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Headless Commerce And The Horseless Carriage

Joe Cicman August 13, 2019
As with any high-consideration purchase, there’s an expectation of a bedside manner. Buying an eCommerce platform is no exception. But all too often, I hear it feels a lot like this doctor’s visit . . . Nurse tells me you’re losing sleep. The pain in your shoulder is a case of a brachial plexus avulsion. […]
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Current Malpractice Handicaps Social Selling’s Potential

Mary Shea August 5, 2019
We first published research on social selling in 2016, and B2B sellers continue to flock to various networks to interact with their customers and prospects. Social provides the opportunity for authentic connections, mutually beneficial professional relationships, and positive business outcomes for both buyers and sellers. But sellers’ inconsistent and boorish behaviors and a lack of […]
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Follow The ABM Road Map To Recruit The Right Channel Partners

Steven Casey May 23, 2019
As the artificial distinction between account-based marketing (ABM) programs and everything else we do in B2B continues to dissolve, more firms are realizing that they can leverage the same account-centric strategies, tactics, and technologies to improve the performance of every aspect of their businesses. That includes partner marketing programs, which face two significant challenges today. […]
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A Go-To Portfolio Of B2B And B2B2C Insights And Analytics Methods

Allison Snow May 6, 2019
“I’ll beat you with one hand tied behind my back.” While a childish display of confidence, it is the challenge B2B and B2B2C firms wage by not applying analytics to growth and efficiency with equal rigor. For example, this past year, I attended Forrester’s Data Strategy & Insights 2018 Forum. As I sat down to […]
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Boeing Case Reveals That B2Bs Are Not Immune To Volatile Brand Crises

Brigitte Majewski April 22, 2019
Boeing is learning the hard way that B2B companies are no longer immune from brand crises that typically only affected B2C companies subject to empowered customer scrutiny.
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ABM: Flash In The Pan Or Here To Stay?

Steven Casey April 22, 2019
At the SiriusDecisions 2019 Summit on May 5–8 in Austin, Texas, I will join two of my new colleagues from SiriusDecisions, Service Director Matt Senatore and Senior Research Director Bob Peterson, in presenting our POV on the future of account-based marketing (ABM). I have to say that, prior to Forrester’s acquisition of Sirius, I was […]
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PODCAST

B2B Is Also B2P (Business To Person)

What It Means March 28, 2019
The term “business-to-business” can be deceptive: You’re never really selling to a business; you’re selling to people who happen to work at a business. Principal Analyst TJ Keitt explains why this makes B2B CX a crucial consideration.
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Use Direct Mail To Get The Attention Of Your Digital-First B2B Buyers

Steven Casey March 25, 2019
When was the last time you answered a phone call from a phone number you didn’t recognize or opened an email from an unfamiliar sender? Like, never? Same here. The sad truth about most modern marketing tactics is that they’re too cheap and too easy. When anyone can do it, everyone will — which also […]
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What CIOs Can Learn From Fleetwood Mac About Marketing

Caroline Robertson March 5, 2019
Here at Forrester, we love all things music. Each office floor has a different musical theme, and all the rooms are named after popular musicians of the time. It’s not uncommon to have a team meeting in Guns N’ Roses or an afternoon phone call in Jackson Browne. So it seems natural to think of […]
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Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Laura Ramos February 22, 2019
Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships. Before you toss aside some of that abundant advice about personal relationships, […]
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DiscoverOrg Shakes Up B2B Data Provider Market With Acquisition Of ZoomInfo

Steven Casey February 5, 2019
B2B marketing data provider DiscoverOrg announced on February 4 that the company is buying ZoomInfo. Our snap analysis is this is a smart move that shakes up the market and bolsters DiscoverOrg’s position in it. ZoomInfo has successfully leveraged its traditional strength as contact data specialist to build out a comprehensive data-as-a-service platform that now […]
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Welcome To The B2B Marketing Renaissance

Lori Wizdo January 27, 2019
A long time ago, Peter Drucker, a man whom Businessweek once called “the father of business management,” wrote: This was written a long time ago — a few years before I embarked on my long career as a B2B marketer. I can attest that for most of that long career, I didn’t feel like the […]
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Tier It Up: A Winning Strategy For Customer Success Management Programs

Judy Weader November 21, 2018
When my B2B clients on Forrester’s Customer Experience (CX) Council first start considering a customer success management (CSM) program to boost their retention and enrichment, I often hear that initial flash of concern: How do I scale the same CSM practices across my entire book of business? The answer is that the most successful CSM programs use tiered structures that balance people […]
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AI Tech Shines A Path To Empathetic Triggers

Allison Snow November 12, 2018
I’ve always been attracted to the power of empathy. That being said, I’m a longtime fan of “soft” skills — skills that are helpful in relationship-building, making me a better friend and (presumably) a more tolerable colleague. Empathy clearly fits squarely there. But a more savvy marketer? A more insightful executive? A veritable customer whisperer? […]
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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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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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Call For Participation: B2B Measurement And Analytics Providers

Allison Snow May 11, 2018
Are you an analytics platform or service provider serving primarily B2B businesses? Does your product or service help B2B insights professionals measure their results, understand B2B customers, and drive market growth? Well, I need your help to help the buyers that need your products and services. There is a myriad of partner options for B2B insights professionals that […]
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