Martech

JULY 25, 2022

Seventy-one percent of B2C marketing executives expected that demonstrating the value of marketing to the CEO, CFO and the board would be “very challenging” or “extremely challenging” in 2022, a Forrester survey found. Read next: How marketing ops improves ROI through campaign performance and budget management.

Marketing Attribution 107

Marketing Attribution Enterprise Management Work Management Marketing Management 107

SmartBrief - Marketing

JULY 25, 2023

Because of the volatile economic climate and rising inflation costs, many are trimming their marketing spend. Another 32% said they were cutting TV and video advertising and 31% reduced their audio advertising budget. CMOs are caught between a rock and a hard place. This is what makes UGC so powerful.

Campaigns 52

Campaigns Marketing Budget Forrester Budget Programs 52

B2B Marketing Directions

DECEMBER 20, 2020

Several companies are now offering technology solutions that purport to provide unified marketing measurement. In The Forrester Wave(TM): Marketing Measurement and Optimization Solutions, Q1 2020 , Forrester evaluated nine "significant" vendors that offer some version of a UMM solution. of total marketing spending.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

Top Rank Marketing

JUNE 30, 2023

media spending came from the digital sector during May, 2023 — up from 56 percent a year earlier, as the overall ad spending level increased for the first time in 11 months, according to recent ad index data. MarketingCharts U.S. Ad Index Expands For First Time In 11 Months In May 60 percent of overall U.S. Bureau of Labor data.

Paid Search Agency 56

Paid Search Agency Budget Programs CMO Advertising Agencies 56

Only B2B

MARCH 27, 2024

B2B marketers spend countless hours crafting campaigns, social media posts, and targeted ads, all in the name of capturing potential customers. These stats underscore the importance that both marketing and sales teams agree on the definition and criteria for SQLs and SALs. Ah, the never-ending quest for qualified leads!

Sales Qualified Leads 71

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Ideal Customer Profiles 71

Engagio

NOVEMBER 16, 2023

Unlike traditional marketing that relies on lead-based marketing automation and ad tech designed for B2C, B2B account-based marketing and selling drives efficiency with the accounts that matter, resulting in additional pipeline from targeted accounts, higher win rates from ABM accounts, and improved ROI over traditional marketing.

Account Based Marketing 71

Account Based Marketing Budget Programs ABM Marketing Analytics Tools 71

Adobe Experience Cloud Blog

OCTOBER 28, 2019

Simply put, marketers need to reflect on not only what the return was but which program achieved the best return—and use this insight for future decisions. Your metrics need to be actionable and provide insights that inform decisions—rather than simply sound good and justify your marketing spend. Brand awareness. Channel reach.

ROI 106

ROI B2B Thought Leadership Cost per Acquisition Forecasting 106

Martech Advisor

NOVEMBER 25, 2019

So, we commissioned Forrester Consulting to conduct a study on identity resolution on our behalf. We wanted to help brands better understand the current state of identity resolution in marketing—and come up with recommendations to solve for the problems of marketing waste, performance and accountability.

Forrester 65

Forrester ROMI Cost per Acquisition Work Management 65

Madison Logic

JANUARY 5, 2023

2023 will pose challenges to B2B marketers as they navigate global economic uncertainty and a push to maximize their marketing spend and ROI on account-based marketing (ABM) campaigns. Customer marketing will be critical in 2023. This is the cornerstone for enhancing the customer experience. .

Account Based Marketing 52

Account Based Marketing Top of Funnel Marketing Budget ABM 52

KoMarketing Associates

FEBRUARY 13, 2020

Having the ability to fully leverage data allows marketers to make faster and better decisions, reduce spending waste, and improve customer experiences and targeting. On the other hand, the inability to use valuable and accurate data will lead to wasted marketing spend and lost customers.

B2B Marketing 157

B2B Marketing Practices B2B Thought Leadership B2B 157

eDataSource

OCTOBER 23, 2019

eDataSource hosted a webinar last week featuring Forrester, the world leading research organization, titled “Mission Critical: How Email Deliverability Can Make or Break Your Program.” Speakers were GB Heidarsson, eDataSource CEO, and special guest Shar Van Boskirk, Vice President and Principal Analyst at Forrester Research. .

Deliverability 44

Deliverability Marketing AI Forrester CAN-SPAM 44

SmartBug Media

OCTOBER 1, 2020

Here are the formulas you should be using to measure your efficiency by channel: Cost per lead (CPL) = Marketing spend by channel ÷ New leads generated by channel. Cost per opportunity = Marketing spend by channel ÷ New opportunities generated by channel. Viewing marketing as a growth center instead of a cost center.

Marketing Budget Creation 82

Marketing Budget Creation Marketing Budget Budget Programs Cost per Lead 82

The Effective Marketer

NOVEMBER 3, 2011

Although the level of marketing spend doesn’t usually correlate to marketing effectiveness, it is useful to know how others in your industry or other companies of similar size are spending their money on marketing. It’s worth trying out: Forrester Benchmarking Tool. Five Benchmarks.

Allocation 100

Allocation Spending Paid Search Agency Online Marketing 100

Contently

AUGUST 15, 2017

Per the report, 85 percent of B2B marketers say events are either “critical” or “very important” for accelerating the sales pipeline and driving revenue. In total, events make up about a fifth of marketing spend at B2B companies, according to Forrester Research and Boston Consulting Group.

B2B 136

B2B Marketing Automation Services Landing Pages Emarketing 136

Porch Group Media

SEPTEMBER 9, 2020

In B2B, increases in spend were expected by a slightly lower percentage of survey participants in categories such display, email, mobile, paid search and SEO. In other research by Forrester , forecasts were not quite so optimistic. share) of total US marketing budgets in June, up from 13.3%

Paid Content 59

Paid Content Spending Paid Search Agency CMO 59

Golden Spiral

NOVEMBER 7, 2022

Google slashed their own marketing budget at the height of the pandemic. The UK government urged businesses to reduce prices by cutting their marketing spending. Fitness megabrand Peloton is making the marketing cut. What might happen if you pull back too far: You will lose mindshare of your existing market.

Marketing Budget 62

Marketing Budget Budget Programs Marketing Budget Creation Demand Generation Agencies 62

Marketing Insider Group

AUGUST 5, 2015

Forrest Gump tells us “Stupid is as stupid does.” Well, if that is the case then we should stop being stupid with our content marketing planning. Too many brands have an enthusiastic, scattershot and complex approach to their digital and content go-to-market strategy. Rather, the new quote should be “Simple is as simple does.”.

Planning 100

Planning Marketing Plans Content Marketing Tips 100

Martech Advisor

APRIL 6, 2020

Some standard predictive-modeling techniques for analyzing data are given below: Marketing Spend Analysis: It examines how existing customers are acquired and engaged and then forms the most successful acquisition and retention strategies for the future. Impact of Predictive Analytics on Email Marketing.

Analytics 112

Analytics Marketing AI Email Marketing Planning 112

DemandBase

MAY 28, 2020

Marketing Efficiency Is About Good Data. Are you tossing marketing dollars in the trash? According to Forrester (in their report “ Why Marketers Can’t Ignore Data Quality “), “Thirty-seven percent of marketers waste marketing spend as a result of poor marketing/media data quality.

Efficiency 71

Efficiency Account Based Marketing Sales Qualified Leads DemandBase 71

ViewPoint

MARCH 6, 2012

F5 successfully aligned sales and marketing and reaped the rewards: Marketing inquiries went from 1.7% only two years ago) for every $1 in marketing spend. Here’s a case study of the technologies that F5 tapped into as it got its sales and marketing teams on the same page. of pipeline to 13.2% of pipeline.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

B2B Marketing Directions

FEBRUARY 10, 2019

The widespread interest in measuring marketing performance indicates that the demand for performance measurement software is poised to grow substantially. In a September 2018 report , Forrester Research said that marketers spent about $1.09 These advanced marketing measurement solutions aren't exactly cheap.

Multi-Touch Attribution 40

Multi-Touch Attribution Multi-Channel Paid Search Agency Forrester 40

Madison Logic

AUGUST 26, 2020

Changes in 2020 mean marketing teams must now support an almost entirely digital buyer’s journey, and budgets for 2021 will shift away from the traditional foundation of major event investments that often resulted in funding tradeoffs for digital journeys. Tool 2: Intent Data for Account Prioritization and Insights.

Budget Programs 52

Budget Programs Paid Search Agency Tools Top of Funnel 52

KoMarketing Associates

JANUARY 7, 2020

Identity resolution – the ability to identify customers across devices – is essential for marketers measuring the results of their campaigns. Forrester recently published the “Is Your Identity Program Built On A House Of Cards?” About 16% improve privacy safeguards, while 15% reduce marketing waste.

Budget Programs 31

Budget Programs Marketing Report Sales Cycle Forrester 31

Porch Group Media

AUGUST 4, 2020

A majority of marketers (52%) reported increased spending during March-June 2020. This varies somewhat by industry, with heath, insurance and retail reporting the highest increases in marketing spend. Top Priorities During Pandemic. Source: Qualtrics) Improving CX can be massively worthwhile.

Marketing Management 59

Marketing Management Planning Customer Satisfaction Peer-to-peer 59

Biznology

MAY 25, 2015

(source: Digital Marketing Philippines). source: Digital Marketing Philippines). 45% of US marketers spend more than 2 days per month researching and learning about the latest trends in SEO. source: Forrester ). 50% of mobile search users who search for a local business visit that business within the same day.

Stats 80

Stats SEO Paid Search Agency Click Rate 80

Biznology

SEPTEMBER 22, 2014

74% of B2B marketing companies use Twitter to distribute content (source: Content Marketing Institute ). 61% of US marketers use social media for lead generation (source: IBM). 50%-70% of the buying process happens before salespeople get involved (source: Forrester ).

Peer-to-peer 80

Peer-to-peer Cold Calling Social Media Blast Campaigns 80

Terminus

JUNE 15, 2021

We’re a recognized leader in The Forrester New Wave : ABM Platforms, Q2 2020 report where we received a differentiated rating in seven of the 10 criteria evaluated including account selection, engagement channels, and product roadmap. Terminus pioneered the account-based transformation.

Enterprise Management 48

Enterprise Management Account Based Marketing Work Management Planning 48

Exo B2B

MARCH 29, 2018

Chad added, prophetically: Now is the future because an all-encompassing AI-driven analytics solution exists that can unify the customer view, make big data actionable, parse structured and unstructured data, predict outcomes, prescribe actions, provide full marketing attribution, and open up 80% more of the web to marketer’s eyes.

Marketing AI 40

Marketing AI Marketing Attribution Marketing Management Gartner 40

Customer Experience Matrix

SEPTEMBER 3, 2009

A Forrester chart, posted on CNET shows five years of data on time spent per week with major media. Assuming that consumers spend about the same amount of time with both, and that advertising on both is equally effective, online media should get a larger share of ad budgets. Where are marketers moving their budgets?

Spending 120

Spending Media Mobile Advertising Forrester 120

Marketing Insider Group

OCTOBER 13, 2015

As marketing executives, why is tying revenue to marketing spend so difficult? It’s tough to track who’s done what and when between marketing and sales for that long of time, much less understand what impact it had on contributing to revenue. 97% see a dramatic increase in the breadth of marketing skills needed.

B2B Thought Leadership 100

B2B Thought Leadership CMO Stats B2B Sales 100

Full Circle Insights

SEPTEMBER 12, 2022

Not only does it take substantial resources to implement new tools and align marketing and sales teams for a new growth strategy, but it can also take a lot of time and effort to generate personalized campaigns for high-value accounts. Despite the effort, there’s no question that ABM is worthwhile. ABM Measurement Platforms.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

markempa

DECEMBER 12, 2016

So how do you humanize your marketing? According to the CMO Council, “Only 20% of marketers are able to predict the next best action for their customers.” Additionally, Forrester Consulting discovered, “65 % of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”.

Account Based Marketing 84

Account Based Marketing Marketing Qualified Leads Lead Scoring Lead Ranking 84

Contently

MAY 2, 2016

And a Forrester report from a few years ago found that baby boomers spend twice as much money online as younger demographics. However, even though the over-50 crowd is more than 100 million strong and accounts for approximately half of all consumer spending, AARP found that they are targeted by just 10 percent of marketing spend.

Advertising Agencies 60

Advertising Agencies Work Management Media Marketing Management 60

EMagine B2B Blog

JUNE 11, 2013

According to Forrester Research mobile marketing spending will quadruple in five years, rising from $26 million in 2009 to $106 million in 2014. Now, more than ever, B2B companies take into consideration a mobile version of their website, and weigh it against the creation of responsive designed website.

Paid Search Agency 40

Paid Search Agency Companies B2B Forrester 40

Online Marketing Institute

NOVEMBER 1, 2010

" in the marketing mix. Two of my recently published Forrester reports take a deeper look at marketing mix effectiveness and program spending trends. Here are some of the more interesting things found in the January, 2010 survey: 1) Social media became the hot new marketing tool.

Marketing Budget 40

Marketing Budget Marketing Budget Creation Budget Programs Trends 40

Online Marketing Institute

NOVEMBER 1, 2010

I hope this blog brings you a fresh perspective on the future of B2B marketing and best practices that you can put to work today to improve Marketings standing and influence inside your firm. This blog draws on the heritage of my Forrester research. This is our second joint endeavor on this topic.

Marketing Mix 40

Marketing Mix Tactics Work Management Marketing Management 40

Adobe Experience Cloud Blog

SEPTEMBER 29, 2010

Source : AMR International B2B Online Marketing Assessment and Forecast to 2013. US business-to-business (B2B) advertising and marketing spending will increase by 0.8% Interactive spending will climb 9.2%, to $51.5 B2B interactive marketing spending will climb to nearly $4.8 Source : Forrester Research.

Statistics 48

Statistics B2B Marketing Emarketing B2B 48