SmartBrief - Marketing

JANUARY 22, 2024

Let’s take a look at three trends in AI for B2B marketing that Forrester sees. Marketing leaders must promote a culture of ideation, experimentation, continuous learning, collaboration and agility as the foundation for AI literacy.

Marketing AI 83

Marketing AI B2B Marketing Trends Planning 83

Top Rank Marketing

DECEMBER 29, 2023

B2B growth plan: perfecting partner ecosystem marketing 45 percent of B2B marketing decision-makers at typical B2B organizations have said that new or renewed ecosystem partners were their primary revenue source, as more B2B companies have moved towards broadening their partner ecosystems, according to newly-published Forrester Research data.

Paid Search Agency 107

Paid Search Agency B2B Marketing Advertising Agencies Linkedin 107

Adobe Experience Cloud Blog

FEBRUARY 12, 2018

Did you know that when it comes to tracking your social media metrics, there are millions that you could be analyzing to reach your KPIs? KPIs of course, are the values used by marketing and social media teams to measure the performance of your social media campaigns. Engagement. But a crucial metric to track nonetheless!

Social Media 134

Social Media ROI Social Marketing Media 134

Valasys

DECEMBER 5, 2019

Forrester predicts that progressive marketers will be more proactive in their engagement with buyers in 2020. According to Forrester by the year 2021, 48% of the marketing organizations will be organized to support customers’ journeys. The Key B2B Digital Marketing Trends for 2020. However, not very far is the time for a renaissance.

Marketing AI 110

Marketing AI Trends B2B Marketing Top of Funnel 110

Marketing Insider Group

MAY 3, 2021

It’s full of jargon, self-promotion, and fluff. In looking at some research, I found an interesting study from Forrester every B2B content marketer should see. If everything you create comes from a place of self-promotion and is narrow, it won’t work. From eBooks to video to social media posts, you are creating a narrative.

B2B Marketing 289

B2B Marketing Content Marketing B2B Thought Leadership Planning 289

Oktopost

OCTOBER 8, 2023

It outlines the timing, frequency, and type of communication (such as emails, phone calls, social media interactions, and follow-ups) to systematically move a prospect through the sales process. In fact, you should avoid outright selling on social media. A heads up: you won’t achieve this by moving your sales pitch online.

Top of Funnel 131

Top of Funnel Marketing Management Buyer's Journey Sales Cycle 131

The Point

MARCH 8, 2018

By which I mean that most analyst reports – Gartner Magic Quadrants, Forrester Wave Reports, and the like – are marketed as press announcements vs. information of value that might attract prospects actively evaluating your type of solution. However, in my experience, most tech companies don’t know how to market them.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

Contently

AUGUST 22, 2017

While the Google trends chart is very useful when you’re making the case for content marketing, it’s not nearly as telling as a different chart from Forrester, which maps the hype cycle of marketing technologies. Look where content marketing falls—smack dab in what Forrester calls the trough of disillusionment.

Paid Content 161

Paid Content Content Marketing Content Forrester 161

KoMarketing Associates

DECEMBER 12, 2017

Forrester research shows that less than 1 percent of leads turn into customers. ABM promotes sales and marketing alignment by showing how the two should function as one ‘smarketing’ team that rallies around shared goals with targeted and personalized messages to best fit accounts versus two separate departments.”. “All

Account Based Marketing 177

Account Based Marketing Planning ABM Forrester 177

Sprout Social

JANUARY 9, 2017

Managing all of your social media networks can be a daunting task. Knowing the best times to post on social media is even more challenging. Just ask any seasoned social media manager how difficult it is to be on top of each network. Managing multiple accounts makes it hard to know the best times to publish on social media.

Social Media 112

Social Media Media Best Practices Viral Marketing 112

ScanmarQED

MARCH 17, 2021

These learnings when applied to optimizing media budgets help drive long-term performance.?But?it Forrester coined the term “Unified Measurement” in 2016 to describe this?process. You also support your brand through Online Display Ads, Paid Search, Paid Social Media,?and run price promotions?and?purchase you can compare?all

Multi-Touch Attribution 52

Multi-Touch Attribution Marketing Mix Paid Search Agency Aggregators 52

Sprout Social

FEBRUARY 17, 2022

Social media. Increasing attendance rate for promoted events. Send seasonal promotions for products/services or events. Social media buttons. Moriarty’s Gem Store: Event promotion. Zapier: Blog promotion. Text messaging. Direct mail. It can take hours or even days to create compelling copy. in sales.

Template 132

Template Email Marketing Blast Campaigns Planning 132

Martech

NOVEMBER 11, 2022

Understanding how consumers interact with sponsored posts on social media and which links they follow. One of the most valuable channels for tactical content marketing is social media, with the objective to use social networks such as Facebook, Instagram, TikTok, and even LinkedIn to push content.

Digital Asset Management 117

Digital Asset Management Work Management Marketing Management Digital Experience Platform 117

Seismic

MARCH 15, 2021

A lot has changed since the first forward-thinking banks, insurance companies, and wealth management firms began to grapple with the risks and the rewards of social media. Failure to ensure all social media activity is compliant is not an option. Read The Forrester Wave : Sales Social Engagement Solutions, Q1 2021 here.

Marketing Management 52

Marketing Management Service Forrester Curation 52

Brandpoint

MAY 18, 2020

Most customers prefer to check out your company’s digital content before taking steps to contact your sales department; Forrester points out that’s now common practice for 68% of B2B buyers. You may also wish to establish a Google Calendar that keeps both teams informed about upcoming email promotions, webinars, social media campaigns, etc.

Top of Funnel 149

Top of Funnel Paid Search Agency Planning Work Management 149

Hubspot

AUGUST 13, 2014

Some people think content promotion isn’t complicated. As a result, brands that wish to rely on these tactics must have patience -- or double down on promotional efforts. So if you''re a late inbound adopter in a competitive industry and you want to grow fast, you need to get creative with how you promote your content.

Paid Content 28

Paid Content Promotion Advertorials Advertising Agencies 28

Madison Logic

FEBRUARY 7, 2024

Forrester Research predicts that poorly personalized content will degrade the purchase experience for 70% of buyers over its failure to demonstrate an understanding of their business needs. According to Forrester, buyers aged 25-44 will make up three-fourths of business buying teams in 2024.

Marketing AI 52

Marketing AI Work Management B2B Marketing Marketing Management 52

Webbiquity

OCTOBER 13, 2010

The explosion of social media has led to a corresponding need for more sophisticated monitoring tools that can crawl the hundreds of social networking and bookmarking sites and millions of blogs across the globe. You can find a list of more than 150 social media monitoring tools here or close to 200 here , but—that can seem overwhelming.

Social Media 100

Social Media Budget Programs Tools Marketing Management 100

seo.co

JANUARY 10, 2022

Drawing up a well-rounded campaign now requires marketers to be more agile and customer-centric when promoting their brand’s offerings. As per MarketingCharts , social media accounted for up to 13% of the advertising budgets for 2020. You need to know which channels work for your business. Influencer Marketing. Personalization.

Marketing AI 98

Marketing AI Trends Work Management Marketing Management 98

Thinkers360

FEBRUARY 28, 2024

B2B influencer marketing is a marketing strategy in which businesses partner with industry experts and thought leaders to promote their products or services to other businesses. All our members are opt-in and have detailed Thinkers360 profiles , portfolios, and media kits so you can engage with exactly the right influencers for your niche.

Enterprise Management 52

Enterprise Management Work Management Marketing Management B2B Thought Leadership 52

Marketing Insider Group

OCTOBER 14, 2019

According to research from Forrester , CMOs are spending more on tech than any other C-suite members. Forrester’s research showed that companies redirecting agency spend toward technology and paid media frequently had negative results. Who consumes your content and shares it on social media?

Brand Identity 169

Brand Identity Branding Advertising Agencies Paid Search Agency 169

ClickZ

APRIL 29, 2020

In 2018, 29 percent of their budgets, excluding media spend and agency fees, went to martech while just 24 percent went to paying staff. Forrester projections show spending on global marketing automation tech hit $13.4 In 2017, those percentages stood at 22 and 27 percent, respectively. The dollar amounts are impressive.

Marketing Automation Services 129

Marketing Automation Services Work Management Marketing Management Budget Programs 129

Top Rank Marketing

AUGUST 30, 2023

B2B Marketers on the Move: Celebrating B2B Industry Rising Leadership Alennah Curran has been promoted to Enterprise Brand Creative Leader, Health Care Business Group, at 3M. Lee Eagle Brooke Osmundson has been promoted to Director of Growth Marketing at Smith Micro Software, Inc. Never stop learning. Know when to say ‘yes.’

Enterprise Management 98

Enterprise Management B2B Marketing Work Management Marketing Management 98

Convince & Convert

SEPTEMBER 21, 2010

I presented today at Social Media AZ , a new conference for Arizonans interested in, and practicing social media. This presentation: “Why Before How: The Keys to Developing a Social Media Strategy in 7 Steps&# also formed the basis for my recent MarketingProfs Webinar. How Does Your Audience Use Social Media?

Social Media 167

Social Media Media Webinar Metrics Marketing & Strategy 167

Only B2B

JULY 5, 2023

According to Forrester Research , 92% of B2B marketers believe that ABM (Account-Based Marketing) is crucial for their overall marketing strategies, making it a powerful approach for demand generation. Social Media Marketing: Social media platforms continue to be powerful tools for demand generation.

Demand Generation 62

Demand Generation Demand Sales Qualified Leads Account Based Marketing 62

Porch Group Media

SEPTEMBER 9, 2020

According to Gartner’s report, in 2020, technology spend will account for the largest proportion of marketing budgets when compared with media, agencies and in-house labor. In other research by Forrester , forecasts were not quite so optimistic. Martech continues to be a strong category in which CMOs are spending. Read more here.

Paid Content 59

Paid Content Spending Paid Search Agency CMO 59

Convince & Convert

AUGUST 25, 2013

Brands have rushed to provide value (optimally) or promotions (typically) on every new communication platform, all of which are increasingly accessed through mobile devices, making customers’ relationships with brands solely a collection of micro-experiences. App-ification is Your Future. About the Jay Baer: Follow @jaybaer.

Marketing Websites 149

Marketing Websites Forrester Mobile Marketing Fulfillment 149

Valasys

MARCH 11, 2020

The focus of social media management leaders on marketing automation technologies has led to the strategic integration of leads. Adding social to the lead scoring programs can help marketers amplify their investment into social media. The post Hootsuite Integrates with Oracle Eloqua appeared first on Valasys Media.

Eloqua 59

Eloqua Marketing Automation Services Advertising Agencies Paid Search Agency 59

Content4Demand

FEBRUARY 16, 2021

Review your social media. See who regularly engages with your company’s social media posts to identify who consistently gives positive feedback. They do the work in creating and sharing content about your company through their reviews and social media posts. Consider social media giveaways. Review your reviews.

Paid Search Agency 115

Paid Search Agency Marketing & Strategy Marketing Strategy B2B Marketing 115

Tomorrow People

MAY 30, 2022

As Forrester aptly puts it: With the widespread adoption of recurring revenue models, marketing must maintain a focus on existing customers. The sources of data you can use may include, but are not limited to: Net Promoter Scores (NPS). Social media mentions. Because of this reason, customer retention should be a key priority.

B2B Marketing 156

B2B Marketing Work Management Marketing Management Cross-Selling 156

Brandpoint

JUNE 18, 2020

Conversely, some of the AI-centered technology created to structure and send automated marketing messages is now being set aside for less overtly promotional marketing. Now is a great time to launch email marketing promotions targeted toward specific audiences and their financial concerns. Full use of social media.

Work Management 118

Work Management Marketing Management Service Planning 118

ANNUITAS

DECEMBER 11, 2023

The key drivers of this breaking point are performance issues and budget issues: Performance issues: Conversion rates in paid digital media and content syndication have been trending down for some time, and outbound email is at some of its worst performance levels. Lead, follow or get out of the way, as the adage goes.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

Martech Advisor

APRIL 6, 2020

Michael Ethan, Manager of Blue Mail Media says, predictive analytics is powerful than any other email marketing technique in terms of creating a long-term relationship with the audience. Forrester surveyed 579 marketing decision-makers to help you answer this question. Impact of Predictive Analytics on Email Marketing.

Analytics 112

Analytics Marketing AI Email Marketing Planning 112

Martech

JUNE 23, 2022

Microsoft Advertising recently partnered with Forrester Consulting on research outlining how work and shopping behaviors have changed for people who work remotely. During this time, they research or purchase products and services, sometimes putting those tasks ahead of browsing social media and consuming entertainment.

Top of Funnel 93

Top of Funnel Campaigns Funnel Advertising Work Management 93

Martech

FEBRUARY 25, 2022

Influ2’s buying group marketing strategy focuses on driving awareness and demand with top-of-funnel audiences with social media ads and relevant landing pages. To foster greater interaction, Methananda’s team used social media to provide relevant content for these accounts. Source: Nirosha Methananda. Why we care.

Account Based Marketing 115

Account Based Marketing Top of Funnel ABM Buy 115

Chris Koch

JANUARY 28, 2011

Forrester Research is testing both sides of this argument. Now, awhile back I wrote a post criticizing Forrester’s decision to prevent its analysts from hosting their own personal blogs. It’s a good problem to have, to be grappling with this issue as Forrester is. First you found Forrester, and then you found Owyang.

Personalization 100

Personalization Forrester Brand Identity Branding 100

Liveintent

MARCH 26, 2020

As Forrester found, 89% of marketers say the email address is their most important piece of customer data. Digiday also reported that publishers are using email to promote offers to people already in their database. Marketers have long understood email to be key to driving purchases.

Forrester 90

Forrester Custom Publishing Advertising Mediums Email Marketing 90