Savvy B2B Marketing

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Four Things That Cause Marketing & Sales Misalignment and How to Fix Them

Savvy B2B Marketing

Just last week, Forrester released a report showing that only 8% of organizations claim tight alignment between marketing and sales. They want to have a dialogue with a vendor that can assure them they will get full value from their investment. We're thrilled to present this guest post by Carlos Hidalgo of The Annuitas Group. But it isn’t. Lack of Focus. Conduct joint customer visits.

Buyer Personas: How to Deliver Relevant Content to B2B Buyers

Savvy B2B Marketing

Take this example from research conducted by Forrester. And this lack of relevant content reduces the vendor's chance of closing the sale by 45%. New research from Frost & Sullivan, the Growth Partnership Company, and demand-generation agency Bulldog Solutions confirms that even high-performing marketers struggle to consistently produce compelling content. Why does this matter?

Are You Reaching the Right CIO?

Savvy B2B Marketing

That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. As a bonus, it could include a checklist that the reader could refer to when comparing vendors. How many times has your company decided to produce a white paper aimed at "CIOs in large enterprise companies across all industries"? After all, a CIO is a CIO is a CIO, right?

Are You Reaching the Right CIO?

Savvy B2B Marketing

That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. As a bonus, it could include a checklist that the reader could refer to when comparing vendors. How many times has your company decided to produce a white paper aimed at "CIOs in large enterprise companies across all industries"? After all, a CIO is a CIO is a CIO, right?

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: Advocate Marketing Is Critical To B2B Success

Influitive b2b

That’s what Forrester Vice President and Principal Analyst Laura Ramos  has found in  a new report, Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime.  . Download the Forrester report to learn more about advocate marketing’s growing role in creating customer relationships that deliver long-term value. Advocate marketing creates value for B2B brands.

Forrester Research Names Oracle Marketing Cloud a Leader

It's All About Revenue

As digital marketers grapple with the 3800+ vendors that serve the marketing technology landscape, many are demanding a focus on integration to help them deliver more consistent customer experiences. Forrester emphasized the data-driven characteristics of our acquisition portfolio and the fact we made a strategic decision to have best-of-breed experience for both B2C and B2B marketers.

Forrester Weighs in on the Top Video Platforms for Marketing and Sales

Vidyard

Even Forrester Research Analyst, Nick Barber, said so in his latest report, Online Video Platforms for Sales and Marketing : If you think “doing video” means having a YouTube channel, then you need to up your game. Vendor Landscape: Online Video Platforms for Sales And Marketing. The post Forrester Weighs in on the Top Video Platforms for Marketing and Sales appeared first on Vidyard.

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.

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. Buyers prefer to do research themselves rather than rely on vendors’ sales reps. Forrester Predictions for 2016: B2B Marketing's New Mission. Check out the rest of Forrester’s predictions in their report, here. B2B buying has changed. Get the Report. Get the Report.

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.

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. They don’t like to be “sold to,” but they do like to talk to vendors because they see vendors as authorities in technology categories. But that’s much more likely to happen when a vendor has an existing relationship with a customer. Does that figure depend on the type of solution?

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. 76% - that’s the percentage of deals that are won by the vendor who is able to help establish the buying agenda, versus only 24% that won the business in the later bake off phase. They have less budget, time and risk tolerance than ever.

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. According to Forrester’s survey, the top 3 excuses for failing to achieve alignment were given as: “Marketing thinks long-term, sales thinks short-term”. Forrester and SiriusDecisions aren’t the only organisations to highlight the need for alignment – it’s been a consistent theme in the research by CSO Insights and many others. Bob Apollo.

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”?

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. Vendor Comparisons & Waves. 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. 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. Welcome to Forrester.com.

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. vendor strength , which assesses a vendor’s current and future business position. Vendor strength will be scored on a separate dimension.

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.’ ”.

Help! I Need a Marketing Automation Vendor with Social Media Savvy

WindMill Networking

According to The Annuitas Group, a demand generation consulting firm, there are more than 100 vendors , and their features vary significantly. This means that picking the right automation vendor is a lot harder than choosing a flavor of ice cream at Baskin-Robbins. One of the most common questions about marketing automation that I hear is, “Can you give me the names of some vendors?”

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. Prediction 2:  The Gap Between Vendors and Customers Will Continue To Grow. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content.  The buyer is in full control and desires dialogue and discussion with their vendors. Blog Content marketing strategy Demand Generation Strategy Forrester Laura Ramos marketing predictions

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

This means that every interaction from the buyer is met with a response from the vendor, digitally or a via live interaction. This program-based approach can only be accomplished when vendors understand the buying patterns of their buyer(s) and can then align content accordingly giving buyers continuity through every stage of their buying process. When a buyer first engages with your brand, they are not necessarily looking to find the latest enhancements to a vendor’s product. The real question however, is what is next? The best news? Don’t Treat All Content The Same-.

On-Demand Webinar - From an ROI Business Case to a Value-centric Case for Change

The ROI Guy

The Traditional ROI Business Case is often too inside-out (vendor-centric), focused too much on the solution and what it can do. Alinean business case CSO Insights Forrester Frugalnomics IDC Pisello ROI Calculator ROI Selling Sales Enablement SiriusDecisions ValueStory VSR Council VSR SummitMost are overloaded with too many numbers that clients have difficulty connecting with.

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Value Summit Keynote - The Importance of Getting Value Selling Right

The ROI Guy

How buyers have changed and trends are driving more involvement from vendors to better communicate and quantify unique value. Alinean Death of a B2B Sales Rep Financial Justification Forrester Gartner IDC Jim Ninivaggi Pisello ROI SiriusDecisions Value Selling Value Summit VSR Council VSR SummitYou can checkout the research and presentation here >>> [link].

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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 allow your competitors to drive the value conversation they will frame the value to their advantage, as Forrester indicates 3 in 4 deals going to the vendor establishing the buying agenda and value framework (as opposed to 1 in 4 to the vendor winning the “bake-off”). So be provocative. Communicate this all as a visual story for today’s “short attention span” buyer.

Forrester: Linking Content To Sales Conversations

Genwi

In his post “Linking Content To Sales Conversations” Peter O’Neill of Forrester discusses the importance of how content should be utilized by sales teams — and the tools companies need to consider. ” He continues… “Through this year, I have met with several emerging vendors who can help here. Sales Conversations & Your Content Strategy.

Research Proves the Early Bird Catch the Worm?

The ROI Guy

At the same time as Sales reps are being invited later, Forrester reports that engaging earlier provides more advantage than ever. While those engaging late, during the bake-off phase where you and several vendors are responding to specific requests and RFPs and you win a mere 26% of the deals. And this “do it themselves painting” may not match your solution at all!

Are your Sales Reps Prepared? The Good, the Bad and the Ugly.

The ROI Guy

Each year Forrester asks this question of Executive Buyers worldwide, and the results reflect the Good, the Bad and the Ugly of current sales rep capabilities: > The Good – A majority of buyers ( 62% ) indicate that your vendor sales reps are knowledgeable about your company and products.

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. Short attention span theater – Buyers have been forced to “do more with less”, leaving less time than ever to consider and work with vendors on new projects.

Cost 43

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

Challenger” There were three powerful numbers discussed at the Summit that I believe will have a profound impact on your strategy and success in 2015: 94 5.4 53 Engage me or lose me Forever Did you know that 94 % of customers have discontinued communication with a vendor because they received irrelevant promotions & messages? The key? decision makers? potential “No’s” in every deal.

Your Unique Value: Solution Focused versus Challenge Centric?

The ROI Guy

whopping 76 % of the deals don’t go to the company that wins the competitive bake-off, where features make a difference, rather the win goes to the solution provider who engages early to help the buyer establish the buying agenda (Forrester). Unfortunately, most marketing collateral and sales conversations start not with the buyer and their challenges, instead leading with how great the solution provider is and a vendor centric view of the proposed solution and differentiating features. SiriusDecisions). and “Why do so now?” , way before “Why your solution?”.

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. At this later stage of engagement, it’s usually a Bakeoff between vendor offerings– a vicious shootout on features, function and especially price. It’s not on Enablement. Click here to learn more.

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. Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog. report. In other words, if you baffle them with your BS, they’ll tune you out.

What’s the Best Social Media Monitoring Tool? It Depends

Webbiquity

Forrester Research has named Nielsen a leader in brand monitoring solutions, saying “the vendor has the strongest strategic vision and currently competes at a scale unmatched by any other competitor.&#. Also, as a test—since this post is about social monitoring tool vendors, let’s see how many of them promote it or respond to it, either with a comment here or on other social media outlets, and how quickly they do so. Until fairly recently, keeping track of your organization’s online presence was relatively easy. No more. Alterian SM2 Freemium. UberVU.

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

The ROI Guy

Forced to “do more with less”, these buyers need more consultative advice and help from vendors. This is clearly evidenced in a study by Forrester, presented at their annual Sales Enablement Forum, where buyers easily categorized salespeople, with some unflattering feedback. Frugalnomics is in full effect, with buyers more empowered, skeptical and frugal than ever before. Not so fast.

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. TCO Tools Sales Enablement ROI tools Alinean ValueStory TCO Calculator interactive white paper Forrester TCO Benefits Estimator Pisello Sales Tools Value Selling ROI AnalysisQuantify the Pain Why Now? Justify the Gain Why You?

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).

3 Early Bird Tactics to Uncover New Sales Opportunities

Jill Konrath's Fresh Sales Strategies Blog

Research shows that one of the best ways to do this is by being an early bird: Forrester Research discovered that the first vendor to reach a prospect and set the buying vision has a 74% close rate. Want to win more sales? Then you need to do everything you can to give yourself an unfair advantage over your competitors. If you join them, your chances of winning are slim.

Spring has Sprung, and So Should New Sales and Marketing Practices

The ROI Guy

It is not often we see so many thought leaders and pundits confluence around such significant observations: • At Forrester , sales enablement analyst Scott Santucci indicates that “We are in the middle of a major transformation in the B2B sales model, driven by customer’s enterprise-wide strategic procurement initiatives to buy only what they need at the lowest possible price”. B2B buyers are now relying on industry analysts, peers and trusted 3rd party publications, but not on vendors, to help them facilitate important purchase decisions. 3. How to Fight Frugalnomics?

Measuring by Anecdote with SlideShare

It's All About Revenue

Here goes: We’ve been talking about our vision for a new category – which we named Revenue Performance Management – for quite some time.  We were proud to introduce it, and we were invigorated when other vendors and consultants began to position themselves in and around it.  It told us, in marketing parlance, there’s a “there there.”. Figuring viewers associate analyst firms with data collection, we ran our LeadShare campaign around a PowerPoint that accompanied a webinar on Revenue Performance Management conducted by Eloqua CMO Brian Kardon and Forrester analyst Suresh Vittal.

5 Ways to Get Your Executive Team on Board With Predictive

Radius

In order to help convince the internal decision makers, your Predictive vendor must provide you with the following resources. 1. Action step : Consult with your vendor to get case studies that are industry, size, and use case specific. Objective Vendor Opinion . SiriusDecisions, Forrester, Gartner, and TOPO are all experts in the new, emerging space. Your Predictive vendor should provide you with recognized industry-focused analyst reports.  . Obtaining analyst reports will aid in the vendor selection process and support your decision to the executive team.

5 Ways to Get Your Executive Team on Board With Predictive

Radius

In order to help convince the internal decision makers, your Predictive vendor must provide you with the following resources. 1. Action step : Consult with your vendor to get case studies that are industry, size, and use case specific. Objective Vendor Opinion . SiriusDecisions, Forrester, Gartner, and TOPO are all experts in the new, emerging space. Your Predictive vendor should provide you with recognized industry-focused analyst reports.  . Obtaining analyst reports will aid in the vendor selection process and support your decision to the executive team.