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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. 51% responded “somewhat effectively”. • 14% responded “very effectively”.

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. 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.

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. by icon 54.

Forrester Sounds the Digital Marketing Alarm


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?

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

Today, it’s my pleasure to share that Oracle’s Maxymiser was cited by Forrester Research as a leader in The Forrester Wave™: Online Testing Platforms, Q3 2015. Click here to download a copy of the Forrester report at At best, marketers lose a revenue opportunity. At worst, they send one to your competitor.

50 Facts about online consumer behavior not to ignore


81% of consumers research online before buying. ( 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. 42% of shoppers spend over half their shopping time doing online research.

Forrester Research, Inc. Benchmark Report: How Top Marketers Do Lead Generation, Part 1

Marketing Action

That’s according to a December, 2013 Forrester report by VP and Principal Analyst Peter O’Neill, Gauging Your Progress and Success , a benchmark-style assessment of what top-performing marketers do. And it’s the focus of this 2-part series where we’ll share key takeaways from the Forrester report. The post Forrester Research, Inc. Lead -Generation: Socialize.

Best Social Media Stats, Facts and Marketing Research of 2010


the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. Discover the answers to all of these questions and more here in more than 40 of the best resources for social media and marketing stats, facts and research of the past year. Marketing Salary Survey: Social Media Marketing by Aquent. Adam T.

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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


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. The CMO Survey ). Meghan M.

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


Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. 53% of employers now research candidates on social networks before hiring. • 71% of companies now have a presence on Facebook. 59% are on Twitter, and 43% use a company blog for marketing. ” B2B Marketing Research and Statistics. hours.

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


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.

9 Essential Tips for Researching Your Next Content Campaign

B2B Marketing Insider

Not every idea is necessarily perfectly aligned , or can be followed up on, however, what makes a strong piece of content stand out from the others is almost always the research behind it. Smart marketers gotta do research. And there are a lot of different methods and starting points to conduct the research. Research Your Competition. Pull up the Latest Research Reports.

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. by Bob Apollo of Inflexion-Point.

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. 3 – Customer Ecosystem.

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.

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 [.] Why are social analytics so important? Read Susan’s post announcing this report.

Vidyard Named a Leader for Online Video Platforms for Sales and Marketing by Independent Research Firm


KITCHENER, Ontario – October 31, 2016 – Vidyard , the video platform for business, has been named a leader in Online Video Platforms for Sales and Marketing by independent research firm Forrester Research, Inc. The recognition comes as part of The Forrester Wave™: Online Video Platforms For Sales And Marketing, Q4 2016, which analyzed the most significant providers in the space. Forrester analyzed nine vendors’ video platforms across 39 criteria. “I About Vidyard. Media Contact: Brad Hem. Phone: (281) 543-0669. Press Releases

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


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.

9 Essential Tips for Researching Your Next Content Campaign


Not every idea is necessarily perfectly aligned , or can be followed up on, however, what makes a strong piece of content stand out from the others is almost always the research behind it. . Smart marketers gotta do research. And there are a lot of different methods and starting points to conduct the research. . Research Your Competition. Pew Research Center.

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. A common mantra for many sales strategies is to "Engage earlier and higher". Does the early bird really get the worm? Come on, get higher?

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. Related articles.

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


If you haven’t read the Understanding B2B Buyers 2016 Benchmark Study, you may not know that companies who exceed revenue and lead goals are more effective at creating, using, and consistently maintaining personas than those who miss their targets. (Or With this research, we developed a framework for buyer persona optimization to help marketers like you benchmark your persona strategy.

Content marketing’s $40 billion miss


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?

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


Opentopic blog >> 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

Branding as a full funnel journey


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.

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


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


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. Only 2.8%

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.

Staffing Industry Sales: How Do Account Reps Spend their Time?

Haley Marketing

Earlier this year, we surveyed over 500 staffing professionals to answer one simple question: In recruiting, sales and marketing, what works best? ” In fact, companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost, according to Forrester Research. The survey was completed by nearly 500 individuals located throughout the U.S.

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. I you are a company with 1,000 sales professionals, this hidden cost of sales is costing you a whopping $13.5 M each year. Why Change?

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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!

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. With a focus on performance, companies turned to improving the bottom-line and have learned to permanently “Do More with Less”. According to Gartner, worldwide IT spending growth has been revised upwards to 2.6% for 2014.