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Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

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.

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. The main culprit for the decline is a move to self-service.

Trending Sources

B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research


I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Marketing needs to do a better job of communicating on a one-to-one level and connecting what our products and services can do to make people happy. 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.

The Top 3 Trends in Customer Service


To keep up, modern customer support teams are turning to social media, video, and service design for answers. The less work, the better, and that means more and more support traffic has been migrating onto social media and messaging platforms.

How to improve sales with online chat software


Customer service, which was one of the strong points of the brick-and-mortar stores in the past, is now eroding with the advancement in technologies such as live chat. It offers multiple advantages for the business to rise above the competition. Believe me, it works.

Lead to Revenue Management Programs: How to Invest and Select the Right Agency Partners (Forrester Report Review)


It’s written for companies that are evaluating their investment options in a Lead to Revenue Management (L2RM) strategy , a term first coined by Forrester in 2010, categorizing the marketing processes involved from lead generation to sales close.

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. The post Forrester Research, Inc.

How to simultaneously attract new prospects and retain loyal customers


One of the challenges business owners face is attracting new customers while trying to retain current customers. Because it’s much tougher to “switch brands” when it comes to complex B2B products and services, B2B companies make the mistake of taking their customers for granted.

Does Modern B2B Lead Generation Really Work?

The Forward Observer

On the Internet, the buyer can research their initial problem, possible solutions and even the seller and their products and services. According to Forrester, these days buyers might be anywhere from two-thirds to 90% of the way through their purchase before they finally contact the seller.

Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn


Managed service provider attracts a real estate management firm as a sales opportunity using an account-based marketing approach. Most importantly, the profile explained why their approach worked! Lastly, our client demonstrated that his approach works by using case studies.

Will Social Selling Work for My Business?


There are many reasons why businesses should care about social selling, and they all point to the big picture: social selling works. According to an Accenture report, 9 out of 10 B2B buyers conduct some degree of online research before making a business purchase. In terms of age, Facebook has the biggest share in all age groups, but Forrester Research has found that decision-makers are more active on Twitter and LinkedIn.

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Lead Generation Business Models


Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field. When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with.

New Report Confirms Immaturity of Most Marketing Automation Deployments

The Point

In the report, “ Automation: Redefining Marketing’s Game Plan ,” Forrester details the results of their surveying 155 US-based senior marketing professionals on their use of, results from, and attitudes towards marketing automation.

Four Trends Elevating Marketing as the Key Business Engine


As Doug Davidoff of Imagine Business Development points out : “as recently as five years ago, it was not unusual for me to meet with companies that were several hundred million in revenue who had no marketing department or focus whatsoever.”. The emergence of the SAAS business model.

The Role of MarTech in Customer Service — The New Marketing


He was also very kind and helpful in giving me advice when I started working on my own book, Hacking Marketing. Customer service is the new marketing. The Optimal Customer Service Scenario: Self-Service. The Second-Best Customer Service Scenario: Community.

Creating New Business with Lead Generation


Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field. When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with.

How Account-Based Marketing Changes the Business Developer’s Role

Modern Marketing

To implement account-based marketing, you must change the role of your business developers. Here are four steps to getting started with account-based marketing, which will increase your business developers’ efficiency and success rates.

Boost Your Business with Live Chat


What timing could be better to engage customers than real-time while they are viewing products/services on your website? Let’s discuss an underutilized tool called live chat and see how it can boost your business and give you a leg up on the competition. How does live chat work?

B2B Marketers: Is Your Online Brand Working?

B2B Marketing Traction

According to analyst Sheryl Pattek of Forrester Research , by the time Business-to-Business (B2B) buyers engage with you online, they are 60% or more done with their buying process. We need to know our customers and how they access information, both business and personal.

Social Business Q&A: 10 Questions with Augie Ray

Modern Marketing

When my career began to take a new shape, it was his reports (when he was an analyst at Forrester Research) and writing on “ Experience: The Blog ” that, unbeknownst to him, helped me clarify what I wanted to do, why I wanted to do it, and how I wanted to do it. His perspective was business first – never social for the sake of social. What’s the difference between social media and social business?

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B2B Social Marketing: ALL Decision-Makers Use Social for Work

Marketing Action

According to Forrester Research ’s B2B Social Technographics® numbers, fully 100 percent of business decision-makers use social media for work purposes. 98% of business decision-makers are Spectators (they read blogs, watch videos, or listen to podcasts).

Work Hard, or Work Smart? Automate Your Lead Nurturing

The Forward Observer

Prospects are spending more time on the web doing research about your company’s products and services. Lead nurturing is the process of building relationships with qualified prospects regardless of when they will buy, with the goal of earning their business when they are ready.

7 Essentials of Your B2B Customer Self-Service Strategy


“By 2017, two-thirds of all customer service interactions will no longer require the support of a human intermediary. B2C companies that have integrated self-service across multiple channels are finding a good measure of success with ensuring consistent and high quality customer experience.


How the Top Online Video Platforms Are Taking Businesses Beyond YouTube


Fast forward to 2016 when businesses are investing in video to fuel engagement with prospects and customers. In this new world, businesses need to consider a new strategy ‘beyond YouTube’ for hosting, publishing, optimizing and tracking the performance of their online video content.

From High Touch to Low Cost – A Disturbing Trend in B2B Selling?

The ROI Guy

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. Will this work?

My Journey from What If to What’s Next


Back in early 2012, I signed on as vice president of global customer success and services at Okta , a leading independent provider of identity for the enterprise. Thousands of organizations use Okta’s platform to work faster, boost revenue and stay secure. In 2013, Forrester released a Forrester Wave report (aka Forrester’s evaluation of vendors in a software, hardware or services market) in the Identity and Access Management space for the cloud.

Hit Your Channel Sales Goals with ROI Selling

The ROI Guy

If you want to advance partner sales and marketing capabilities, you have to fight it out with your competitors just to get a little mindshare or engage in costly deal specific discounts just to win more business.

B2B Social Media Marketing -- Does It Work?

delicious b2bmarketing

Log in now ClickZ Interactive Marketing Events Search Engine Watch Search Marketing Conferences Subscribe to Newsletter Subscribe to RSS Feeds Free Webcasts Members Area Forums Advertise You are here: SEW Home › Experts › Social Media Marketing › B2B Social Media Marketing -- Does It Work? Real-Time Activity Stream B2B Social Media Marketing -- Does It Work? The big question here is, however, does a B2B social media marketing campaign actually work?

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Revenue Acceleration Through Content Marketing Is A New Opportunity For Marketing Service Providers

Modern B2B Marketing

In a Forrester report last year on content marketing being the new differentiation, I described the new interaction model of need-match-engage, where the buyers now initiate the interaction and spend a major part of their buyer journey doing their own research before calling in potential suppliers.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. by Creative Stall.

Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…


But we soon learned that Jewel’s success was the result of many years of hard work leading to her tipping point. Without success and balance across each of those aspects, every facet of our life suffers as a result – our work, our family life, our physical and mental well-being. Jewel pointed out that when we are not a “whole human,” we are afraid to be entrepreneurs at work. Something that can make their work – and their lives – easier.

Five Facebook Tips for Small Businesses

Paul Gillin

Most small businesses are terrible at marketing in general and online marketing in particular. But with Facebook becoming the place you just have to be for businesses of all sizes, a little marketing know-how comes in handy. That’s the herd mentality at work.

How 15 Real Businesses Are Getting Creative With Vine for Marketing


Below are some examples of businesses proving that Vine can be an effective marketing platform, and that you can say a lot in six seconds! SweetShot Photography is a boutique photography service that successfully used Vine to promote headshot sessions. A lot can happen in six seconds.

Top 3 Challenges in Reaching the BIG Small Business Market


We were recently in Seattle, home to a number of big technology and telecommunications companies, and were delighted to have marketing executives share their time as well as their thoughts concerning business challenges with us.

Are the 4Ps Still Relevant or In Need of a Major Reset?

The ROI Guy

For B2B solution providers, the 4-Ps include: Product – a marketer must understand how their product/ service fits into the adoption life-cycle (innovation, early adopter, early / late majority and laggards), as well as product mix - increasing the depth of the product/service features and potentially the number of product/service lines. Today, buyers want B2B solution providers to focus more on the derived business outcomes and value-add versus price and push promotions.

Salesfusion Strengthens Sales Management Team, Wins New Business With Smart Marketing Automation


one_half] [one_half_last valign="middle"] [frame style="none"] [/frame] [/one_half_last] [divider style="simple"] Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field. When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with. [one_half valign="middle"] Partner Portal. Why Partner With SalesFUSION. [/one_half]

5 Marketing Stats for New Business in 2014


By 2015, 71% of new business leads will originate from the corporate or brand website (SiriusDecisions, 2012). With always-connected customers increasingly going mobile , this also means your website has to work well on mobile devices, or you risk losing 48% of the U.S.

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The Three E's of Boosting Sales Productivity

The ROI Guy

2) A Failure to Advance: As a result of not being able to provide valuable insight or differentiate the value of their solutions to buyers, up to 80% of marketing leads don''t advance , and only 7% of sales reps get a 2nd meeting , this according to research by Forrester.

How to Tackle Real-Life Social Media Customer Service Obstacles


eMarketer research reveals that 46% of customers want to solve a problem when they're engaging with a brand on social media , and 39% are looking to give feedback about a product or service. Obstacle 1: Mixing Customer Service Messages and Marketing Messages.

Which Customer Emotions Drive Business Results?

Marketing Action

Those factors certainly do count in business decisions, but there’s much, much more. As Forrester Research points out in ‘ 2013 Predictions for the Customer Experience Industry’ : “Emotional insights will take center stage. What’s working?