Thought leadership is still dead; long live idea marketing

Chris Koch

This week, Gartner proved why we need to make the change. Proclaiming that thought leadership isn’t just for consulting firms anymore, Gartner said in this press release that thought leadership has emerged as an “organized discipline.”. Then Gartner did what it always does; it coined an acronym: TLM, or Thought Leadership Marketing. Gartner has a peculiar habit of trying to lay an intellectual claim through acronyms—perhaps it’s the firm’s heritage in IT.

Augmented Reality For B2B Marketing in 2011? | B2B Marketing Insider

Marketing Insider Group

Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy December 21, 2010 4 Subscribe Augmented Reality For B2B Marketing in 2011?

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Trending Sources

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

Customer Experience Matrix

These are conceptually quite different from the dimensions used in the Gartner and Forrester reports* , which are designed to illustrate competitive position. Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors.

Top 20 CRM Blogs of 2009

B2B Lead Generation Blog

Michael Maoz’ Gartner. Forecasting Clouds ranked the top 20 CRM blogs based on their content, readability and frequency of posting. I'm honored to have been included on the list. As I read over the list of blogs, I discovered some new ones worth reading along with a number of bloggers I already follow. Here's a partial list of the CRM blogs on their list: PGreenblog and CRM: The Conversation – Paul Greenberg. Beagle Consulting Blog – Denis Pombriant. Brent’s Social CRM Blog - Brent Leary.

Top 32 B2B Marketing Posts and Hot Topics of Social Media Forecast

B2B Marketing Zone Posts

April 2010. Five Big Shifts in Social Media Marketing - Webbiquity , April 19, 2010 Social media reflects a larger trend toward buyer empowerment that has changed not only the practice but the underlying philosophies of marketing over the past several years. HP, P&G) to the channel… The Difference Between B2B Leads and Personas - Marketing Interactions , April 17, 2010 B2B marketers have relied on lead definitions to define their marketing programs for years.

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IT Sales & Marketing Grows More Complex: Only 5% of CIOs Can Authorize IT Investments Alone

The ROI Guy

CFOs and other executives are in more control of IT purchases than ever, this according to recent research by Gartner, Inc., Sources: CFOs' Priorities for Technology Identified in the 2011 Gartner FEI Technology Study. Gartner on Demand webinar "Exploring CFO Priorities for 2011." About the Gartner Survey: The 3 rd annual survey of CFOs is designed to gather perceptions from financial executives about technology, key trends and planned improvements to operations.

Tom Pisello: The ROI Guy: Do White Papers Still Engage? They do if.

The ROI Guy

Tuesday, September 28, 2010 Do White Papers Still Engage? Although social media and blog content have the hype, when we look to which marketing content B2B buyers use more than any other in driving decisions, the white paper shines well above all others (MarketingSherpa and IDG 2010).

Tom Pisello: The ROI Guy: Net Present Value (NPV) Savings Defined

The ROI Guy

Thursday, August 05, 2010 Net Present Value (NPV) Savings Defined NPV Definition: The sum that results when the discounted value of the expected costs of an investment are deducted from the discounted value of the expected returns. Tom then served Gartner as a Managing VP.

Tom Pisello: The ROI Guy: Tech Marketers May Need to Rethink.

The ROI Guy

Friday, October 22, 2010 Tech Marketers May Need to Rethink Budgets for 2011 according to new Harte-Hanks research Technology marketers are challenged today with handling proliferating marketing channels to reach and engage more overloaded, skeptical and frugal buyers than ever before.


Five Reasons You May Not Be Spending Enough on Content Marketing

The ROI Guy

Analysts such as Forrester and Gartner are highlighting “consumerization” of business as a key trend for the next several years, and B2B marketing is one area that will face the ‘consumerization” change, making content marketing and interactive decision support tools more important than ever before.

Suit over Gartner's Magic Quadrant Big Marketing Ploy

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Suit over Gartner’s Magic Quadrant Big Marketing Ploy In an earlier post I wrote about ZL Technologies lawsuit over Gartner Group’s Magic Quadrant, over what it considered “multitude of illegalities&#. Because ZL can use Gartner’s arguments against itself and now have it documented by a judge to prove it.


Frugalnomics in Full Effect: Forrester and Gartner Downgrade IT Spending Outlook

The ROI Guy

In the latest research from Gartner and Forrester, both IT research firms revised their annual spending projections over the next few years, predicting lower budgets and slower growth. Gartner's forecasts, revealed at their annual IT symposium here in Orlando, are the most pessimistic, predicting that the next five years would "represent a period of timid and at times lackluster growth." IT spending predictions for 2010, estimating 8.1%

Gartner: Nearly half of IT, telecom companies plan to boost marketing spending

The ROI Guy

A survey by Gartner found that 44% of high-tech and telecommunications companies plan to increase their marketing budgets this year. B2B Magazine Gartner Technology marketing Pisello Marketing budgets AlineanThe report was based on an online survey of 206 global high-tech and telecommunications providers conducted in December. Forty-one percent of executives surveyed said they would keep marketing budgets flat this year, while only 15% said they plan to decrease them.

Gartner: Quantify carbon remediation / Green IT value or prepare to lose market share

The ROI Guy

Gartner just released their list of 2010 trends, and one of the top 9, the importance of providing carbon remediation / Green IT business case, has a significant impact on IT solution provider marketing / sales strategies for the coming year. Ref: [link] According to Gartner research, one of the most important trends is that by 2014, “most IT business cases will include carbon remediation costs. ROI Green IT Gartner carbon emissions TCO Alinean ATT Microsoft

2010 Tech spending to increase > 5%

The ROI Guy

Both Forrester Research and Gartner independently released IT spending forecasts for the remainder of 2010, and both have adjusted their targets higher for the year. Gartner has accelerated its forecasts for 2010 spending increases from 3% to more than 5.3%, with worldwide IT spending is expected to reach $3.4 trillion in 2010, (growing from $3.2 Two IT analyst firms speak of better times to come for IT solution providers.

VDI can save you big! Don't count the savings just yet.

The ROI Guy

Created by my friend Bill Kirwin at Gartner in 1989, it has been used since to great effect to help buyers make economic decisions for key IT solutions. Many solution providers are pitching VDI as the next big cost savings initiative for frugal IT executives to implement. However, the savings may not be all they are promised to be.

Top 37 B2B Marketing Posts and Hot Topics August 2010

B2B Marketing Zone Posts

So, here are the Best of B2B Marketing for August 2010 based on on social signals. Ten social media and technology mega-trends to watch - grow - Practical Marketing Solutions , August 10, 2010 I just read a fascinating (and lengthy!) 35 (of the) Best Guides to Facebook Marketing, Advertising, Search and More of 2010 (So Far) - Webbiquity , August 26, 2010 Facebook is an extraordinary phenomenon. Snooping on Facebook: Not just for stalkers any more , August 17, 2010.

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Could AT&T kill the iPhone Brand?

Buzz Marketing for Technology

According to a study conducted by Gartner , the first quarter of 2010 witnessed a whopping 707 percent increase in Android sales. humm Will 2010 be the Android Christmas?). Going Mobile with B2B Marketing As I mentioned in my Top 10 predictions for 2010.

What’s Worth More?


However, if you look at the various studies that have been conducted by Sirius Decisions, Gartner, Forrester and others, up to 70-80% of generated leads don’t receive the proper follow-up.

Ok CMOs the Time Has Come To Do This, Finally

Modern Marketing

well read it for yourself via Simon Yates , Managing Vice President on the Gartner for Marketing Leaders team: Enough of the digital marketing label — its just marketing now. This is not 2005 or even 2010 anymore. Know the old expression "resistance is futile?"

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Tom Pisello: The ROI Guy: ShoreTel And Alinean Launch Online TCO.

The ROI Guy

Thursday, July 22, 2010 ShoreTel And Alinean Launch Online TCO Tool for Unified Communications Business Case Easy-to-use online calculator analyzes the Total Cost of Ownership (TCO) of competing unified communications systems to determine true costs and business value SUNNYVALE, Calif.,

Gartner CIO Study Highlights Need for Outcome-Based Technology Sales & Marketing Strategies

The ROI Guy

Gartner's latest CIO study, "Reimagining IT: The 2011 CIO Agenda" highlights several important trends that will have significant impact on technology marketing and sales enablement into 2011 and beyond.

ClickInsights: Biggest roadblock to converting marketing leads

Ambal's Amusings

One of the goals of marketing is to generate leads. What is the next logical step once you have managed to get high quality leads? Yes, getting those leads into the sale pipeline.

How to increase your Sales Effectiveness with Content?

Ambal's Amusings

After a successful sales and management career with firms like IBM, StorageTek, Gartner Group, Intelliquest and Active Decisions, Michael is now a popular sales trainer, sales consultant and keynote speaker for companies internationally. I then served sales and VP management roles at Dataquest/Gartner Group, Zona Research/IntelliQuest, Active Decisions and Workshare Technologies. How to develop your customer's buying milestones? How to use a customer decision plan to clode a deal?

Full Potential Marketing

Great B2B Marketing

or “How come Oracle is ahead of us in Gartner’s Magic Quadrant?&#. All of us want to achieve our full potential, for both ourselves and the organizations we work for. Yet many of us don’t reach even a fraction of what we can achieve from a marketing standpoint. So what is “full potential marketing&# and how do you make it part of our organizational DNA?

B2B Marketplaces: A New Breed Takes On an Old Problem


As a result, the dramatic forecasts for b2b ecommerce revenue growth from Gartner and other analyst groups never materialized. Since the early days of the Internet, b2b purchasing has seemed like an area ripe for the efficiency and transparency improvements the web could bring. The theory has been that b2b buying processes are labor-intensive and inefficient, with heavy reliance on phone calls, emails and even face to face meetings.

Financial business case justification remains a requirement for IT vendors

The ROI Guy

In Gartner's 2010 trends report, Daryl Plummer, managing vice president and chief Gartner fellow indicates that "For many organizations, the economic and budgetary challenges of 2009 drove important changes in the general governance of IT investment decisions, accelerating the trend toward greater accountability and transparency. Although most organizations enter 2010 preparing for a return to growth, this financial oversight is unlikely to be lifted anytime soon.

Discretionary IT Budget up for Grabs: Are Your Sales & Marketing Campaigns Ready?

The ROI Guy

Recent reports from IDC and Gartner confirm earlier predictions that 2010 will see a rise in IT spending. Gartner has a slightly more optimistic outlook, predicting a 4.1% spending increase in 2010 compared to 2009, with the largest increases in the government / public sector. Good overview in this article regarding the recovery and where investments are being made for 2010: [link].

Should Social Marketing Still Get Your Vote?


traditional news outlets) doubled between 2010 and 2012 ( Pew Research Center ). I read analyst reports, such as Gartner’s CMO Spend Survey 2015–16, which showed that 65% of CMOs rank social marketing as a top-five area of technology investment.

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BI Vendors not doing enough to prove ROI

The ROI Guy

At Gartner's Business Intelligence Summit 2010, IT Executives indicate that they're struggling to prove the ROI of BI to the business. As Gartner BI Summit participants indicate, the current failure to deliver value proof-points is already having a significant impact on buyer satisfaction, upsell / cross sell opportunities and lack of planned adoption. An article about the Gartner BI Summit can be found at: [link].

CFO is Now Top IT Decision Maker, making Value Sales / Marketing More Important Than Ever

The ROI Guy

According to a new Gartner and Financial Executives Research Foundation research survey, the CFO is becoming the top IT decision maker in many organizations, with: over 75 percent indicating significant decision making involvement, and 41 percent indicate being the main decision maker for IT investments. The 2010 Gartner / FERF technology study received 482 responses to approximately 50 questions that covered senior finance managers' views of technology.

Where have all my customers gone?

The ROI Guy

This article by Don Tennant and IT BusinessEdge confirms a report by Gartner of a week ago, documenting the shifting decision making landscape: [link] utm _source= itbe & utm _medium=email& utm _campaign= ABG & nr = ABG I summarized the Gartner report and its implications in a prior blog post here: [link]. ROI Gartner IT Economics IT Budgets TCO IT Governance Alinean IT SpendingAre you ready to market and sell to the CFO?

SMB IT Spending Recovers: Looking for ROI and Diagnostic Guidance

The ROI Guy

released its second annual Microsoft SMB/Partner Insight Report and the study shows that although SMBs remain concerned about the business climate, most will increase technology spending in 2010, highlighting the role of IT as a strategic business tool in this crucial sector of the global economy. Browning at market research firm Gartner Inc., "The We predict that SMBs will spend $800 billion on IT in 2010. Microsoft Corp.

Gartner highlights importance of business cases to address budget woes at its annual IT Symposium in Orlando

The ROI Guy

According to Gartner’s latest research, the IT industry is exiting its worst year ever in 2009, as worldwide IT spending is on pace to decline 5.2 According to Garner’s Peter Sondergaard, Senior Vice President at Gartner and Global Head of Research, “While the IT industry will return to growth in 2010, the market will not recover to 2008 revenue levels before 2012.” According to Peter, “2010 is about balancing the focus on cost, risk, and growth.

Tom Pisello: The ROI Guy: IT Budgets into 2011 - Robbing Peter to.

The ROI Guy

Friday, September 10, 2010 IT Budgets into 2011 - Robbing Peter to Pay Paul? Gartner Executive Programs midyear survey indicates that IT budgets are growing at a paltry 1.1% in 2010, essentially flat in 2010. Tom then served Gartner as a Managing VP.

Tom Pisello: The ROI Guy: CIO Priorities for 2011 Indicate.

The ROI Guy

Thursday, December 23, 2010 CIO Priorities for 2011 Indicate Continued Frugalnomics Focus According to a survey from the National Association of State Chief Information Officers (NASCIO), there has not been much to cheer about this holiday season as a public sector CIO.


Tom Pisello: The ROI Guy: Seeing ROI in the Cloud?

The ROI Guy

Thursday, December 09, 2010 Seeing ROI in the Cloud? Tom’s ROI and TCO experience began in 1993 with his first entrepreneurial venture, Interpose (acquired by Gartner in 1998). Tom then served Gartner as a Managing VP. Gartner CIO Study Highlights Need for Outcome-Base.


Tom Pisello: The ROI Guy: Risk-Adjusted ROI Defined

The ROI Guy

Thursday, August 05, 2010 Risk-Adjusted ROI Defined A variation on the traditional ROI formula, Risk Adjusted ROI is calculated as the ratio of the net gain from a proposed project, divided by its total costs - represented in net present value terms to account for project risk.


Tom Pisello: The ROI Guy: Can a Value Selling / Marketing Program.

The ROI Guy

Wednesday, August 04, 2010 Can a Value Selling / Marketing Program Improve Your Business? d=222693735895213178 Metrics / Research Source: IDC | Alinean 2010 Posted by Tom Pisello at 5:27 PM Email This BlogThis! Tom then served Gartner as a Managing VP.


Tom Pisello: The ROI Guy: Leaders indicate Growing Investment in.

The ROI Guy

Friday, September 17, 2010 Leaders indicate Growing Investment in Smart Digital Content The migration of B2B marketing budgets from traditional marketing vehicles toward digital channels continues according to a study by Booz & Co. Tom then served Gartner as a Managing VP.