Marketing Edge

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The Tech Economy & Social Media

Marketing Edge

I enjoyed George Colony and Forrester's exceptional work in research and analysis for more than a decade. Forrester’s consumer surveys show that each succeeding generation takes more tech into their day-to-day life. Perhaps George Colony is wrong when he asserts that people will spend more time connecting online with Facebook, LinkedIn and the like, that the youth generation intensify their friend relationships by being constantly connected with their phones. Like Colony, I have lived through the 90s enterprise tech ascent and the ‘01 free fall. And you

CMOs fail to go beyond brand awareness on LinkedIn

Biznology

Recent studies show 87% of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but less than 1 in 5 can clearly prove and demonstrate social media ROI. Xerox CMO John Kennedy mentioned that they are using LinkedIn to share content with their followers.  Forrester reports that 99% of leads don’t convert, and LinkedIn says 87% of leads don’t convert.

How most Social Media experts are wrong about LinkedIn

Biznology

I’ve read from many social media experts (including Jay Baer ) that you should take a scattershot approach to LinkedIn. on his blog, in LinkedIn group discussions, on LinkedIn Pulse and even in his presentations (including the one at Social Fresh), Jay mentioned that shotguns trump rifles in social media. You see, it’s a wrong message to the wrong audience. Like this post?

Marketers need to play a stronger sales enablement role on LinkedIn

Biznology

Earlier this year, LinkedIn set out to determine which departments wield the most influence over B2B buyers across a number of different sectors. Even though marketers have the most pull as they add the most value, we have found that in many cases, marketing’s influence on LinkedIn is minimal. What’s Wrong with the Role Marketers Play on LinkedIn Now…. You can’t!

Focusing on Cost-Per-Lead is Giving Marketers a False Sense of LinkedIn Success or Failure

B2B Marketing Insider

Forrester reports that 99% of leads do not convert. LinkedIn reports that 87% of leads do not convert. So why are marketers so focused on lead goals and cost per lead when it comes to LinkedIn marketing and social selling? believe this is giving marketing a false sense of LinkedIn success or failure. Here […].

Thought Leadership Merchandising: Rising Above the Noise

Marketing Craftmanship

Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.  A great way to accomplish this, is on LinkedIn.”

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

Webbiquity

Chris Tompkins supplies 10 methods to help “promote your social media profiles OUTSIDE of logging in to Facebook, LinkedIn and Twitter,” such as adding your social media profiles to company email signatures, business cards, advertising and all marketing collateral. Forrester: 5 Stages Of Social Media Growth by MediaPost Online Media Daily. B2B Social Media Guides.

Mi6 Round Up: LinkedIn advertising, IBM’s Watson and Startup Enterprises

MI6 Marketing Agency

This Mi6 Round Up includes tips on advertising on LinkedIn, IBM’s Watson and the weather, a glimpse into Salesforce’s enterprise SaaS investment strategy and enterprises thinking and acting as startups. . Sales and Marketing LinkedIn Sponsored Updates the Way to Go? One of his three reasons is that sponsored updates on LinkedIn are exactly what users (members) are looking for.

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

Unfortunately, buyers indicate that: 10% of sales reps are still pitching products right out of the gate, or pseudo-solution selling, asking a few questions before diving into a one-size-fits-all product pitch (Forrester). Join the discussion at: Value Marketing and Selling LinkedIn Discussion Group https://www.linkedin.com/groups?home=&gid=6776884 The key? decision makers?

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.

What is the Social Enterprise?

It's All About Revenue

“The ‘social enterprise’ to me refers to a business that connects employees to each other and to customers, through the power of social technologies,” says Zach Hofer-Shall , an analyst at Forrester Research. by Jesse Noyes | Tweet this Walking into Salesforce.com’s massive Dreamforce conference recently, a long banner greeted you. Is it all about social CRM?

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. CRM B2B marketing bizmarketer CEM customer experience management Elizabeth Williams linkedin porcupines Reason #2: We focus on the problem. Uh oh.

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

B2B Marketing Unplugged

They are sending emails to buddies, they are asking about you in LinkedIn groups, they are seeing what the buzz is at industry events. 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. We just aren’t good at it. Related Posts.

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3 Winning Examples of B2B Blogs Done Right

WindMill Networking

Kinaxis first did its homework by hiring Forrester Research to better understand the audience that they were trying to reach in creating their social media strategy.  Blogging Content Marketing Social Media Marketing Blog Business business to business Forrester Research hubspot internet-marketing Kinaxis LinkedIn Marketing and Advertising Twitter YouTubeOver the last few years blogging has become a recognized marketing tool as a component of a social media strategy.  There Case Studies of B2B Blogs (click “The Bottom Line&# link for the full original stories).

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DemandCon: Why Storytelling Drives Demand Generation [Video]

It's All About Revenue

Ernst, a Principal Analyst at Forrester Research , who spends the majority of his time talking to CMOs, dedicated his entire presentation at DemandCon today dispelling what he considers common myths of marketing. LinkedIn. by Jesse Noyes | Tweet this. Jeff Ernst would like you to know that people don’t give a hoot about your product. People don’t buy into your product. Share email.

What’s the Best Social Media Monitoring Tool? It Depends

Webbiquity

Forrester Research has named Nielsen a leader in brand monitoring solutions, saying “the vendor has the strongest strategic vision and currently competes at a scale unmatched by any other competitor.&#. Share this on LinkedIn. Tags: Social Media Marketing Social PR Alterian SM2 analytics Andy Beal Bacon's clipping service Cision Forrester Research Google Alerts Nielsen BuzzMetrics pricing PRWeb Radian6 sentiment tracking social media monitoring tools Social Mention Techrigy Trackur UberVU Vocus simple tool like Google Alerts would pick up most stray citations. UberVU.

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Content Marketing Must Focus On Customer Value

B2B Marketing Insider

That is according to a March 2014  report by Forrester Research, Inc., Forrester conducted in-depth interviews with marketers, agencies and publishers in order to gain insights into the importance of content marketing, and the top strategies for how brands can become more effective with it. Most marketers are using content marketing but only one-third think they are effective with it.

Email Adoption High But Lacking Best Practices

The Effective Marketer

A Forrester Research “ How US Maketers Use Email &# Report sheds some light into the use of email by B2B and B2C companies. Despite email’s prevalent use, interactive marketers still don’t do all they can to get the full value out of their email efforts – Sarah Glass, Forrester Research. Best Practices in Email Marketing. Mobile (ads, applications, MMS, SMS).

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

Social Media 3Q Update: Who Uses Facebook, Twitter, LinkedIn, & MySpace? Facebook, Twitter and LinkedIn continued to add users in the second half of 2010, albeit at a slower pace than in previous quarters. population, and the average visit length is 23 minutes (versus 13 minutes for Twitter and 10 minutes on LinkedIn). Share this on LinkedIn. And much more. Adam T.

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55 (of the) Best Social Media Tips, Tactics and Tools of 2010

Webbiquity

Dan Neely discusses which social networking sites get the most attention from marketers (Facebook, Twitter, LinkedIn, no surprises there), how marketers can best use social media for branding and business development, and concerns about the use of social media in brand planning. Which Profile Aspects Should Be Emphasized on Twitter, Facebook and LinkedIn? Share this on LinkedIn.

Why You Should Consider Using Twitter for B2B Leads

Act-On

Every day there are new B2B opportunities waiting for you on Twitter, LinkedIn and the other social media channels. Forrester , 2013. When you find a company that fits the profile of your best buyers, identify two decision makers, a middle manager, and a few non-decision makers on LinkedIn and Twitter. – Social Media Today , 2014. Connect. Prospect. Do a little research.

Is It A Good Time To Be CMO?

B2B Marketing Insider

The main finding from a survey of senior marketing executives conducted by Forrester and the Business Marketing Association was that there has never been a better time to be a CMO at business-to-business organizations. Click here to  download the research  report from Forrester and let me know what you think in the comments below: has there ever been a better time to be a CMO? And

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Social media ROI sucks! (Or, you can prove anything if you send out a survey)

ViewPoint

Social distribution of content and messages isn’t considered all that effective in providing business value to companies, according to a recent analysis by Forrester Research. LinkedIn was rated eighth out of 13 channels and YouTube was 10th, followed by Google+, and Twitter. By Christopher Hosford, editor-in-chief, HosfordGroup LLC. And YouTube in 10th place? It’s hard to believe.

Gamification of the Sales Process

Sales Intelligence View

According to Forrester, gamers span just about every demographic. facebook gamification jigsaw linkedin Microsoft Dynamics netsuite oracle rainmaker Sales Sales Data Sales Intelligence sales process sales productivity salesforce.com Social CRM social media SugarCRM twitter unlocked winnerWhat is Gamification? One of the trending topics in business is gamification. Commission checks.

B2B Gets Yelp’d

It's All About Revenue

In the same way Yelp put support and customer service a key marketing concern for stores, bars and restaurants, sites like Quora , LinkedIn and Twitter wresting control from B2B marketing departments and putting it in keyboard-happy hands of customers. Socially savvy businesses are recognizing the need to engage customers on these forums, and are increasingly turning to places like Twitter as a support channel. “I’m seeing more anticipation from B2B companies on places like Focus , LinkedIn and Twitter,” says Ardath Albee , B2B Marketing Strategist and CEO of Marketing Interactions.

Vorsight: If You Can’t Beat ‘Em, Train ‘Em

Sales Intelligence View

All of the research of Forrester, IDC, CEB, SiriusDecisions, etc. We also did a test where we sent 500 LinkedIn InMails as outreach for Vorsight’s sales prospecting training service. It turns out that InMail is VERY effective for companies with a known brand name (LinkedIn, Eloqua, InsideSales.com) and not effective at all for those who are not yet well known (Vorsight).

Should Social Marketing Still Get Your Vote?

Act-On

believe Michelle Moorehead, Forrester’s Research VP serving CMOs, had it right in her blog post at the end of 2015 when she highlighted that “2016 marks the year that the CMO will take control of the customer experience — or risk facing significant coordination challenges (and potential headaches) with some other fledgling executive who sees the opportunity to own it.” Getting to Yes.

12 Examples of B2B Companies Managing Impactful Twitter Profiles

KoMarketing Associates

Additional research shows us that Twitter outperforms LinkedIn and Facebook 9 to 1 for lead generation. Forrester. Twitter Profile:  @Forrester. Why It’s Notable : Forrester is well-known  as one of the premier sources of pragmatic and forward-thinking advice to global leaders in business and technology through research and analysis. LinkedIn Help. Intel.

Social Media Audiences Are Great, But Email Audiences Are Better

Act-On

It’s not a whole lot better on Twitter or LinkedIn. The exact stats vary widely, but here’s what Forrester reported early last year. Even on LinkedIn, where most B2B networking goes down, people just aren’t in the same mindset as they’re in when they’re working through their inbox. Which would you rather have: 3,000 email newsletter subscribers or 30,000 social media followers?

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. Metrics & Measures Random Rants B2B marketing bizmarketer corporate overlords Elizabeth Williams Hand-Wringers Keebler Elves linkedin planning stakeholders 72% said their company’s leadership clearly sees marketing’s impact on the business.

Agencies Under Pressure to be More Digital

Act-On

In his LinkedIn post last year called 8 Tips For How To Sell Your Ad Agency To WPP , he stated: “The digital sweet spot is a firm with technological prowess, owned IP, strategic vision and industry leading expertise in a hot category like mobile, social, etc.”. Marketing has changed more in the past five years than in the past 50. over 2015. Digital Work Drives Agency Growth. In 2014, U.S.

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.”. As winter comes to an end, so too does the  Winter Wonderland of Marketing Stats series that’s been running here over the past few months. For example, what percentage of businesses maintain company blogs? But apparently not.

Content Is The Key To Social Selling Success

B2B Marketing Insider

Forrester research shows 90% of customers start their purchase with a search engine. Provide the type of content to get you found early in the buying process on LinkedIn, Twitter and Google Search. Expertise, which can take the form of content via a Twitter or LinkedIn relationship! What if all of your company’s reps sent out their tweet or LinkedIn post at the same time?

27 surprising facts about salespeople who are Social Selling

Biznology

98% of sales reps with 5000+ LinkedIn connections achieve quota (source:  Sales Benchmark Index ). 50%-70% of the buying process happens before salespeople get involved (source:  Forrester ). You are almost 5x more likely to schedule a first meeting if you have a personal LinkedIn connection (source: Sales Benchmark Series). Social selling is not hard selling.

Is This The Year Of Big Data For Marketing?

B2B Marketing Insider

She covers Forrester’s latest marketing report “ Predictions 2014: Marketing Leaders Put Insights To Use. Big Big Data Makes Way For Smart Data Across Social, Mobile, And Media “ According to Rebecca, Forrester predicts that Big Data will have a significant impact on marketing in 2014. predicted that marketing in 2014 will be about culture, data and content.

Master These 10 Content Marketing Skills to Become an All-Star

KoMarketing Associates

Listening. “87 percent of B2B marketers say they struggle to produce content that truly engages their buyers.” – Forrester. Writing. “44 percent of marketing professionals say writing is their most outsourced activity.” – LinkedIn Technology Marketing Community. It’s common for NBA All-Stars to excel in shooting, passing, dribbling, defense, and rebounding. Organization.

7 Ways to Create More Interesting Content for Your Blog

Act-On

Here are a few ideas: Check out LinkedIn groups. Which LinkedIn groups does your target audience belong to? During this post, they highlight 12 B2B brands including players such as Intel, Cisco, and Forrester that are rocking the Twitter space. Check out this article published on LinkedIn titled “Four business rules I learnt in Kindergarten.” Old topic … new spin.

How to Perform a Social Media Audit: Measure What Matters

Act-On

And as far back as 2013, Forrester analyst Zachary Reiss-Davis concluded that “ everybody uses social media for work.”. Check out our in-depth eBook “ Conducting a Successful Social Media Audit ” to get specific tactics for Facebook, Twitter, LinkedIn, and Google+ so you can do a solid audit, and fine-tune your social media for the best results. What is a “Social Media Audit?”. Views.

Marketing Maturity: How Do You Stack Up?

It's All About Revenue

study conducted by Forrester Consulting revealed that most companies are in the process of evolving their marketing practices, but only 11% of those surveyed scored well enough to be considered modern marketers ? And in that same study, Forrester also found that companies that have a high level of marketing maturity tend to grow revenue faster and enjoy greater market share than their less sophisticated peers. Connect with Greg on LinkedIn. What surprises me is how often the conversation turns to something like this: “So… how are we doing?” Did You Know?

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

WindMill Networking

Sure. I’ve found the following lists to be helpful: RaabGuide Top SEOs Business Software Forrester , via Marketo The lists above include vendors with varying degrees of focus on Web 2.0 Publish content and landing page URLs through Twitter, Facebook and LinkedIn. Integrate the MA information with social directories (LinkedIn, Jigsaw) and content management systems (WordPress, Drupal).