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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.

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. We have some research to indicate that’s true, and that the statement’s directionally correct. 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. In large global companies, sales professionals haven’t seen leads from marketing, ever.

Trending Sources

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. Buyer Persona Research. by icon 54.

Forrester Sounds the Digital Marketing Alarm

Vidyard

The years change but the marketing plans pretty much stay the same, according to recent research from Forrester. Many companies have marketing mixes that are fairly set in stone. ” – Forrester Research. ” – Forrester Research.

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

Act-On

Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. 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.,

50 Facts about online consumer behavior not to ignore

Biznology

81% of consumers research online before buying. ( 94% of B2B buyers research online for purchase decisions. 89% of shoppers do online research before purchasing an item in-store. Research Gate ). 42% of shoppers spend over half their shopping time doing online research.

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.

Best Social Media Stats, Facts and Marketing Research of 2010

Webbiquity

the sources below provide a vast wealth of data, statistics and research results, as well as a bit of interesting social media trivia. Marketing Salary Survey: Social Media Marketing by Aquent. A Year in Numbers: Top 10 Marketing Charts and Research Articles of 2010 by MarketingProfs.

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B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

research reports, trends, and important industry announcements in the B2B marketing space) for quite some time now. Chief Marketer’s Annual B2B Lead Generation Survey. Forrester’s New B2B Buyer. Did we miss an important or mission-critical piece of research?

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16 Enigmatic Business Blogging and Other Marketing Stats

Webbiquity

For example, what percentage of businesses maintain company blogs? First, all of these numbers seem a tad high; other (fairly) recent research has reported that 55% of small businesses have blogs but just 31% of Fortune 500 enterprises do. The CMO Survey ). The CMO Survey ).

Best Social Media and Digital Marketing Research and Statistics of 2011, Part 2

Webbiquity

Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. 53% of employers now research candidates on social networks before hiring. • 71% of companies now have a presence on Facebook. SEO Research and Stats.

Social media ROI sucks! (Or, you can prove anything if you send out a survey)

ViewPoint

Companies try to dutifully engage with customers and prospects on all the main social channels, plus as many of the secondary ones as possible. 1 in providing the greatest business value to companies. By Christopher Hosford, editor-in-chief, HosfordGroup LLC.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

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. Companies today will need to develop an integrated view of customer research. by Yarden Gilboa.

Open Research: A Framework for Social Analytics

delicious b2bmarketing

After interviewing nearly 40 experts and working with Charlene Li and a bit of help from myself, she’s found six distinct use cases (see compass below) on how companies are measuring using these new toolsets.

9 Essential Tips for Researching Your Next Content Campaign

B2B Marketing Insider

Not every idea is necessarily perfectly aligned , or can be followed up on, however, what makes a strong piece of content stand out from the others is almost always the research behind it. Smart marketers gotta do research. Research Your Competition. Pew Research Center.

1 Million B2B Sales Jobs Will Vanish by 2020 [New Research]

Hubspot

They can do all the research they want about a particular product or service on the company website, and even buy online if the option is available. This question was the topic of Andy Hoar''s presentation at the 2015 Forrester Sales Enablement Forum.

Vidyard Named a Leader for Online Video Platforms for Sales and Marketing by Independent Research Firm

Vidyard

KITCHENER, Ontario – October 31, 2016 – Vidyard , the video platform for business, has been named a leader in Online Video Platforms for Sales and Marketing by independent research firm Forrester Research, Inc. The recognition comes as part of The Forrester Wave™: Online Video Platforms For Sales And Marketing, Q4 2016, which analyzed the most significant providers in the space. Forrester analyzed nine vendors’ video platforms across 39 criteria. “I

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

Cintell

If you haven’t read the Understanding B2B Buyers 2016 Benchmark Study, you may not know that companies who exceed revenue and lead goals are more effective at creating, using, and consistently maintaining personas than those who miss their targets. (Or

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.

9 Essential Tips for Researching Your Next Content Campaign

SnapApp

Not every idea is necessarily perfectly aligned , or can be followed up on, however, what makes a strong piece of content stand out from the others is almost always the research behind it. . Smart marketers gotta do research. Research Your Competition. Pew Research Center.

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. Research Director Peter O’Neill is blunt about describing the current content marketing landscape.

Forrester report says content from agnostic industry experts best way to reach B2B buyers

Opentopic

Opentopic blog >> b2bmarketing.net A new Forrester Research report reveals the best way to reach B2B buyers is with content written by unbiased third-party industry experts. The report, “Use Third-Party Content To Attract And Persuade Elusive B2B Buyers,” surveyed in January 210 IT and business decision-makers at companies with 500 or more employees. Forrester also interviewed eight vendor companies, including.

Need Some B2B Blogging Inspiration? Check Out These 10 Companies

Hubspot

This isn''t an exhaustive list by any means -- but maybe it''ll be a small source of inspiration for you to start your own B2B blog for your company (or kick your existing blog up a notch). For this company, blogging is about telling a visual story. 5) Forrester.

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. Research Report? Have Marketers Killed This B2B Golden Goose?

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Branding as a full funnel journey

Biznology

It’s a way to begin conversations and even relationships based not only direct interest in our product, service, or company, but also to use a shared second interest to get to know them better.

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.

Three 2015 Marketing Predictions I Hope Are Terribly Wrong

ANNUITAS

This is one of the predictions I do hope I get completely wrong, but given the last few years and some of the research from this year, I don’t think I will be. Only 13% of vendors that were reviewed passed the “B2B Customer Engagement Test” – Forrester. While this is only the current years research, this is actually a decline from the previous year, which is obviously does not bode well.

6 Things to Keep in Mind When Replatforming

Buzz Marketing for Technology

According to Forrester Research, 39% of surveyed companies see a drop in conversion rates after replatforming, while 44% note slower load times once a new platform goes live. months; so promising a three-month turnaround is setting your company up for failure.

Adding fuel to the fire: How important is Facebook?

grow - Practical Marketing Solutions

A new survey adds more fuel to the swirling debate about how social media usage is changing, especially among teens. In a Piper Jaffray survey of American teens, one-third described the photo-sharing app Instagram as their most important social network.

Sales Enablement’s Dirty Big Secret

The ROI Guy

Attending the Forrester Sales Enablement Forum, one research metric was presented that just blew me away. According to Forrester, the average company spends more than $135,000 in sales support costs per year for EACH salesperson.

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American Business Media - Research & Marketing

delicious b2bmarketing

Bringing the business media opportunity to life for marketers, advertisers and media planners/buyers, each issue contains industry data, research and case studies that document the power and effectiveness of business media as advertising and marketing vehicles.

The new ABCs of Selling: Always Be Challenging!

The ROI Guy

This week, CEB held their annual Sales and Marketing Summit, with 1,200 celebrating all things and revealing some of the latest research on how to more effectively evolve your sales and marketing for a new breed of buyer.

Gartner Raises IT Spending Forecasts – Time to Party Like its 1999?

The ROI Guy

We believe it is all about Frugalnomics : 1) Although there has been an economic recovery, top-line revenue growth remains a challenge for most companies. With a focus on performance, companies turned to improving the bottom-line and have learned to permanently “Do More with Less”.

Death of the B2B Sales Rep? An Interview with the Sales Enablement Lab

The ROI Guy

The original recording can be accessed at: [link] There has been some controversial research from several top analysts on the Death of the B2B Sales Rep. Their research indicates that when B2B buyers are making a purchase decision, they go 57% of the way through the buyer’s journey BEFORE engaging with a sales rep. 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.

The Modern Day Social Seller: Buyers are More Empowered, But So Are You!

The ROI Guy

By Dan Sixsmith and Tom Pisello The research and the reality: B2B buyers are more empowered than ever, using the Internet and social media to research your company, products, services, customers, team, history and competitors - self propelling themselves toward a purchase decision. I nternet and Social Media Research Works Both Ways Buyers will engage earlier with sales reps who can help them overcome challenges and drive competitive advantage.

B2B Companies Strive to Meet Higher Customer Experience Expectations

KoMarketing Associates

As B2B sales leaders look to capitalize on new leads, research suggests that B2B marketers need to be prepared to offer a more unique customer experience. The Complexities of B2B Sales Require Thinking Beyond Today’s CPQ” study produced by Forrester Consulting and FPX recently looked at the challenges faced by B2B sales professionals. In response, 97 percent of survey respondents are now embracing some elements of eCommerce.

Will Gartner's Latest IT Forecast Put a Chill in your Growth Plans?

The ROI Guy

We believe it is all about Frugalnomics : 1) Do More with Less - Although there has been an economic recovery, top-line revenue growth remains a challenge for most companies. Gartner has revised worldwide IT spending down for 2015, predicting a 1.3% YoY decline from 2014.

Forrester and IDC think Sales Enablement is a Big Deal. and We Agree!

The ROI Guy

A new role has emerged at many leading B2B companies, Sales Enablement, and recent research from Forrester and IDC proves this new sales enablement practice as the key linchpin required to help a B2B company bridge the gap between their business strategies and how they execute in the field. According to Forrester, companies are spending worldwide, on average, 19% of their SG&A costs, some $135,262 per quota-carrying salesperson, in sales support-related activities.

ROI 3

Keeping Up With The Joneses: 8 Ways to Stay on the Cutting Edge of Your Industry

Hubspot

Here are eight ways marketers can keep up with the proverbial Joneses: 1) Carry Out Customer Research. Good old customer research is an important part of making sure you stay educated on the subject. Remember, they’re at the coalface of your company.

31 Scary B2B Marketing Statistics

Type A Communications

A majority (70%) of B2B marketing leaders surveyed admit they are concerned about brand integrity and execution in social media (Business Marketing Association/Forrester Research). Business Marketing Association/Forrester Research). October 28, 2014.