Julie Ogilvie

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Marketing Metrics: The Drunkard’s Search

Julie Ogilvie July 23, 2020
  • Many companies have diminished marketing’s role by measuring the function’s value through a narrow set of demand-oriented metrics
  • Brand and demand teams must work together to break out of this simplistic and mechanistic mindset
  • CMOs who reclaim the larger remit of marketing will increase their effectiveness and strategic standing
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Blog

Five Imperatives for Employee Communications During COVID-19

Julie Ogilvie April 15, 2020
  • Internal communications — a neglected function in many companies — is suddenly front and center
  • Understand the impact of the pandemic on different employee audiences to provide the most effective communications
  • Support the need for social connection and emotional support as well as information
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Blog

Responding To Coronavirus: A Playbook For Marketing And Communications

Julie Ogilvie March 11, 2020
Learn to develop a comprehensive plan that equips your organization to adapt to rapid change and ensure the safety of employees, customers, and other stakeholders.
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Blog

Responding to Coronavirus: A Playbook for Marketing and Communications

Julie Ogilvie March 11, 2020
  • The coronavirus outbreak will affect all types of businesses — no organization will be immune to its impact
  • Marketing and comms teams should take a leading role in supporting their organization’s response
  • Create flexible response plans and continuously monitor the situation to adapt to changing conditions
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Blog

Three Steps Brand and Communications Leaders Can Take to Overcome Wishful Thinking Syndrome

Julie Ogilvie March 18, 2019
  • Many companies suffer from Wishful Thinking Syndrome (WTS) when it comes to their brand and communications programs
  • Rebalancing campaigns to place more investment in reputation programs is one important step in recovery
  • Data is the ultimate antidote – so take our benchmark survey to receive a report on how your brand and comms investment stacks up!
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Blog

Time to Get Healthy – Make 2019 the Year of Brand Measurement

Julie Ogilvie January 7, 2019
  • Brand measurement is a key step toward increasing your brand’s effectiveness
  • Six steps can prepare you to implement brand measurement in the year ahead
  • Understanding your brand’s weaknesses is crucial to building brand muscle efficiently
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Blog

Brand and Communications Planning for 2019: Five Key Issues

Julie Ogilvie August 27, 2018
  • SiriusDecisions has identified five issues that should drive the priorities of brand and communications leaders in 2019
  • Brand leaders must have a structured approach to proving their impact on the business – or risk losing budget and resources
  • Communications leaders need to strike a balance between the efforts applied to gaining earned coverage and the new “native” formats
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Blog

The Missing Link Between Brand Experience and Customer Experience: Part Two

Julie Ogilvie July 23, 2018
  •  B2B organizations are becoming more focused on creating a great customer experience, but the path to improvement may not be clear
  • Even though employees are key to creating a great customer experience, there is often no team chartered with supporting their needs
  • To enable employees to be good on-brand communicators and experts at delivering the right customer experience, leaders at every level must reinforce their value
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Blog

An Inspiring Customer Experience Starts With an Inspiring Brand Message: Part One

Julie Ogilvie July 9, 2018
  • Many B2B brands fail to inspire their customers – why?
  • There are five common reasons that B2B brand messaging misses the mark
  • Well-defined corporate messaging provides a competitive advantage – and the basis for positive customer experiences
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Blog

Public Relations: Marketing’s Canary in a Coal Mine

Julie Ogilvie August 14, 2017
  • Third-party influencers (journalists, analysts, bloggers) can make many valuable contributions to marketing campaigns
  • Sometimes public relations teams resist becoming involved in marketing campaigns, which frustrates marketing leaders
  • Follow these five tips from public relations leaders to ensure your next campaign is “influencer ready”
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Blog

Is Digital Advertising Hurting Your Brand?

Julie Ogilvie July 11, 2017
  • An obsession with clicks and form-fills is overshadowing the need to build the brand online
  • B2B buyers are increasingly annoyed by and wary of online advertising tactics
  • A balanced media plan builds brand and demand
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Blog

The Four Cs of Effective Executive Communications

Julie Ogilvie March 28, 2017
  • Executives play an important role as channels of communication with internal and external audiences
  • Equip executives with content that has been tailored to their personal style and context of the speaking event
  • Media training and speech coaching are vital elements of any program
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Blog

New Year’s Resolution: Sharpen Your Corporate Message

Julie Ogilvie January 4, 2017
  • The corporate message should be helping your company achieve goals across a range of marketing and corporate initiatives – but is it doing its job?
  • In an effort to play it safe, some organizations use corporate messages are so generic they could apply to nearly any organization – as a result, they provide almost no advantage
  • The message development process must be rooted in audience understanding, or the message will fail to both resonate and produce any real impact
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Blog

The Six Keys to a Healthy and Balanced Influencer Strategy

Julie Ogilvie August 30, 2016
  • Many influencer relations strategies are stuck in a rut – relying on the same influencers and tired tactics, year after year
  • Other influencer programs are in a constant state of flux, driven by impatient internal stakeholders who easily lose sight of long term goals
  • Influencer relations teams that take a structured and inclusive approach are better able to build internal support and maintain a balance between long-term.commitment and flexibility
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Blog

Don’t Be Sidetracked by an Agency’s NASCAR® Slide

Julie Ogilvie August 19, 2016
  • Virtually all agency presentations contain a slide displaying a large collection of client logos – sometimes called a NASCAR® slide
  • Although these slides can be very impressive, it’s important to look beyond the logos to understand more about the services the agency provided
  • Have a thorough client reference process in place to understand whether the agency is really a good fit for your needs
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Blog

Does Your Public Relations Program Measure Up?

Julie Ogilvie June 2, 2016
  • The value of public relations is often under-appreciated because its measurement can be difficult, poor or faulty
  • The SiriusDecisions Metrics Spectrum can help you structure a strong PR dashboard
  • Support your numbers with narrative – measurement should tell a story (but not one of fiction)
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Blog

The Paisley Dress’s Impact on Native Advertising

Julie Ogilvie April 7, 2016
  • Review new Federal Trade Commission (FTC) rules on native advertising to make sure you are in compliance
  • Native ad units must be clearly labeled – on the page and in links promoting native ads
  • Make sure influencers who act as paid endorsers reveal their connection to your company
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Blog

Don’t Let a PR Agency Play Quarterback on Strategy

Julie Ogilvie December 14, 2015
  • Ceding too much control of communications and influencer strategy to your PR agency is a losing game plan
  • Agencies should take the lead on time-consuming activities like media relations that require a detailed understanding of the changing media landscape
  • Clarity around the role of the agency increases productivity and reduces friction between agency and internal teams
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Blog

How to Transform Your Corporate Image: Lessons from GE

Julie Ogilvie November 18, 2015
  • There are many reasons that companies decide they need to transform their corporate image
  • The desire for image transformation often leads to a big investment in brand awareness – but not always a wise one
  • Many ads are heavy on great imagery and light on the actual message
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Blog

How Influencers Help B2B Buyers Through Those “3:00 a.m. Moments”

Julie Ogilvie October 29, 2015
  • As any sales person can tell you, emotion plays a big role in almost all B2B buying decisions
  • With the SiriusDecisions Influencer Framework, you can identify a range of influencers to address spoken and unspoken needs
  • Here are some ways that several influencer archetypes can make the difference in your next deal
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