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

B2B 400

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Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

Forrester IT

To navigate successfully through the cataclysmic changes in B2B buying behaviors accelerated by the coronavirus pandemic, your organization will need to […]. B2B marketing B2B B2B buyer insights B2B Marketing

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B2B Marketing Should Organize Around The Customer In 2020

Forrester IT

The theme of Forrester’s “Predictions 2020: B2B Marketing And Sales” report was “accelerating response to the great expectations for the B2B buying experience.” age of the customer B2B marketing organizational design B2B B2B Marketing Predictions 2020The report made five unique calls; one of them was mine: The number of organizations with audience-based structures will more than double. Since we published the report late last year, I’ve had […].

B2B 273

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Predictions 2020: B2B Marketers Pivot From Products To Experiences

Forrester IT

Learn why experience will be the gift that keeps on giving for B2B marketing and sales. age of the customer B2B marketing prediction promoted

B2B 349

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

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B2B Leaders Will Find CX North America Literally And Virtually Stimulating

Forrester IT

Learn how we'll help firms master B2B customer experience at the CX North America live virtual experience on June 16-18, 2020. Age of the Customer B2B CX B2B marketing customer centricity customer experience customer experience management promoted

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B2B Marketing And Sales: Combat Digital Sameness With Video

Forrester IT

Video has incredible power for B2B marketing and sales to deliver lots of information in a small, engaging package. Join me and my colleague Cheri Keith at TechX for our session, “Switched On: Four Must-Have Video Technologies,” to find out how to supercharge your campaigns.

B2B 361

Empathetic B2B Content During The Pandemic: Client Stories

Forrester IT

B2B marketing B2B Marketing content marketing content strategy thought leadershipTechnology buyers fall into one of three categories in response to the pandemic: Survivors, Adaptors, and Pioneers. As a technology marketer, you cannot operate “marketing as usual” if you want to truly help your customers survive, adapt, or pioneer — and build interest and trust along the way. Forrester Consulting sees our marketing clients taking […].

B2B 211

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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Why B2B Contact and Account Data Management Is Critical to Your ROI

64% of successful data-driven marketers say improving data quality is the most challenging obstacle to achieving success. Given data’s direct impact on marketing campaigns, reporting, and sales follow up, maintaining an accurate and consistent database is a top priority for B2B organizations. This latest eBook aims to help marketing leaders understand the impact of data management on their company’s ROI.

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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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 327

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 397

Behavioral Data Is The Key To Success With AI-Powered B2B Marketing

Forrester IT

B2B marketing’s AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern martech.

B2B 212

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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ABCs of Data Normalization for B2B Marketers

Data normalization. It’s not a far stretch to suggest that the topic isn’t exactly what gets marketers excited in their day-to-day workflow. However, if lead generation, reporting, and measuring ROI is important to your marketing team, then data normalization matters - a lot. In this eBook, we’ll break down the ins and outs of data normalization and review why it’s so critical for your marketing strategies and goals!

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.

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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.

B2B 370

B2B Sellers: Marketplaces Are Here, Are You Ready?

Forrester IT

age of the customer B2B marketing digital business alibaba amazon b2b ecommerce channel sales marketplaces salesforceBusiness-to-business buying and selling is being disrupted the same way consumer models have fundamentally changed over the past decade due to digital transformation.

B2B 278

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 399

Five Essential Pieces of a Prospecting Solution

As organizations chase new revenue targets, B2B sales leaders must examine cutting edge prospecting solutions that proactively help reps identify, connect with, and close qualified buyers faster. This eBook aims to help B2B sales leaders better understand the five essential features your prospecting solution must include.

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 318

Predictions 2020: Ecosystems Are The New Optimizers For B2B Sellers

Forrester IT

Learn what B2B sellers must do to innovate and drive value in 2020. Read our predictions for B2B commerce. age of the customer digital transformation prediction B2B channel sales commerce marketplaces

B2B 232

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 417

What Are The Sustained Implications Of COVID-19? Here’s What Our B2B Marketing And Sales Analysts See

Forrester IT

Age of the Customer Account-based marketing B2B buyer insights channel partners covid-19 customer marketing Marketing Automation sales transformation virtual events

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Forrester Research Report: How Sales and Marketing Intelligence Drive Improved Business Outcomes

In 2019, DiscoverOrg commissioned Forrester Consulting to evaluate sales and marketing intelligence practices in the B2B space. The primary takeaway? Forrester found only 1.2% of companies achieved a score indicating maturity in data management practices. However, organizations are fighting back - and winning.

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

B2B 223

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 339

“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 328

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 371

Buyer’s Checklist: How to Evaluate a B2B Contact Data Provider

Many organizations fail to properly evaluate vendors during the selection process. Download ZoomInfo’s data-driven eBook for guidance on effectively assessing the vendor marketplace. After reading, you’ll gain insight into the following components:

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 353

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 240

Summit 2020: Selling On B2B Marketplaces

Forrester IT

Online marketplaces offer advantages to B2B sellers. Yet success requires a thoughtful approach. Read a few of the key questions to consider in this Forrester SiriusDecisions Summit session preview. Age of the Customer application development & delivery business technology (BT) promoted

B2B 242

Predictions 2019: B2B Marketing And Sales — Mission Possible

Forrester IT

B2B marketing customer experience customer journey customer journey mapping predictions 2019

B2B 357

Pressure Points: How to Ensure Your B2B Pipeline Passes Inspection

This eBook highlights best practices for developing a pipeline management process that helps sales leaders and their team C.L.O.S.E (you’ll see what we mean in this eBook) more revenue through data-driven prospecting, stage analysis, and subsequent sales enablement.

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 391

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 280

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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Take A Look Into The Future Of B2B Buying With Us At Summit 2020

Forrester IT

application development & delivery B2B marketingJoin us to explore the factors driving profound changes in the behavior of modern buyers and their overall expectations for their relationships with organizations.

B2B 232

The 2019 Technographic Data Report for B2B Sales Organizations

In this report, ZoomInfo substantiates the assertion that technographic data is a vital resource for sales teams. In fact, the majority of respondents agree—with 72.3% reporting that technographic data is either somewhat important or very important to their organization. The reason for this is simple—sales teams value technographic data because it makes essential selling activities easier and more efficient.