A worldwide recession and social media have swept up B2B marketers in a perfect storm, tossed between tighter budgets and the demand to do more online without guideposts or established benefits. Opportunities and challenges abound for marketers targeting other businesses through a direct sales force or channel partners. Before 2010 planning -- and the push to pump up the pipeline to make year-end revenue goals -- hit full stride, now is an excellent time to step outside your daily routine, tune up B2B marketing strategy, and learn new best practices.
Sound intriguing? If so, have I got a deal for you! (Oh, c'mon, you suspected a pitch was coming, now didn't you?)
iPhones, DVRs, and navigation guides are thought of as devices for the early adopter. Or at least they used to be. Forrester released the results of its latest annual Consumer Benchmark Data Overview Report, which concludes that the use of digital devices has become a mainstream part of every day life. This finding, which is critical to how companies plan their product and marketing plans for the coming year, holds significant power in terms of where marketers spend their money during the rest of 2009 and into 2010.
This morning my first new document at Forrester went live since 2002. I remember the thrill of having a whole new set of things to talk about at business meetings when those reports came out. Having shed my history as a Telecom and Retail expert, I am now more firmly focused on the issues that face Marketing Leaders, as they try to marry traditional and interactive marketing efforts.
This first report is a quick study on how low consideration brands, like soap, snacks, and sinus meds can be relevant online with some case studies from brands -- like Suave and SunChips