New Forrester Research: B2B Should Use B2C Customer Loyalty Principles

Influitive b2b

For years, B2B marketers have largely viewed B2C loyalty tactics as irrelevant in their space. That’s why B2B marketers can’t afford to overlook the opportunity to learn from their B2C counterparts, who are experts at driving customer loyalty. 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. B2B Loyalty, The B2C Way.

Act-On’s a Leader in the Forrester Wave™ and What That Means to You


So, with that said, we were pretty excited to see Act-On Software named a Leader among lead-to-revenue management (L2RM) platform vendors in the Forrester Research, Inc., report: The Forrester Wave™: Lead-to-Revenue Management Platform Vendors, Q4 2016. “… What Act-On might miss in depth, it reaches in breadth,” writes author Lori Wizdo, Principal Analyst for Forrester Research in the report. The Forrester Wave™ research process is rigorous, objective, and transparent.

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Video Marketing Success Starts with Distribution, says Forrester


Many marketers are underestimating the importance of distribution and treating it as an afterthought, according to a recent Forrester report. Different people are on different platforms for different reasons and Forrester argues that your content must align with this.

Forrester Research Names Oracle Marketing Cloud a Leader

Modern Marketing

That’s according to Forrester Research’s newest Enterprise Marketing Software Suite (EMSS) Wave, a market assessment that looks at vendors who compete in the “marketing cloud” landscape.

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. A Forrester survey of 250 B2B Buyers reveals that it’s not just B2C purchases that have moved online.

29 Ways to Use Your Personas


Laura Ramos of Forrester says it best, “To win in the age of the customer, B2B marketers need to drive customer intelligence into all areas of the business.”. B2BZone b2c BlogYou Built Personas, Now What? Creating buyer personas is only half the battle.

39 More (of the) Best Social Media Guides, Tips and Insights of 2011


Forrester: 5 Stages Of Social Media Growth by MediaPost Online Media Daily. The notion of using social media for business has gone from cutting edge to commonplace in an amazingly short time.

17 Things High-Performing Companies Do to Optimize Their Buyer Personas


Or maybe you knew that already, because organizations from SiriusDecisions to Aberdeen Group to Forrester have all studied, at length, the impact and importance of buyer personas to fostering and achieving customer-centricity in marketing organizations.). B2BZone b2c Blog

38 Handy Stats to Prove the Value of Personas


Using Personas increases email open rate 2-5 times (Forrester). B2BZone b2c BlogWe’ve all been there.

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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. In a recent blog article, you point to several B2C examples that could perhaps point the way to what lies ahead for B2B sales reps? B2B is quite different than B2C.

Innovators Wanted: Marketing to Generation Live


According to the Forrester Research report, “ How to Build Your Brand with Generation Z ,” they are the first generation to consume more online than offline. Internet Marketing Business Common Sense Media Forrester Research Generation Y Generation Z Internet marketing Millennial

SMS 36

Email Adoption High But Lacking Best Practices

The Effective Marketer

A Forrester Research “ How US Maketers Use Email &# Report sheds some light into the use of email by B2B and B2C companies. According to the report, adoption of email marketing is high, with 88% of B2C companies already using email and 10% planning to use before December 2011.

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Is Account-Based Marketing the Death of Inbound?


According to Forrester , the waterfall marketing funnel looks like this for the average company: And this works to a degree, especially for smaller deal sizes. And that’s fine if you have a large purchasing base, for example B2C and even B2B companies with a lower average deal price.

How to Orchestrate and Personalize the Entire Customer Experience

Modern Marketing

Customer experience (CX) is, and always should be, a top priority for marketers - all marketers, be they B2B or B2C.

B2B Marketing Automation Software for Fast Growing Companies


According to Forrester , 74% of B2B buyers find buying from a website more convenient and 59% would rather not interact with salespeople as their primary source of research. But as Forrester points out, tomorrow’s successful marketer will be spending less time sending mass emails using purchased lists, and more time mining social intelligence or taking advantage of predictive modeling and then incorporating that into account-based marketing.

John Legend Coming to Interact 2014

Modern Marketing

Shar VanBoskirk, VP, Principal Analyst, Forrester Research. Learn the secrets of modern marketing, hear from the world’s top modern marketing thought leaders and see how the wall between B2B marketing and B2C marketing is being torn down.

Two Thirds of Marketers Cannot Measure Mobile

Modern Marketing

Although marketers know mobile is a strategic imperative, the vast majority still fail to strategically integrate it into their marketing mix, according to fresh findings from Forrester. As smartphone penetration grew, cross-device marketing became an increasingly important B2C strategy.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Most notably in B2C. An inclination, in my opinion, more pronounced in B2B than B2C is for businesses to gravitate towards addressing such an issue in an MBA like manner. by Creative Stall.

How Marketers Are Managing The Buyer Journey [Infographic]

Modern Marketing

In 2012, Forrester indicated that buyers could be up to 90% through their buyer’s journey before even reaching out to a vendor. For one thing, marketers are realizing that branding is a strategy not just for the Coca-Cola’s and Nike’s of the B2C world.

5 Myths of Social Media Marketing

Marketing Action

A 2014 report from Forrester found that 26 out of 30 B2B companies failed to create compelling content that engaged their audiences , losing sales and buyers to competitors in the process. Myth #1: Social Media is Only for B2C Companies. Not so, says that Forrester report.

52 MarTech and Marketing Ops Champions You Need to Follow


VP, Principal Analyst at Forrester | Serving CMOs | B2B enthusiast. Sr Marketing Executive | TEDx | Digital Technologist | Marketing Maven (B2B & B2C) | Web Analytics User | eCommerce Junkie | Tech Geek.

One Third of CMOs Not Integrating Within Digital Channels

Modern Marketing

Then add in the fact that, according to Forrester, cross channel retail sales in the US alone will be nearly $2 trillion by 2018—and you can see why delivering a strong cross channel experience is paramount for success.

Top Instagram Influencers


Forrester found that engagement rates on Instagram are almost 58 times higher than engagement on Facebook and 120 times higher than Twitter’s. Is Instagram B2C or B2B? It’s not just individuals and B2C companies; many B2B companies are also seeing great success from using Instagram.

87 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013).

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The Top 3 Trends in Customer Service


Customer expectations are higher than ever and still rising—buyers in both B2B and B2C want e-commerce-level convenience and they want it instantly, everywhere.

Four Trends Elevating Marketing as the Key Business Engine


Today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor,” according to Lori Wizdo, a principal analyst of Forrester Research.

The CMOs Blueprint for Strategy in The Age of The Customer | Forrester Report


In the Age of the Customer, B2B and B2C companies are discovering the need to revolutionize customer engagement. Forrester’s latest research on customer experience strategy will help leading marketingCreating the ideal customer experience is paramount for long-term loyalty and profitable revenue.

70 New (Really) Marketing Automation Stats

Marketing Action

You can find it in the Q2 2011 Forrester Wave™ report.). Forrester Research, The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014 , Jan 2014 ). Forrester Research, Gauging Your Progress and Success , Dec 2013). They’re getting old.

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Introducing the Oracle Marketing Cloud

Modern Marketing

Forrester calls it customer obsession; others go so far as to call themselves customer companies. Forrester. • by Kevin Akeroyd | Tweet this We all want to be customer-centric with our marketing.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)


According to MarketingSherpa research, 64% of B2C and 48% of B2B marketers send out some automated version of this. This year I've been talking a lot about Nurturing.

How To Use Social Media To Convert More B2B Leads With Daniel Kushner


They discuss how B2B marketers are using social media to convert more leads, what marketers are doing right and wrong on social media, the differences between B2C and B2B social media marketing, and how to encourage your organization’s team members to becoming your social advocates.

16 Enigmatic Business Blogging and Other Marketing Stats


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.

Dear CMO, Part 1: Why Your Content Misses the Mark


The production of this content continues to skyrocket as companies of all types (B2B, B2C, B2G, etc.) B2C firms are often better at making this connection but can suffer the same shortcomings.

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What the 2015 Holiday Shopping Season Can Teach Us about the New Buyer’s Journey


This is the new norm for B2C sales, as seen on Cyber Monday. This graphic from Forrester shows how the buyer now moves freely (and unpredictably) throughout the Buyer’s Journey. Image Source: Forrester).

Are CMOs The New Owner Of The Data And Technology Around Which Companies Should Organize?

Modern Marketing

To further support her belief one can point to Forrester's report C-Suite Tech Purchasing Patterns which predicts that by 2018 about 36% of all marketing technology-related new project spending will be fully controlled by CMOs. Olenski : Finally, let's talk B2C and B2B.

Why Content is the New Sales Call

Modern Marketing

When Forrester Forrester Study that showed on average customers are 70%+ through the sales cycle prior to engaging a vendor, they were basically announcing a shift of massive proportion that affects nearly every company. No longer are we in the days of consumers (B2B or B2C) picking up the phone or calling in their trusted advisor to gain more insights or information on what we are looking for.

Social Media Audiences Are Great, But Email Audiences Are Better


The exact stats vary widely, but here’s what Forrester reported early last year. You can also see this in B2C retail stats, too. Which would you rather have: 3,000 email newsletter subscribers or 30,000 social media followers? Choose carefully … it’s a trick question.

Get These B2B Video Secrets – Before They Self-Destruct!


But according to Forrester Research, adding a video to an email marketing campaign lifts click-through rates 200-300%.

Tying Your B2B Marketing to Revenue Attribution


They have a great and far-ranging conversation on B2C’s influence on B2B marketing, identifying what reporting numbers are most important, and they discuss their approaches to finding alignment with sales. In this Episode: B2C’s Influence on B2B Marketing. B2C’s Influence on B2B. Michelle : It’s funny because a lot of people always talk about how you have to pick one, [B2C or B2B].

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Research Confirms that Customer Experience Drives Financial Performance

B2B Marketing Directions

For example, Forrester Research and the Temkin Group perform regular studies to quantify the economic value of improved customer experiences in several industries.