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Why Marketing Automation Does Not Work


But they have no plan, no content. Similarly, a marketing automation system with no process or content does not create leads and convert sales. Create Your Content Strategy and Process. That makes it easy to map out the content you need to create. In exchange for this content, readers will provide contact information. For each piece of premium content, a.k.a.

The Statistics of Lead Nurturing for B2B


Here’s some statistics: Forrester Research Report. Of course, the proper way to nurture leads is to provide interesting and relevant to content via drip campaigns towards each key stakeholder, and guiding those stakeholders throughout their purchase cycles with engaging content until they are ready to speak with a salesperson. Pay for content and consultation: Assume $120,000. You know what lead nurturing is… Here’s my definition.  Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. Sirius Decisions. CSO Insights.

The Statistics of Lead Nurturing for B2B


Here’s some statistics: Forrester Research Report. Of course, the proper way to nurture leads is to provide interesting and relevant to content via drip campaigns towards each key stakeholder, and guiding those stakeholders throughout their purchase cycles with engaging content until they are ready to speak with a salesperson. Pay for content and consultation: Assume $120,000. You know what lead nurturing is… Here’s my definition.  Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. Sirius Decisions. CSO Insights.

Buying Online Display; Click-through Rate & Conversion Considerations


similar report from Forrester also shows how display spending continues to grow significantly. Target websites that include the terms Toyota, New Car Shopping in its content. Have you clicked on a banner ad recently?  Has the message engaged you?  The online display industry has gone through significant changes over the years.  The mighty click through rate. Assume clicks are a bonus. 

Forrester: Advocate Marketing Is Critical To B2B Success

Influitive b2b

That’s what Forrester Vice President and Principal Analyst Laura Ramos  has found in  a new report, Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime.  . Exclusive access to content, events and executives will get their attention. In the report, Laura discusses why advocate marketing is critical to the success of B2B companies. Stronger personal relationships.

No marketing tactic works well Forrester says, it’s all about strong content


Content marketing has cut itself a lion’s share in the marketing world. It’s pretty simple when you think about it, technically every part of your marketing mix should revolve around promoting content. It only makes sense then to see companies slowly ramping up their content spend. Adopting a centralized content asset and measurement system. Blog Content Marketing

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?

Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers


“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.

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


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.

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


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. B2B buying has changed. Get the Report.

Video Marketing Success Starts with Distribution, says Forrester


Many marketers are underestimating the importance of distribution and treating it as an afterthought, according to a recent Forrester report. Different people are on different platforms for different reasons and Forrester argues that your content must align with this. The post Video Marketing Success Starts with Distribution, says Forrester appeared first on Vidyard.

Forrester Weighs in on the Top Video Platforms for Marketing and Sales


Even Forrester Research Analyst, Nick Barber, said so in his latest report, Online Video Platforms for Sales and Marketing : If you think “doing video” means having a YouTube channel, then you need to up your game. An online video platform, according to Forrester, is a critical part of your video technology strategy and you need one to support the customer life cycle. Get the Report.

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. 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. We’re trying to create content that does that. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. In our discussion, Lori shared key insights into the B2B buyer's journey as well as marketing and sales alignment.

Digital transformation failure recipes: the content and process integration deficit


Business optimization Business process management Digital transformation Information management Research actionable data Alfresco BPM business process integration business processes content-centric Enterprise Content Management Forrester Consulting information capture information management information silos Thomas DeMeo Youbiquity Finance

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. The Bottom-Line Your customers continue to be impacted by what Forrester termed the “Do More With Less Economy”. Status-Quo Bias Sales Enablement Forrester Pisello Alinean Value Selling Outcome-Based Selling

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?

Industrial Content Marketing Fails to Engage with Target Audience

Industrial Marketing Today

Industrial content marketing used by manufacturers, distributors and engineering companies is failing to engage the target audience – engineers, technical professionals and industrial buyers. Back in 2014, Forrester had published their research report titled B2B Content Fails The Customer Engagement Test. This is only a content summary. This is not a new problem.

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


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. Content development and improvement–ensuring message quality, originality and ability to engage through storytelling. Governance assessment.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.

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. First things first:  what’s a “top performer”?

Forrester Report: 3 Pillars of B2B Marketing’s New Mission


To wrap up 2015, Forrester Research, Inc. The report highlights new marketing strategies, predictive analytics, marketing automation tools and content messaging. 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. The modern buyer is increasingly conditioned to expect relevant content to be delivered to them when they need it most. Latest

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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. focus on content + connection, not platform. They’re not archived.

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.).

Strategies For Interactive Marketing In A Recession by Josh Bernoff - Forrester Research

Buzz Marketing for Technology

Skip to main content. Note: Site search accesskey is "S" Forrester: - Making Leaders Successful Every Day. 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 account links. Skip to footer. Search earch. Advanced Search. Search our database of research documents. Log In. Research.

2015: people-centric wishes, predictions and top lists


Content marketing Customer experience Customer service Digital transformation content marketing customer experience customer journey Doug Kessler Forrester Kate Leggett New Year 2015 It’s also a time to look forward and think about the future, the unknown, […].

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Polish up your best content to drive content marketing value

grow - Practical Marketing Solutions

This post builds on work by Mark Schaefer  and his idea of “ content shock ” and Pamela Vaughn who wrote a post on   historical optimization  for HubSpot.  I did not come up with either of these concepts, but I am going to show you the link between the two. According to  Forrester , 50% of content from enterprises is not even being used. Content . Links.

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Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

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. Editor’s note: Almost 1/2 cannot create customer-focused content. ). B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation. “I find it sad how badly most companies are doing in B2B demand generation today. Jeff Ogden, President, Find New Customers. Cambridge, Mass.— What do you think? FastCompany blogger.

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

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. 

18 of the Best Content Marketing Strategy Guides of 2013


Content marketing is a hot topic, primarily in the B2B world but increasingly in consumer marketing as well. And as noted here yesterday , 93% of B2B marketers are now using content marketing, with more than half calling it their biggest priority this year. Content Marketing Strategy Guides. Why you need repetition in your content strategy by iMedia Connection.

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Content Marketing Must Focus On Customer Value

B2B Marketing Insider

Most marketers are using content marketing but only one-third think they are effective with it. That is according to a March 2014  report by Forrester Research, Inc., titled “ Build Your Content Brand By Delivering Customer Value.” Effective content marketing is focused on the continuous delivery of customer value through interesting and engaging content.

7 Ways to Create More Interesting Content for Your Blog


Creating engaging, interesting content is a top priority for marketers, yet only 30 percent say they are effective at it. And one of the most reader-friendly, popular types of content is blog posts. Marketers who produce blog content are landing 67 percent more leads for their organizations than those who don’t. But why does this make great content? Old topic … new spin.

Five 2015 B2B Demand Generation and Content Marketing Resolutions


Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. When an organization moves to a program-based approach, there is a buyer-centric approach to how content is delivered. 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.

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


20% on average, according to Forrester.  I’ve seen companies that devote as much as 60% of their spend to face to face. Even in content marketing, where digital and social are the darlings, events are named the most effective content tactic in this year’s study from Content Marketing Institute and MarketingProfs. It’s not digital, except tangentially. Bingo. alone.

Master These 10 Content Marketing Skills to Become an All-Star

KoMarketing Associates

While content marketers don’t necessarily have an annual celebration to match the glamor of NBA All-Star Weekend, we still practice and hone our content marketing skills with hopes of being seen as all-stars within the industry. But, what kinds of skills are needed to become a content marketing all-star? try to be the first to provide content around it. Organization.

CMOs fail to go beyond brand awareness on LinkedIn


Xerox is Focused on Reaching Prospects with their Content – n ot Engaging Prospects using Content. Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers.  Forrester reports that 99% of leads don’t convert, and LinkedIn says 87% of leads don’t convert. That’s a lot of hopefuls. What are you paying attention to? Revenue.

Social Media is a life sentence


Like your Imuran and Azasan, your social media content is your daily bread and not just a special treat. One of the reasons why I have been harping on this is because I meet people every day who wash out of social media, be it blogging or general social media content marketing. Every day. Don’t’ Freak Out. Don’t Freak Out. At least social media is a two-way street.

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. Data and research are certainly taking on an interesting new role in the field of content marketing. An early Google Pants sighting. Facebook called the claims “irresponsible.”

Three 2015 Marketing Predictions I Hope Are Terribly Wrong


Only 8% of those in content marketing say they are highly effective with their contentContent Marketing Institute. 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.  Blog Content marketing strategy Demand Generation Strategy Forrester Laura Ramos marketing predictions Prediction 3:  The Full Scope of Transformation Will Not Be Realized.

This Week in Content Marketing: Can Content Save Advertising?

Junta 42

In this week’s episode of #ThisOldMarketing , Robert and I discuss whether content marketing can really save advertising – and whether it actually needs to be saved. Finally, we discuss what’s happening in the world of mega-agencies – a senior Pepsi executive contends they are threatened by clients reducing the number of agencies they work with and by the rise of content marketing.