I am writing this blog from a country club in beautiful (albeit rainy) Virginia. It seems like yesterday when I was in warm LA for the Forrester Marketing Leadership Forum. What a difference a week makes! Our sales enablement and tech marketing teams have a 3-day offsite here to dive very deep into our clients' problems and how Forrester can help solve them. In order to tackle these problems, we must start with the critical step of understanding everything we can about our customers. For example, Forrester has surveyed business technology buyers over the past 4 years to gather data on their on line behaviors. This data is commonly known as Forrester's Social Technographics™ ladder. This intelligence is priceless to our Forrester clients, who more often than not are skeptical with regards to B2B buyers' use of social media. There is a general perception that social media primarily applies to consumers, not B2B buyers. Well, if you still don't believe that B2B tech buyers use social for work purposes, think again! I created an infographic to show that B2B buyers continue to engage online for work purposes and in more ways than you may think. They are commenting on your products, creating video, writing blogs, and posting status updates. And this just scratches the surface!
I am embarrassed to admit that I have lived in the California Bay Area for 18 years and have yet to venture outside of the Los Angeles airport. Some have told me that I "am not missing much," yet others are surprised...as if one is never truly a "Californian" unless you have been to LA for a visit. Well...this year will be my first official visit "in" LA...and excited that the reason for breaking my 18-year streak is Forrester's 2012 Marketing Leadership Forum! My Tech Marketing (i.e., "Travis Martin") colleagues and I have a very energetic, interactive, and fun session in store for you. Join us to learn how to improve your marketing strategies by using "journey marketing" to engage with your customers. Peter Burris and Chris Kelley will kick off our TM track session on April 18 with "Driving Revenue With Journey Marketing." I will follow Chris and Peter with "Getting From Good To Great: How To Create A Winning Social Marketing Strategy." On day two, Lori Wizdo is presenting: "Engage Customers With Lead Nurturing" and Peter O'Neill and Tim Harmon close our TM track session with "Marketing To Customer Value."