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Content marketing’s $40 billion miss

Biznology

Forrester Research has a new report that should serve as a wake-up call to B2B marketers, but probably won’t. On the question of the value buyers derive from the content B2B marketers put in front of them, O’Neill reports that “They delivered a resounding thumbs-down,” in Forrester’s most recent research, “responding decisively with phrases such as ‘trash’ and ‘useless.’ ”.

Branding as a full funnel journey

Biznology

Many marketing department’s anticipated sales are based on an educated guess or wishful thinking over informed analysis of market breath and receptiveness. But content creation born of surveying, content engagement analytics, and plain old person to person interactions is informative. The answer is that attribution is complicated and few have the patience or expertise. Like this post?

27 surprising facts about salespeople who are Social Selling

Biznology

55% of B2B buyers search for information on social media (source:  MediaBistro ). 50%-70% of the buying process happens before salespeople get involved (source:  Forrester ). Social Selling is the use of social media to interact directly with prospects, to answer questions and offer thoughtful content until the prospect is ready to buy. Social selling is not hard selling.

Innovators Wanted: Marketing to Generation Live

Biznology

Like the rest of Generation Live, he is comfortable with (over) sharing and expects instant access to games, information, media, and friends. According to the Forrester Research report, “ How to Build Your Brand with Generation Z ,” they are the first generation to consume more online than offline. Photo credit: MikeMonello. It’s a little more complex for this cohort. Unlike

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Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

212 6 14 © 2015 Forrester Research, inc. Forrester®, technographics®, Forrester Wave, RoleView, techRadar, and total economic impact are trademarks of Forrester. Advocate Marketing Flourish Supplemental Material notes & Resources Forrester interviewed 26 vendor and user. ad, and they are twice as likely to trust them over information found on a firm’s website.4

SEO is the Top Skill for Digital Marketers

Biznology

Since I started focusing on SEM for IBM, I have trained thousands of content producers, information architects, developers, metrics analysts, and executives on search. The idea is people will rely exclusively on information from their friends and the people they follow. This makes sense because social information comes in the form of smaller bits and everyone is creating them.

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Hindsight 20/20 Series: 1. Your choice of social platform does matter

Biznology

Forrester, Gartner, McKinsey, Deloitte, IDC and many other organizations provide plenty of research papers covering the areas of Social Collaboration, Social Business and Enterprise Social Networking. They are an accurate representation of reality based on their methodology framework, but often the details of how the information was derived matters. Features versus Use Cases.

11 tips and tools to jump-start your SEO

Biznology

54% of people come to a website from a search engine (source:  Forrester ). But subscribing to an email, downloading product information, registering for a trial offer or buying something from your site does. This is another opportunity to place keywords, links, get indexed on more search pages and, most important, give information visitors look forward to getting.

37 reasons that video content is king

Biznology

By the percentages:   200% to 300% increase in click-through rate when marketers include video in an e-mail ( Forrester ). 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video (Forbes).

Mobility and why it matters

Biznology

Mobility is all about a non-stop, multi-directional conversation between people/users/consumers and brands/information/knowledge. More than 33% of consumers (while in-store) instead of asking an employee for help, search on their mobile devices for information and to read reviews for products they are looking for. Forrester. Why should I be interested in mobility? billion.

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11 expectations to have from a great SEO proposal

Biznology

54% of consumers find a website through natural search (source: Forrester ). Competitive Analysis informs keyword decisions and desired results. 31% click through to the websites in the first position of natural search (source: MOZ ). 95% of clicks to a website occur on the first page of nature search (source: MOZ). Find the right one and and you’ve found an invaluable asset.

Keep consumers clicking on your online videos

Biznology

million words, according to Forrester Research. The best rule of thumb is to make your information as concise and entertaining as possible. Digital video content is growing in popularity faster than its creators can seemingly accommodate. Consider these stats: 65 percent of consumers are visual learners and the brain processes visual data 60,000 (!!!) times faster than text alone.

Let's Face It For Facebook: It's All About The Benjamins

Biznology

Like Forrest Gump's momma told him, "Stupid is as stupid does," the same applies to Facebook. Facebook needs to get their information in the open for marketers to spend money with them. By the way, in order for this opportunity to see its fullest potential they need your information to be available for use by businesses. Image via Wikipedia. by Frank Reed. Money talks. No way.

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 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. They simply want information of value. In her interview, Ms.

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.

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?

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. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. 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. Buyers need to talk to people to get information. In our discussion, Lori shared key insights into the B2B buyer's journey as well as marketing and sales alignment.

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.

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 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.

Forrester Confirms Continuing B2B Sales and Marketing Alignment Gap

Fearless Competitor

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

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 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. Also, only 3% of marketers think they “wow” prospects by knowing what information customers need and giving it to them. 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.

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. Three marketing truths for an information dense world. Your thoughts?

Forrester find most companies still have small interactive marketing departments

Fearless Competitor

reported in BtoB magazine, (May 2, 2011), b2b marketers need to “significantly realign their organizations&# according to a new report from Forrester Research. The author of the study said that companies have traditionally relied on sales organizations to deliver one-to-one messages to their target audiences, but “in btob organizations, marketers will play a bigger role in recognizing these needs, especially in things like the lead nurturing stage, making sure the right people get the right information.&#. Amen, Forrester!

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3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

Buzz Marketing for Technology

Ways Mobile Insights Are Informing Online and Offline Marketing It’s predicted that shoppers around the world will have purchased. Branding Communities eCommerce Interactive Marketing Mobile Optimization Age of the Customer Apple CMO CMOs Customer Experience Forrester Google Mobile Commerce Posted in Branding Communities eCommerce Interactive Marketing Mobile Optimization.

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.

18 of the Best Content Marketing Strategy Guides of 2013

Webbiquity

Noting that “The old adage — build it and they will come — doesn’t work for content marketing,” Laurie Sullivan reports on Forrester Research guidance on building a content distribution strategy to overcome the glut on content online. Content marketing is a hot topic, primarily in the B2B world but increasingly in consumer marketing as well. by GO Marketing.

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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.).

It’s Time For CMOs To Tap Into The Power Of Personalization

Buzz Marketing for Technology

According to  Forrester Research , U.S. That kind of data is more apt to deliver real insights into who their audience is, what types of content and information they want, and where they are making those purchases. Social media has forever changed the way we use the Internet and consume information. Posted in eCommerce Optimization Personalization. Make data your best friend.

The Social-Shake-Up: A New Breed of Marketer is Coming

Buzz Marketing for Technology

Gartner is predicting that by 2015, 25% of organizations will have a Chief Digital Officer (CDO) and further estimated that 20% of existing chief information officers (CIOs) have already taken on some of the responsibilities of the CDO. Innovation Interactive Marketing Strategy CDO Chief Digital Officer Chief Information Officer chief marketing officer CIO CMO So what does a CDO do?

Online Shopping’s – Zero Moment of Truth

Buzz Marketing for Technology

Although the average online shopping cart abandonment rate is a staggering 65 percent, incomplete purchases are largely credited to controllable issues: high shipping prices presented too late in the game, a long or confusing checkout process, not enough payment options, too many requests for customer information, etc. Posted in behavioral targeting Customer Experience Online Shopping.

39 More (of the) Best Social Media Guides, Tips and Insights of 2011

Webbiquity

Noting that the “trend in digital information sharing (on social networks) is still a huge challenge for many companies,” Rick van Boekel advises marketers to develop a strategy, stay involved (or stay away), and integrate efforts among other guidance for marketing success in social media. Forrester: 5 Stages Of Social Media Growth by MediaPost Online Media Daily.

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

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. Executive Review? Research Report?

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The ROI of Website Redesigns per Forrester

WebMarketCentral

Forrester Research makes a collection of its past webcasts on various online marketing topics freely available (registration required). Forrester's key findings from their website redesign research: By Forrester's standards, 97% of business websites fail to earn a passing grade for usability. The top goals in website redesign projects were to provide more and better information, increase leads/sales, improve customer service, and build brand loyalty. For B2B websites: Among the companies Forrester studied, site traffic increased anywhere from 0-15%.

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

Unfortunately too many companies are using outdated product pitches when trying to reach prospects, providing negative value-add to the engagement A new study by The Economist bears this out; with 71% of business execs saying content from companies turns them off when it seemed more like a sales pitch than valuable information. The key? decision makers? potential “No’s” in every deal.

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

The ROI Guy

According to Forrester, prospects indicate that less than 12% of sales engagements are focused on customer value. Trillion in 2013 IDC 2014 Buyer Experience Study (Oct) Forrester Sales Enablement Conference 2014 SiriusDecisions SiriusIndex, results from 2011 – 2014. According to Gartner, worldwide IT spending growth has been revised upwards to 2.6% for 2014.

20 (More of the) Best SEO Guides, Tips and Insights of 2011

Webbiquity

Duane Forrester steps through the major search factors for Bing (though most apply more broadly), including crawlability (e.g., Frequent best-of honoree Eric Enge steps through the seven most important tasks for a one-day SEO site audit, starting with looking at Google Webmaster Tools information for the site and working through site stats, crawl issues and competitive backlink comparisons.

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Are the 4Ps Still Relevant or In Need of a Major Reset?

The ROI Guy

Promotion - Communication to provide information to prospects about the products / services including advertising, public relations, content marketing, and sales presentations, collateral and tools. Today buyer is more empowered with: Information, leveraging the Internet and social media / peer recommendations to make more informed purchase decisions More ways to buy Products that are more personalized / customized for the individual. As a result, according to research a few years back from Forrester, the 4-Ps of marketing are outdated and in need of a major rethink.

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. Information and pricing about available and comparable properties … this was all obfuscated by cryptic MLS listings and exclusive to the agent. Herwijnen. Indeed.

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. Last week we had the pleasure of attending our 10 th SiriusDecisions Summit in Nashville, a gathering of over 2,300 sales and marketing professionals.

Marketing for Manufacturing in the Age of the Self-Directed Buyer [Lunch & Learn]

Fathom

Information—and the advantage—was on your side. Fast-forward to today: Buyers might be anywhere from two-thirds to 90% of the way through their buying journey before they contact the vendor  (Forrester). Company News Manufacturing black hole information overabundance lead generation lunch & learn NitroMojo Retooling Your Marketing for Exponential Growth & Profitability.

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25.57 μs: 432.0 ns, 13.20 μs, 65.00 ns 168.4 ms: 214.3 μs, 2.804 ms, 164.8 ms