ViewPoint

MARCH 12, 2013

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Marketing needs to do a better job of communicating on a one-to-one level and connecting what our products and services can do to make people happy. It’s directionally correct to make that point. But, like any average, it’s wrong.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

ViewPoint

MAY 21, 2015

Quote from Forrester Research: “Only 15% of salespeople articulate how their solution is going to solve business problems.”. Gone are the days of solving product issues. They must be all the more knowledgeable and skilled to convince the buyer of the value they can add to the buying process. Heat Mapping. Value Tracking.

Conversion 120

Conversion Buying Cycle Forrester Consulting 120

ViewPoint

MARCH 6, 2012

In this age of the empowered buyer, successful organizations are the ones that shift from being product and company focused to organizing around prospect and buyer concerns and perspectives. Source: Forrester, Metrics that Matter for B2B Marketers, October 26, 2011.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

ViewPoint

SEPTEMBER 24, 2013

In other words, what environment is the purchaser in and how can a sales person leverage that context to make a compelling case for their product or service?". Jeff Ernst (Forrester). In addition to Need, Connections and Company, I’d add one more item—Context. Tony Jaros (SVP, Research, SiriusDecisions).

Opinions 120

Opinions Sales Qualified Leads Lead Ranking Lead Scoring 120

ViewPoint

APRIL 13, 2012

In this second episode of PowerViews, I have the pleasure of talking with Jeff Ernst who provides advisory services to CMO and marketing leadership professionals as Principal Analyst at Forrester Research. Jeff joined Forrester after spending 20 years in sales and marketing.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120

ViewPoint

MAY 5, 2015

In the same blog he goes on to quote Forrester’s Laura Ramos: In earlier studies, Forrester found that at least half of B2B marketers surveyed did not have well defined L2RM processes or failed to follow the ones they did have in place for activities like lead scoring, nurturing and recycling and management.

Lead Nurturing 120

Lead Nurturing Lead Ranking Lead Scoring Peer-to-peer 120