Jennifer Ross

VP, Research Director

Forrester Bio

Author Insights

Blog

SiriusDecisions Study Shows Evolving Marketing Mix in European Markets

Jennifer Ross July 22, 2013
International marketing requires marketing strategies that are responsive to many diverse markets, so it may come as a surprise that U.S. marketing trends correspond so closely with those we see across key European markets. The explanation is simple: Buying behavior has changed in Europe the same way it has in the U.S. Buyers are conducting […]
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Blog

Selecting the Right Partner for Your Web Site

Jennifer Ross June 5, 2013
On May 29, 1953, Sir Edmund Hillary reached the top of Mount Everest, but he wouldn’t have succeeded without his fellow climber, the Nepalese Sherpa Tenzing Norgay. Sherpas had long been known for their positive spirit, strength and mountain skills, and Hillary’s choice of partner was critical to his ability to literally reach new heights. […]
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Blog

Bridging the Marketing Skills Gap

Jennifer Ross May 6, 2013

As the complexity of the B2B marketing landscape grows, one of the challenges that marketing leaders face is identifying the skills needed across the marketing organization. The infusion of technology in marketing has introduced the need for a specialized technical skill set in areas such as digital, social, mobile and CRM.

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Blog

The Most Common Misconception About Lead Nurturing

Jennifer Ross March 14, 2013
My discussions with B2B marketers who want to implement a lead nurture program or enhance existing programs almost always begin with one major misconception about the true meaning of lead nurturing. Many marketers describe lead nurturing as a process that involves an automated response to a broad set of targets, followed by a series of […]
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More on Maximizing the Effectiveness of Events for Pipeline Acceleration

Jennifer Ross February 14, 2013
My last blog post, “Maximizing the Effectiveness of Events for Pipeline Acceleration,” struck a chord with many marketers who are struggling to increase the effectiveness of their event strategies. Not surprisingly, most of the comments and inquiries I received were from marketers seeking additional guidance on improving the effectiveness of the ever popular “closing event,” […]
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Maximizing the Effectiveness of Events for Pipeline Acceleration

Jennifer Ross January 25, 2013
Events are a part of every B2B organization’s marketing mix, but few organizations have a well-defined event strategy. Unless, of course, you consider “because we’ve always done it that way” a strategy. The truth is, very few organizations are disciplined enough to create demand by planning a range of events that are targeted at various […]
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Blog

Five Tips for Optimizing Paid Search Campaigns

Jennifer Ross January 7, 2013

Most B2B marketing organizations are spending up to 10 percent of their marketing budgets on paid search initiatives, but few have taken the time to define clear objectives. On top of that, once paid search initiatives are in place, even fewer are revisiting them regularly to optimize their performance.

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Behavioral Targeting Through Online Display Advertising

Jennifer Ross December 6, 2012

Whether you are selling B2C or B2B, the online interaction between a buyer and the content offer needs to be relevant and engaging. To be relevant, the content has to be personalized to meet the buyers’ needs, desires and expectations. To be engaging, you need to deliver the right content to the right buyer at the right time in the buying process.

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Blog

Is Technology Really “Eating Marketing”?

Jennifer Ross November 15, 2012
The Web. Social Media. Mobile. Together, they’ve changed the world, connecting all of us. Technology is changing markets and buyer preferences at a rapid pace, and the rate of change will only continue to increase. Recently, venture capitalist Jeff Bussgang wrote for Inc.com: “Within the $1 trillion marketing industry, the impact of software eating marketing […]
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Blog

Measuring Marketing Success

Jennifer Ross October 26, 2012
I have spent a number of years managing global marketing teams in diverse B2B companies, where part of my leadership role was to build high-performance teams – which meant keeping employees energized, enthusiastic and passionate about their contribution to the organization. This is not always the easiest task for marketing leaders, as shown by a […]
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