Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition
I am still catching my breath. Adobe has agreed to acquire Marketo for $4.75 billion. The deal is the biggest in Adobe’s history and a massive encore to the acquisition of Magento for a mere $1.7 billion in May. On the one hand, I find myself proud to be a B2B marketer — to think that […]
The Key To Marketing And Sales Alignment? The Customer
B2B marketers get it. They know they need to operate across their sales and marketing silos to get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle. The question is no longer why. The question is how. That’s why I am excited about the sessions […]
B2B Marketers Need To Establish Process Rigor (Without The Mortis)
I had the pleasure of collaborating with fellow Forrester analysts Jessie Liu and Ryan Skinner on the subject of marketing process — one of the lynchpin competencies in Forrester’s marketing innovation playbook. As Jessie Liu explained in her blog introducing the series, we wrote three reports, each targeted at a beginner, intermediate, or advanced maturity level. (A handy assessment […]
The GDPR and The B2B Marketer: Ready or Not, Here I Come
The deadline for compliance with the GDPR is May 25, 2018, but the preparations of many B2B marketers range from nonchalant to indifferent. In our research interviews and inquiries about the GDPR, we find that many B2B marketers don’t think the regulation is a relevant concern because they think the GDPR doesn’t apply to business […]
The Ways And Means Of B2B Buyer Journey Maps: We’re Going Deep at Forrester’s B2B Forum
A very, very long time ago, a sales training instructor told me, “It’s the job of the sales person to teach the buyer how to buy.” And that was essentially true for a very, very long time — until the emergence of the digitally empowered buyer. Today’s business buyers are increasingly self-directed: 60% prefer not […]
The B2B Marketing Change Agenda
I think we all accept that business buyers have higher expectations in the age of the customer. They've fundamentally changed their buying behavior in this digital age. Unfortunately, too many B2B marketers aren't keeping pace. They must evolve from brand stewards, lead generation machines, and sales supporters to architects of customer engagement across the customer life cycle. […]
It's Time To Take L2RM Beyond Revenue Performance
I've just refreshed the core documents in Forrester, Lead-to-Revenue Playbook. While L2RM pioneers have realized significant business gains, they have also realized that L2RM is not just about taking responsibility for the impact of marketing spend on revenue performance or about standardizing, automating, and scaling your current marketing practice. Today's digitally empowered buyer controls […]
L2RM Automation Is Powering A B2B Marketing Transformation
Forrester just published The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016. Our research uncovered a robust market in which Act-On, Adobe, IBM, Marketo, and Oracle lead the pack; bpm'online, HubSpot, Salesforce, and Salesfusion offer competitive options; and CallidusCloud and Right On Interactive are Contenders. Forrester’s Wave ™ process is comprehensive (we evaluated the products across […]
Account-Based Marketing Will Elevate, Not Eclipse, Lead-To-Revenue Management
The explosion of interest in account-based marketing has created uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. It’s not surprising because the vendors that market ABM-badged wares – and many pundits — generate attention with controversial proclamations, like: “ABM is the death of demand generation”; “ABM replaces […]
How Do Buyer Journeys Relate To the Customer Life Cycle?
At Forrester, we’re pretty zealous in our recommendations that B2B marketers must shift their marketing focus from a product and channel centric approach to a customer-centric approach, using the customer life cycle as a design framework for company-wide engagement. The customer life cycle is simply the enterprise’s view of the phases a customer passes through […]
Lead-to-Revenue Management Is Not Demand Gen On Steroids
Key Takeaway: Forrester's Lead-to-Revenue Playbook is designed for business and consumer marketers who must power up their lead-to-revenue processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. You can read the Executive Overiew of the playbook by clicking here. (Registration required if you're not a Forrester client). Or you can just take […]
Are Your Reps Butchering Your Early-Stage Leads?
Many lead-to-revenue practitioners are struggling to find the right process to manage the inbound leads (well, just traffic really) that their content marketing and thought leadership initiatives are generating. The most commonly mentioned challenge is whether or not to pass these leads to inside sales (or business development reps) to sort out the “hot leads” from […]
Myth Busting 101: Insights IntoThe B2B Buyer Journey
There is turbulence in the B2B marketing zeitgeist. Why? The most quoted factoids of the modern marketing age have been discredited. Are buyers really not 57% of the way through their journey before they speak with a vendor sales rep? Are they really not sourcing 67% of their buying research online? Was it ever true? […]
B2B Buyer Journey Map Basics
Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told us they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way. […]
Keeping Everybody "On Message"
Well, the 2016 US presidential race has begun in earnest. Every day a new candidate enters the race on the quest to headline the Republican or Democratic ticket. I am a bit of a political junkie: not because I am a policy wonk, but because I am a marketing wonk. I love (ok, sometimes hate) […]
Plan, Don't Hope, For Lead-to-Revenue Benefits
Marketing execs forecast a great number of top and bottom line results in order to get the budget to automate the lead-to-revenue process, fuel content marketing, and drive the marketing flywheel for lead production. Unfortunately, benefits don’t always happen according to plan. In fact, they don’t always happen. This leaves marketing leaders in a risky […]
Now Available: Forrester’s First Wave™ Evaluation Of Lead-To-Revenue Platform Providers
We recently wrapped up our first ever evaluation on lead-to-revenue management (L2RM) platforms. In this 75-criteria evaluation, we identified the nine most significant solution providers in the category, and researched, analyzed, and scored them. I want to extend my sincere thanks to each vendor in the report — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, salesforce.com, Salesfusion, […]
Your Company Won An Award! Congrats. So What? Now What?
My eighty-six-year-old mother called me last night to tell me that she’s been “boiling eggs wrong all my life.” It seems she’d watched a cooking show and received some “best practice” advice. My mom is an excellent cook, so this made me realize that no matter how seasoned a veteran you are, there’s no harm […]
Got a Plan for Marketing Summer Camp?
For B2B marketers, June 30th can have a ‘last day of school’ feel about it. It’s a chance to catch our breath after a full slate of Q1’s kick-offs and launches and Q2’s promotions, tradeshows and roadshows. But, like today’s kids, who no longer while away the summer playing in the woods or frolicking in […]
Does Your Thought Leadership Program Need a PR Campaign?
B2B marketing leaders are striving to position their companies as “thought leaders.” And why not? If you do not have a truly disruptive technology, product, service or idea (in which case you actually are a thought leader) being seen as a thought leader gives your company strategic differentiation. It helps you stand-out in the cacophony of […]