buyer engagement

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

Laura Ramos December 7, 2018

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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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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Back2Basics: Sharing B2B Marketing Best Practices With Mark Eardley Of Marklives.com

Laura Ramos April 10, 2018

Earlier this year, Forrester’s South African PR team approached me with an opportunity to share a bit of our B2B thought leadership worldwide.  Mark Eardley, Johannesburg-based author and a regular column contributor to Marklives.com, came across our team’s predictions for 2018.  He was delighted to find a kindred-spirit in heralding a revival and reawakening in B2B […]

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Luxury Brands Must Act Or Be Digitally Disenfranchised From Savvy Luxury Consumers

Michelle Beeson September 29, 2017

Luxury consumers around the world are embracing new technology and adding these digital touchpoints – including, of course, their smartphones – into their shopping behaviors. But overall, luxury brands have been far too slow to respond to their customers’ rising digital expectations. Luxury brands, tier one through to aspirational, are now scrambling to bolster their […]

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Channeling My Inner Millennial

Mary Shea March 31, 2017

As a very late Boomer or — as The New York Times columnist Richard Pérez-Peña likes to call us — a Boomer reboot, I find that I have Millennials on my mind all the time! I’m not on social networks for 3 hours a day; I’m just an avid user. I sleep with my smart […]

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B2B Buyers Make The Case For Better Marketing And Sales Alignment

Mary Shea January 6, 2017

Are your marketing and sales teams caught in that endless loop of finger pointing? B2B sellers who complain about lead quality/quantity and marketers who criticize sellers for poor follow up? After years of acknowledging their issues with each other, many B2B marketing and sales teams continue to be at odds. Just “google” marketing and sales […]

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Change Is Afoot For The Modern B2B Seller

Mary Shea March 7, 2016

Everybody is telling us this: Today's modern B2B buyer is soooo empowered! Well, that’s because they can use digital and mobile channels to get access to competitive, pricing, reference and other information they need. Not only that, they even prefer to transact anywhere, anytime, and anyhow they want. So, the pressure is on for sales […]

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Survive Or Thrive: Which Will B2B Marketers Do In The Age Of The Customer?

Laura Ramos September 8, 2015

Earlier this year Forrester analyzed recent economic and survey data and reviewed the practices of over a dozen companies that have made customer-focused transformations. We found that customers are now more mobile, consume more reviews, and buy more online than ever before.  So do B2B buyers.  Business buying habits have followed closely in the footsteps […]

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How To Win Funding For CX In B2B – 4 Steps To Building A Burning Platform To Spark Action

Maxie Schmidt July 24, 2015

Are you working as a CX pro in a B2B company? And do you find it challenging to make the case for your CX program? You are not alone. In fact, many CX pros in B2B companies we spoke with struggled to get funding for their efforts –because they can't isolate the role of CX […]

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Despite Modern Marketing Improvements, Sales Alignment Challenges Persist

Laura Ramos June 11, 2015

C'mon, admit it. How many times have you heard this?: "We generate a ton of leads for sales, and they barely follow-up on any of them." "Leads? You call those leads? Send us better leads so we CAN follow-up…" Despite advances in marketing automation and an increased focus on accountability, the old sales-marketing divide is […]

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Myth Busting 101: Insights IntoThe B2B Buyer Journey

Lori Wizdo May 25, 2015

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?  […]

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B2B Buyer Journey Map Basics

Lori Wizdo May 25, 2015

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. […]

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Storytelling: The Key To Connecting With Business Buyers

Laura Ramos November 26, 2014

It's the Thanksgiving holiday here in the US tomorrow. Soon we will gather around the table with family and friends to feast and give thanks for our many blessings and the things we most appreciate in life. If your home is anything like mine, it's also a time when we get together to share stories, […]

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Why Don’t Buyers Want To Meet With Your Salespeople?

Mark Lindwall September 29, 2014

Recently, I spoke with the CEO of a company who grumbled about the dozens of calls he receives from salespeople each week that land in his voicemail. He told me, “They clearly don’t even understand what business we’re in” and “They should know that their subject was for a person three layers below me.” When […]

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Beware The "Buyers Already Know What They Want" Myth

Mark Lindwall March 20, 2014

A new and pernicious myth as taken hold in many B2B Sales and Marketing organizations.  The myth – that buyers are 60-70% of the way through their buying cycle before they talk with a salesperson – is an intentional fallacy based on a false generalization that “buyers” means “all buyers”.  Search the web for phrases […]

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Can Regulated Industries Thrive In The Age Of The Customer?

Laura Ramos March 10, 2014

In 2010, we entered a new 20-year business cycle where successful companies will be those that better understand and serve increasingly powerful customers. But what happens when government authorities with very specific rules about how companies communicate with customers regulate these interactions?   Wealth management, insurance, and pharmaceuticals come to mind as example industries where […]

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Siemens Enterprise Communications Becomes Unify: A Different Story

Forrester October 17, 2013

On October 15, I was invited to the launch of Unify, the new name for Siemens Enterprise Communications. Giving up a heritage stretching back to the age of the telegraph is a courageous move at best. Like some of its peers with a strong history in communications, Siemens Enterprise Communications has been through a tough […]

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B2B Marketers Have A Blind Spot: The Buyer Journey

Forrester July 26, 2012

Last month, I was immersed in face-to-face dialogue with senior B2B marketing leaders from well-known companies who were attending Forrester Forums and FLB events, and one thing was blatantly clear. These leaders are so focused on their initiatives, campaigns, and programs that they have lost sight of the thing that matters most: the customer. In […]

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