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“Crap” Content Continues To Describe B2B Marketing — Don’t Let It Describe Yours

Laura Ramos 3 days ago

In 2013, Doug Kessler and the crew at Velocity Partners published “Crap: the single biggest threat to B2B content marketing” — a work of thought leadership genius that I still tell marketers to read today. In just 50 PowerPoint slides, Velocity Partners explains why the current deluge of marketing “content” won’t serve buyers and what you […]

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Video: 2019 Research Themes (And A Few Resolutions)

Allison Snow November 27, 2018

Like most people, I consider November a good time to start thinking about the clean slate that a new year brings. There is lots of room to reflect on one year and get ready for the next one with a bit more, well, “resolve,” so to speak. I’ll be an all-around better person, for sure — […]

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Predictions 2019: B2B Marketing And Sales — Mission Possible

Caroline Robertson November 8, 2018

Many attendees of our B2B Marketing 2018 Forum remarked how the energy was high and the focus was driven — the marketing and sales leaders who joined us in Austin were on a mission to overdeliver on business expectations for their practice and figure out how to manage the conflicting priorities that 31% of respondents to […]

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Predictions 2019: Brand Commands Renewed CMO Attention

Keith Johnston November 5, 2018

Customer experience (CX) was at the forefront of CMOs’ minds in 2018. They shifted ad budgets (under siege thanks to trust and transparency issues) to even more technology and CX initiatives. Good news: The focus is creating more emotionally resonant and useful brand experiences such as Disney’s MagicBand. Bad news: The competitive advantage these experiences […]

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Partner Relationship Management (PRM) Comes Of Age

Jay McBain November 2, 2018

Maturing Into A Horizontal Channel Management Platform Aligned With CRM and Marketing Automation Channel and alliance leaders are known to be good jugglers. With the average partner program containing over 90 distinct components, encouraging channel growth while mediating conflict is a complex undertaking. Partner relationship management (PRM) connects the dots between partner planning, recruitment, onboarding, […]

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Join Us At CX Europe 2018 For Insights Into Customer Understanding And Other Key CX Priorities

David Truog November 1, 2018

Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]

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What's At The End Of The B2B Buyer's Journey? Advocacy!

Laura Ramos October 11, 2018

Personas and journey maps have become key tools for the modern marketer. As my colleague Lori Wizdo expertly explains: It is the job of marketing to guide the buyer through the buying journey. Becoming a journey marketer is essential in this digital age. (Lori can help you get there — check out her workshop at our upcoming […]

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How To Get Your Customers To Do Your Selling For You (Previewing Our B2B Forum)

Laura Ramos September 29, 2018

“Say, Tom, let me whitewash a little.” “No — no — I reckon it wouldn’t hardly do, Ben. You see, Aunt Polly’s awful particular about this fence . . . it’s got to be done very careful; I reckon there ain’t one boy in a thousand, maybe two thousand, that can do it the way it’s got […]

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Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition

Lori Wizdo September 21, 2018

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 […]

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Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Mary Shea September 10, 2018

  Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous. As a result, the practice regularly receives negative coverage for short-term-oriented, poorly executed B2C campaigns where consumer brands pay vapid lifestyle influencers outrageous sums in exchange for questionable ROI. There’s no doubt that […]

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The Key To Marketing And Sales Alignment? The Customer

Lori Wizdo September 4, 2018

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 […]

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The GDPR And The B2B Seller: Keep Calm And Sell On

Mary Shea August 27, 2018

The European Union’s General Data Protection Regulation (GDPR) went into effect on May 25, 2018. It’s been a few months, and the repercussions are yet to be fully realized, leaving practitioners anxious and wondering if they have fully prepared. So far, GDPR compliance efforts have largely targeted customer data management, digital marketing, and security. However, […]

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Five Ways To Plan For B2B Journey Mapping Success

Su Doyle August 14, 2018

Journey mapping can be an energizing and eye-opening exercise in customer empathy. As advisors to B2B CX and marketing leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys.” The most common question we receive from executives is, “How do I ensure the journey mapping process is actionable and aligned […]

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ABM's Next Chapter: Account-Based Engagement

Laura Ramos July 10, 2018

Can we address the elephant in the room? Account-based marketing (ABM) is not just about marketing. It’s about accounts — and how to win, serve, and retain them better than your competition. In our new research on the state of ABM, we found that B2B marketers are enjoying more measurable, substantial results from their account-based efforts this […]

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ABM's Next Chapter: Account-Based Engagement

Laura Ramos July 10, 2018

Can we address the elephant in the room? Account-based marketing (ABM) is not just about marketing. It’s about accounts — and how to win, serve, and retain them better than your competition. In our new research on the state of ABM, we found that B2B marketers are enjoying more measurable, substantial results from their account-based efforts this […]

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Are You Modernizing Your B2B Go-To-Market Strategies?

Laura Ramos June 14, 2018

Last week, I had the opportunity to speak at a dinner event with 20-plus senior marketers and business partners that InsideView sponsored. We wanted to explore how well marketing and sales are facing up to new go-to-market (GTM) challenges associated with buyer behavior change in general, account-based marketing (ABM) specifically. To get the conversation going, […]

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First Forrester New Wave™ On ABM Platforms Sets The Bar For A Dynamic And Growing Market

Steven Casey June 1, 2018

Well, that was interesting! We just published our “The Forrester New Wave™: ABM Platforms, Q2 2018” report, which profiles the 14 most significant vendors in this market: 6sense, Demandbase, Engagio, Jabmo (formerly Azalead), Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminus, Triblio, True Influence, and ZenIQ. Based on our comprehensive criteria, Forrester’s take is […]

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Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Laura Ramos May 16, 2018

“To survive in a world of ‘killer competition,’ you can either distinguish yourself from your competitors or offer the lowest price.” That’s the opinion of Jack Trout, co-author of Positioning: The Battle for Your Mind, late president of Trout & Partners, father of the positioning concept. In this month’s conversation with Johannesburg-based author Mark Eardley, […]

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What Brought Me Back To Forrester: Our Market-Leading Engagement Around Emerging Technologies

James Staten April 30, 2018

It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and market development for Microsoft Azure and Equinix, what brought me back were three things: The value […]

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Global Marketing Automation Spending Will Reach $25 Billion By 2023

Jennifer Adams April 30, 2018

Marketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe. As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast, 2017 To 2023, we expect global spending on […]

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