, depending on the type of market. What type of improvement can a company expect from investing in go-to-market transformation? Significant. Focus on customer outcomes , not just data.

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AUGUST 5, 2014

of effectiveness mentioned above notwithstanding, Forrester also highlights the alternate reality in their July 2014 Study Compare Your B2B Content Marketing Maturity that shows 51% of those surveyed rated their Content Marketing Practice as mature, yet an overwhelming 85% say it is only somewhat effective.

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MARCH 19, 2013

Yet, according to Forrester , only 14% of marketers align compelling content with buyers’ journeys. Having this information is important because it’s the first step increasing communications effectiveness, and laying a foundation on how to develop content that moves them along the buying cycle. Where do they go in the early stages?

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JANUARY 6, 2015

This campaign approach leads to a very convoluted buying experience for the buyers. This program-based approach can only be accomplished when vendors understand the buying patterns of their buyer(s) and can then align content accordingly giving buyers continuity through every stage of their buying process. The best news?

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JULY 19, 2016

Whether that manifests as marketers listening for the sound bites that prove their messaging is on point or “happy ears” when sales is sure that the prospect is ready to buy despite signals to the contrary, improving our ability to listen is key to content strategy for a successful demand generation program. Channels and Buying Function-.

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MAY 5, 2016

However, you cannot rush client interviews, as you will not collect enough customer insights to have an informed buying process and resultant content strategy. Engaged to Opportunity rate, which is higher than the mean cited by both Forrester and Sirius Decisions. It also may require a few leaps of faith.

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MARCH 10, 2015

For all the change that’s taken place in how buyers buy, it’s no wonder that marketers feel uncertain. The Business Marketing Association (BMA) and Forrester Research released their findings about the expanding role of marketing in B2B organizations. Today’s post is courtesy of Carla Johnson , CEO of Type A Communications.

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However, if you look at the various studies that have been conducted by Sirius Decisions, Gartner, Forrester and others, up to 70-80% of generated leads don’t receive the proper follow-up. Another study conducted by MarketingSherpa showed that 70% of all initial leads generated are NOT in a “buy-mode”.

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APRIL 10, 2014

A recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. Taking a strategic approach reverses this and puts the buyers squarely as the focus and causes organizations to align around their buying process. Workshops will do it.

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When done correctly, go-to-market programs enable brand momentum and deliver long-term growth — maximizing customer lifetime value. “It’s not a purchase you’re after — it’s a lasting customer relationship,” explains Forrester analyst Craig Moore. The net result?

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MARCH 12, 2012

At the 2011, DemandCon conference, Forrester analyst Jeff Ernst declared in his keynote that “the funnel is dead.” In both the instances cited above, as well as in other recently published articles, the main point is relatively the same: Today’s B2B buyer does not buy in a linear Step 1 – 2 – 3 fashion.

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Citing sources from their own research and that of Forrester and Corporate Executive Board (CEB ) that show how the majority of B2B buying cycles are self-driven, digital endeavors, Sirius then showed additional research that said these research backed statements – including their own – may not be completely accurate.

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My job is to get someone to buy. How do I get them to buy? I am their conduit to information they need based on where they are in the buying process and the role they play. Buyers don’t want content that sells; they want content that helps them make a buying decision. I do that by being an information concierge.

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JULY 17, 2012

My job is to get someone to buy. How do I get them to buy? I am their conduit to information they need based on where they are in the buying process and the role they play. Buyers don’t want content that sells; they want content that helps them make a buying decision. I do that by being an information concierge.

Eloqua 100

Eloqua Top of Funnel B2B Thought Leadership Marketing Automation Services 100