Bob Peterson

VP, Principal Analyst

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Author Insights

Blog

Hope You Got A Gift Receipt For Those Three French Hens!

Bob Peterson December 10, 2020
This is the third in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.
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Blog

The Four-Step Strategic Account Planning Process – Which Step Most Organizations Get Wrong

Bob Peterson July 22, 2019
  • Effective strategic account planning incorporates four steps: goal setting, audience insights, resource inventory and engagement planning
  • Organizations commonly shortchange the second step of strategic account planning: audience insights
  • Audience insights are the key to a successful strategic planning process and drive tactic and interaction relevance
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Blog

Are You Ready for Account-Based Marketing?

Bob Peterson August 13, 2018
  • More than 90 percent of B2B companies note account-based marketing (ABM) as a key go-to-market strategy for 2018
  • However, many companies embark on their ABM journey without fully knowing what they’re signing up for
  • Conducting an ABM readiness assessment before implementation helps companies understand requirements
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Blog

ABM and Privacy: Can They Co-Exist?

Bob Peterson July 19, 2018
  • Effective account-based marketing (ABM) design and deployment relies on high-quality, consistent account and contact data
  • GDPR places new restrictions and requirements on account-based marketers
  • Understanding the implications of privacy regulations can help the ABM team improve its effectiveness
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Blog

Does Your Dashboard Keep Pace With Your Account-Based Marketing Program?

Bob Peterson July 12, 2018
  • Account-based marketing (ABM) requires marketers to demonstrate contributions of marketing in new ways
  • Effective ABM dashboards highlight metrics that matter at the account and program levels
  • The most effective organizations develop ABM reports to match the needs of different reporting audiences
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Blog

Sales and Marketing Alignment in Account-Based Marketing

Bob Peterson March 2, 2018
  • Successful ABM requires tight alignment between sales and marketing
  • Only 36 percent of companies that leverage ABM report tight alignment between sales and marketing
  • Sales and marketing must incorporate a cross-functional learning approach to achieve the alignment required for ABM
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Blog

Customer Advocacy’s Role in the ABM Tech Stack

Bob Peterson March 13, 2017
  • Customer advocacy is an increasingly popular tactic family supporting account-based marketing
  • Customer advocacy helps protect and accelerate opportunities
  • Advocacy technologies help source, monitor and amplify advocacy impact
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Blog

Create a Better Flight Plan for Your ABM Pilot

Bob Peterson November 9, 2016
  • ABM pilot programs are a best practice approach to launching account-based marketing programs
  • Many ABM pilot programs do not effectively establish pilot goals at the onset
  • Establishing more formal structure for the ABM pilot helps ensure key processes are tested and adapted for full implementation
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Blog

Struggling With ABM Insights? Services Can Help

Bob Peterson September 14, 2016
  • Third-party services can help refine the account selection process for ABM
  • Account insights drive smart marketing and sales activities
  • Contracting with third-party services is useful for gathering insights
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Blog

Who’s Driving Your CAB?

Bob Peterson July 7, 2016
  • Customer advisory boards (CABs) have long existed in B2B but are now getting a fresh look
  • Successful CABs have clear ownership and a common mission/agenda – and leverage technology to main continuity
  • Executive commitment is the driving force of successful (and lasting) CABs
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Blog

Customer Advocacy Takes a Village

Bob Peterson May 16, 2016
  • Customer advocacy has become increasingly important to support buying and customer lifecycle needs
  • Advocacy functions often struggle to gain internal support for their efforts
  • Forming a customer advocacy council helps secure cross-functional support and visibility for advocacy initiatives
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Blog

Five Tips for ABM Measurement

Bob Peterson April 19, 2016
  • Account-based marketing (ABM) continues to be one of the most popular topics in B2B
  • An increasing number of companies are transforming their sales and marketing strategies to incorporate ABM
  • Many companies struggle with how to measure the contributions of ABM
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Blog

ABM Roundtable – Key Insights

Bob Peterson March 31, 2016
  • Our recent ABM roundtable focused on the importance of developing effective measurement of ABM contributions
  • Technology continues to play an increasingly important role in helping organizations achieve ABM scalability
  • Maintaining sales and marketing alignment remains an ongoing challenge for B2B companies
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Blog

The Ins and Outs of Customer Intelligence Management

Bob Peterson December 9, 2015
  • Collecting customer feedback is imperative for B2B organizations
  • Many organizations struggle with how to integrate this customer intelligence into processes
  • Customer intelligence management solutions can help companies with this, so long as process are altered as well
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Blog

What Do Your Customers Think? Customer Intelligence Management Solutions Offer Insights

Bob Peterson October 9, 2015
  • It’s the age-old question: What’s on the minds of your customers? Are they satisfied with your products and solutions?
  • These questions and others have led to the rise of customer intelligence management software solutions
  • The following excerpts provide a high-level view that explains when to consider each customer intelligence vendor
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Blog

Customer Insight Roadmap: Three Steps Toward Knowing Your Customers Better

Bob Peterson September 24, 2015
  • Here are a couple of ways to start the process of understanding your customers
  • Communication, history and traditions can help you understand your existing customers
  • Marketers need to understand customers so that they can build programs to support customer retention, growth and advocacy
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Blog

Four Engagement Lessons B2B Companies Can Learn From Sports

Bob Peterson July 23, 2015
  • B2B marketing and sports marketing have more in common than you may initially suspect
  • Both need to engage fans, deal with a fast-paced environment and meet the demands of customers and client partners alike
  • Developing a winning engagement strategy and connecting with fan bases can ensure retention for even vastly different companies
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Blog

The Changing Landscape of B2B Engagement

Bob Peterson June 23, 2015
  • Today’s B2B ecosystem has produced valuable channels for both customer and company, like customer communities
  • Ensuring your organizations infrastructure and strategy reflects a modern B2B ecosystem is key to customer community development
  • B2B companies must look forward when it.comes to maximizing customer engagement
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Blog

Using Your Login Page Can Boost Engagement and Advocacy

Bob Peterson June 15, 2015
  • B2B companies continue to strive for the best methods to.communicate with their customer base
  • One often-underutilized channel for software-as-a-service (SaaS) companies is the login page
  • When building a strategy for their login page, SaaS companies should consider six key factors
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Blog

Customer Advocacy Roundtable: Five Key Findings

Bob Peterson May 22, 2015
  • Roundtables result in great conversations that provide tangible benefits to attendees and valuable insights to SiriusDecisions
  • Bob Peterson recently hosted a roundtable discussion in Boston on the topic of customer advocacy
  • Many companies note an apparent generation gap when it comes to customer advocacy support in B2B
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