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

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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

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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.

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Deploy AI in B2B Sales

CEB IT

AI technology has become a companion for our daily life with one notable exception: The B2B sales organization. B2B sales especially could benefit tremendously from AI support.”. Gartner predicts that by 2020, 30% of all B2B companies will employ some kind of AI to augment at least one of their primary sales processes. AI for sales is still in its infancy, but B2B CIOs should start their path now and adapt as new trends and technologies arise,” Hansen says. “If

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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.

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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.

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“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

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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.

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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.

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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.

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Predictions 2019: B2B Marketing And Sales — Mission Possible

Forrester IT

B2B marketing customer experience customer journey customer journey mapping predictions 2019

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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?

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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.

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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

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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

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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.

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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.”

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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

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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

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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 […].

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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.

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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.

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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

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Mobile Highly Relevant to B2B Customers

Perficient - Digital Transformation

We commonly think that B2B customers don’t really need mobile. After all, most B2B sales are highly driven by actual sales people, with web sites supporting them through content like white papers, product information, etc. Mobile influence on B2B.

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What CIOs Can Learn from Fleetwood Mac about Marketing

Forrester IT

B2B B2B marketing chief information officer (CIO) chief marketing officer (CMO) demand planning integrated marketing (cross-channel) marketing & strategy marketing technology technologyHere at Forrester, we love all things music.

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Salesforce Nicely Rounds Out Its B2B CRM With CloudCraze

Forrester IT

On March 12, Salesforce announced its intent to acquire CloudCraze, a B2B eCommerce application. This savvy and long-anticipated move nicely rounds out its broad CRM portfolio and supports B2B customers through their engagement journey. This eCommerce application is a fundamentally different one than Salesforce’s B2C eCommerce acquisition of Demandware. This is because B2C engagement is […]. CRM applications customer engagement customer experience ecommerce

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Inaugural B2B IT Forum Tackles Cloud Security

The Investing Edge

That was very much the case Tuesday when we held our inaugural B2B IT Forum at the Microsoft NERD Center. Cloud Business Services Events Security & Compliance B2B IT Forum cloud cloud security CloudLock ContentRaven Copiun Enterprise IT NERD Center

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Tier It Up: A Winning Strategy For Customer Success Management Programs

Forrester IT

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?

Announcing the October B2B IT Forum on the Internet of Things

The Investing Edge

Our next B2B IT Forum on Tuesday, October 14, 2014 will outline the current state of the IoT market and will discuss the near-term opportunities for innovative companies to embrace IoT across various industry segments. Please register to attend the B2B IT Forum here: [link].

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B2B IT Forum: How the Cloud Enables Legacy Market Disruption

The Investing Edge

Cloud Business Services Events B2B IT Forum cloud cloud security Executives from Hailo, Invaluable, CustomMade and HubCast shared stories and insight regarding how their companies are transforming legacy markets.

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Get Sirius About Customer Engagement Marketing

Forrester IT

age of the customer B2B marketing customer experience B2B Marketing customer engagement marketing Customer Experience (CX In 2003, Fred Reichheld, who was by then a partner at Bain & Company, introduced a way of measuring how well an organization treats its customers.

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The Analytics Opportunity For Marketing And Sales Alignment: An Encore Presentation

Forrester IT

Lack of alignment really does continue to plague B2B sales and marketing organizations. My hypothesis: B2B marketers and sales can use a […]. I’m bringing this topic to the top of your inbox, so to speak, but not (just) because I’m self-promotional.

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Next B2B IT Forum – The Shift to the Cloud: Disrupting Legacy Industries

The Investing Edge

For those curious about how leveraging the cloud could transform their industry, we will host our fifth B2B IT Forum, “ The Shift to the Cloud: Disrupting Legacy Industries ” on Wednesday, February 26 at the Royal Sonesta Hotel in Cambridge, Mass.

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Next B2B IT Forum – Data Analytics: Making It Real

The Investing Edge

For those companies grappling with embracing a more data-driven philosophy, we will host our fourth B2B IT Forum, “ Data Analytics: Making It Real ” on Monday, September 23 at the Royal Sonesta Hotel in Cambridge, Mass.

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6 Metrics That Matter For B2B Marketers And 6 Bonus Fun Facts

Forrester IT

In 2017, 92% of global B2B marketing decision makers said that improving the ROI of marketing or effectiveness of marketing would be among their top marketing initiatives over the 12 months that followed. Turns out this was a bit of a pickle, because 77% of the same group of respondents said that lacking the ability […

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