Industrial Marketing Today

Trending Sources

Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Industrial Marketing Today

Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Lead nurturing is usually done by sending out helpful content to prospects and moves them from the top of the funnel (ToFU) to the bottom of the funnel (BoFU) where they are ready to make a purchase decision. 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. Still not convinced? Some refer to this as “drip marketing.”.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

The chart below from a research study done by Forrester illustrates this point very clearly. Creating engaging marketing content is NOT clever wordsmithing B2B marketing content that will truly engage you audience and nurture them until they are ready to make the purchase decision, requires more than just copywriting and/or hiring someone who can put a clever spin on words. Resource

Buy 2

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

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.

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.

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.

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”.

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.

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”?

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.

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.

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.

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.

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?

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.

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.,

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.

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 48

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.

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

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.

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.

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 64

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.

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 62

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.

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.

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.

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.

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?

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

0
0

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

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.