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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. It also helps create more seamless processes to support internal efficiency.

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.

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.

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”?

16 Enigmatic Business Blogging and Other Marketing Stats

Webbiquity

But, seemingly in support of Kundera’s quote above, Forrester Research says marketers are the ““sole source of sustainable competitive advantage.”. Records management systems provider TAB not only provides guides and resources to help records managers improve their skills but also works to raise the profile of the profession and educate executives on it s organizational impact.

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. Everyone talks about it. But the fact is: Very few sales and marketing team get along well. Bob wrote this great post including links to more information.

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. 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. Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. From BtoB Magazine Marketers Lagging in Demand Generation. Cambridge, Mass.—

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

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 As 2014 comes to a close, we get to turn our sights to 2015 and prognosticate on what may be in store for those in B2B Marketing in the coming year. Prediction 3:  The Full Scope of Transformation Will Not Be Realized.

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.).

From High Touch to Low Cost – A Disturbing Trend in B2B Selling?

The ROI Guy

Last year, new research from Forrester boldly predicted the Death of the B2B Sales Rep, making some stark forecasts: Much of B2B buying will not need sales reps anymore, and will move to lower cost self-service or inside sales reps. MTID=ecbd609b163983fc5712a1d8d1d71d201 Sources: Forrester on the Death of the B2B Salesman - [link] SiriusDecisions Research- [link]. Will this work?

Branding as a full funnel journey

Biznology

But content creation born of surveying, content engagement analytics, and plain old person to person interactions is informative. It helps you look at what you’re doing organizationally from their prospective. Managing the mechanics and what we learn along the way helps us maintain brand integrity and customer generated content. This has to happen before we go to market.

6 Things to Keep in Mind When Replatforming

Buzz Marketing for Technology

Here’s a checklist of six things to help ensure a smoother process. 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. Business Intelligence Testing demandware ecommerce Fit for Commerce Forrester Research hybris Multivariate Testing replatforming ROI

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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. In order to get these buyers to advance you have to help them answer key concerns: a. That’s $135 large a year folks on the hidden cost of sales !

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The new ABCs of Selling: Always Be Challenging!

The ROI Guy

To be successful in this environment you need to ”teach” and “tailor” to each stakeholder differently, as each decision maker comes to the table with a unique “Point of Value”: a different perspective on the challenges they need help uncovering and solving, and the benefits / value drivers they deem most important and need help achieving. The key? decision makers?

Gartner Raises IT Spending Forecasts – Time to Party Like its 1999?

The ROI Guy

Surviving Frugalnomics - The 3 Things You Must Do Now to Win in 2015 To help meet the challenge and Survive Frugalnomics into 2015 and beyond, we recommend three “must do” programs for the next year: #1 – Break the ICE - Engaging Prospects with Provocative Marketing Todays’ buyers are more risk averse and frugal than ever, with 58% choosing to “Do Nothing” versus considering your solution (SBI).

Oops They Did it Again! Gartner Downgrades Overly Optimistic IT Spending Forecast

The ROI Guy

Surviving Frugalnomics - 3 Things To Do Now To help meet the challenge and Survive Frugalnomics, we recommend three “must do” programs for the near term: #1 - Engage Frugal Prospects with Provocative Marketing Todays’ buyers are more risk averse and frugal than ever, with 58% choosing to “Do Nothing” versus considering a change and your solution (SBI). trillion in 2014, a 3.2%

Frugalnomics – Why the IT spending growth forecasts from Gartner are wrong again!

The ROI Guy

Surviving Frugalnomics - The 3 Things You Must Do Now to Win in 2014 To help meet the challenge and Fight Frugalnomics, we recommend three “must do” programs for 2013: #1 - Engage Frugal Prospects with Provocative Marketing Todays’ buyers are more risk averse and frugal than ever, with 58% choosing to “Do Nothing” versus considering your solution (SBI). Click here to learn more.

The DNA of a Top Performer—Are You Cut From the Same Cloth?

Marketing Action

We recently surveyed 101 of our customers in the small and medium-sized business category about their online marketing practices. The questions we asked were taken from an Act-On and Forrester Consulting Report titled “Driving SMB Revenue in a Down Economy,” in which those initial results revealed a new model for successful companies, referred to as “Top Performers.”.

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White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Over time, however, the market education function was largely assumed by research firms such as Gartner and Forrester, whose opinions carry greater credibility than self-publishers of white papers. Unfortunately, what began as a legitimate and sometimes helpful marketing tactic has morphed into poorly disguised sales promotion, packaged in a plain vanilla wrapper. Executive Review?

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Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab

The ROI Guy

Forrester reports that this shift to digital buying is real, and as a result, there will be a 22% decline in the number of B2B sales reps over the next 5 years. Andy Hoar, Principal Analyst at Forrester , reported these findings at their last Sales Enablement conference and Thierry, you and I were both there. I can still hear the collective gasp and quite a level of uneasiness from the crowd at this reveal. If we look at amore complex B2C sale, say real estate, maybe this can help us understand how B2B may be impacted over the next few years. Herwijnen. Indeed.

How Social Media Helps Marketing, PR, And Sales Become Better Friends

B2B Marketing Insider

The alignment problem is what drove me into here… BtoB Magazine recently reported on a Forrester survey that proves the point that this is huge challenge: only 8% of B2B companies say they have tight alignment between sales and marketing. Just While that should help address the timing differences, I think there is more to it. They can get along? Just 8%. The reason?

BtoB 36

Three Big Myths Debunked at SiriusDecisions Sales and Marketing Summit

The ROI Guy

Forrester concurred , reporting that digital experiences are replacing sales reps at a rapid pace, foretelling a 22% decline in the number of B2B sales reps over the next 5 years = a total of 1 million sales reps expected to lose their jobs. In a survey of almost 300 firms, 65% of content spending was wasted. There was plenty of content, conversations and cowboy hats. During the call.

Sales and Marketing Alignment in 2013? Not so Fast!

The ROI Guy

Executives continually point to the need for Sales and Marketing to align, with 90% of Senior Marketers indicating to Forrester that indeed alignment is a high or very high priority. Sales leaders currently rank Sales Enablement as their number one requirement from Marketing, besting the need for more Demand Creation, Solution Marketing help and Channel Support in studies by SiriusDecisions.

The Modern Day Social Seller: Buyers are More Empowered, But So Are You!

The ROI Guy

At the same time, Forrester reports that earlier engagement is more important than ever - with 76% of the deals going to the solution provider that is able to help the prospect identify the top priority issues to address and establish the buying agenda (versus only 24% going to the rep who can win the bake-off). nternet and Social Media Research Works Both Ways Buyers will engage earlier with sales reps who can help them overcome challenges and drive competitive advantage. But nowadays, you have to go even further than mining publicly available about your prospects.

Will Gartner's Latest IT Forecast Put a Chill in your Growth Plans?

The ROI Guy

In order to connect and engage with “Do Nothing” buyers, helping them through the decision making journey, you need to help them realize: Why Consider a Change? - the Prospect has a pain worth addressing and a significant cost of “Do Nothing”. According to Forrester, prospects indicate that less than 12% of sales engagements are focused on outcomes and customer value.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

Now, it’s official – or at least corroborated by a Forrester Research Inc. Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog. report. In other words, if you baffle them with your BS, they’ll tune you out.

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.).

Forrester and IDC think Sales Enablement is a Big Deal. and We Agree!

The ROI Guy

A new role has emerged at many leading B2B companies, Sales Enablement, and recent research from Forrester and IDC proves this new sales enablement practice as the key linchpin required to help a B2B company bridge the gap between their business strategies and how they execute in the field. According to Forrester, companies are spending worldwide, on average, 19% of their SG&A costs, some $135,262 per quota-carrying salesperson, in sales support-related activities. Source: Uncovering The Hidden Costs Of Sales Support, Forrester Research, Inc., April 2009).

Gartner says 2013 will be a Better Year for IT Spending Growth?

The ROI Guy

The 3 Things You Must Do Now to Win in 2013 To help meet the challenge and Fight Frugalnomics, we recommend three “must do” programs for 2013: Engage Frugal Prospects with Provocative Marketing Todays’ buyers are more overloaded and risk averse than ever, and as a result, 58% are choosing to “Do Nothing”, to remain with “Business as Usual” versus considering your solution. Why Now? Why You?

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content.  In the Forrester report, specific to Sales Enablement surveying over 300 business and IT decision-makers, it ironically proves to be a telltale state of the union about content marketing. Documented Content Strategy Helps.

Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

It is not often we see so many thought leaders and pundits confluence around such significant observations: • At Forrester , sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”. B2B buyers are now relying on industry analysts, peers and trusted 3rd party publications, but not on vendors, to help them facilitate important purchase decisions. 3. How to Fight Frugalnomics?

ROI 22

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. Only 15 percent of teens in the survey said Facebook topped the list. How important is Facebook? The rest of the story.

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.