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4 Key Marketing Technology Takeaways From A Forrester Wave

It's All About Revenue

report entitled “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014.”. Here are our 4 takeaways from the Forrester report around driving change and progress in technology adoption, as well as some added tips: 1.

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

It's All About Revenue

As a result, more B2B professionals are shifting their focus from implementing basic marketing automation features to offerings that provide sophisticated and advanced functionalities to help them reach their lead-to-revenue goals. What is Lead-To-Revenue Management?

Act-On’s a Leader in the Forrester Wave™ and What That Means to You

Act-On

So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., report: The Forrester Wave™: Lead-to-Revenue Management Platform Vendors, Q4 2016. “… What Act-On might miss in depth, it reaches in breadth,” writes author Lori Wizdo, Principal Analyst for Forrester Research in the report. What is L2RM and What is the Evaluation Process?

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. There's a lot of discussion in the marketplace about articles you've written, including "The Lead-Nurturing Payoff For The Tech Industry." 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.

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”. They understand the key phases and milestones in their prospects’ buying process.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. Vendor strength will be scored on a separate dimension.

Engaging Earlier and Higher with Financial Peer Comparisons

The ROI Guy

According to Forrester, the early bird still catches the worm, with a significant 74% of all deals going to the provider who helps "establish the buying vision", while only 26% goes to the vendor who "responds to a request" and wins the bake-off.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

NuSpark

Achieving this requires the use of specialized tools and tactics, however, or it can be a time-consuming and frustrating process. If you’re following the principles of inbound marketing correctly, you are likely to generate a significant amount of data from the process.

Help! I Need a Marketing Automation Vendor with Social Media Savvy

WindMill Networking

According to The Annuitas Group, a demand generation consulting firm, there are more than 100 vendors , and their features vary significantly. This means that picking the right automation vendor is a lot harder than choosing a flavor of ice cream at Baskin-Robbins.

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

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. The buyer is in full control and desires dialogue and discussion with their vendors.

B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks

It's All About Revenue

Myths are plentiful when it comes to B2B lead nurturing. Let’s step back a minute and ask a key question, “Why is lead nurturing so important?” Lead nurturing works. For many people, email marketing has become synonymous with lead nurturing.

Feeding Sales Is a Process, Not a Project.

Sales Engine

When it’s all over, you ship the booth and collateral boxes home and collect the leads for sales. The world has changed, and the internet is now crushing a sales rep’s ability to generate their own leads. The process won’t be the same with the next prospect.

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CMOs fail to go beyond brand awareness on LinkedIn

Biznology

Hopefully, prospects will find and read Xerox’s content, hopefully, they will find it useful and hopefully, the content they read will generate interest in the Xerox brand in the process. Wiley is Focused on Click-Through Rates and Leads (Even if the Leads do not move further).

Does Modern B2B Lead Generation Really Work?

The Forward Observer

Are you struggling to fill your sales pipeline with quality leads? You may need a lead generation mindset change. Lead Generation Has Changed. From that external stimuli, a prospective customer would contact the seller to get more information and begin the buying process.

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

This campaign approach leads to a very convoluted buying experience for the buyers. This means that every interaction from the buyer is met with a response from the vendor, digitally or a via live interaction. This program-based approach can only be accomplished when vendors understand the buying patterns of their buyer(s) and can then align content accordingly giving buyers continuity through every stage of their buying process.

Demand Generation 101: 7 Tactics For Generating High Quality Leads

Act-On

Demand generation, aka “demand gen,” isn’t just about leads. Demand gen is about creating high quality leads that engage with your brand – and eventually turn into revenue. Successful demand generation programs aren’t just about the sheer volume of leads.

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

Webbiquity

Forrester: 5 Stages Of Social Media Growth by MediaPost Online Media Daily. Tony Zambito outlines the changes social media has brought to the B2B buying process and identifies four areas where buyer expectations have changed that B2B marketers need to be aware of and address.

Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Industrial Marketing Today

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Here are some of the significant findings from their research studies: Reduced the number of marketing-generated leads ignored by sales to as low as 25%.

Lead Nurturing Basics: How to Nurture the B2B Buyer’s Journey in 5 Steps

Marketing Action

In fact, according to Forrester Research, prospects wait until they are 65% to 90% of the way through their journey before approaching a vendor. Nurtured leads make purchases that are 47% larger than those of non-nurtured leads , according to the Annuitas Group.

Nurturing Leads With Webinars: Awareness is Just the Beginning

Marketing Action

B2B technology buyers are using this information in the early stages of the buying process and aren’t engaging directly with salespeople until much later. But how do you guide a lead from the first inquiry to a lifetime of customer loyalty? Ready to learn more about lead nurturing?

Your Leads Are Annoyed With You: Here's Why [Data]

Hubspot

When your job is to generate and nurture new leads like it is for pretty much every marketer and salesperson, it can be all too easy to think of every new lead as just another number on a waterfall report or just another name on a call list. Lead Nurturing.

B2B Websites: How To Generate More Leads

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer Worried that your website''s not catching more leads? Breaking News : A lot of B2B companies are not generating leads from their websites. But they were not familiar with how to generate leads from their website.

30 Thought-Provoking Lead Nurturing Stats You Can't Ignore

Hubspot

We've got some news for you, inbound marketers, and it might come as quite a shock: your job doesn't necessarily stop at lead generation (GASP!). Let's face it: those middle child leads deserve some attention, too! Stats to Set the Stage for Lead Nurturing.

How to Expand Your Lead Nurturing Strategy Beyond Just Email [SlideShare]

Hubspot

Lead nurturing is a critical part of a marketer’s job, especially in the B2B space. Forrester suggested that a B2B buyer’s journey could be anywhere from 65-90% complete by the time he or she contacts the vendor to move forward with a sale. lead nurturing

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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. Because of Frugalnomics, Sales is being invited later and later into the purchase decision process.

How To Plan Your B2B Lead Generation Content Over Three Martinis

The Forward Observer

Are you overwhelmed and confused about creating the ideal content for increasing traffic, leads and sales? Sales can really take off when you have the ability to generate your own, quality leads. Lead Generation Has Changed.

So You Think Your Sales Team Can Dance? Buyers Say “Think Again.”

The ROI Guy

Forced to “do more with less”, these buyers need more consultative advice and help from vendors. This is clearly evidenced in a study by Forrester, presented at their annual Sales Enablement Forum, where buyers easily categorized salespeople, with some unflattering feedback.

The Definitive Guide to Lead Generation

Modern B2B Marketing

Author: Dayna Rothman Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline. Why is Lead Generation Important? How Has Lead Generation Evolved?

Your Unique Value: Solution Focused versus Challenge Centric?

The ROI Guy

A whopping 76 % of the deals don’t go to the company that wins the competitive bake-off, where features make a difference, rather the win goes to the solution provider who engages early to help the buyer establish the buying agenda (Forrester). In order to navigate the decision making process, the buyer needs to understand “Why consider a change?” With all the choices available to buyers, it is important to communicate how your solution is unique.

Why B2B Lead Generation Without Content Is Like Fishing Without Bait

The Forward Observer

Are you actively pursuing B2B lead generation but still not getting results? And yet, many companies are approaching lead generation like a professional fishing charter boat without any bait. You might be fishing without bait. Here’s how to catch the big ones.

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. Sales enablement as a best practice has emerged quickly at leading B2B firms, and many of our 70+ B2B customers now have formal sales enablement teams and centers of excellence.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

With the amount of hype, “content about” content marketing, growth of content marketing agencies/consultants, and the explosion of content marketing conferences, the instinctive thought process is this percentage should be increasing – not decreasing. by Aha-Soft.

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”. However, we find that over 30% of vendors and sales professionals still rely on this antique sales approach.

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Vidyard Named a Leader for Online Video Platforms for Sales and Marketing by Independent Research Firm

Vidyard

KITCHENER, Ontario – October 31, 2016 – Vidyard , the video platform for business, has been named a leader in Online Video Platforms for Sales and Marketing by independent research firm Forrester Research, Inc. The recognition comes as part of The Forrester Wave™: Online Video Platforms For Sales And Marketing, Q4 2016, which analyzed the most significant providers in the space. Forrester analyzed nine vendors’ video platforms across 39 criteria. “I

Marketing’s Role in the Age of the Customer

Lattice

This is due to a number of factors, including that customers now have technology at their fingertips to research the tools they need, and make their displeasure known if a vendor doesn’t follow up on the promises they made. Image courtesy of Forrester Research, Inc.

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14 Visualizations Mapping The B2B Buyer Journey

KoMarketing Associates

When we begin a conversation with a new client, we discuss how their own prospects typically find them and turn into qualified leads and customers. Our understanding the B2B buyer’s journey, from market realization to vendor selection, becomes critical in developing a successful online marketing program. To get this process started, we’ve compiled 14 visualizations designed to aid marketers in defining their own B2B buyer journey.

Sales Enablement and The Economic-Buyer

Tom Pisello

As a result of Frugalnomics and other market drivers: 62% of B2B vendors indicated they needed more leads in order to generate the same amount of sales, 72% indicated an increase in buying cycle time over the past 6 month, The buying cycle timeframe has increased over 10% in the past 12 months.

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