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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. And perhaps Forrester was wrong in 2007 when they said that Facebook marketing means communicating not advertising, as does all social spaces I contend. This is an old and tired perspective.

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. That hardly seems consistent with the characterization of marketers “struggling” to get results.

4 Key Marketing Technology Takeaways From A Forrester Wave

It's All About Revenue

Savvy B2B marketing leaders are “re-engineering their lead-to-revenue process to transform marketing — from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle” according to the recently released Forrester Research, Inc. The vendor web site is an important first impression engagement forum.

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.” ” – Forrester Research. ” – Forrester Research. But has spending?

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.

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.

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. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. Does that figure depend on the type of solution?

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. 81% of consumers research online before buying. ( GE Capitol ). FINDING YOUR AUDIENCE. Conductor ). Google ). Cisco ).

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. On the other hand, marketers are 39 percent more likely to see improvement in their overall marketing performance when they deploy a. Marketing - Financial Services

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. And lastly, the range of rankings in the Forrester survey is extremely close, and may paint a picture of marketer satisfaction that doesn’t reflect reality. And YouTube in 10th place?

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. Many surveys ask similar questions, which gave me some choices during my preparation. have versions of this from seven different surveys within the past year.

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. But the fact is: Very few sales and marketing team get along well. Bob wrote this great post including links to more information.

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 is partnered with VisionEdge Marketing and Forrester, By completing the study below, you will help in this research and get a copy of the final results. 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. 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”?

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. But just 60 percent of surveyed marketers consider them effective. For example, what percentage of businesses maintain company blogs?

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. “I find it sad how badly most companies are doing in B2B demand generation today. Cambridge, Mass.—

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. will in turn be reporting them here to you!

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. Marketing ROI Cmo marketing roi

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. cross-sell and up-sell).

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 As 2014 comes to a close, we get to turn our sights to 2015 and prognosticate on what may be in store for those in B2B Marketing in the coming year. Prediction 3:  The Full Scope of Transformation Will Not Be Realized.

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. On the question of the value buyers derive from the content B2B marketers put in front of them, O’Neill reports that “They delivered a resounding thumbs-down,” in Forrester’s most recent research, “responding decisively with phrases such as ‘trash’ and ‘useless.’ ”.

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. Imagine if these were responses from a sales organization survey? Only 2.8% said effective.

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 the spirit of full disclosure, I serve as the Vice President of Thought Leadership for BMA and collaborated with the direction of this survey with Forrester.).

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. MTID=ecbd609b163983fc5712a1d8d1d71d201 Sources: Forrester on the Death of the B2B Salesman - [link] SiriusDecisions Research- [link]. Will this work?

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.” It’s a commonly held belief that actual transaction conversion takes place at the very end of the buyer’s journey. Like this post?

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. ValueStory Sales Enablement Forrester Pisello Alinean Value Selling Sales Tools Provocative SellingNot necessarily. Why Change? Quantify the Pain b.

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. Forrester notes that an astounding 63% of companies decide to re-platform based on “perceived ROI” (otherwise known as hunches), while 54% are motivated by internal company demands (also called wishful thinking).

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. According to Gartner, worldwide IT spending was expected to reach $3.8 trillion in 2014, a 3.2%

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). Tailor: Delivering content that is tailored or dynamically interactive to address individual prospect challenges and value drivers. The key? decision makers?

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

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. According to Gartner, worldwide IT spending growth has been revised upwards to 2.6% for 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. However, as has been proven over the past two years, this forecast may be dramatically optimistic.

Three Big Myths Debunked at SiriusDecisions Sales and Marketing Summit

The ROI Guy

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. In a survey of almost 300 firms, 65% of content spending was wasted. There was plenty of content, conversations and cowboy hats. During the call.

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

The ROI Guy

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. Alinean CEB Forrester Frugalnomics Frugalnomics Survival Guide Jim Ninivaggi Pisello Sales Enablement Sales Enablement Lab SiriusDecisions Value SellingHerwijnen.

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. Sales Enablement Corporate Executive Board Alinean ValueStory Demand Generation challenger marketing Forrester SiriusDecisions the challenger sale Pisello CEB Provocative Selling Value Selling

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

The ROI Guy

At the same time, Forrester reports that earlier engagement is more important than ever - with 76% of the deals going to the solution provider that is able to help the prospect identify the top priority issues to address and establish the buying agenda (versus only 24% going to the rep who can win the bake-off). Alinean challenger selling conversation fuel customer conversations Dan Sixsmith Forrester ICE Insights Pisello Provocative Selling Selling with Insights SiriusDecisions Value Marketing Value Selling So what are these insights?

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 the spirit of full disclosure, I serve as the Vice President of Thought Leadership for BMA and collaborated with the direction of this survey with Forrester.).

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

The ROI Guy

According to Forrester, prospects indicate that less than 12% of sales engagements are focused on outcomes and customer value. Trillion in 2013 IDC 2014 Buyer Experience Study (Oct) Forrester Sales Enablement Conference 2014 SiriusDecisions SiriusIndex, results from 2011 – 2015. Gartner has revised worldwide IT spending down for 2015, predicting a 1.3% YoY decline from 2014.

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

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

Now, it’s official – or at least corroborated by a Forrester Research Inc. Only 15% of the exec surveyed by Forrester felt their meetings with salespeople are valuable and live up to their expectations, and only seven percent usually accept a follow-on meeting. I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. report.