B2B Marketing Traction

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Forrester Research Names Oracle Marketing Cloud a Leader

It's All About Revenue

That’s according to Forrester Research’s newest Enterprise Marketing Software Suite (EMSS) Wave, a market assessment that looks at vendors who compete in the “marketing cloud” landscape. This year, we’re proud to share that Oracle Marketing Cloud was a leader in their assessment. The need for simplicity in the digital marketing landscape is urgent. Product New

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.

New Forrester Research: B2B Should Use B2C Customer Loyalty Principles

Influitive b2b

And Forrester’s latest research report, B2B Loyalty, The B2C Way , outlines practical ways B2B marketers can apply B2C principles to deepen relationships and engagement. As Forrester analyst Emily Collins underscores, “B2B companies stand to benefit from three core tenets valued by B2C marketers, which have nothing to do with discounting, and everything to do with building a flexible, customer-obsessed loyalty strategy.” Forrester’s recommendation: Extend and elevate your existing retention efforts. After all, B2B buyers don’t respond to reward points and coupons.

High-Performing B2B Marketers Will Make These 4 Shifts in 2016, Predicts Forrester

Vidyard

And Forrester is taking notice, predicting massive shifts in marketing in the coming year. Forrester Predictions for 2016: B2B Marketing's New Mission. Forrester’s predictions see massive changes in 2016 in four major realms: go-to-customer strategy, the accelerating shift from art to science, tech investments, and  B2B messaging. B2B buying has changed. Get the Report.

Oracle’s Maxymiser Named a Leader in Forrester Wave for Online Testing

It's All About Revenue

Today, it’s my pleasure to share that Oracle’s Maxymiser was cited by Forrester Research as a leader in The Forrester Wave™: Online Testing Platforms, Q3 2015. Click here to download a copy of the Forrester report at Maxymiser.com. At best, marketers lose a revenue opportunity. At worst, they send one to your competitor. Take Alaska Airlines as an example.

3 Key Metrics that Will Have a Profound Impact - a Report from Forrester’s Sales Enablement Forum

The ROI Guy

T his week, leading sales enablement professionals met to share issues, best practices and success stories at the Forrester Sales Enablement Forum. and “Why You?” in order to advance through the purchase decision. The Bottom-Line Your customers continue to be impacted by what Forrester termed the “Do More With Less Economy”.

Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers

Opentopic

So says Forrester Research VP and Principal Analyst Brian Hopkins, co-author (with Adam Silverman) of a new Forrester Research report, The Top Emerging Technologies to Watch: 2017 to 2021 ($499 for individual purchase). The post Forrester: Marketers need to say goodbye to campaigns, hello to AI-driven conversations with customers appeared first on Opentopic. Marketers will need to transform from campaigns to real-time, continuous interaction with customers via intelligent agents. It’s about the top 15 developing technologies that will help businesses.

Are CMOs Poised To Take Over Technology Purchasing?

It's All About Revenue

Today, most tech purchase decisions are still being made in the CIO/CTO suite. CMOs Step into Tech Purchases with Increasing Responsibilities. Rather, the trend is shifting towards Line of Business (LoB) executives making tech purchase decisions. Now, they will add making tech purchase decisions to the list. Whether they are ready or not, technology is fast becoming an inextricable part of the CMO’s functions, and they need to participate in making tech decisions in order to determine the ROI for purchases. There is nothing new about that.

Strategies For Interactive Marketing In A Recession by Josh Bernoff - Forrester Research

Buzz Marketing for Technology

Note: Site search accesskey is "S" Forrester: - Making Leaders Successful Every Day. About Forrester. If you are a registered Forrester client, please log in. As a registered guest, you will be able to: Get full access to selected complimentary reports and briefs as well as summaries of all Forrester Research. Purchase research and Webcasts securely online. About Forrester. Skip to global navigation. Skip to local navigation. Skip to main content. Skip to account links. Skip to footer. Search Forrester.com. earch. Advanced Search. Log In.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa. Changes in customer and buying behaviors continue to rock the very foundations of many industries. New digital technologies are bombarding the C-Suite with promises of data-driven analytics.

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”?

50 Facts about online consumer behavior not to ignore

Biznology

94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store. 88% of consumers made their final purchase in store. (GE Capitol). 85% of all consumer purchases are made by women, including everything from autos to health care. 77% of online shoppers use reviews to make a purchase decision. Google ).

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

Buzz Marketing for Technology

If that’s just the scenario on mobile retail sites, just think about all of the e-commerce sites and brands that rely on the Internet to drive traffic, click throughs, newsletter sign-ups and purchases. Ways Mobile Insights Are Informing Online and Offline Marketing It’s predicted that shoppers around the world will have purchased. Don’t treat every customer the same.

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

Buzz Marketing for Technology

According to  Forrester Research , U.S. By providing personalized, relevant and unique content in line with consumers’ likes and dislikes, purchase behaviors and demographic profiles, they’ll increase eyeballs to their online or mobile sites, boost traffic and, most important, drive short-term and long-term sales. Posted in eCommerce Optimization Personalization. Overall, U.S.

Smart Marketers Will Be At Forrester’s B2B Marketing Forum (And Use Our Discount Code!)

Sales Intelligence View

There’s no doubt B2B marketing is getting harder, especially when you see stats like these: 74% of business buyers conduct more than half of their research online before making an offline purchase. forrester marketing Sales Intelligence sales productivity Smarketing sponsor technologies59% of those same business buyers prefer not to interact with a sales rep as their primary source of information. More and more, […]. Events Marketing Sales B2B b2b sales customer 2.0

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. Gavin O’Malley reviews research from Forrester on the five stages of social media maturity that corporations typically pass through, starting with the dormant stage (“one in five companies still don’t use any social media. While certain aspects of social media have stabilized (e.g.,

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

The reason for this is simple: These customers are more often than not brand loyalists and willing to persuade others to become regular brand purchasers if they’re kept happy and engaged consistently in every single place they are interactive with brands. Instead, they are actively seeking opportunities to better understand their high-value customers across every channel and device.

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. Wasn’t ready to purchase the product. Make registration simple.

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated.  Ensuring that specific content is created to Engage, Nurture and Convert along the buyers purchase path (currently only 28.3% of organizations do this consistently)  not only allows for a better conversation with the buyer, but when mapped to the buying process, enables the buyer to self-select the content they want and signifies where they are in the buying process. The best news?

A Failure to Communicate Value

The ROI Guy

If you provide value proof in the form of a few marketing slogans, you won’t win the deal, as IDC indicates 95% of B2B purchases now require formal financial justification. Although this all makes perfect sense, and seems obvious to the best performers, unfortunately, only 1 in 10 sales reps have evolved to selling with value (Forrester). So be provocative.

Oops They Did it Again! Gartner Downgrades Overly Optimistic IT Spending Forecast

The ROI Guy

When it comes to business and shadow purchase decisions, most IT solution providers are not adept at selling to the business groups and capturing dark spend. According to Forrester, prospects indicate that less than 10% of sales engagements are focused on customer value (down from a paltry 12%). According to Gartner, worldwide IT spending was expected to reach $3.8

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

The ROI Guy

Moreover, a major "sea change" has occurred in technology spending and purchase decision-making - with significant implications for your organizations sales and marketing strategy. At the same time, more and more spending is occurring in the shadows , by individual users and groups, especially Cloud / SaaS purchases, without the formal knowledge of IT.

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., SEO remains the most cost-effective way to drive website traffic. B2B websites often receive anywhere from 30%-60% from organic search, with 50% or more sometimes coming from Google alone. But SEO is changing. Sure-Fire Signs Your SEO Sucks by HubSpot Blog.

SEO 73

Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab

The ROI Guy

Their research indicates that when B2B buyers are making a purchase decision, they go 57% of the way through the buyer’s journey BEFORE engaging with a sales rep. 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.

Three Big Myths Debunked at SiriusDecisions Sales and Marketing Summit

The ROI Guy

Popular metrics indicate that buyers are 57% percent of the way through their purchase process before they engage a sales rep (CEB). 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.

Frugalnomics – Why the IT spending growth forecasts from Gartner are wrong again!

The ROI Guy

When it comes to business and shadow purchase decisions, most IT solution providers are not adept at selling to the business groups and capturing dark spend. According to Forrester, prospects indicate that less than 12% of sales engagements are focused on customer value. However, as has been proven over the past two years, this forecast may be dramatically optimistic.

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

Marketing Craftmanship

Over time, however, the market education function was largely assumed by research firms such as Gartner and Forrester, whose opinions carry greater credibility than self-publishers of white papers. Have Marketers Killed This B2B Golden Goose? White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers.

Paper 72

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

The ROI Guy

Place – Where you can purchase the product / service, such as direct from a sales rep, through a channel partner, in a store or on-line via e-commerce. 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. Developed in the early 60s by the marketer E.

Innovators Wanted: Marketing to Generation Live

Biznology

He’s also frugal, but skilled at purchasing online with a credit card (mine). 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. Internet Marketing Business Common Sense Media Forrester Research Generation Y Generation Z Internet marketing Millennial

SMS 40

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. Total cost of ownership (TCO) advantages to transcend purchase price pressures.

New Sales Rep Ramp Up Taking Longer than Ever

The ROI Guy

And Forrester indicates that it can take even longer, up to 36 months to effectiveness, in certain industries like technology, medical solutions and complex business services. CSO Insights Forrester Mind the Value Gap new hire new salesperson Qvidian Ramp up SiriusDecisions Value Gap Value Selling ValueStory According to the CSO Insights, most salespeople take ten or more months to?

The Modern Day Social Seller: Buyers are More Empowered, But So Are You!

The ROI Guy

By Dan Sixsmith and Tom Pisello The research and the reality: B2B buyers are more empowered than ever, using the Internet and social media to research your company, products, services, customers, team, history and competitors - self propelling themselves toward a purchase decision. Alinean challenger selling conversation fuel customer conversations Dan Sixsmith Forrester ICE Insights Pisello Provocative Selling Selling with Insights SiriusDecisions Value Marketing Value Selling But nowadays, you have to go even further than mining publicly available about your prospects.

Will Gartner's Latest IT Forecast Put a Chill in your Growth Plans?

The ROI Guy

We think there is a more systemic issue in the predictions: a major "sea change" in technology spending and purchase decision-making – one that could put a significant chill in your organizations‘ sales and marketing strategy. With the businesses and individuals making more purchase recommendations, the language of technology selling has changed. increase compared to 2014.

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

The ROI Guy

At the same time the purchase process has become more complex; buyers have more stakeholders than ever to deal with (more than 6 in large organizations), extreme resource constraints, and less time than ever to evaluate opportunities, select and justify solutions and drive an ever-more complex purchase process. So challenge met and opportunity seized, right? Not so fast.

How can you CLOSE the Value Gap?

The ROI Guy

And you are not alone in your observations : A meager 10% of buyers report that sales reps are value-focused , with most still using a less than effective product pitch approach (Forrester) Solution provider executives report that the #1 issue for revenue growth shortfalls, is not a lack of adequate sales training, product mix or social selling skills, but the inability for sales to articulate value (SiriusDecisions). Alinean CLOSE the Value Gap Forrester Frugalnomics Pisello SiriusDecisions Value Framework Value Gap Value Marketing Value Selling ValueStory

How Living in the 57 Percent Will Impact Your Content Marketing Strategy in 2015

ANNUITAS

In their 2012 study End of Solution Sales , the Corporate Executive Board (CEB) revealed that 57 percent of a typical B2B purchase decision is made before a customer even talks to a supplier. This requires more than just pumping out content to fill various channels which 57 percent of marketers do “all the time” according to Forrester.  Blog Buyer''s Journey Content marketing strategy Demand Generation Strategy Forrester This worked because customers did not know how to solve their own problems, even though they had a good understanding of what their problems were.

Where is ROI Best Applied in the Sales Process?

The ROI Guy

This was presented at the latest Forrester Sales Enablement Forum, and is a marked increase from the 65/35% split of just two years ago. At the final stages of the purchase decision, you have to help Prospects understand how your solution will: Deliver incremental value - with more potential savings, greater business benefits and lower investment risks. Quantify the Pain Why Now?

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. According to Forrester, companies are spending worldwide, on average, 19% of their SG&A costs, some $135,262 per quota-carrying salesperson, in sales support-related activities. Source: Uncovering The Hidden Costs Of Sales Support, Forrester Research, Inc., April 2009).

ROI 3

Gartner says 2013 will be a Better Year for IT Spending Growth?

The ROI Guy

But delivering incremental revenue is a challenge, as tech-purchasing decisions have fundamentally and permanently changed. IT purchase processes are ever more complex, with IDC reporting 40% more stakeholders involved in the average purchase decision compared to just 3 years ago. According to Forrester, less than 12% of sales engagements are focused on customer value.

Top 3: Key Research to Drive Your New Year Success

The ROI Guy

To hit these targets you will have to do more, with most organizations investing in three key areas to try and drive results: More Sales Reps More Training More Traditional Content But research from SiriusDecisions and Forrester indicate that these well intentioned investments may not deliver expected returns. See what the research says about the shift in IT purchase decision-making, and what you should do to be prepared in 2014. New research from IDC indicates that the number of B2B decision makers involved in a typical purchase decision has risen by 43%. link].