Daniel Klein

Vice President, Consulting Director

Author Insights

BLOG

The Missing Step To Maximizing Your B2B Content Marketing Investments

Daniel Klein May 9, 2017
You hear this advice everywhere: B2B marketers need to do more with less. Nowhere is that more true than with your cornerstone content. Unfortunately, B2B marketers underutilize their cornerstone content studies such as whitepapers backed by data and ROI/business case analyses. 43% of marketers in North America and a staggering 69% of marketers in Europe […]
Read More
BLOG

Three Ways B2B Marketers Can Put Interactive Content To Work

Daniel Klein October 13, 2016
Interactive content (i.e., online assessments, calculators, and quizzes) helps B2B marketers shift from explaining to conversing. As my colleague Laura Ramos explains, “Interactive tools…help to create an ‘across the table’ approach at scale.” Despite this obvious connection, only 44% of attendees at a recent webinar I hosted said they currently use interactive content on their website. […]
Read More
BLOG

B2B Marketers: Mind The Content Credibility Gap

Daniel Klein February 9, 2016
Delivering credible, objective, and engaging content is a must for today’s B2B marketer as prospects discover, explore, and buy your solution. But what attributes and sources make content credible and objective to B2B buyers? This is a common question asked of my consulting team, and in the age of the customer — where empowered buyers […]
Read More
BLOG

Let’s Talk Geography And Marketing Vehicles In The Tech Industry

Daniel Klein August 31, 2011
Based on strong interest from my previous blogs on choosing the right marketing vehicles, I figured I'd continue the discussion with another angle that's often vexing for tech marketers – how do marketing vehicles vary by geography? Cultural preferences factor significantly into how technology decision-makers consume information as they go through the purchase process. In […]
Read More
BLOG

Choosing The Right Marketing Vehicles In The Tech Industry — Timing Matters

Daniel Klein August 23, 2011
Today’s launch of Forrester Tech Marketing Navigator seemed like a good catalyst to dig a little deeper into my previous blog post about how many marketing vehicles are needed for a B2B tech solution (How Many Marketing Vehicles Do You Need? Guiding Principle Number Two.)  If you read that blog, you’ll recall that I identified […]
Read More
BLOG

The Goldilocks Approach to Messaging: Guiding Principle Number Five

Daniel Klein June 14, 2011
Much like in the story of “Goldilocks and the Three Bears,” tech marketers must find the right balance between too many and too few messages. Common pitfalls include standardizing on a one-message-fits-all philosophy to having so many messages that sales and marketing are unable to deliver them to the right people, at the right time, […]
Read More
BLOG

How Much Content Is Needed For Content Marketing?: Guiding Principle Number Four

Daniel Klein June 7, 2011
Tech marketers constantly ask my team and me, “How much content is necessary in a content marketing plan? “ It’s a vexing question but one that can be answered with the fourth guiding principle. Guiding Principle Number Four: Content 3×3 Buyers and influencers of high consideration B2B technology solutions typically use about three distinct content […]
Read More
BLOG

The Right Ratio For Your Content Marketing Strategy: Guiding Principle Number Three

Daniel Klein May 31, 2011
If you’ve been reading this blog for the last two weeks, you know that we’ve covered the first two guiding principles for tech marketers: 1) Targeting and 2) Sources/Vehicles. Clearly, those are critical. Much like you’ve committed 911 to memory for emergencies and 411 to memory for directory assistance, tech marketers should memorize 3:1:1 for […]
Read More
BLOG

How Many Marketing Vehicles Do You Need? Guiding Principle Number Two

Daniel Klein May 24, 2011
Last week I provided the first of five guiding principles for technology marketers, based on over 100,000 tech buyer interviews and countless client interactions. Now it’s time for the second guiding principle. Guiding Principle Number Two: Marketing Vehicles Forrester tracks the relative importance of 38 different marketing vehicles across awareness, consideration, and purchase (i.e., email, tradeshows, […]
Read More
BLOG

Targeting – Guiding Principle Number One For Tech Marketers From 100,000 Customer Interviews

Daniel Klein May 17, 2011
One of the reasons I enjoy working at Forrester is the unique opportunity to turn data into actionable insights that tech marketers can use to drive more revenue for their companies by increasing the efficiency and effectiveness of their marketing.   Based on this data and our work with clients, five simple but powerful guiding principles […]
Read More
BLOG

My Three Takeaways From Intel CMO’s Keynote At Forrester Marketing Forum

Daniel Klein April 27, 2011
At Forrester’s recent Marketing Forum in San Francisco, it was my pleasure to introduce Deborah Conrad, Intel VP and CMO, ahead of her keynote. Deborah shared her experiences about transforming the 20-year-old PC-oriented Intel “Inside” brand into the Intel “Every-Ware” brand, which is relevant in a world with a proliferation of devices and consumers of technology. […]
Read More
BLOG

A New Resource For Answers To Marketers’ And Product Managers’ Top Issues

Daniel Klein May 24, 2010
I'm excited to introduce a new way for marketers and product managers to get answers to their most pressing issues and challenges.  Forrester has launched an online community for technology marketers and product managers as the premier destination for leaders to exchange ideas, opinions, and real-world solutions with each other. Forrester analysts will also be part of the […]
Read More
BLOG

Insights From A Panel Of B2B Marketing Powerhouses That Convened Last Week At Forrester’s Marketing Forum

Daniel Klein April 28, 2010
Last week at Forrester’s Marketing Forum, I had the pleasure of sitting three rows back from a panel discussion comprised of a who’s who of B2B marketing executives: Chris Bradshaw, Senior Vice President and Chief Marketing Officer, Autodesk; James K. Cornell, Senior Vice President and Chief Marketing Officer, Prudential Retirement; Deborah Nelson, Senior Vice President […]
Read More