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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. But though I quibble with the general sentiment, Ms. In her interview, Ms.

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. For example, in a survey of 500 marketing professionals by Rapt Media, over 80% stated content personalization as their biggest challenge. 

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research

ViewPoint

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. We have some research to indicate that’s true, and that the statement’s directionally correct. 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. In many companies, particularly larger companies, there's a total disconnect between marketing and sales. Those companies will answer that question in the range of 5 to 15 percent.

Forrester Sounds the Digital Marketing Alarm

Vidyard

The years change but the marketing plans pretty much stay the same, according to recent research from Forrester. Many companies have marketing mixes that are fairly set in stone. In-person events, digital marketing, and content marketing once again captured the top three spots in our 2015 survey, consuming over 40% of working dollars.” But has spending?

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. Companies are tracking Operational Efficiency – not Effectiveness. Find New Customers is also a member of ITSMA. Failing – 35%.

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

research reports, trends, and important industry announcements in the B2B marketing space) for quite some time now. Chief Marketer’s Annual B2B Lead Generation Survey. Findings from this survey highlight the increasing role of social media for B2B lead generation, how and why email continues to be an important tool, and what marketers see as their biggest prospecting challenges.

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16 Enigmatic Business Blogging and Other Marketing Stats

Webbiquity

For example, what percentage of businesses maintain company blogs? First, all of these numbers seem a tad high; other (fairly) recent research has reported that 55% of small businesses have blogs but just 31% of Fortune 500 enterprises do. 86% of B2B companies surveyed are currently blogging, along with 77% of B2C companies. But apparently not. Meghan M. ClickZ ).

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

For anyone in marketing or PR being asked to make “data-driven&# decisions “based on the numbers&# (and doesn’t that include pretty much everyone in marketing and PR these days?), the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. Marketing Salary Survey: Social Media Marketing by Aquent.

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Best Social Media and Digital Marketing Research and Statistics of 2011, Part 2

Webbiquity

Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. Also noted: • One in four Americans watches a YouTube video every day. • 53% of employers now research candidates on social networks before hiring. • 71% of companies now have a presence on Facebook. ” B2B Marketing Research and Statistics. hours.

Social media ROI sucks! (Or, you can prove anything if you send out a survey)

ViewPoint

Companies try to dutifully engage with customers and prospects on all the main social channels, plus as many of the secondary ones as possible. Social distribution of content and messages isn’t considered all that effective in providing business value to companies, according to a recent analysis by Forrester Research. And YouTube in 10th place? It’s hard to believe.

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. Fewer than 1 in 10 of the B2B organisations surveyed claimed to have tight alignment between their sales and marketing functions – and nearly 7 out of 10 evaluated their performance as average or worse. Find New Customers is one of few  lead generation companies in New York. Everyone talks about it. You can read the original post here. ).

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. Here are seven elements CEOs and their teams must develop in order to make informed decisions to achieve growth: 1 – Research, Analytics, And Insights. by Yarden Gilboa. It Takes All Seven.

Help ITSMA with its Annual Marketing Performance Survey

Fearless Competitor

 A Survey on Marketing Performance Management. Our friends at ITSMA are doing  their annual survey on Marketing Performance Management and they need your help. The goal of the survey is to better understand how companies are using marketing data, metrics, and analytics to inform marketing decisions, predict buyer behavior, improve marketing performance and forecast trends. ITSMA is partnered with VisionEdge Marketing and Forrester, By completing the study below, you will help in this research and get a copy of the final results. ITSMA MPM Survey.

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. Research Director Peter O’Neill is blunt about describing the current content marketing landscape. But maybe not surprising, given the consistently poor grades buyers have awarded marketers in surveys about content marketing. Like this post?

Open Research: A Framework for Social Analytics

delicious b2bmarketing

After interviewing nearly 40 experts and working with Charlene Li and a bit of help from myself, she’s found six distinct use cases (see compass below) on how companies are measuring using these new toolsets. link] Research Report: A Framework for Social Analytics | Thought Experiments [.] If you’d like to cite the graphics, please see this Flickr set. Wowza! Wowza! Wowza!

Branding as a full funnel journey

Biznology

It’s a way to begin conversations and even relationships based not only direct interest in our product, service, or company, but also to use a shared second interest to get to know them better. We also need research into what we are as a brand, what we’d like to become, and what (if anything) has to change to realistically get there. This has to happen before we go to market.

1 Million B2B Sales Jobs Will Vanish by 2020 [New Research]

Hubspot

They can do all the research they want about a particular product or service on the company website, and even buy online if the option is available. This question was the topic of Andy Hoar''s presentation at the 2015 Forrester Sales Enablement Forum. And the principal analyst didn''t shy away from dropping the bomb that his research indicates is on the horizon.

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

B2B Demand Generation | Companies are struggling with demand generation today. “I find it sad how badly most companies are doing in B2B demand generation today. Jeff Ernst, Principal Analyst, Forrester Research. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. The report, “The State of B2B Demand Generation: Disjointed,” was based on an online survey of 266 marketing and sales executives conducted in May 2011. Jeff Ogden, President, Find New Customers.

Forrester report says content from agnostic industry experts best way to reach B2B buyers

Opentopic

Opentopic blog >> b2bmarketing.net A new Forrester Research report reveals the best way to reach B2B buyers is with content written by unbiased third-party industry experts. The report, “Use Third-Party Content To Attract And Persuade Elusive B2B Buyers,” surveyed in January 210 IT and business decision-makers at companies with 500 or more employees. Forrester also interviewed eight vendor companies, including. Marketing ROI Cmo marketing roi

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17 Things High-Performing Companies Do to Optimize Their Buyer Personas

Cintell

From our research study with over 150 B2B organizations, we identified some habits of high-performing organizations, the ones who have it figured out. With this research, we developed a framework for buyer persona optimization to help marketers like you benchmark your persona strategy. Both competitive and industry trend research is conducted at least quarterly. Using personas.

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.  Image via Wikipedia. Connecting with today’s B2B buyers is on the minds of most CEO’s and their teams today. 

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. And there are still many companies that produce legitimate white papers containing helpful, objective information. Research Report? Executive Review? Blue Paper?

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Need Some B2B Blogging Inspiration? Check Out These 10 Companies

Hubspot

This isn''t an exhaustive list by any means -- but maybe it''ll be a small source of inspiration for you to start your own B2B blog for your company (or kick your existing blog up a notch). For this company, blogging is about telling a visual story. Its data visualization blog is my favorite, providing infographics of its turbines, medical imaging equipment, surveys, and stats.

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

This is one of the predictions I do hope I get completely wrong, but given the last few years and some of the research from this year, I don’t think I will be. Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. While this is only the current years research, this is actually a decline from the previous year, which is obviously does not bode well. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content. 

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. months; so promising a three-month turnaround is setting your company up for failure. Posted in Business Intelligence Testing. The good news is that it doesn’t have to be tricky.

Adding fuel to the fire: How important is Facebook?

grow - Practical Marketing Solutions

A new survey adds more fuel to the swirling debate about how social media usage is changing, especially among teens. In a  Piper Jaffray  survey of American teens, one-third described the photo-sharing app Instagram as their most important social network. However, you need to dig into the nature of the research before making conclusions about the implications for marketing strategy.

Sales Enablement’s Dirty Big Secret

The ROI Guy

Attending the Forrester Sales Enablement Forum, one research metric was presented that just blew me away. According to Forrester, the average company spends more than $135,000 in sales support costs per year for EACH salesperson. ValueStory Sales Enablement Forrester Pisello Alinean Value Selling Sales Tools Provocative SellingNot necessarily. Why Change? Why Now?

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50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( GE Capitol ). 94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store. Research Gate ). 50% use their smartphone to look up restaurants/bars, and 31% to research or book travel. Aspect Consumer Experience Survey ). Forrester ).

CRM 2

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

This week, CEB held their annual Sales and Marketing Summit, with 1,200 celebrating all things and revealing some of the latest research on how to more effectively evolve your sales and marketing for a new breed of buyer. 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?

Gartner Raises IT Spending Forecasts – Time to Party Like its 1999?

The ROI Guy

We believe it is all about Frugalnomics : 1) Although there has been an economic recovery, top-line revenue growth remains a challenge for most companies. According to Forrester, prospects indicate that less than 12% of sales engagements are focused on customer value. According to Gartner, worldwide IT spending growth has been revised upwards to 2.6% for 2014.

Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab

The ROI Guy

The original recording can be accessed at: [link] There has been some controversial research from several top analysts on the Death of the B2B Sales Rep. Their research indicates that when B2B buyers are making a purchase decision, they go 57% of the way through the buyer’s journey BEFORE engaging with a sales rep. Forrester reports that this shift to digital buying is real, and as a result, there will be a 22% decline in the number of B2B sales reps over the next 5 years. But not all the analysts agree with this research? Herwijnen. B2B is quite different than B2C.

The Modern Day Social Seller: Buyers are More Empowered, But So Are You!

The ROI Guy

By Dan Sixsmith and Tom Pisello The research and the reality: B2B buyers are more empowered than ever, using the Internet and social media to research your company, products, services, customers, team, history and competitors - self propelling themselves toward a purchase decision. nternet and Social Media Research Works Both Ways Buyers will engage earlier with sales reps who can help them overcome challenges and drive competitive advantage. But nowadays, you have to go even further than mining publicly available about your prospects. So what are these insights?

Will Gartner's Latest IT Forecast Put a Chill in your Growth Plans?

The ROI Guy

We believe it is all about Frugalnomics : 1) Do More with Less - Although there has been an economic recovery, top-line revenue growth remains a challenge for most companies. According to Forrester, prospects indicate that less than 12% of sales engagements are focused on outcomes and customer value. increase compared to 2014. Why Your Solutions? Percent in 2014 Gartner Forecasts 3.1%

Forrester and IDC think Sales Enablement is a Big Deal. and We Agree!

The ROI Guy

A new role has emerged at many leading B2B companies, Sales Enablement, and recent research from Forrester and IDC proves this new sales enablement practice as the key linchpin required to help a B2B company bridge the gap between their business strategies and how they execute in the field. According to Forrester, companies are spending worldwide, on average, 19% of their SG&A costs, some $135,262 per quota-carrying salesperson, in sales support-related activities. Source: Uncovering The Hidden Costs Of Sales Support, Forrester Research, Inc.,

ROI 3

Keeping Up With The Joneses: 8 Ways to Stay on the Cutting Edge of Your Industry

Hubspot

Here are eight ways marketers can keep up with the proverbial Joneses: 1) Carry Out Customer Research. Good old customer research is an important part of making sure you stay educated on the subject. also enjoy news websites like eMarketer , Business Insider , Mashable and research papers put out by institutions like Gartner and Forrester. All the Time. The downside?

American Business Media - Research & Marketing

delicious b2bmarketing

Bringing the business media opportunity to life for marketers, advertisers and media planners/buyers, each issue contains industry data, research and case studies that document the power and effectiveness of business media as advertising and marketing vehicles. To run our ads in your publication or Web site, download them below. If you decide to run our ads, wed love to know about it!

Mi6 Agency’s Top Charts for July 2016

MI6 Marketing Agency

Why Every Company is Re-imagining Itself Into a Tech Company. The tweet asks:  “Is this why every company from an old school industry is trying to reimagine itself as a tech company these days?”.  . Forrester’s predictions on the trajectory of success for the Internet of Things (IoT) in this chart show some interesting trends around what are still immature technologies.

31 Scary B2B Marketing Statistics

Type A Communications

majority (70%) of B2B marketing leaders surveyed admit they are concerned about brand integrity and execution in social media (Business Marketing Association/Forrester Research). Business Marketing Association/Forrester Research). Business Marketing Association/Forrester Research). Business Marketing Association/Forrester Research).

Best Social Media Stats and Market Research of 2010 (So Far)

Webbiquity

Data junkies, stats addicts, web trivia buffs rejoice — here are a deluge of social media, search and other marketing research facts and figures from 50 articles and blog posts published so far in 2010. What percentage of Fortune 100 companies are on Twitter? How do B2B social media marketing practices differ from B2C companies? based (86%) companies. More than 1.5

Tom Pisello: The ROI Guy: Forrester and IDC think Sales Enablement.

Tom Pisello

Sunday, August 15, 2010 Forrester and IDC think Sales Enablement is a Big Deal. and We Agree! A new role has emerged at many leading B2B companies, Sales Enablement, and recent research from Forrester and IDC proves this new sales enablement practice as the key linchpin required to help a B2B company bridge the gap between their business strategies and how they execute in the field.