L2RM Automation Is Powering A B2B Marketing Transformation

Lori Wizdo

Forrester just published The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016.  Our research uncovered a robust market in which Act-On, Adobe, IBM, Marketo, and Oracle lead the pack; bpm'online, HubSpot, Salesforce, and Salesfusion offer competitive options; and CallidusCloud and Right On Interactive are Contenders.  Forrester’s Wave ™ process is comprehensive (we evaluated the products across 36 different criteria); rigorous (the process comprises executive briefings, detailed product review and demo, all validated with customer references); and completely transparent (each criteria is graded on a 0-5 scale with the scale explanation openly published).  There’s no hiding in the Forrester Wave ™ process – for the vendor, or for the analyst.  As the lead analyst on this research I want to thank the marketing and product marketing teams of the vendors who participated in the Wave research process.  

Our last Forrester Wave ™ analysis on L2RM platforms was published in 2014 and we found significant differences in:

  • Practitioner motivation: 
    B2B marketers are moving beyond revenue performance to life-cycle customer engagement
  • Platform maturity:
    Support for advanced B2B marketing practice is the differentiator with marketing practitioners looking for their marketing operating system.
  • Marketplace adoption: 
    There’s a lot of runway in the L2RM Platform Market.
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Three Ways That Retailers Can Step Their Game Up In 2017

This year has been no picnic for retailers. With Thanksgiving weekend upon us, many retailers are in the throes of the holidays and are doing all they can to achieve a strong finish to a bumpy, even bewildering, year. Retailers now must deliver rich, personalized customer experiences to win the customer loyalty battle for two key reasons:

  • Consumers are still cautious…:Almost 10 years after the last financial crisis, the national unemployment rate is low, gas prices are down, and real income is up – but continued tempered spending shows that consumers aren’t taking anything for granted. Economic and political turmoil globally isn’t helping, nor is uncertainty about the implications of Brexit and the U.S. elections.
  • …But they’re also empowered:Owning multiple connected devices is increasingly the norm in the U.S., so it’s not surprising that 42% of U.S. online adults are researching products via online customer reviews weekly if not daily– double the activity just two years earlier. In an era of “anywhere, anytime” commerce, consumers are actively using their smartphones not just on the go, but even in the store itself. And while they may be fiscally skittish, we’ve found that consumers today are willing to try new things faster than in the past.  
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SapientRazorfish...a necessary consolidation and harbinger of things to come

Sarah Sikowitz

This post is co-authored by Anjali Yakkundi, senior analyst at Forrester

Two years ago, we published our take on Publicis Groupe’s acquisition of then independent, digital powerhouse, Sapient. In that report, we predicted that it would be difficult to integrate the capabilities and culture of Sapient with existing Publicis agencies Razorfish and DigitasLBi to drive value for clients. 

We were right, it was difficult.  Clients struggled to find clear points of differentiation between the firms, which often competed against one another for new business. Revenue suffered. Meanwhile, consultancies like Accenture Interactive and Deloitte Digital continued to move into digital agency territory.

And now, two years later, Publicis Groupe is merging SapientNitro and Razorfish to form SapientRazorfish. The new entity will sit under Publicis Groupe’s digital arm, Publicis.Sapient and will begin fully operating in the new model on January 2, 2017.

This merger is smart because it:

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Call For Marketers In China – Join Forrester’s 2016 Global Mobile Executive Survey

Xiaofeng Wang

Forrester’s 2016 Global Mobile Executive Survey is open, and we are calling for marketers in China. If you’re a marketer who is involved in mobile consumer initiative in China, please take this opportunity to provide your perspective.

My colleagues Julie AskThomas Husson and Jeniffer Wise are collecting responses from marketers in the US and Europe. If you want to understand the role that mobile is playing in various organizations in different regions, what their objectives are, how they measure the success of their mobile initiatives, and a lot more, you just have to share with us your own perspective and we will aggregate the answers.

For your efforts, we will share a free copy of the survey results.

Click HERE to start the questionnaire.

If you’re not familiar with your company’s mobile consumer approach, please forward this survey to the relevant colleagues who are in charge of defining or implementing your mobile consumer approach.

The survey takes about 20 minutes to complete.

The survey will be live until November 29, 2016.

Responses will be kept strictly confidential and published only in an aggregated and anonymous manner.

Needless to say, we will filter responses and exclude irrelevant answers as well as answers from vendors or consulting organizations.

This Black Friday, Should I Stay Or Should I Go?

Dipanjan Chatterjee

Black Friday approaches. I should be breathless with anticipation. You see, I’m a brand strategist. To me, the prospect of millions of people reveling in thousands of brands and turning the bottom line from red to black is brand nirvana. It’s like Christmas came early. Which it does, in a way, on Black Friday.

Yet, the tendrils of self-doubt infiltrate my exuberance. Must a weekend so treasured for time spent with friends and family be ruined by being pepper-sprayed at Walmart, by being gored in the Pamplona bull run down the aisles at Best Buy to save 50 bucks on a TV I don’t need? Do we really need to spend any more time glued to our devices buying more clutter?

Maybe you feel this way, and maybe you don’t. But you would expect brands to be cheerleaders for Black Friday, right? Wrong.

Black Friday 2011: Patagonia buys a full-page ad in the New York Times and instructs readers not to buy its jackets. That’s right, they pay good money to tell folks not to buy their stuff. Citing the “astonishing” environmental cost of making jackets, they encourage people to reuse and recycle. Fast forward to Black Friday 2016. This year, Patagonia is donating 100% of Black Friday sales to grass roots organizations "working to create positive change for the planet in their own backyards."  Yes, you did read that correctly. 100%. And sales, not profit.  

Black Friday, 2015: REI decides to remain closed that day and give all its employees a paid day off. No, their P&L does not self-combust. Instead, they choose to close shop again for Black Friday 2016. REI’s CEO says that this “reinforces both REI’s culture with employees and the message that resonates with the company’s core customer base.” About 2 million people plan to #OptOutside with REI.

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Marketers, You’re Also Culpable In Facebook's Metrics Mess

Jessica Liu

Yesterday Facebook blogged "An Update on Metrics and Reporting" to inform marketers that several of their organic metrics were misreported including organic reach, time spent on Instant Articles, and follower count. This follows Facebook's revelatory September announcement that their video metrics contained a discrepancy and were over-reported.

The industry was outraged. But who’s really at fault here? Tina Moffett and I break it down like Judge Judy.

For The Defense: Facebook

How long did it take TV to standardize measurement? The social media industry is young and a fast-changing work in progress. Lest we forget, Facebook is only 12 years old and started as a platform for people; metrics was the furthest thing from their minds. But, it’s now the biggest social network serving people, brands, and publishers and is constantly having to prove value to all three. We would be surprised if Facebook was not screwing up along the way. To build their platform, Facebook will continue to mess up and correct, mess up and correct. Instead, let's focus on how Facebook's metrics woes will impact their relationship with marketers (and agencies):

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The Threat (And Opportunities) Facing Banks Today

Victor Milligan
Banks serve as the bedrock of the economy, and that bedrock is changing. These changes represent a direct attack against the current banking business model and associated P&Ls. Our Empowered Customer and North America Consumer Technographics data tells us:
 
  • Only 50% of bank customers are willing to keep their existing level of business with their bank.
  • Only 59% of bank customers are willing to purchase additional products or services, meaning 41% are not.
  • Almost 50% of Progressive Pioneers – the most progressive of our five customer segments representing 25% of consumers in 2016 – indicate they are likely to switch banks in the next year.
  • 21% of Progressive Pioneers have closed a bank account in the past 3 years.
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BC & DR Pros, We Need Your Help!

Stephanie Balaouras

Each year, Forrester Research and the Disaster Recovery Journal team up to launch a study examining the state of business resiliency. Each year, we focus on a particular resiliency domain: IT disaster recovery, business continuity, or overall enterprise risk management. The studies provide BC pros, DR pros, and other risk managers an understanding of how they compare to the overall industry and to their peers. While each organization is unique, it's helpful to see where the industry is trending, and I’ve found that peer comparisons are always helpful when you need to understand if you’re in line with industry best practices and/or you need to convince skeptical executives change is necessary.

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IoT Software Platform Wave Evaluation Helps Firms Navigate The Complex Solution Landscape

Michele Pelino

As businesses pursue digital initiatives, I&O execs must assist their line-of-business colleagues with addressing software, security, data, and business analytics integration complexity associated with deploying these IoT solutions. Digital opportunities to use IoT include:

  • Building connected products. Product manufacturers are creating smart, connected products to differentiate their offerings and generate new revenue streams as well as ecosystems for other partners to participate in and create their own value.
  • Transforming operational processes. Businesses across many vertical markets are using IoT-enabled use cases to transform supply chain processes, enhance inventory management and operational processes, and track and monitor asset performance
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The Data Digest: For Men And Women's Clothing Purchases, Timing Is Everything

Anjali Lai

Here in Boston, we are at a precious moment in the year: The early onset of cool, dark evenings sets the stage for the imminent holiday season — but doesn’t eclipse the warmth of the autumn sun quite yet. As the seasons change, we have a few rare days of mild weather that I can’t pass up, so, like my fellow city-dwellers, I make a little extra time to walk and window-shop.

Except — I hardly ever return with empty hands. Especially when I spot a sale at my favorite clothing retailer, it doesn’t take long before my intended walk turns into a shopping spree. Fortunately, our data shows that I’m not the only one who falls for the spontaneous clothing purchase. Forrester’s Consumer Technographics® data reveals that women in particular buy apparel on impulse:

In fact, our data shows that 43% of women don’t research clothing at all prior to making a purchase, compared with only 36% of men. And those women who do research apparel predominantly count the in-store browsing experience as their product research, while men often use both online and offline tools.

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