Sword and the Script | B2B

JANUARY 23, 2024

Forrester analyst Lori Wizdo wrote those words eleven years ago. All these years later, a new report by 6sense, penned largely by a former Forrester analyst, has come to the same conclusion: when buyers first contact a seller, they are “69% of the way through a buying cycle.” This is where good thought leadership can make a difference.

B2B Thought Leadership 69

B2B Thought Leadership B2B Sales Studies Thought Leadership 69

ViewPoint

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. Do you see this changing?

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

Sword and the Script | B2B

MAY 17, 2022

“Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third parties,” according to Forrester. Forrester conducted a “buyer’s survey” in the years 2017, 2019 and 2021. Maybe this will be the wake-up call B2B marketing needs to start being different.

Sales Cycle 75

Sales Cycle B2B Sales Studies Marketing Management 75

Zoominfo

MAY 8, 2020

Justin shares this example: “A few years ago, I actually put together a menu of different meals I liked that my wife commonly prepared, and included a few additional genres I like in general, such as Italian and Greek food. Two Different Approaches for Calculating Total Addressable Market.

Enterprise Management 273

Enterprise Management Marketing Management Analysis Marketing Analytics Tools 273

Zoominfo

MAY 31, 2022

And the quality and breadth of your market data makes all the difference. Secondary market research, from companies such as Forrester and Gartner, can be used to determine how many users meet your market criteria, and how big that industry is. What is a Total Addressable Market? The two common approaches are top-down and bottom-up.

Enterprise Management 130

Enterprise Management Analysis Marketing Management SMB 130

Martech

JULY 25, 2022

Seventy-one percent of B2C marketing executives expected that demonstrating the value of marketing to the CEO, CFO and the board would be “very challenging” or “extremely challenging” in 2022, a Forrester survey found. One vendor to contact for assistance with the implementation and support should they be necessary.

Marketing Attribution 108

Marketing Attribution Enterprise Management Work Management Marketing Management 108

Madison Logic

OCTOBER 18, 2023

Forrester research finds that 67% of B2B marketers say buyers are taking longer to commit to purchases than last year. For example, if you focus too much on strategies that increase brand reputation and not enough on demand generation, Forrester research found that buyers will fall into a category they call, “Adoring Hesitation.”

Paid Content 52

Paid Content Advertising Agencies Demand Advertisements 52

Salesforce Marketing Cloud

APRIL 5, 2024

So, we need to think differently about color usage in app design. Designers appreciate differences – whether that’s how we see things, how we navigate or how our minds work. From business leaders and independent software vendors (ISVs) to marketers and designers, everyone can influence what gets shipped.

Design 98

Design Guidelines Forrester Barriers 98

The Point

SEPTEMBER 25, 2018

Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. In the broader market, however, our agency’s experience tells a different story. He says (in summary): “It’s because their needs outgrow system capabilities.”. What can be improved?

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

Vidyard

JANUARY 8, 2016

And Forrester is taking notice, predicting massive shifts in marketing in the coming year. Buyers prefer to do research themselves rather than rely on vendors’ sales reps. The best marketers, they say, will act differently in 2016. Forrester Predictions for 2016: B2B Marketing's New Mission. B2B buying has changed.

Forrester 50

Forrester B2B Marketing Top of Funnel B2B 50

Zoominfo

JUNE 27, 2022

often means the vendor with the most records wins and the one offering the highest quality data gets overlooked. THE VALUE OF GOOD DATA Forrester states in its Data Ethics and Technology Report that, “the quality of business decisions you make using data will depend on the integrity of the data.” or “what is your cost per contact?”

Purchase 130

Purchase Work Management Marketing Management Lead Ranking 130

B2B Marketing Directions

DECEMBER 20, 2020

Since MMM and MTA use different types of data and measure different aspects of marketing effectiveness, one possible solution is to use both methods, and some companies have adopted this approach. The Google white paper cited a 2018 survey conducted by ISBA (Incorporated Society of British Advertisers). of total marketing spending.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

Adobe Experience Cloud Blog

JULY 22, 2021

Results certainly vary and different advertising tactics work better at different times, but Bizible benchmark data showed that, on average, LinkedIn Ads provided the #1 ROI among major paid media platforms. Like all of Bizible’s marketing channel integrations, it’s easy to set up with just a few clicks and is fully vendor-supported.

Linkedin 154

Linkedin Paid Search Agency Sales Management ROI 154

Seismic

SEPTEMBER 16, 2020

The Forrester Wave : Sales Content Solutions, Q3 2020 report published this week. The day the Forrester Wave comes out is one I always look forward to. It’s always an important moment for the sales enablement space, and 2020 is no different. This year, Forrester redefined how it evaluates sales enablement. We’re excited.

Enterprise Management 69

Enterprise Management Work Management Marketing Management Forrester 69

Martech

JULY 29, 2022

Once you’ve gone through the checklist to determine if you need — and are ready for — an ABM solution, the next step is to identify and contact vendors. Your vendor shortlist. For example, if enriching your ICPs with deeper technographic data is important, be sure to ask about it during vendor interviews and demos.

Enterprise Management 107

Enterprise Management Marketing Automation Services Marketing Management Account Based Marketing 107

SpotMe Blog

JULY 28, 2023

If you’re a life sciences or pharma company, you likely host a range of different events, from advisory boards to investigator meetings or satellite symposia. You want to find an in-person event platform that meets your different event needs. So find out what features the in-person event platform offers.

Marketing Automation Services 52

Marketing Automation Services Enterprise Management Work Management Marketing Management 52

Salesforce Marketing Cloud

NOVEMBER 29, 2023

Channel sales — or selling through partners — represents 75% of the world’s commerce, according to Forrester. What is the difference between channel sales and direct sales? In channel sales, companies (here we’ll call them vendors) sell through intermediaries. What is the difference between channel sales and direct sales?

Enterprise Management 111

Enterprise Management Work Management Advertising Channels Marketing Management 111

Marketing Insider Group

DECEMBER 8, 2020

People shop for services and products differently, even in the B2B realm. eCommerce is fast becoming a necessity for B2B, as Forrester predicts it will hit $1.8 This consists of vendor and third-party content. Digital Transformation Is Critical to Staying Competitive and Meeting Customer Needs. trillion in the U.S.

Digital Transformation 276

Digital Transformation Marketing AI Work Management Marketing Management 276

Madison Logic

JANUARY 5, 2023

Furthermore, according to the 2022 Forrester Marketing Survey, CMOs cited “addressing changing buyer behaviors” and “understanding buyer preferences” as their top areas of focus in 2023. . B2B marketers should diagnose the most salient points to build out what makes a particular audience, buying group, or persona different from others.

Account Based Marketing 52

Account Based Marketing Top of Funnel Marketing Budget ABM 52

SpotMe Blog

OCTOBER 7, 2023

Event technologist opinions : We’ve spoken to numerous event technologists who work in the life science and pharmaceutical industries and listened to their views on different medical conference apps. But this may result in you having to use multiple solutions for different medical conference tasks. 131 reviews) Capterra Score: 4.4 (14

Conference 52

Conference Enterprise Management Work Management Marketing Management 52

Contently

AUGUST 22, 2017

I use it in three different presentations. While the Google trends chart is very useful when you’re making the case for content marketing, it’s not nearly as telling as a different chart from Forrester, which maps the hype cycle of marketing technologies. Brands need to wait as vendors scramble to meet their needs.

Paid Content 161

Paid Content Content Marketing Content Forrester 161

Martech

SEPTEMBER 28, 2021

Every time a consumer interacts with the brand – regardless of channel – a different identifier (also called a key) can be attributed to that individual. Forrester found that 71% of brand marketers struggle to maintain an accurate consumer ID over time and through changes. Proprietary identity graph. Data onboarding.

Marketing Automation Services 118

Marketing Automation Services Privacy Enterprise Management Work Management 118

KoMarketing Associates

SEPTEMBER 10, 2019

But if you look at the actual volume of revenue generated via ecommerce – for both B2B ecommerce and B2C ecommerce – the reality is very different. Forrester expects B2B ecommerce in the just United States to reach $1.8 Even as of the close of 2018, Forrester says US B2B ecommerce had already exceeded $1.1 trillion by 2023.

eCommerce 121

eCommerce Advertising Benchmark B2B Marketing Practices 121

ANNUITAS

DECEMBER 16, 2014

Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. Prediction 2: The Gap Between Vendors and Customers Will Continue To Grow. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content.

Forrester 100

Forrester Demand Generation Top of Funnel Marketing & Strategy 100

Martech

NOVEMBER 11, 2022

The digital experience platform (DXP) category features vendors who offer some or all of these solutions. Explore platform capabilities from vendors like Sitecore, Optimizely, Pantheon, WordPressVIP and more in the full MarTech Intelligence Report on digital experience platforms.

Digital Asset Management 117

Digital Asset Management Work Management Marketing Management Digital Experience Platform 117

ClickZ

JULY 9, 2020

30-second summary: Most CFM vendors offer a few standard features, such as flexible surveying capabilities and basic analytics tools, but their offerings can vary a great deal from there. The major differences tend to fall into three major buckets: support and customization, feedback options, and data collection and analytics.

Work Management 93

Work Management Marketing Management Vendors Paid Search Agency 93

PureB2B

JUNE 23, 2022

While online B2B buying habits have changed dramatically in the past decade, today's B2B buyer journey looks a lot different than it did just a couple of years ago. Therefore, as Forrester states, the role of B2B marketing is “no longer to attract and persuade; it’s really to engage buyers and help them through their journey.”.

Top of Funnel 62

Top of Funnel Buyer's Journey Ideal Customer Profiles B2B 62

Madison Logic

FEBRUARY 7, 2024

Forrester Research predicts that poorly personalized content will degrade the purchase experience for 70% of buyers over its failure to demonstrate an understanding of their business needs. According to Forrester, buyers aged 25-44 will make up three-fourths of business buying teams in 2024.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

Allocadia

APRIL 14, 2020

By now, we’ve all accepted that 2020 will be very different in terms of budget, campaigns, and ROI. Allocadia was identified as a Strong Performer, providing “best-in-class money management capabilities” in the Forrester Wave Q1 2020 review of Marketing Resource Management (MRM) providers. . Don’t just take it from us!

Resource Management 59

Resource Management Class Work Management Marketing Management 59

Top Rank Marketing

AUGUST 14, 2023

While there’s temptation to pass that saying off as a cliche, “research from Google and CEB has found that B2B customers are significantly more emotionally connected with their vendors and service providers than consumers.” Or you might meet someone from a vendor or an agency during the many networking events.

B2B 94

B2B Advertising Agencies Paid Search Agency Co-Registration 94

Martech

FEBRUARY 17, 2022

Bruno previously spent almost five years at Forrester on the sales technology and B2B e-commerce beat. “I Bruno recalled from his Forrester days that the figure was something like 99% way back in 2017. “But there are many different flavors,” he said. This isn’t new. There’s something else driving that.

Top of Funnel 97

Top of Funnel B2B Forrester B2B Sales 97

Metadata

NOVEMBER 17, 2021

You’ll get 10 different answers if you ask 10 different marketers. This may sound cynical, but I blame software vendors for “ABM” being ill-defined. For the past 15-plus years, we’ve simply let ABM vendors define the ABM category. ABM vendors have created this movement around account-based efforts. Riddle me that.

Account Based Marketing 98

Account Based Marketing ABM Enterprise Management Work Management 98

Webbiquity

DECEMBER 4, 2018

More than 75 percent of prospects feel the sales professionals who contact them lack knowledge of their specific business, role and responsibilities at work, or even the issues they’re trying to resolve, according to research from Forrester. Consider the different content pieces and formats it takes to push prospects down the funnel.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Convince & Convert

FEBRUARY 27, 2015

A recently released report from Forrester, “ Market Overview: Online Video Platforms for Sales and Marketing ,” offers a data-driven guide to help modern marketers wrap their heads around where video marketing technology is headed and how to tell their compelling stories via video.

Video Marketing 167

Video Marketing Rules Marketing Automation Services Planning 167

B2B Marketing Directions

AUGUST 11, 2019

Recently, it's become popular to downplay the differences between B2B and B2C marketing. But have all the meaningful differences between B2B and B2C marketing really disappeared? First, 30% of the surveyed buyers said they would disengage from a vendor whose values don't match their own.

B2B Marketing 49

B2B Marketing Marketing Management Forrester B2B 49

Martech

MAY 10, 2022

A different kind of B2B buyer. Last year, Forrester reported that about 90% of 650 tech buyers surveyed want vendors to provide content that’s relevant at every stage of the buying journey. Buyers are guiding themselves down the funnel, gathering information and turning to peers before engaging with vendors. “I

Buying Cycle 92

Buying Cycle Intent Ideal Customer Profiles Planning 92

Engagio

FEBRUARY 8, 2019

Last week, Forrester Research published a report on the emergence of new vendors in B2B marketing data management. A great place to start is by reviewing the Forrester Research report, New Tech: B2B Marketing Data Management Solutions , that got my gears turning.

Marketing Management 75

Marketing Management Planning Forrester Account Based Marketing 75