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How Younger Generations are Disrupting B2B Buying

Zoominfo

A recent Forrester report found that Millennials and Gen Z make up 64% of business buyers. That’s why it’s important for companies to understand the needs of their younger buyers to avoid costly customer discontent. And these tech-savvy individuals have plenty of outlets to do so, making their complaints louder than ever.

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Sales Pipeline Radio, Episode 248: Q & A with Kelley Hippler @forrester

Heinz Marketing

This week’s show is called “ How Forrester is applying the SiriusDecisions frameworks both within the organization and across the revenue engine to drive results ” and our guest is Kelley Hippler , Chief Sales Officer at Forrester. She is the Chief Sales Officer for Forrester. You can even ask Alexa!

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Why Investing in Go-to-Market Innovation and Shifting to a Converged Growth Model Could Make or Break Your 2023 Outlook

ANNUITAS

Yet research supports that uncertainty and periods of when you should invest in not only maintaining, but truly innovating, your go-to-market. Organizations that invest during these periods significantly outperform their peers. What type of improvement can a company expect from investing in go-to-market transformation?

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The Top Research Organizations for Your B2B Tech Product Strategy

Golden Spiral

Understanding those needs requires significant initial and ongoing research to get the most valuable insights for your business. Thankfully, there are many reputable research firms, associations, and other outlets doing the hard work for you. Below are resources we recommend for your health IT product research. Virtual Lab.

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Research Findings: The Ill Effects of Data Pollution Are Skyrocketing in Marketing Organizations

Martech Advisor

According to a recent Forrester Consulting study, commissioned by Infogroup , “Marketers Need To Confront The Inconvenient Truth Of Data Pollution,” the vast majority of marketing organizations—96 percent, in fact—have had campaigns negatively affected by data pollution. "Big" data is not always "better."

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How Planful uses customer intent to speed up the B2B buying cycle 

Martech

The company, a financial planning and analysis platform had just begun a rebranding effort that included a name change. “It Tonkin needed more reviews in more places, but he also wanted to streamline Planful’s marketing strategy to focus on in-market buyers — the people who had done their research and were close to making a purchase.

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Content Marketing and Sales Alignment: Bridging the Gap [New Research]

Content Marketing Institute

That’s the question the CMI research team pondered prior to conducting a new study on the topic with LinkedIn this year. After they pass, each one thinks, “I wonder what he really meant by that.”. Have a look at the picture. What do you see? If you are in marketing, you probably see a visual of something you work to optimize every day.