Marisa Kopec

Senior Vice President, Research Product Management

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Blog

Building Your Personal Brand in the Building

Marisa Kopec October 29, 2019
  • Don’t wing it when it comes to building your personal brand — originating authentic and memorable messaging that resonates with your internal audience requires a structured methodology
  • How you think you are perceived by colleagues and how you are actually perceived may not be in alignment — never assume people know what you stand for
  • Most opportunities for promotion and growth stem from organizational shifts and confidential decisions — don’t leave those organic job opportunities to chance!
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Blog

The Secrets to Fueling a B2B Revenue Engine

Marisa Kopec June 28, 2018
  • Do you struggle with being able to confidently predict where the demand for your offerings is going to come from?
  • Is your sales and marketing organization on the same page regarding what good looks like when defining the characteristics of a workable and viable lead?
  • Are you able to see in real time when there is a blockage or fissure in your opportunity pipeline and respond to lead conversion breakdowns quickly and effectively?
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Blog

Read This Before You Do a Digital Transformation Campaign

Marisa Kopec June 7, 2018
  • Digital transformation is the buzziest buzz word in the B2B; the problem is that it means fundamentally different things to different people
  • SiriusDecisions defines digital transformation as the application of technology for business change
  • SiriusDecisions provides a definitional framework for B2B marketers to organize their own campaign, programs and messaging to buyers of digital transformation solutions
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Blog

Digital Transformation Is the Buzziest Buzzword in B2B Today

Marisa Kopec March 5, 2018
  • Digital transformation is the buzziest buzzword in B2B; the problem is that it means fundamentally different things to different organizations
  • If organizations don’t take the right approach, their digital transformation investments will be wasted
  • To guide our clients to a successful digital transformation, we are debuting the SiriusDecisions Transformation Model at Summit 2018
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Blog

Three Obstacles That Could Be Holding Your Organization Back From Audience-Centricity

Marisa Kopec February 3, 2017
  • Find out more about a key trend SiriusDecisions is observing in B2B organizations
  • Understand the challenges facing organizations trying to take an audience-based approach
  • Learn why organizations are moving from product-centricity to audience-centricity
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Blog

Are You a Modern Product Marketer?

Marisa Kopec December 22, 2015
  • Best-in-class product marketers share five common traits
  • Modern product marketers must design audience-centric go-to-market strategies
  • Create messaging that resonates, and drive alignment across product, marketing and sales
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Blog

There Is More Than One B2B Buyer’s Journey

Marisa Kopec November 24, 2015
  • Our recent B2B buying study shows that there is not one buyer’s journey
  • There are three common, distinct scenarios of buying behavior that we isolated
  • Determine which buying scenario an offering is associated with to align go-to-market strategies to how B2B buyers buy
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Blog

B2B Sales Reps Still Matter

Marisa Kopec June 25, 2015
  • The SiriusDecisions 2015 B2B Buying Study analyzed the buying behaviors of more than 1,000 B2B executives
  • Our research highlighted that sales rep interaction with buyers occurs across three types of buying scenarios
  • The new way to think about B2B buying is that human interactions still occur and matter, and furthermore facilitate a buying process
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Blog

Branding B2B Offerings

Marisa Kopec February 9, 2015
  • At SiriusDecisions, we get the following question all the time: “How should we brand our products or solutions”
  • Names for B2B products, services and solutions should be based on a master brand strategy
  • If your product name does not work to strengthen the company brand, something is wrong with the naming approach
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Blog

What If Your Biggest Competitor in 2019 Does Not Exist Today?

Marisa Kopec December 10, 2014
Disruptive innovation is a term coined by Clayton Christensen, a Harvard professor and author of the famous 1997 book The Innovator’s Dilemma. His disruptive innovation theory describes a process by which an offering takes root at the bottom of the market and then relentlessly moves up-market, eventually displacing established competitors. At SiriusDecisions, we have an […]
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Blog

My Three Biggest “Aha” Moments (So Far)

Marisa Kopec April 3, 2014
Here are the most memorable personal insights I’ve had as an analyst (so far) and the most impactful lessons I’ve learned during my last four years as a SiriusDecisions analyst. I shared these recently during Microsoft Dynamics’ take on a TED talk on marketing leadership at Convergence 2014 in Atlanta. AHA #1. Most content assets […]
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Blog

It’s Not Content – It’s a Lack of Buyer Insights That’s the Problem

Marisa Kopec January 29, 2014

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Blog

Which Buyer Personas Do We Choose?

Marisa Kopec October 15, 2013
Persona-based marketing is becoming more and more mainstream as companies work hard to attract buying audiences to their Web sites and social channels like a virtual Venus fly trap. The problem with taking a persona-based approach is that the marketing organization – no matter how big – can’t produce enough content to align with every […]
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Blog

Portfolio Marketing Is the Whole Enchilada

Marisa Kopec May 30, 2013
“The full monty” is British slang for “the works.” American equivalents might be “the whole nine yards,” “the whole ball of wax,” “the whole enchilada” or “the whole shebang.” As B2B companies have shifted their focus from product to solution, the traditional role of product marketing has evolved into a “full monty” function. We observe […]
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Blog

Product Launch Has Changed. Have You?

Marisa Kopec March 15, 2013
Inbound marketing is driving the need for a redefinition of product launch processes. By 2015, SiriusDecisions predicts that 71 percent of all inquiries will be inbound in nature. This trend must be reflected in launch budgets and strategies, which, historically, have been heavy on events and direct marketing. Our perspective at SiriusDecisions is that organizations […]
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Blog

When Did the Business Case Become Passé?

Marisa Kopec February 21, 2013
Do all product managers in your company use the same template when creating a business case for innovation investment? Do you even have a consistent business case process for making investment decisions? When these processes are inconsistent among product managers or business units, flawed investment decisionmaking is the result. Reasons are cloudy regarding what and […]
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Blog

A Call for Mandatory Social Media Upskilling

Marisa Kopec February 15, 2013

Today, I listen to conversations about the merits and future of social media and networking for B2B. I sit across the table from B2B executives who don’t believe that social is impacting or will impact their buyers’ behavior. The most common myth repeated over and over again to me is: C-level decisionmakers don’t have time or are just too important to use social media.

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Blog

Can’t We All Just Get Along?

Marisa Kopec February 8, 2013

As an analyst on the product marketing and management (PMM) team at SiriusDecisions, I listen every day, and sometimes multiple times a day, to the suffering of B2B professionals due to the lack of alignment in B2B organizations. It’s saddening to witness bright, successful, driven people – who all just want to see their company grow and be prosperous – downtrodden by imbalances in workflow processes or conflicts resulting from accountability tension between product, marketing and sales.

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Blog

How C-Level Executives Validate Their Vendor Choices

Marisa Kopec October 2, 2012

At the final stage, C-level executives are typically fully engaged and thus can make or break a deal. In our recent C-level buyer persona study, offering several bulleted potential responses from which to choose, we asked C-level executives some questions.

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Blog

When Do CIOs Respond to Marketing Messages?

Marisa Kopec September 24, 2012
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