The Content Factor
Forrester thinks Content Marketing Isn’t Working – They’re Half Right
JULY 18, 2014
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
MARCH 12, 2015
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
JANUARY 8, 2016
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.
B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research
MARCH 12, 2013
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?
Joint Forrester, ITSMA, and VisionEdge Marketing Survey Finds Marketers are Operationally Proficient but Strategically Stalled
MAY 21, 2013
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.
Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]
MARCH 3, 2015
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)
DECEMBER 18, 2013
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.
Why People Buy Things Online [Data]
NOVEMBER 11, 2014
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 ”.
Forrester Report: 3 Pillars of B2B Marketing’s New Mission
JANUARY 26, 2016
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
Strategies For Interactive Marketing In A Recession by Josh Bernoff - Forrester Research
Buzz Marketing for Technology
JUNE 27, 2008
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
NOVEMBER 22, 2015
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.
Forrester Confirms Continuing B2B Sales and Marketing Alignment Gap
FEBRUARY 22, 2011
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.
Buying Online Display; Click-through Rate & Conversion Considerations
DECEMBER 29, 2013
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.
What’s the killer app in B2B marketing? Face-to-face events
JULY 28, 2016
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.
Brand Loyalty isn’t Dead – Don’t “Buy” the Hype
Modern B2B Marketing
FEBRUARY 28, 2014
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].
CMOs fail to go beyond brand awareness on LinkedIn
AUGUST 11, 2016
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.
There is no community on social media
grow - Practical Marketing Solutions
JUNE 8, 2015
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?
The “Who is Best?” Buying Phase
MAY 9, 2011
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.
The Telltale 8% Drop In Content Marketing Effectiveness
OCTOBER 9, 2015
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.
The “Whom to Choose” Buying Phase
MAY 11, 2011
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.
B2B Social Media Strategy: 5 Steps to Gaining Executive Buy-in.
JUNE 10, 2010
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?
Content marketing’s $40 billion miss
SEPTEMBER 30, 2015
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.’ ”.
3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online
Buzz Marketing for Technology
NOVEMBER 1, 2013
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.
Overcoming The Content Personalization Challenge With Buyer Persona Research
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. by icon 54. The correlation is evident.
Three 2015 Marketing Predictions I Hope Are Terribly Wrong
DECEMBER 16, 2014
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.
Use Buyer Persona Research To Improve B2B Customer Experience
JUNE 5, 2016
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
JULY 16, 2014
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.).
Branding as a full funnel journey
AUGUST 24, 2015
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?
From High Touch to Low Cost – A Disturbing Trend in B2B Selling?
The ROI Guy
NOVEMBER 5, 2015
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].
CMOs Win When High-Value Customers Are Treated Personally Online
Buzz Marketing for Technology
MARCH 13, 2014
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.
Five 2015 B2B Demand Generation and Content Marketing Resolutions
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. 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.
Online Shopping’s – Zero Moment of Truth
Buzz Marketing for Technology
SEPTEMBER 12, 2012
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.
39 More (of the) Best Social Media Guides, Tips and Insights of 2011
JANUARY 24, 2012
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.
6 Things to Keep in Mind When Replatforming
Buzz Marketing for Technology
APRIL 30, 2013
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).