The Content Factor

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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. 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?

High-Performing B2B Marketers Will Make These 4 Shifts in 2016, Predicts Forrester

Vidyard

B2B buying has changed. And Forrester is taking notice, predicting massive shifts in marketing in the coming year. Forrester Predictions for 2016: B2B Marketing's New Mission. Forrester’s predictions see massive changes in 2016 in four major realms: go-to-customer strategy, the accelerating shift from art to science, tech investments, and  B2B messaging. Get the Report.

Forrester Shows Marketing Needs to be More Helpful, Handy, and Human

Vidyard

And nobody understands this better than Forrester. In their latest report, Forrester breaks down why B2B brands need to move from channel-centric to customer-centric marketing, and focus on customer outcomes, not on feature stories. The post Forrester Shows Marketing Needs to be More Helpful, Handy, and Human appeared first on Vidyard. They care about results! Get the Report.

Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers

Vidyard

“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.

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. They have less budget, time and risk tolerance than ever.

Why People Buy Things Online [Data]

Hubspot

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. 2) “ It’s All About the Images ”.

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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.

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

Fathom

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.

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

6sense

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 Forrester.com. earch. Advanced Search. Log In. Events.

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. This can include views of buying interactions and future customer engagements. by Yarden Gilboa.

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

NuSpark

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.  similar report from Forrester also shows how display spending continues to grow significantly. Placements:   Target specific car buying websites like Edmunds.com or Cars.com.

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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CMOs fail to go beyond brand awareness on LinkedIn

Biznology

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.

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].

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

Biznology

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.

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. If you want a community, you need to build a community, and that means a branded community on a domain you own. I am generally a fan of Forrester and their research but this observation has me dumbfounded. Now that’s a headline that gets your attention, right? Your thoughts?

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

B2Bbloggers

With executive buy-in of your b2b social media strategy, you are now on your way to becoming a social media rock star. The job is often handed to the PR pros, online marketing executives, customer service managers, or anyone who recognized the power of social media early on. After all, who else can lead your company down the path to social media success but you? Are they still unconvinced?

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.

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

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. Prediction 2:  The Gap Between Vendors and Customers Will Continue To Grow.

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.’ ”.

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. 

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. goes towards the 20% of decisions based on offerings and price.  In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision. by Creative Stall. Would you agree?

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 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.).

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

Webbiquity

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.

Branding as a full funnel journey

Biznology

It is also known that the “online buying” part of the journey represents a very small percentage of the total time spent on “the shopping.” According to Forrester Research, “customer experience doesn’t drive behavior, customer loyalty does.” It’s a commonly held belief that actual transaction conversion takes place at the very end of the buyer’s journey. Like this post?

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

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. In Forrester’s 2013 report B2B CMOs Must Evolve or Move On , 97% of CMOs either strongly agreed or agreed “Marketing must do things it hasn’t done before in order to be successful.”  Yet so few marketing budgets include training for these skills that are needed.

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

According to a new Forrester Research global eCommerce report, e-commerce revenues are going to continue to grow in 2014 as customers’ online buying habits evolve. With constant access to a growing list of channels and devices, today’s connected customers are no longer satisfied with vanilla, one-size-fits-all experiences and offers. Discover unique attributes of unique markets.

Online Shopping’s – Zero Moment of Truth

Buzz Marketing for Technology

According to Forrester Research, the top six reasons for abandoning a cart before making a purchase are: Shipping and handling costs are too high (55%!). Whether it’s via an offer, a time frame (act now!) or “buy a certain amount, get free shipping,” showing customers you know shipping fees are a pain point for them is an easy win. Wasn’t ready to purchase the product.

A Failure to Communicate Value

The ROI Guy

If you allow your competitors to drive the value conversation they will frame the value to their advantage, as Forrester indicates 3 in 4 deals going to the vendor establishing the buying agenda and value framework (as opposed to 1 in 4 to the vendor winning the “bake-off”). So be provocative. Communicate this all as a visual story for today’s “short attention span” buyer.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions.  Descriptive Buyer Segmentation Based on Buying Behavior and Opportunity. Image via Wikipedia. Follow @tonyzambito.

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

Buying Experience is THE Differentiator Did you know that 53 % indicate customer experience in the sales process is more important than brand, product, service and price in creating meaningful differentiation and customer loyalty? The companies who excel are those who can sell better than the rest, creating a unique buying experience that provides real value. The key? decision makers?

Why research firms are screwing up content marketing

grow - Practical Marketing Solutions

Companies like Forrester and Gartner — who used to make their money providing expensive and exclusive research reports — are finding it impossible to “contain” the data. If somebody buys just one report, it’s likely to very soon be distributed widely on the web for free. An early Google Pants sighting. Facebook called the claims “irresponsible.”

6 Things to Keep in Mind When Replatforming

Buzz Marketing for Technology

According to Forrester Research, 39% of surveyed companies see a drop in conversion rates after replatforming, while 44% note slower load times once a new platform goes live. Forrester notes that an astounding 63% of companies decide to re-platform based on “perceived ROI” (otherwise known as hunches), while 54% are motivated by internal company demands (also called wishful thinking).

No Decision is No Excuse

The ROI Guy

People buy from people. They are not buying your proposed solution, and chances are they didn’t get back to you to tell you the bad news, o r they did, only to indicate that it’s going to go on the back burner for now, or there's no budget. CEB Cost of Do Nothing Forrester Frugalnomics Frugalnomics Survival Guide No decision Sales Benchmark Index SiriusDecisions Value Selling

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