Digital B2B Marketing

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B2B Marketing’s Measurement Problem

Digital B2B Marketing

The buying process may take 12 to 18 months. Tactics like buying branded search terms or running retargeting campaigns are particularly cost-effective on paper because only target people who have already shown a level of interest or familiarity with your solution.

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.

Forrester Finds the Future of Video May Not Be Television

Vidyard

Forrester Research has bad news for marketers. Well, thankfully Forrester has some answers on that as well. The post Forrester Finds the Future of Video May Not Be Television appeared first on Vidyard. Remember commercials?

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.

Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers

Vidyard

“If ‘mobile-first’ is the new rallying cry for digital design, then ‘sales-first’ should be the mantra by which marketing delivers and distributes content.” – Laura Ramos, Forrester Analyst.

Forrester Shows Marketing Needs to be More Helpful, Handy, and Human

Vidyard

And nobody understands this better than Forrester. In their latest report, Forrester breaks down why B2B brands need to move from channel-centric to customer-centric marketing, and focus on customer outcomes, not on feature stories.

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. Second, behavior changes depending on whether customers think they know how to buy. How they act with a vendor depends on if they think they know how to buy.

3 Steps for Gaining Executive Buy-In for Marketing Automation

Salesfusion

Gaining executive buy-in for any new technology is not unlike pitching an idea in the shark tank. B2B marketers who implement marketing automation increase their sales pipeline contributions by 10% (Forrester Research). How many of you watch Shark Tank?

Buy 77

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. The Bottom-Line Your customers continue to be impacted by what Forrester termed the “Do More With Less Economy”.

Why People Buy Things Online [Data]

Hubspot

Just because we''re marketing things doesn''t mean we really know the science behind what makes people buy. Their survey included 25,660 individuals who were asked “What key factor influenced you to buy online instead of locally?”

Buy 56

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

Fathom

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.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

It is safe to say that no industry or B2B markets will go without some form of disruption affecting buyers and buying behaviors. Digital transformation in B2B is having a major impact on how people interact, solve problems, work together, and ultimately make buying decisions.

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. Buy risk-free and download PDF immediately. About Forrester. 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.

Forrester Report: 3 Pillars of B2B Marketing’s New Mission

6sense

To wrap up 2015, Forrester Research, Inc. According to Forrester, all of these developments add up to a lot of change: B2B marketers will have to accept a fundamentally different role in the modern enterprise, reimagine their relationship with sales and change their approach to demand generation. Forrester says this will only happen if predictive analytics “becomes a demonstrated decision-support tool” for marketing and sales and not simply a new layer of marketing technology.

MQL 17

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

Recent surveys, from the likes of Forrester and SiriusDecisions , indicate the sentiment is nearly 70% or more of buyers outright reject content. The Forrester report, as well as others, alludes to this problem. by Aha-Soft.

Brand Loyalty isn’t Dead – Don’t “Buy” the Hype

Modern B2B Marketing

Such was the scene earlier this month, when I decided to buy a Fitbit. At first, the only question was which Fitbit to buy. Lifecycle marketing builds brand loyalty by continuing to market to customers after they buy.

There is no community on social media

grow - Practical Marketing Solutions

And when I saw that headline reporting on a speech provided by a Forrester executive , it made me pause. I am generally a fan of Forrester and their research but this observation has me dumbfounded. They may “like” something but they won’t necessarily buy something.

Buying Online Display; Click-through Rate & Conversion Considerations

NuSpark

Keep in mind these considerations: You’re really buying impressions with display. Since many display networks sell inventory on a CPM basis, you should be buying based on targeting and efficiency. Placements: Target specific car buying websites like Edmunds.com or Cars.com.

Engaging Earlier and Higher with Financial Peer Comparisons

The ROI Guy

According to Forrester, the early bird still catches the worm, with a significant 74% of all deals going to the provider who helps "establish the buying vision", while only 26% goes to the vendor who "responds to a request" and wins the bake-off.

3 Secrets To Having A Two-Way Conversation With Your Brand’s Customers Online

Buzz Marketing for Technology

That’s the power of personalization: It not only gets a first-time visitor to click on a home page and navigate through product pages to the final “buy now” purchase moment, but it also gets returning visitors to come back repeatedly for multiple purchases.

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. As mentioned in the previous prediction, according to Forrester, less than 15% of B2B organizations are connecting with their customers with effective content. Too many companies only focus on a part of the whole and the lack of buyer insight, end-to-end process and how the organization is aligned to the buying process are often the some of the greatest failure points in an organization.

14 key facts on website speed and 4 top tips when it ‘s slow

Biznology

And that it even more important than search rank because search engines don’t buy products, people do. Forrester ). Website speed has long been recognized as a important factor that impacts search engine rankings. And a top factor in Search Engine Optimization (SEO).

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Recent surveys of marketing professionals by Rapt Media , Forrester , Seismic, SAP , IBM , and others all indicate that content personalization remains the biggest challenge for marketers this year and for the foreseeable future. As opposed to just relegated to buying decisions or journeys.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Whereas in an age of hard to come by differentiation the actual product or service offering plus price combination accounts for only 20% of buying decisions. In other words, approximately 80% of marketing and sales investments are going towards 20% of the buying decision.

B2B Content Marketing Execution: We’re Not as Mature as We Think

Type A Communications

Today, the Business Marketing Association (BMA), Forrester and the Online Marketing Institute released the results of a survey about the maturity of content marketing practices in business-to-business (B2B) organizations. (In July 16, 2014.

50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( If the goal of marketing is to reach the consumer at moments that most influence their buying decision, then understanding online consumer behavior is key for any business. 38% of people buy online because of low prices.

What’s the killer app in B2B marketing? Face-to-face events

Biznology

Business buying is done through relationships,” said one. Business buyers buy from people they know and trust. Business buying is based on people as much as it is on specifications and product requirements. 20% on average, according to Forrester.

CMOs fail to go beyond brand awareness on LinkedIn

Biznology

Forrester reports that 99% of leads don’t convert, and LinkedIn says 87% of leads don’t convert. Prospects are using LinkedIn throughout the complete buying process to make their buying decision, which means you should be thinking beyond the top of the funnel.

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. Turn B2B Buying Into a Social Experience by iMedia Connection. The notion of using social media for business has gone from cutting edge to commonplace in an amazingly short time.

Hit Your Channel Sales Goals with ROI Selling

The ROI Guy

The second challenge, is that many of your channel partners haven’t kept pace with changes in buying behaviors. 2112 Group Accenture Alinean Assessment tools Channel Partners Forrester Microsoft Windows 10 Partner Enablement Pisello ROI Selling ROI tools ShoreTel Value Marketing Value Sellin

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.

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. Asked about their opinion of the content vendors provide them, 65 percent of business decision makers told Forrester, “much of it is useless.”

CMOs Win When High-Value Customers Are Treated Personally Online

Buzz Marketing for Technology

According to a new Forrester Research global eCommerce report, e-commerce revenues are going to continue to grow in 2014 as customers’ online buying habits evolve.

3 Ways To Connect With Today’s B2B Buyers

Tony Zambito

Depending on surveys from such sources as IDC , IDG Connect, DemandGen Report , Forrester , and more, we know that buyers are remaining invisible to B2B businesses and spend only a quarter of their time talking directly to sales when making purchase decisions. Image via Wikipedia.

Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

This campaign approach leads to a very convoluted buying experience for the buyers. 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. Blog Buyer''s Journey buyer-centric Customer lifetime value Engage-Nurture-Convert Enterprise Demand Generation Study Forrester

Online Shopping’s – Zero Moment of Truth

Buzz Marketing for Technology

According to Forrester Research, the top six reasons for abandoning a cart before making a purchase are: Shipping and handling costs are too high (55%!). or “buy a certain amount, get free shipping,” showing customers you know shipping fees are a pain point for them is an easy win.