Savvy B2B Marketing

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Thought Leadership: The Most Misused Term in B2B Marketing?

Savvy B2B Marketing

Check out this one-hour on-demand webinar presented by DemandGen Report and featuring Jeff Ernst of Forrester Research. Outside of industry jargon, no phrase is thrown around as lightly as "thought leadership" in the technology sector. In my work developing content for technology companies, the topic of “thought leadership” comes up often. Share your finds and thoughts!

Four Things That Cause Marketing & Sales Misalignment and How to Fix Them

Savvy B2B Marketing

Just last week, Forrester released a report showing that only 8% of organizations claim tight alignment between marketing and sales. We're thrilled to present this guest post by Carlos Hidalgo of The Annuitas Group. Read on for his prescription of how to fix the ails plaguing sales and marketing. Marketing and sales alignment continues to be a major challenge for B2B organizations.

Three Tips to Get Manufacturers Started with Social Media

Savvy B2B Marketing

According to a report by Forrester , roughly 81 percent of B2B companies reported that they used social media in 2011. The Forrester report found that only 30 percent of global manufacturers thought they would increase social media spending in 2012. Business-to-business (B2B) companies are starting to embrace social media to a greater extent these days.

Savvy Week in Review: April 29th

Savvy B2B Marketing

My Three Takeaways From Intel CMO’s Keynote At Forrester Marketing Forum via @ forrester. Daniel Klein of Forrester shares insights he gleaned from Intel's forward-thinking approach to marketing. Hold up, people. Is it seriously the end of April already?!? What the heck happened? Typical. Crazy. Have a great weekend! Success on the social web? by @markwschaefer.

Confronting the Trust Barrier

Savvy B2B Marketing

And Forrester Research found that just 15% of executives believe sales meetings meet their expectations. We're pleased to present this guest post by Britton Manasco, who specializes in helping companies establish thought leadership and enable their sales teams to engage more prospects and close more business. Read on for his insightful thoughts on what it takes to earn the trust of prospective buyers. Trust is essential to successful selling, particularly if you are engaged in a high impact sale. But here’s the problem. Trust is now trading at a higher premium than ever.

Buyer Personas: How to Deliver Relevant Content to B2B Buyers

Savvy B2B Marketing

Take this example from research conducted by Forrester. New research from Frost & Sullivan, the Growth Partnership Company, and demand-generation agency Bulldog Solutions confirms that even high-performing marketers struggle to consistently produce compelling content. One point really caught my eye. In the table below, you can see what the three CIO roles were focusing on in 2009.

Savvy Week in Review - November 6

Savvy B2B Marketing

Customer-centricity: Do marketers really get it? - by @forrester via @btobmagazine This comprehensive summary of a new Forrester Research study exposes the disconnect between what B2B marketers claim is their commitment to one-to-one relationships and what they actually do. Is it really November?! Look no further. Want proof that the C-suite is into social media? Here it is.

Savvy Week in Review - January 8

Savvy B2B Marketing

Advertising Comes Last? - by @tdefren Todd Defren gives a 60-second overview of a new chart from Forrester that breaks media down into three core categories: owned, paid, and earned. Looking for ways to kick-start 2010? The posts below should get your brain humming. Interesting and worthy of discussion. Get Out Your Dancing Shoes - It's Time to Blog! - by @markwschaefer We like Mark W.

Savvy Week in Review - October 16

Savvy B2B Marketing

PeopleMap: A Real Tool for Sales Enablement? - by @lauraramos Laura Ramos of Forrester explains how salespeople can use PeopleMaps, a tool from 7 Degrees, to prioritize which leads to pursue and mine relationships that can make warm introductions to prospective buyers. Looking for some good reads to close out your week? We've listed a few here that should get you going. That’s bad.

Are You Reaching the Right CIO?

Savvy B2B Marketing

That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. How many times has your company decided to produce a white paper aimed at "CIOs in large enterprise companies across all industries"? On the surface it may seem this is a fine approach. After all, a CIO is a CIO is a CIO, right? Turns out that's not the case.

Are You Reaching the Right CIO?

Savvy B2B Marketing

That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. How many times has your company decided to produce a white paper aimed at "CIOs in large enterprise companies across all industries"? On the surface it may seem this is a fine approach. After all, a CIO is a CIO is a CIO, right? Turns out that's not the case.

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.  . Download the Forrester report to learn more about advocate marketing’s growing role in creating customer relationships that deliver long-term value. Advocate marketing creates value for B2B brands.

Forrester Report: Customer Goodwill Is An Untapped Marketing Goldmine

Influitive b2b

Analysts at Forrester and Gartner have outlined how advocate marketing strategies can spark B2B growth by increasing leads, brand awareness, and customer retention. The post Forrester Report: Customer Goodwill Is An Untapped Marketing Goldmine appeared first on Influitive. We’ve long talked about how advocate marketing programs drive tangible revenue—and we’re not the only ones.

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.

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.

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.

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.

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?

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

Brainshark

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

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

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 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 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: How Can B2B Sales Leaders Engage with Millennials? [Video]

Brainshark

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.

MQL 16

New Forrester Benchmark: How Top Marketers Do Lead Generation, Part 2

Marketing Action

But as a result, according to a new Forrester Research, Inc. It’s the focus of today’s post, the second part of a 2-part series where we share key takeaways from Forrester’s December 2013 report, Gauging Your Progress and Success , written by Peter O’Neill and other leading analysts, that benchmarks what top-performing marketers do. Last hired, first fired. So let’s find out how.

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