The Tech Economy & Social Media
OCTOBER 28, 2008
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
JULY 18, 2014
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
FEBRUARY 3, 2014
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
APRIL 12, 2016
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?
Joint Forrester, ITSMA, and VisionEdge Marketing Survey Finds Marketers are Operationally Proficient but Strategically Stalled
MAY 21, 2013
AUSTIN, Texas —May 21, 2013—VisionEdge Marketing (VEM), ITSMA, and Forrester, organizations committed to helping marketers improve their effectiveness, released the findings from their 2013 Marketing Performance Management (MPM) Survey. About Forrester: A global research and advisory firm, Forrester serves professionals in 13 key roles across three distinct client segments.
No marketing tactic works well Forrester says, it’s all about strong content
MARCH 11, 2016
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.” The post No marketing tactic works well Forrester says, it’s all about strong content appeared first on Vidyard. Don’t worry, it’s not all doom and gloom.
B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research
MARCH 12, 2013
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?
Social media ROI sucks! (Or, you can prove anything if you send out a survey)
MARCH 6, 2014
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?
Forrester Research, Inc. Benchmark Report: How Top Marketers Do Lead Generation, Part 1
JANUARY 16, 2014
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”?
Survey of Surveys: Budgets and Process are Main Barriers to Marketing Technology Success
Customer Experience Matrix
MARCH 30, 2012
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.
16 Enigmatic Business Blogging and Other Marketing Stats
MARCH 15, 2016
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?
Help ITSMA with its Annual Marketing Performance Survey
APRIL 18, 2013
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 Confirms Continuing B2B Sales and Marketing Alignment Gap
FEBRUARY 22, 2011
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.
Forrester report says content from agnostic industry experts best way to reach B2B buyers
JULY 8, 2016
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
Forrester finds b2b marketers lagging with demand generation
JULY 6, 2011
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
APRIL 19, 2011
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!
Content marketing’s $40 billion miss
SEPTEMBER 30, 2015
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.’ ”.
New Report Confirms Immaturity of Most Marketing Automation Deployments
MAY 14, 2012
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
DECEMBER 16, 2014
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.
B2B Content Marketing Execution: We’re Not as Mature as We Think
Type A Communications
JULY 16, 2014
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.).
A Call for Marketing Enablement
NOVEMBER 13, 2014
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.
From High Touch to Low Cost – A Disturbing Trend in B2B Selling?
The ROI Guy
NOVEMBER 5, 2015
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
AUGUST 24, 2015
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?
6 Things to Keep in Mind When Replatforming
Buzz Marketing for Technology
APRIL 30, 2013
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).
Sales Enablement’s Dirty Big Secret
The ROI Guy
MARCH 14, 2013
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.
The new ABCs of Selling: Always Be Challenging!
The ROI Guy
OCTOBER 24, 2014
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?
Gartner Raises IT Spending Forecasts – Time to Party Like its 1999?
The ROI Guy
NOVEMBER 10, 2014
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.
Oops They Did it Again! Gartner Downgrades Overly Optimistic IT Spending Forecast
The ROI Guy
JULY 8, 2014
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%
Frugalnomics – Why the IT spending growth forecasts from Gartner are wrong again!
The ROI Guy
JANUARY 16, 2014
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.
The DNA of a Top Performer—Are You Cut From the Same Cloth?
MARCH 12, 2013
We recently surveyed 101 of our customers in the small and medium-sized business category about their online marketing practices. The questions we asked were taken from an Act-On and Forrester Consulting Report titled “Driving SMB Revenue in a Down Economy,” in which those initial results revealed a new model for successful companies, referred to as “Top Performers.”.
White Papers are Not Dead. They’re on Life Support.
MARCH 27, 2013
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.
Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab
The ROI Guy
JULY 23, 2015
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.
Three Big Myths Debunked at SiriusDecisions Sales and Marketing Summit
The ROI Guy
MAY 19, 2015
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.
Sales and Marketing Alignment in 2013? Not so Fast!
The ROI Guy
JANUARY 15, 2013
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