Peter O'Neill

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Are You Using A Content Marketing Platform?

Peter O'Neill April 24, 2017
At last October’s B2B Marketing Forum,Ryan Skinner, senior analyst at Forrester, delivered one of the more resounding messages — and gave us a serious wake-up call on our content marketing work to date. He told us, “Too much, not enough quality.” And our greatest quality issue is in our content distribution strategies. This is indeed […]
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Martech That Matters – And For Marketers Who Actually Use It

Peter O'Neill April 11, 2017
(this is a modified version of a blog posted by my colleague Carl Doty on our B2C Marketing page) Sick of scouring sector landscapes with thousands of vendor logos organized into loosely defined categories?  I mean, do you really need to know the names of scores of predictive analytics vendors out there? What’s the total […]
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B2B Marketing Is More Than Just Marketing

Peter O'Neill March 31, 2017
At the B2B Marketing 2016 forum last October, we had several sessions when we reflected on some external forces that affect our work as marketers. Trends included the movement toward as-a-service business models (our CEO once famously predicted that every business will eventually become a software business), the increasing use of video content in marketing, and […]
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Looking Forward To The B2B Marketing Forum In October 2017

Peter O'Neill February 9, 2017
As I did in 2016, I thought that I would provide you with a timely reminder that we have reconfigured our events calendar this year, and the B2B Marketing 2017 forum is now scheduled for October 5th and 6th in Austin, Texas. If you have not done so, it is still not too late to catch […]
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Forrester’s Predictions For B2B Marketing Professionals In 2017

Peter O'Neill November 3, 2016
Just like many other research groups at Forrester Research in the past weeks, our team has gotten together, discussed, and agreed on a series of predictions for 2017 that will affect business-to-business (B2B) marketing professionals’ work. Forrester’s clients can review these in full detail in the published report, but here are some of the highlights. […]
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What You Missed At The B2B Marketing Forum — If You Weren’t There

Peter O'Neill October 25, 2016
Wow! It may have taken place seven days ago, but I am still exhausted — and exhilarated — from our inaugural B2B Marketing Forumin Miami last week. Here is a short recap of what we covered during the two days. And you can even watch this video of me opening the event (20 minutes of […]
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Account-Based Marketing (ABM): Let’s Move From Cacophony To Euphony

Peter O'Neill September 19, 2016
In the spring of 2015, we began to hear a curious cacophony around ABM. ABM stands for “account-based marketing,” a marketing concept that’s been around for decades. All of a sudden, it was being used in reams of promotional copy distributed by marketing consultancies, data service providers, and software automation vendors alike. Marketing-led prophesies can […]
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Forrester’s First B2B Marketing Forum Is Also Our Sixth Sales Enablement Forum

Peter O'Neill September 10, 2016
We are getting ever-closer to our first Forrester Forum for B2B marketing professionals. It is great to see so many of you registered for the event, and I look forward to seeing you in Miami. While Forrester does have another Forum for marketers, which is held in New York each spring and in which we […]
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The Weather Company VP Global Marketing: “.. help everyone in the company tell stories that compel action & serve our customers”

Peter O'Neill September 8, 2016
I was talking last week with Michelle Boockoff-Bajdek, VP, Global Marketing at The Weather Company as we continue to prepare for the B2B Marketing Forum in October where Michelle is one of the industry guest speakers. The business solutions (B2B) division of The Weather Company, an IBM Business, provides weather and related data-driven products and services to more than 5,000 clients […]
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EO + 6: The B2B Marketing Playbook Has Launched!

Peter O'Neill August 16, 2016
At Forrester, “EO + 6” is code for the publication status of a playbook. It stands for Executive Overview plus six reports – at which point, we formally launch the playbook with its special links and landing page on Forrester.com. Playbooks are designed to help clients succeed with complex programs, such as organizational transformation. Get Ready […]
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Get Ready For The B2B Marketing Forum In October

Peter O'Neill August 7, 2016
"At my mid-year marketing summit, when I was pontificating on our transformation to customer obsession, I looked out at the sea of nodding heads and spotted my direct reports each mentally stepping up to the challenge of getting customer-obsessed in their product, industry, channel, and geographic silos. And I realized the problem was not vision, […]
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Has L2RM Now Become A CMO Imperative?

Peter O'Neill August 2, 2016
Last week, my colleague Lori Wizdo and I were discussing our most recent advisory engagements on the topic of lead-to-revenue management (L2RM). Lori is kicking off the latest research for her next Forrester Wave™ evaluation of L2RM automation, and we were considering how we should modify the evaluation criteria from the previous Forrester Wave published in 2014. […]
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Marketing Automation Can Be Made In Europe

Peter O'Neill July 11, 2016
Many new marketing automation solutions are now available to help B2C marketers manage customer engagement, B2B marketers manage leads, and marketers of all ilk manage other marketing processes, such as campaigns and digital asset management. European marketers are traditionally more hesitant about investing in technology projects, leading to a perception that they are late adopters. […]
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Confronting The Stigma Surrounding Sales

Peter O'Neill June 15, 2016
Never having been an analyst that thinks he knows it all, I periodically attend external conferences as a mere delegate (no speech) to learn something new and network. I was at last week’s conference of the Association of Professional Sales (APS) in London with over 400 other marketers, sales enablement professionals, sales training companies and […]
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Marketo Goes Private: A New Epoch in Marketing Software May Have Just Begun

Peter O'Neill June 8, 2016
Lead-to-revenue management automation player Marketo has certainly been in the news recently. First, in May, it held its annual Marketing Nation Summit in Las Vegas and announced plans to provide a marketing automation system, powered by a new architecture, which will enable marketers to engineer a great customer experience across the entire customer life cycle.  […]
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Planning Your Digital Reboot For A Go-To-Customer Strategy – Upcoming Webinar

Peter O'Neill March 8, 2016
There has been quite a response to my comment in the last blog on planning a technology-focused track at our October B2B Marketing Forum. Thanks for your inputs. I am glad you are looking forward to it. I have the luxury of being able to invite many different experts to the Forum, not just the B2B […]
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Look Forward To The B2B Marketing Forum In October

Peter O'Neill February 29, 2016
For the past six years, Forrester has held its Sales Enablement Forum for B2B marketing professionals in March, the first two years in San Francisco and then down in Scottsdale (see here for my debrief from the successful 2015 event). I've already had a few calls and emails asking me about this year’s Forum: What is […]
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Content Marketing Rules, But We Should Not Call It “Marketing Content”

Peter O'Neill December 10, 2015
At Forrester, Research Directors do many things around the research process. We help analysts to establish a research agenda and keep them current for the next 12 months – we negotiate the report outlines, edit the drafts, and share the research and reports around other parts of Forrester to ensure consistency. Then, we often create […]
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Vendors: Take Advantage Of European Marketers’ High Propensity To Buy Technology

Peter O'Neill November 27, 2015
Wake up, B2B marketing and sales enablement automation vendors — especially those of you in North America. Many of you have not yet seriously set up shop in Europe because you consider firms there to be late adopters of marketing and sales automation. Well, they are perhaps late from your point of view, but they […]
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B2B Marketing Professionals — Prepare For 2016 By Considering These Predictions

Peter O'Neill November 16, 2015
The B2B marketing research team has just published its 2016 predictions report, outlining four shifts that B2B marketing professionals can expect by December 31 of next year. This report is aligned with and part of a series of Forrester predictions reports — each discussing the effects on specific roles in a company, but all part […]
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