B2B Marketing Unplugged

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Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

If you are one of these companies, consider this nifty chart by Watermark  Consulting showing that companies ranking as CEM Leaders in Forrester’s Customer Experience Index also generate 26 points more return than the S&P 500. Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #2: We focus on the problem. Uh oh.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

As you start looking at your 2016 budgets, I suggest you pay particular attention to your customer reference program and make sure it’s doing more than keeping the lawn fertilized.  * Source: Forrester. Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. We just aren’t good at it.

Feeling Undervalued as a Marketer? It’s Probably Your Fault.

B2B Marketing Unplugged

In our final look at RAOMs (random acts of marketing), let’s consider this freshly minted bunch of stats from Forrester. 86% of marketers agreed that the link between marketing activities and business goals is well-defined at their organizations. 72% said their company’s leadership clearly sees marketing’s impact on the business. Folks, this is not good news. Holy sh*t.

Why Most Executives Should Stay Clear of Social Media

B2B Marketing Unplugged

Even Forrester has jumped on the CEOs-Must-Join-the-Party party.  . Social Media bizmarketer blognocracy blognocrats blogocratic boctaoe corporate communications Elizabeth Williams facebook Forrester foursquare Google. The other day I had the opportunity to listen to a presentation by a social media guru on the cheese-moving, game-changing, power-shifting, balance-restoring, granny-empowering, field-levelling opportunities of our age. And then began the Ritual Disemboweling of myopic Palm-toting dinosaur executives who just “don’t get it”.  What are these people thinking? enough. 

A Manifesto for Us Frogs

B2B Marketing Unplugged

If you want a more sedate explanation of this archetype, Forrester guys Josh Beroff and Ted Schadler call them people Highly Empowered Resource Operatives (HEROes)  (get it?) in their new book, empowered. I like to think the story about frogs isn’t true but I sort of suspect it might be. It goes like this: if you put a frog in boiling water it will jump out, but if you put it in cool water which you slowly heat to boiling, the frog will keep adapting until it’s an entrée. Linchpin , Seth Godin’s newest book, is for the GenX frogs. Which is probably good. But it’s not. It’s magical.

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. That hardly seems consistent with the characterization of marketers “struggling” to get results.

4 Key Marketing Technology Takeaways From A Forrester Wave

It's All About Revenue

Savvy B2B marketing leaders are “re-engineering their lead-to-revenue process to transform marketing — from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle” according to the recently released Forrester Research, Inc. The vendor web site is an important first impression engagement forum.

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. ” – Forrester Research. ” – Forrester Research. The post Forrester Sounds the Digital Marketing Alarm appeared first on Vidyard. Many companies have marketing mixes that are fairly set in stone. But has spending? Get the Report.

Oracle Attains Highest Score for Current Offering in The Forrester Wave™: Lead-To-Revenue.

It's All About Revenue

Forrester Research recently evaluated 11 lead-to-revenue management (L2RM) platform vendors including Act-On, Adobe, bpm’online, CallidusCloud, HubSpot, IBM, Marketo, Oracle, Right On Interactive, Salesforce, and Salesfusion against 36 criteria. When evaluating Oracle’s L2RM platform, Forrester noted, “Consider Oracle to bring large, complex go-to-market strategies to life.

Forrester Research Names Oracle Marketing Cloud a Leader

It's All About Revenue

That’s according to Forrester Research’s newest Enterprise Marketing Software Suite (EMSS) Wave, a market assessment that looks at vendors who compete in the “marketing cloud” landscape. This year, we’re proud to share that Oracle Marketing Cloud was a leader in their assessment. The need for simplicity in the digital marketing landscape is urgent. Product New

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?

New Forrester Research: B2B Should Use B2C Customer Loyalty Principles

Influitive b2b

And Forrester’s latest research report, B2B Loyalty, The B2C Way , outlines practical ways B2B marketers can apply B2C principles to deepen relationships and engagement. As Forrester analyst Emily Collins underscores, “B2B companies stand to benefit from three core tenets valued by B2C marketers, which have nothing to do with discounting, and everything to do with building a flexible, customer-obsessed loyalty strategy.” Forrester’s recommendation: Extend and elevate your existing retention efforts. After all, B2B buyers don’t respond to reward points and coupons.

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

Vidyard

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

Vidyard

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

Vidyard

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.

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 Maxymiser.com. At best, marketers lose a revenue opportunity. At worst, they send one to your competitor. Take Alaska Airlines as an example.

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 Maxymiser.com. At best, marketers lose a revenue opportunity. At worst, they send one to your competitor. Take Alaska Airlines as an example.

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

Vidyard

Forrester has been following marketers to ask them how those efforts were going, and the answer is… not so well. The post No marketing tactic works well Forrester says, it’s all about strong content appeared first on Vidyard. Content marketing has cut itself a lion’s share in the marketing world. Most tactics received a thumbs up from 30% or fewer of those surveyed.”

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

Vidyard

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.

Open Lounge: Forrester’s Mary Shea Talks ABM, Millennials, and the Changing B2B Buyer

Sales Intelligence View

Mary Shea, PhD, Principal Analyst at Forrester Research, shared her wealth and depth of B2B sales and marketing knowledge with Open Lounge today, explaining how organizations can cope while everything around them is changing. Events Thought Leadership 2016 df16 Dreamforce forrester forrester alignment forrester b2b forrester dreamforce forrester marketing forrester millennials forrester sales mary shea mary shea forrester mary shea research Open Lounge

Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers

Vidyard

“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. And this needs to change.

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. 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. 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. Does that figure depend on the type of solution?

New from Forrester: Building a Predictable Lead-To-Revenue System

Vidyard

Forrester Report: Understanding the Performance Levers in Your Lead-to-Revenue System. Forrester suggests that it is, in fact, feasible to accurately predict the outcome of your marketing efforts if you take an analytical approach to understanding the key performance drivers. The post New from Forrester: Building a Predictable Lead-To-Revenue System appeared first on Vidyard.

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Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers

Opentopic

So says Forrester Research VP and Principal Analyst Brian Hopkins, co-author (with Adam Silverman) of a new Forrester Research report, The Top Emerging Technologies to Watch: 2017 to 2021 ($499 for individual purchase). The post Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers appeared first on Opentopic. Marketers will need to transform from campaigns to real-time, continuous interaction with customers via intelligent agents. It’s about the top 15 developing technologies that will help businesses.

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. About Forrester: A global research and advisory firm, Forrester serves professionals in 13 key roles across three distinct client segments.

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

Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers

Opentopic

So says Forrester Research VP and Principal Analyst Brian Hopkins, co-author (with Adam Silverman) of a new Forrester Research report, The Top Emerging Technologies to Watch: 2017 to 2021 ($499 for individual purchase). The post Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers appeared first on Opentopic. Marketers will need to transform from campaigns to real-time, continuous interaction with customers via intelligent agents. It’s about the top 15 developing technologies that will help businesses.

Forrester: How Can B2B Sellers Meet Today’s Buyer Expectations?

Brainshark

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

Fathom

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. Figure 3  in the Forrester  breaks down the investment categories for a L2RM program by size of firm and type of cost.

Forrester study: How marketing analytics increases business performance

Opentopic

Google recently asked Forrester Consulting to survey 150 marketing, analytics and IT executives about the measurement challenges they face. The post Forrester study: How marketing analytics increases business performance appeared first on Opentopic. The results showed that: Only 26 percent believed that their marketing analytics tools are well-integrated and work seamlessly together. On the other hand, marketers are 39 percent more likely to see improvement in their overall marketing performance when they deploy a. Marketing - Financial Services

Sales Enablement Takeaways from Forrester’s Forum

Sales Intelligence View

At Forrester’s Forum For Sales Enablement Professionals […]. Events forrester sales research Marketing Strategy sales enablement sales marketing alignment

B2B Sales Technology: How Are Tech Buyers Investing? – Forrester B2B Marketing 2016

Brainshark

Last month, I was fortunate to attend Forrester’s B2B Marketing 2016 event in Miami

B2B 8

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. According to Forrester’s survey, the top 3 excuses for failing to achieve alignment were given as: “Marketing thinks long-term, sales thinks short-term”. Forrester and SiriusDecisions aren’t the only organisations to highlight the need for alignment – it’s been a consistent theme in the research by CSO Insights and many others. Bob Apollo.

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

6sense

To wrap up 2015, Forrester Research, Inc. 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. As B2B customers increasingly demand a smooth buying experience the Forrester report notes that marketers will have to “engage deeper into the funnel” to provide content and experiences that accelerate the buying process. B2B marketing voice will become consultative and helpful.

B2B 18

Learn Why 2,000 B2B Leaders Agree That Sales-Marketing Alignment is a Hot Topic!

Sales Intelligence View

On June 3rd we hosted a terrific webinar with Forrester […]. Marketing Sales forrester research forrester tips tricks forrester webinar laura ramos laura ramos webinar marketing tips tricks sales marketing alignment sales marketing collaboration sales marketing leadership sales marketing relationship sales tips tricks

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

Buzz Marketing for Technology

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 main content. Skip to account links. Skip to footer. Search Forrester.com. earch. Advanced Search. Search our database of research documents. Log In. Contact Us.

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”?

14 key facts on website speed and 4 top tips when it ‘s slow

Biznology

Forrester ). 4 TOP TIPS WHEN IT’S SLOW. Website speed has long been recognized as a important factor that impacts search engine rankings. And a top factor in Search Engine Optimization  (SEO). Slow website speed creates a bad user experience, one that may result in visitors not coming back to your website or going to your competition. Is website speed a concern for your site? Yahoo! ).

Digital transformation failure recipes: the content and process integration deficit

i-Scoop

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

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. 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. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.&# Cambridge, Mass.—