Forrester: B2B Companies Score Low in Marketing Best Practices

The Point

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. I asked Lori Wizdo, Forrester Vice President and Principal Analyst, to provide her thoughts on what the survey results say about how where most B2B marketers fall on the revenue marketing maturity curve.

Forrester: Advocate Marketing Is Critical To B2B Success


That’s what Forrester Vice President and Principal Analyst Laura Ramos has found in a new report, Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime. . Based on interviews with 26 advocate marketing software users and vendors, the report centers around two key concepts: (1) How the rise of digital has made customer goodwill more important than ever. (2)


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The Second Forrester New Wave™ On ABM Platform Shows A Maturing Market

Forrester's Customer Insights

My just-published “The Forrester New Wave™: ABM Platforms, Q2 2020” report shows that at the landscape level, numerous vendors moved out of or into this space. But it’s also true that 10 of the vendors […].

It's CDP Time for Marketing Cloud Vendors

Customer Experience Matrix

But the fact that all three vendors are addressing the topic raises some interesting questions. But CDPs have been developed by relatively small specialist vendors, which many enterprise buyers are reluctant to consider. It's taken a while but all three vendors now acknowledge that a CDP must store its own data. Cynics might say it also confirms that software vendors define user requirements based on what their systems currently do, not what users actually need.

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The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

Seismic named a Leader in The Forrester Wave™: Sales Content Solutions, Q4 2022


This week Forrester released The Forrester Wave TM : Sales Content Solutions, Q4 2022 report in which Seismic was named a leader. Forrester looks at three major categories – market presence, strategy, and current offering. The Forrester Wave : Sales Content Solutions, Q4 2022.

Allocadia Named Strong Performer in Forrester Wave


Forrester Wave. Discover the following insights: Why Allocadia has the highest score in money management capabilities Current MRM trends customers should look out for Forrester’s considerations for evaluating Marketing Resource Management (MRM) vendors.

Forrester DMP report 2019: Adobe and Salesforce lead the pack


A new report by Forrester has analyzed and ranked the seven most significant Data Management Platforms ( DMPs ) on the market in 2019. The research, published at The Forrester Wave : Data Management Platforms, Q2 2019 , shows how each measure up – and points to those with omnichannel marketing integrations and advanced analytics functionality as leading the field. The seven DMP vendors: how they were evaluated and how they ranked.

New Forrester Research: B2B Should Use B2C Customer Loyalty Principles


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. As Forrester analyst Emily Collins underscores, “B2B companies stand to benefit from three core tenets valued by B2C marketers, which have nothing to do with discounting, and everything to do with building a flexible, customer-obsessed loyalty strategy.”

Forrester’s B2B Revenue Waterfall: How Full Circle ABM Measures Each Stage

Full Circle Insights

The Forrester B2B Revenue Waterfall is an excellent framework for B2B sales because the sale can be complex and most involve groups of buyers. The post Forrester’s B2B Revenue Waterfall: How Full Circle ABM Measures Each Stage appeared first on Full Circle Insights.

Digital Revenue Leaders: How to Make Sales & Marketing Integration Your 2020 Strategy

Speaker: Jamie Shanks, CEO, Sales for Life

You know the saying – Marketing is from Mars, Sales is from Venus. Each team oversees an important part of the revenue process, yet collaboration between the two is often minimal. But revenue expert Jamie Shanks knows that, if you can successfully align your sales and marketing teams, you'll find that the cooperation between the two quickly becomes a key differentiator for your company.

Forrester B2C commerce suites: What made the winners stand out


Forrester evaluated and scored the top 11 B2C commerce suites in late 2018 in their Forrester Wave report. SAP’s full-featured suite has a 50/50 revenue split between B2B and B2C clients, and “is equally adept at both,” Forrester writes. Forrester also mentions SAP’s “outstanding enterprise customer references who reported seamless scaling and load management for billion-dollar GMV loads.”.

Lattice is a Leader in the Forrester Wave™


Marketers “will find Lattice to be a proven solution” and that Lattice has “the most consistent performance” across all of the vendors they evaluated

ScanmarQED featured in the Forrester report


This Forrester report is about marketing measurement and optimization solutions and is part of a broader publication titled “The Marketing Measurement And Insights Playbook For 2019". In the report you can find not only the differences between specific marketing measurement and optimization methods and why should you use them, but also a breakdown of selected vendors.

First Forrester New Wave™ On ABM Platforms Sets The Bar For A Dynamic And Growing Market

Forrester's Customer Insights

We just published The Forrester New Wave™: ABM Platforms, Q2 2018, which profiles the 14 most significant vendors in this market: 6sense, Demandbase, Engagio, Jabmo (formerly Azalead), Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminus, Triblio, True Influence, and ZenIQ. Based on our comprehensive criteria, Forrester’s take is that Demandbase, […]. Well that was interesting!

Putting the Buyer Back Into Your B2B Marketing Strategy

Speaker: Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions

In this webinar, B2B Marketing expert Ardath Albee will teach you what it means to be buyer-first and buyer driven, and will share success stories of companies that have made the switch.

PathFactory Hires Forrester Analyst Christine Polewarczyk as SVP Product Marketing and Research to Expand Market Strength in Content Intelligence


Toronto, ON – June 6, 2022 – With more than 20 years of experience in B2B marketing , content strategy, and operations, Christine Polewarczyk joins PathFactory from Forrester where she was an evangelist for content strategy, content marketing , and content operations. .

Forrester Names Outreach A Leader In Revenue Operations & Intelligence


Since being named a Leader in The Forrester Wave™: Sales Engagement, Q3 2020 , Outreach has been investing heavily in product innovation and flawlessly executing on its bold vision — to provide a single pane of glass from which every member of the revenue organization can operate to drive predictable, efficient growth.

Deepening B2B customer relationships with “the funnel beyond the funnel”


Vendors like Gainsight , Totango , Strikedeck , and Influitive publish a lot of useful information about tactics and measurement in this area. More analysts are covering the subject, with Laura Ramos at Forrester and SiriusDecisions publishing some interesting research on building your customer marketing organization.

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Forrester Quantifies Cost Savings, Business Benefits of IdentityLink


Forrester Total Economic Impact Study Quantifies Cost Savings, Business Benefits of IdentityLink. LiveRamp commissioned Forrester Consulting to conduct a Total Economic Impact (TEI) study to evaluate the quantifiable benefits of IdentityLink. Based on interviews with five LiveRamp clients, Forrester created a composite organization which spends $103 million in annual digital advertising and has 80 million customer records.

Where is B2B marketing headed? 7 predictions for 2018


As buyers sit paralyzed by the deluge, vendors scramble to stand out. In the meantime, Forrester predicts that 40% of marketers are going to take their chances and not even try to comply. End-of-the-year predictions are a dangerous business. I will take the risk and just hope that at the end of 2018, no one looks back to call me on it! B2B sales and marketing are evolving quickly as buying behavior changes and new technologies take hold, so there’s a lot to talk about.

Forrester Report: AI Will Enable B2B Marketers To Deliver Customer-Driven Engagement At Scale


That’s the question at the heart of an October 2018 report by Forrester: AI Will Enable B2B Marketers To Deliver Customer-Driven Engagement At Scale. Forrester defines AI as “the umbrella term for a variety of techniques and technologies for collecting, applying self-learning statistical techniques to, and acting on data.” B2B vendors paving the way with AI-engines that drive engagement. AI in marketing. So hot right now.

6sense Named A Leader in Forrester’s B2B Customer Analytics Report


6sense, the leading Account-Based Orchestration Platform , powered by AI, announces its rating as a leader in Forrester Research’s The Forrester Wave : B2B Customer Analytics, Q1 2019 report. The Forrester report evaluates the six most significant B2B Customer Analytics providers against current offering, strategy and market presence criteria to identify leaders in the space.

Engagio Tops the List of Account-Based Marketing Vendors


Engagio has grabbed the number one position among the top 20 Account-Based Marketing vendors deduced from 1,500 manager surveys, analyst opinions & vendor evaluations. The research was conducted by Research In Action GmbH & evaluated the Account-Based Marketing vendor metrics for the participants, before assigning them the ranks. In a press release by Research In Action GmbH, Engagio ranked first on the matrix & outlasted the other Top 19 global vendors.

FirstSpirit Included in Forrester Wave for the First Time


For the first time in its history, FirstSpirit has been included in the Forrester Wave™. The new research report, entitled “The Forrester Wave™: Web Content Management Systems, Q1 2017 evaluates 10 vendors on 36 criteria, including current offering, strategy, and market presence

Ranking B2B Marketing Automation Vendors: How I Built My Scores (part 1)

Customer Experience Matrix

Summary: The first of three posts describing my new scoring system for B2B marketing automation vendors. I’ve finally had time to work up the vendor scores based on the 150+ RFP questions I distributed back in September. I have never liked those charts because so many buyers consider only the handful of anointed “leaders”, even though one of the less popular vendors might actually be a better fit. Vendor strength will be scored on a separate dimension.

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Behind the Report: Why the RIA ABM “Vendor Selection Matrix” Is Different and How Demandbase Fared


When comparing vendors (particularly when it comes to SaaS), analyst reports are a staple resource. But do you ever wonder how those vendor comparison matrices take shape? percent of each vendor’s position on the matrix. Very often, vendors fall on their vision reputation.

Forrester Research Predicts Account-Based Everything in 2017


According to Forrester Research, a revolution is coming for account-based marketing. While many companies claim to be experts in ABM, Forrester has found that a lack of connectivity between marketing and sales, combined with a deluge of tools with similar feature sets are holding back real ABM success. Discover why Forrester is predicting skyrocketing usage of account-based marketing in 2017 in their new report Predictions 2017: ABM Boosts B2B Marketing’s Customer Obsession IQ !

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. 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. They don’t like to be “sold to,” but they do like to talk to vendors because they see vendors as authorities in technology categories.

Leader of the Pack! Forrester Wave Results Revealed for Predictive Marketing


Forrester has just released The Forrester Wave TM : Predictive Marketing Analytics for B2B Marketers, Q2 2017. In the first report of its kind for the predictive marketing analytics space, Forrester named 6sense a leader among predictive analytics providers. In Forrester’s new report designed to help B2B marketers make the right decisions when choosing a partner to help them identify and reach ready-to-buy prospects, 6sense emerged as a leader of the pack.

Forrester Ranks the Martech that Makes the Biggest Impact


So we wanted to share this brand new Forrester report to help you make informed decisions about the future of martech – with advice from the experts! In The Top Emerging Technologies For B2B Marketers , Forrester looks at 11 future-proof marketing technologies, ranks them by how likely they are to provide long-term value for your business, and gives case studies of successful companies that are using them. Recommended vendors to start implementing this new martech right away.

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways.

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It’s Time To Mainstream ABM

Forrester's Customer Insights

When account-based marketing (ABM) burst onto the scene in 2015, it was positioned by a number of vendors as the death of traditional marketing. And while that controversial approach might have been great for creating buzz and drawing attention, it created significant confusion for the mainstream B2B marketer. It’s taken a couple of years to […]. account-based marketing (ABM) B2B marketing

A Double Take on the Forrester New Wave: ABM Platforms


The Forrester New Wave report lists 14 ABM platforms that matter the most and how they stack up. Forrester says: “6sense announced its acquisition of ZenIQ on April 11, 2018. 6sense was recognized as a leader in the predictive space in the Forrester Wave: Predictive Analytics Platforms for B2B marketers, as seen below. But the more accurate number is… lucky number 13! This graphic does not reflect the positioning of the combined entity.”

We Sorted Through All Those Vendor Grids so That You Don’t Have To


As the market continues to grow, those who have a vested interest in its long-term success—vendors, analysts, consultants, associations, etc.—also Sometimes it will also refer to sales training and coaching technologies, but today we’re seeing the term “sales readiness” more often applied to those vendors. The first is The Forrester Wave™: Sales Enablement Automation Platforms, Q3 2018.

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. Forrester analysts like Scott Santucci presented the latest research on selling effectiveness, and there were three important findings that I think will have profound implications on your sales / marketing strategies for 2013: 80% - that’s the percentage of marketing leads, on average, which fail to advance through the sales process.

Terminus Named Only ABM vendor with Embedded and Standalone CDP, Dramatically Improving B2B Data Accuracy


Terminus is the only vendor with a standalone and embedded CDP purpose-built to fix this huge problem. We’re proud to share that Terminus is included in the Forrester New Tech B2B Customer Data Platforms, Q3 2021 Report. It also summarizes the offerings from larger established vendors.

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. About Forrester. Vendor Comparisons & Waves. 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 Weighs in on the Top Video Platforms for Marketing and Sales


Even Forrester Research Analyst, Nick Barber, said so in his latest report, Online Video Platforms for Sales and Marketing : If you think “doing video” means having a YouTube channel, then you need to up your game. Vendor Landscape: Online Video Platforms for Sales And Marketing. An online video platform, according to Forrester, is a critical part of your video technology strategy and you need one to support the customer life cycle.

High-Performing B2B Marketers Will Make These 4 Shifts in 2016, Predicts Forrester


And Forrester is taking notice, predicting massive shifts in marketing in the coming year. Buyers prefer to do research themselves rather than rely on vendors’ sales reps. Forrester Predictions for 2016: B2B Marketing's New Mission. Forrester’s predictions see massive changes in 2016 in four major realms: go-to-customer strategy, the accelerating shift from art to science, tech investments, and B2B messaging. B2B buying has changed.