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. Admission of a mistake openly serves the greater good, e.g. Beth Israel Deaconess Hospital's wrong side survey as blogged by their CEO Paul Levy. Like Colony, I have lived through the 90s enterprise tech ascent and the ‘01 free fall.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.

4 Key Marketing Technology Takeaways From A Forrester Wave

It's All About Revenue

report entitled “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014.”. Here are our 4 takeaways from the Forrester report around driving change and progress in technology adoption, as well as some added tips: 1.

Forrester Sounds the Digital Marketing Alarm

Vidyard

The years change but the marketing plans pretty much stay the same, according to recent research from Forrester. In-person events, digital marketing, and content marketing once again captured the top three spots in our 2015 survey, consuming over 40% of working dollars.”

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.

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.

No marketing tactic works well Forrester says, it’s all about strong content

Vidyard

Forrester has been following marketers to ask them how those efforts were going, and the answer is… not so well. Most tactics received a thumbs up from 30% or fewer of those surveyed.” Content marketing has cut itself a lion’s share in the marketing world.

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research

ViewPoint

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Forrester does a great deal of buyer journey research on sources of influence in a lot of other dimensions: First, buyers do like to talk to vendors early in the process. When we survey marketeers, we ask what percent of their pipeline was the result of a marketing program.

82% of CMOs Have Goals that Align with Revenue Targets — A Discussion on Marketing Performance Management with a Forrester Analyst [Video]

bizible

Allison Snow is a Senior Analyst on Forrester’s B2B marketing team with a focus on marketing performance management. Forrester survey results reflect that the single biggest challenge faced by B2B marketers as they set budgets is "attributing program spend to revenue results."

How to simultaneously attract new prospects and retain loyal customers

Biznology

Avoid giving them a formal survey because it will give them too much time to think about how to word feedback—try to catch them in the moment. Acts of Service: Reading and sharing their content, participating in their survey or helping them make their company better.

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. By Christopher Hosford, editor-in-chief, HosfordGroup LLC.

Survey of Surveys: Budgets and Process are Main Barriers to Marketing Technology Success

Customer Experience Matrix

I recently gave a Web presentation comprised almost entirely of slides from different surveys. Still, preparing the slides gave me a chance to scan the surveys in my archives, which was entertaining in its own little way. Of course, each survey uses different terms.

Forrester study: How marketing analytics increases business performance

Opentopic

Google recently asked Forrester Consulting to survey 150 marketing, analytics and IT executives about the measurement challenges they face. The post Forrester study: How marketing analytics increases business performance appeared first on Opentopic. The results showed that: Only 26 percent believed that their marketing analytics tools are well-integrated and work seamlessly together.

50 Facts about online consumer behavior not to ignore

Biznology

Aspect Consumer Experience Survey ). Forrester ). Forrester ). Digital Marketing Internet Marketing 2012 Global Customer Service Barometer ad agencies American Express archaic user interfaces Aspect Consumer Experience Survey B2B buyers Bain & Co.

Forrester Confirms Continuing B2B Sales and Marketing Alignment Gap

Fearless Competitor

Forrester’s latest research “ B2B Sales and Marketing Alignment Starts with the Customer ” confirms the dysfunctional and damaging gap that still exists between sales and marketing in the vast majority of B2B organisations. Fewer than 1 in 10 of the B2B organisations surveyed claimed to have tight alignment between their sales and marketing functions – and nearly 7 out of 10 evaluated their performance as average or worse. Everyone talks about it.

Help ITSMA with its Annual Marketing Performance Survey

Fearless Competitor

A Survey on Marketing Performance Management. Our friends at ITSMA are doing their annual survey on Marketing Performance Management and they need your help. The goal of the survey is to better understand how companies are using marketing data, metrics, and analytics to inform marketing decisions, predict buyer behavior, improve marketing performance and forecast trends. ITSMA MPM Survey.

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. The post Forrester Research, Inc.

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.”. 86% of B2B companies surveyed are currently blogging, along with 77% of B2C companies. The CMO Survey ).

Savvy Toolkit - Take a B2B Demand Gen Survey

Savvy B2B Marketing

One of the Keynote presenters, Jeff Ernst - Principal Analyst at Forrester Research is conducting a survey of marketers and will present his findings at the conference. The survey is the State of B2B Demand Generation and will take you no more than 10 minutes to complete.

Forrester finds b2b marketers lagging with demand generation

Fearless Competitor

Jeff Ernst, Principal Analyst, Forrester Research. B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research. The report, “The State of B2B Demand Generation: Disjointed,” was based on an online survey of 266 marketing and sales executives conducted in May 2011. B2B Demand Generation | Companies are struggling with demand generation today. From BtoB Magazine Marketers Lagging in Demand Generation.

Engaging Earlier and Higher with Financial Peer Comparisons

The ROI Guy

According to Forrester, the early bird still catches the worm, with a significant 74% of all deals going to the provider who helps "establish the buying vision", while only 26% goes to the vendor who "responds to a request" and wins the bake-off.

Forrester report says content from agnostic industry experts best way to reach B2B buyers

Opentopic

Opentopic blog >> b2bmarketing.net A new Forrester Research report reveals the best way to reach B2B buyers is with content written by unbiased third-party industry experts. The report, “Use Third-Party Content To Attract And Persuade Elusive B2B Buyers,” surveyed in January 210 IT and business decision-makers at companies with 500 or more employees. Forrester also interviewed eight vendor companies, including.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

In the report, “ Automation: Redefining Marketing’s Game Plan ,” Forrester details the results of their surveying 155 US-based senior marketing professionals on their use of, results from, and attitudes towards marketing automation.

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content. Blog Content marketing strategy Demand Generation Strategy Forrester Laura Ramos marketing predictions

A Call for Marketing Enablement

ANNUITAS

ANNUITAS recently published a B2B Enterprise Demand Generation Survey. This is an issue that must be addressed given that according to Forrester, 96% of CMOs have stated that their departments are being asked to do things it has never been asked to do before.

B2B Content Marketing Execution: We’re Not as Mature as We Think

Type A Communications

Today, the Business Marketing Association (BMA), Forrester and the Online Marketing Institute released the results of a survey about the maturity of content marketing practices in business-to-business (B2B) organizations. (In July 16, 2014.

Hit Your Channel Sales Goals with ROI Selling

The ROI Guy

A survey reveals that the majority of B2B firms are now generating 60% of their revenue through indirect channels (The 2112 Group). Rightly or wrongly, a growing number of companies perceive direct sales as ever more expensive.

From High Touch to Low Cost – A Disturbing Trend in B2B Selling?

The ROI Guy

Last year, new research from Forrester boldly predicted the Death of the B2B Sales Rep, making some stark forecasts: Much of B2B buying will not need sales reps anymore, and will move to lower cost self-service or inside sales reps.

Sales 35

Content marketing’s $40 billion miss

Biznology

Forrester Research has a new report that should serve as a wake-up call to B2B marketers, but probably won’t. But maybe not surprising, given the consistently poor grades buyers have awarded marketers in surveys about content marketing.

B2B 55

Sales Enablement’s Dirty Big Secret

The ROI Guy

Attending the Forrester Sales Enablement Forum, one research metric was presented that just blew me away. According to Forrester, the average company spends more than $135,000 in sales support costs per year for EACH salesperson.

Cost 51

6 Things to Keep in Mind When Replatforming

Buzz Marketing for Technology

According to Forrester Research, 39% of surveyed companies see a drop in conversion rates after replatforming, while 44% note slower load times once a new platform goes live. Posted in Business Intelligence Testing.

Branding as a full funnel journey

Biznology

But content creation born of surveying, content engagement analytics, and plain old person to person interactions is informative. According to Forrester Research, “customer experience doesn’t drive behavior, customer loyalty does.”

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

The ROI Guy

According to Forrester, prospects indicate that less than 10% of sales engagements are focused on customer value (down from a paltry 12%). Trillion in 2013 IDC 2014 Buyer Experience Study (Oct) Forrester Sales Enablement Conference 2014 SiriusDecisions SiriusIndex, results from 2011 – 2014.

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).

Sales 35

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?

Paper 72

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

The ROI Guy

According to Forrester, prospects indicate that less than 12% of sales engagements are focused on customer value. Trillion in 2013 IDC 2014 Buyer Experience Study (Oct) Forrester Sales Enablement Conference 2014 SiriusDecisions SiriusIndex, results from 2011 – 2014.

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

The ROI Guy

According to Forrester, prospects indicate that less than 12% of sales engagements are focused on customer value. Trillion in 2013 • IDC 2013 Buyer Experience Study (Oct) • Forrester Sales Enablement Conference 2013 • SiriusDecisions SiriusIndex, results from 2011 – 2013.