Five Ways To Plan For B2B Journey Mapping Success

Forrester IT

As advisors to B2B CX and Marketing Leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys”. age of the customer B2B B2B marketing customer experience measurement customer journey mapping employee journey

B2B 610

WATCH: How Marketplaces Are Disrupting B2B Tech Buying And Selling

Forrester IT

But growing frustration with outdated sales processes (and channels) and shifting buyer preferences are creating a perfect storm for B2B marketplaces to come into their own and disrupt large […]. The idea of online marketplaces is not new. Especially on the consumer front.

B2B 195

Welcome to the B2B Marketing Renaissance

Forrester IT

A long time ago, Peter Drucker, a man who BusinessWeek once called the father of business management, wrote: Even though this was written a long time ago, it was still a few years before I embarked on my long career as a B2B marketer. B2B B2B marketing

B2B 212

After A First Date, Would Your B2B Website Get A Second?

Forrester IT

More than 500 B2B marketers told Forrester their company’s website is the most effective demand generation tactic for building awareness and increasing consideration.[i] B2B marketing content marketing customer experience B2B B2B Marketing

B2B 213

Hotel Chains Demonstrate Common B2B eCommerce Website Blunders

Forrester IT

B2B eCommerce sites should help business shoppers balance price with value, which is a nuanced combination of many factors, not a series of binary choices. Why do hotel web sites fail to support business travellers' customer journeys, in both the digital and physical sense?

Hotels 182

How To Become Self-Aware of your B2B eCommerce Digital Maturity

Forrester IT

The B2B C-suite is demanding you accelerate your digital transformation. age of the customer agile commerce B2B B2B ecommerce customer experience maturity digital transformationNearly half of businesses are digital beginners. The other half are eating their lunch.

B2B 204

The Importance Of Defining Event ROI In The B2B Marketing Mix

Forrester IT

B2B marketing customer experience strategy B2B Marketing Customer Experience (CX) digital transformation MarTech“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

B2B 210

Create More Video To Engage Your B2B Buyers

Forrester IT

B2B buyers are wired to deal with visual information and to remember stories. age of the customer B2B marketing sales video & teleconferencing laura ramos Nick Barber online video platforms technology videoIf a picture is worth 1,000 words, then what is a video worth? 100,000?

B2B 214

Use Direct Mail To Get The Attention Of Your Digital-First B2B Buyers

Forrester IT

account-based marketing (ABM) B2B B2B marketing digital marketing B2B Marketing MarketingWhen 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.

B2B 223

Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Forrester IT

B2B B2B marketing customer advocacy B2B Marketing social mediaInfluencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous.

B2B 203

Shopify Buys Handshake To Boost B2B Commerce Chops

Forrester IT

Shopify is widely known as a B2C/DTC platform, and its Shopify Plus offering is aimed at a B2B audience. Handshake brings Shopify a more advanced set of B2B capabilities. Handshake was listed in “The Forrester Wave™: B2B Commerce Suites For Midsize […].

B2B 175

The B2B Analytics Portfolio: Untapped Competencies To Develop Now

Forrester IT

analytics applications B2B B2B insightsThis past year, I attended Forrester’s Data Strategy & Insights 2018 Forum. As I sat down to breakfast on the first day, I joined two attendees from a multinational package delivery and supply chain management company.

B2B 193

First Forrester New Wave™ On B2B CDPs Sets The Bar For An Emerging Market

Forrester IT

B2B marketing customer data customer insights data management B2B Marketing customer data platform data and analyticsWoohoo!

B2B 184

Define Your Payment Strategy For B2B eCommerce In China

Forrester IT

As the world’s largest eCommerce market, China appeals to global B2C and B2B brands alike. But China’s B2B eCommerce market is not as mature as the consumer space, and neither is its B2B payment.

B2B 224

The Future Of B2B Mobile Enterprise Services

Forrester IT

Business-to-business (B2B) ecosystems facilitate the continuous exchange of information and collaboration. Mobility will be a central enabler for these B2B digital ecosystems. Read more Categories: #B2B. B2B customer experience.

B2B 198

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

Forrester IT

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. B2B marketing buyer engagement content marketing B2B B2B Marketing content strategy

B2B 174

DiscoverOrg Shakes Up B2B Data Provider Market With Acquisition Of ZoomInfo

Forrester IT

B2B marketing data provider DiscoverOrg announced on February 4th that the company is buying ZoomInfo. B2B B2B marketing customer data data servicesOur snap analysis is this is a smart move that shakes up the market and bolsters DiscoverOrg’s position in it.

B2B 190

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

Forrester IT

B2B B2B marketing sales sales enablement B2B Marketing GDPRThe European Union’s General Data Protection Regulation (GDPR) went into effect on May 25, 2018.

B2B 198

Call For Participation: B2B Measurement and Analytics Providers

Forrester IT

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?

B2B 138

Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Forrester IT

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.

B2B 210

Predictions 2019: B2B Marketing And Sales — Mission Possible

Forrester IT

B2B marketing customer experience customer journey customer journey mapping predictions 2019

B2B 195

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

Forrester IT

B2B marketing customer journey customer journey mapping customer life cycle marketing methods B2B B2B Marketing customer advocacy customer experience customer marketing customer obsession post-salePersonas 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.

B2B 157

Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Forrester IT

age of the customer B2B marketing content marketing digital marketing B2B B2B Marketing customer experience customer obsession differentiation Marketing strategic messaging

B2B 145

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

Forrester IT

account-based marketing (ABM) B2B marketing customer data data insights data management data quality & data governance analytics B2B Marketing big data digital strategy

B2B 160

The GDPR and The B2B Marketer: Ready or Not, Here I Come

Forrester IT

The deadline for compliance with the GDPR is May 25, 2018, but the preparations of many B2B marketers range from nonchalant to indifferent. In our research interviews and inquiries about the GDPR, we find that many B2B marketers don’t think the regulation is a relevant concern because they think the GDPR doesn’t apply to business […]. B2B B2B marketing GDPR

B2B 138

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

Forrester IT

B2B marketing customer advocacy customer communication customer experience customer experience management customer experience strategy customer lifetime value (CLV) customer relationship management (CRM) B2B Marketing customer marketing“Say, Tom, let me whitewash a little.”

B2B 163

B2B Marketers Need To Establish Process Rigor (Without The Mortis)

Forrester IT

age of the customer B2B B2B Marketing Marketing Process I had the pleasure of collaborating with fellow Forrester analysts, Jessie Lui and Ryan Skinner, on the subject of marketing process – one of the lynchpin competencies in Forrester’s Marketing Innovation Playbook.

B2B 131

Trust Must Be The Foundation Of Your B2B Digital Ecosystem

Forrester IT

As the foundation of your B2B digital ecosystem, trust has a significant impact on your bottom line as: Read more Categories: B2B. B2B CIO culture digital ecosystems identities trust values

B2B 184

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

Forrester IT

Earlier this year, Forrester’s South African PR team approached me with an opportunity to share a bit of our B2B thought leadership worldwide. He was delighted to find a kindred-spirit in heralding a revival and reawakening in B2B […].

B2B 130

A Just-Published Forrester Wave™ Proves That B2B Commerce Suites Have All Grown Up

Forrester IT

We’ve just published “The Forrester Wave™: B2B Commerce Suites, Q3 2018,” and B2B companies, you’re in luck — you now have a viable list of options with a focus on B2B.

B2B 113

Introducing the B2B IT Forum

The Investing Edge

To fill this unmet need, we are hosting a new series of meet-ups we call the B2B IT Forum , with the inaugural event taking place on June 26 th. Each B2B IT Forum will focus on a core enterprise IT topic: security, social media, mobility, big data, etc.

B2B 205

My Sort-Of-Fictional-But-Really-Based-On-Reality Conversations With B2B Marketers About Insights

Forrester IT

B2B marketing marketing & strategy marketing measurement marketing metrics marketing technology

B2B 176

CX Execs Rise To Power Across B2C And B2B Industries

Forrester IT

Unprecedented Growth Chief customer officers and chief experience officers were once a small community of visionaries and practitioners pioneering customer experience (CX) across industries.

B2C 201

Mobilized Employees Engage Buyers With A Trusted Voice

Forrester IT

Employees’ Advocacy Boosts Your Content And Customer Interactions While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information.

Mobile 141

Does ABM Help Produce Better Revenue Results?

Forrester IT

In September 2016, Forrester’s B2B Marketing and Sales research team published our first series of reports about account-based marketing. In November, we predicted that ABM would help boost B2B marketers’ customer obsession. B2B marketing ABM Account-based marketing B2B Marketing

B2B 188