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Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. Today’s B2B buyer doesn’t want to be told which product to buy. In her interview, Ms.

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. So what can you do about the shift?

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?

Forrester Finds the Future of Video May Not Be Television


Forrester Research has bad news for marketers. Well, thankfully Forrester has some answers on that as well. In Video Strategy for the Post-Digital Age , Forrester outlines three strategies for building engagement, whether your prospects are looking to buy, or just casually consuming content. Remember commercials? Or at least, they were…. So what is a business to do?

Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers


“If ‘mobile-first’ is the new rallying cry for digital design, then ‘sales-first’ should be the mantra by which marketing delivers and distributes content.” – Laura Ramos, Forrester Analyst. Research released by Forrester this month found some shocking information about sales’ use of marketing content. Yep, useless. Getting to the Root of the Problem. And this needs to change.

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research


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. Second, behavior changes depending on whether customers think they know how to buy. How they act with a vendor depends on if they think they know how to buy. Twenty years ago, people would just buy a list and call it leads. Does that figure depend on the type of solution?

3 Steps for Gaining Executive Buy-In for Marketing Automation


Gaining executive buy-in for any new technology is not unlike pitching an idea in the shark tank. B2B marketers who implement marketing automation increase their sales pipeline contributions by 10% (Forrester Research). The post 3 Steps for Gaining Executive Buy-In for Marketing Automation appeared first on Salesfusion. How many of you watch Shark Tank? Build a Business Case.

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Joint Forrester, ITSMA, and VisionEdge Marketing Survey Finds Marketers are Operationally Proficient but Strategically Stalled

Fearless Competitor

AUSTIN, Texas —May 21, 2013—VisionEdge Marketing (VEM), ITSMA, and Forrester, organizations committed to helping marketers improve their effectiveness, released the findings from their 2013 Marketing Performance Management (MPM) Survey. About Forrester: A global research and advisory firm, Forrester serves professionals in 13 key roles across three distinct client segments.

3 Key Metrics that Will Have a Profound Impact - a Report from Forrester’s Sales Enablement Forum

The ROI Guy

T his week, leading sales enablement professionals met to share issues, best practices and success stories at the Forrester Sales Enablement Forum. 76% - that’s the percentage of deals that are won by the vendor who is able to help establish the buying agenda, versus only 24% that won the business in the later bake off phase. and “Why You?”

Why People Buy Things Online [Data]


Just because we''re marketing things doesn''t mean we really know the science behind what makes people buy. Allowing buyers to control the number of options available for consideration, provide feedback during all stages of the buying process, and see how other customers have used your product can all help mitigate their distrust of larger institutions. So let''s dive right in.

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Lead to Revenue Management Programs: How to Invest and Select the Right Agency Partners (Forrester Report Review)


It’s written for companies that are evaluating their investment options in a Lead to Revenue Management (L2RM) strategy , a term first coined by Forrester in 2010, categorizing the marketing processes involved from lead generation to sales close. Figure 3 in the Forrester breaks down the investment categories for a L2RM program by size of firm and type of cost.

Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]

CMO Essentials

Content needs context, and that context is the customer’s buying journey. This first article explores defining the customer lifecycle and buying journey. The second article will explain mapping the buying journey. The Corporate Executive Board reports that B2B buyers are 57% of the way through the buying process before they engage a sales person. Connection.

Forrester Confirms Continuing B2B Sales and Marketing Alignment Gap

Fearless Competitor

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”. They understand the key phases and milestones in their prospects’ buying process. Everyone talks about it. But the fact is: Very few sales and marketing team get along well. Bob Apollo.

Forrester Report: 3 Pillars of B2B Marketing’s New Mission


To wrap up 2015, Forrester Research, Inc. According to Forrester, all of these developments add up to a lot of change: B2B marketers will have to accept a fundamentally different role in the modern enterprise, reimagine their relationship with sales and change their approach to demand generation. As B2B customers increasingly demand a smooth buying experience the Forrester report notes that marketers will have to “engage deeper into the funnel” to provide content and experiences that accelerate the buying process. Latest

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Strategies For Interactive Marketing In A Recession by Josh Bernoff - Forrester Research

Buzz Marketing for Technology

Note: Site search accesskey is "S" Forrester: - Making Leaders Successful Every Day. Buy risk-free and download PDF immediately. About Forrester. If you are a registered Forrester client, please log in. As a registered guest, you will be able to: Get full access to selected complimentary reports and briefs as well as summaries of all Forrester Research. About Forrester. Skip to global navigation. Skip to local navigation. Skip to main content. Skip to account links. Skip to footer. Search S earch. Advanced Search. Log In. Home.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. 5 – Customer And Buying Scenario Mapping. by Yarden Gilboa. 2 – Persona-Based Common Views.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

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. Illustration by Gregory Cresnar. Rebooting.

The “Who is Best?” Buying Phase

Fearless Competitor

Buying Phase. If you’ve read the highly acclaimed white paper, How to Find New Customers , you’re already familiar with the customer buying process in there. Over the past few weeks, we’ve shared the buying process with you. Gartner, Forrester, industry experts, etc. Lead Generation Companies | The “Who is Best?&# How to Find New Customers.

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Buying Online Display; Click-through Rate & Conversion Considerations


Keep in mind these considerations: You’re really buying impressions with display. Since many display networks sell inventory on a CPM basis, you should be buying based on targeting and efficiency. The contradiction then is between buying display to brand, and having networks optimize based on clicks. Topics: Target groups of websites that cover new car buying. Summary.

The “Whom to Choose” Buying Phase

Fearless Competitor

B2B Lead Generation | The “Whom to Choose&# Buying Phase. To engage with buyers at this late buying stage, share 3rd party validation – Forrester Research, Gartner, Customer quotes, etc. Over the last few weeks, we’ve introduced you to some of the concepts in our highly acclaimed (and free) white paper, How to Find New Customers. How to Find New Customers.

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Engaging Earlier and Higher with Financial Peer Comparisons

The ROI Guy

According to Forrester, the early bird still catches the worm, with a significant 74% of all deals going to the provider who helps "establish the buying vision", while only 26% goes to the vendor who "responds to a request" and wins the bake-off. We have learned over the past 2 years that there are more stakeholders involved in the typical B2B buying decision, 5.

Brand Loyalty isn’t Dead – Don’t “Buy” the Hype

Modern B2B Marketing

Such was the scene earlier this month, when I decided to buy a Fitbit. At first, the only question was which Fitbit to buy. Lifecycle marketing builds brand loyalty by continuing to market to customers after they buy. Brand Loyalty isn’t Dead – Don’t “Buy” the Hype was posted at Marketo Marketing Blog - Best Practices and Thought Leadership. | [link].

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. by Aha-Soft. Buyers Are Saying The Same.

There is no community on social media

grow - Practical Marketing Solutions

And when I saw that headline reporting on a speech provided by a Forrester executive , it made me pause. I am generally a fan of Forrester and their research but this observation has me dumbfounded. They may “like” something but they won’t necessarily buy something. I am generally a fan of Forrester and their research but this observation has me dumbfounded.

B2B Social Media Strategy: 5 Steps to Gaining Executive Buy-in.


And because of the connections they are making online, your customers are using social media now more than ever to make business decisions, according to this report from Forrester. In the report, Chris condenses research from Forrester, IDG, and others on the influence of social media on B2B buyers. The good news is that you are not alone! Step 1: Help them see the new reality.

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3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

Buzz Marketing for Technology

That’s the power of personalization: It not only gets a first-time visitor to click on a home page and navigate through product pages to the final “buy now” purchase moment, but it also gets returning visitors to come back repeatedly for multiple purchases. Related posts: 3 Reasons Online Customers Never Return There are many reasons customers will only buy from a.

14 key facts on website speed and 4 top tips when it ‘s slow


And that it even more important than search rank because search engines don’t buy products, people do. Forrester ). Website speed has long been recognized as a important factor that impacts search engine rankings. And a top factor in Search Engine Optimization (SEO). Is website speed a concern for your site? If it is, what can you do about it? 14 KEY FACTS ON WEBSITE SPEED. Yahoo! ).

Three 2015 Marketing Predictions I Hope Are Terribly Wrong


Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content. Too many companies only focus on a part of the whole and the lack of buyer insight, end-to-end process and how the organization is aligned to the buying process are often the some of the greatest failure points in an organization. Only 2.8% Prediction 2: The Gap Between Vendors and Customers Will Continue To Grow.

50 Facts about online consumer behavior not to ignore


81% of consumers research online before buying. ( If the goal of marketing is to reach the consumer at moments that most influence their buying decision, then understanding online consumer behavior is key for any business. 97% of consumers turn to a search engine when they are buying a product vs. 15% who turn to social media. 38% of people buy online because of low prices.

What’s the killer app in B2B marketing? Face-to-face events


Business buying is done through relationships,” said one. Business buyers buy from people they know and trust. Business buying is based on people as much as it is on specifications and product requirements. Even when we are buying on behalf of our companies, we are social animals, and we want to look the seller in the eye before signing a big contract. Bingo. alone.

B2B Content Marketing Execution: We’re Not as Mature as We Think

Type A Communications

Today, the Business Marketing Association (BMA), Forrester and the Online Marketing Institute released the results of a survey about the maturity of content marketing practices in business-to-business (B2B) organizations. (In In the spirit of full disclosure, I serve as the Vice President of Thought Leadership for BMA and collaborated with the direction of this survey with Forrester.).

Hit Your Channel Sales Goals with ROI Selling

The ROI Guy

The second challenge, is that many of your channel partners haven’t kept pace with changes in buying behaviors. For example: Engaging earlier is a requirement, with 74% of deals going to the provider setting the buying agenda (according to Forrester), but most partners are notorious at engaging late in the sales cycle, and merely responding to solution requests and RFPs.

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

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. by icon 54. The correlation is evident.

CMOs fail to go beyond brand awareness on LinkedIn


Forrester reports that 99% of leads don’t convert, and LinkedIn says 87% of leads don’t convert. Prospects are using LinkedIn throughout the complete buying process to make their buying decision, which means you should be thinking beyond the top of the funnel. Below I analyze their ideas, thoughts, and actions – and show you how they are focused on the top of the funnel.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. Resorting to a focus on buying criteria, risk factors, success factors, and etc. by Creative Stall.

From High Touch to Low Cost – A Disturbing Trend in B2B Selling?

The ROI Guy

Last year, new research from Forrester boldly predicted the Death of the B2B Sales Rep, making some stark forecasts: Much of B2B buying will not need sales reps anymore, and will move to lower cost self-service or inside sales reps. MTID=ecbd609b163983fc5712a1d8d1d71d201 Sources: Forrester on the Death of the B2B Salesman - [link] SiriusDecisions Research- [link].

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. Turn B2B Buying Into a Social Experience by iMedia Connection.