Marketing Mondays: December 31st, 2012

 

Hello Fellow B2B Marketers, Marketing Mondays is a weekly blog post highlighting our ongoing research focused on B2B revenue acceleration, as well as an exclusive look into what outputs you can expect in the coming weeks. Kick off your week here every Monday to get a burst of support for your professional success.

Today is fitting for our 2012 Year-In-Review edition of Marketing Monday. While we are researching the challenges that will seed the content you will see in the New Year, I thought it would be valuable to take a moment to recognize some of the very best content and ideas from the past year (that will still be relevant in 2013 and beyond). Without further ado, here are our greatest hits of 2012:

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Accelerating Revenue In A Changed Economy: Scottsdale AZ March 4-5

 

We are all facing some stiff and common head winds to achieving our companies' revenue goals in 2013.  Not the least of which is that the economy has reset itself into a "do-more-with-less" state. At the Forrester Forum in March, our growing community of leaders and teams will tackle head on the core challenges to revenue acceleration including:

  • How do we overcome repeated cross-selling disappointments?
  • Our funnel fall out is out of control, how do we increase the odds of some new business actually closing?
  • Channel disruption is on the rise, what is our path to greater loyalty? 
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Sale Enablement Forum 2013: March 4-5th Scottsdale AZ

We are all facing some stiff and common head winds to achieving our companies' revenue goals in 2013.  Not the least of which is that the economy has reset itself into a "do-more-with-less" state. At the Forrester Forum in March, our growing community of sales enablement leaders and teams will tackle head on the core challenges to revenue acceleration including:

  • How do we overcome repeated cross-selling disappointments?
  • Our funnel fallout is out of control, how do we increase the odds of some new business actually closing?
  • Channel disruption is on the rise, what is our path to greater loyalty? 
  • Our market research is overwhelming in volume, how do we tease out the buyer insight sales people can use?
  • Our collateral is grossly underused in the field, how do we redesign something more useful?
  • Our sales force is so uneven in its performance, how do we develop our folks to be more consistently effective?
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Tech Marketing Mondays (or close enough): December 26th, 2012

 

Hello Fellow B2B Marketers, Marketing Monday (or a bit later on a holiday week) is a regular blog post highlighting our ongoing research focused on B2B revenue acceleration, as well as an exclusive look into what outputs you can expect soon. Kick off your week here to get a burst of support for your professional success.

Tis’ the season to look back on where you excelled during 2012, and forward to some things in your business to improve upon in the New Year. Whether you want to place a renewed focus on yourcustomer experience, you want to draw inspiration from some of the leaders in social strategy, or you are a B2B marketing professional focused on driving revenue (that should apply to all of our readers), Forrester has you covered. And because your competitors and your customers are more informed than ever, we aim to give you the leg up you will need to make 2013 a banner year for your company.

Graphic of the Week: Customer Experience Management (CXM) Solutions Will Emerge From The Convergence Of Many Solution Categories

 

August 10, 2011 “The Emergence Of Customer Experience Management Solutions” Forrester report.

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Oracle Acquires Eloqua: A Quick Take on What it Means

Oracle announced today that it will acquire Eloqua, a SaaS marketing automation provider. Oracle’s stated motives address, head-on, the zeitgeist facing the 21st century marketer.   Today’s buyer definitely controls the buying process more than today’s seller controls the selling process. Digitally active and socially connected, buyers demand consistent, seamless, and seemingly sentient engagement across multiple (online, offline, digital, physical, social) channels and touch points.  I agree with the assessment of my colleague Rob Brosnan, in his blog that this is a move that has large ramifications for the future of all customer relationship marketers and marketing vendors. In this blog, I wanted to ponder some of the near term implications, the WIM – What it Means – as we like to say at Forrester, especially for the B-2-B marketer.  I see some clear winners, but it gets a little hazy after that.

Winner: Oracle

Oracle presented a grand vision -- a comprehensive customer experience cloud that enables business to create an integrated, end-to-end process of marketing, sales, service, and support with the goal of delivering a delightful customer experience.  Oracle made a big bold move to deliver on that vision. They have picked up a company with a robust product, happy customers, and (arguably) the best brand in the B2B marketing automation space.  For B2B marketers, Oracle is now the first vendor to actually have a shot at providing a unified automation platform for the end-to-end lead to revenue process. 

Winner: Eloqua

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Our B2B Marketing Tactics Survey On Revenue Acceleration Has Several Surprises

 

This month, we have been studying the returns from our Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey of more than 328 B2B demand management marketers in the US and Western Europe. We asked a total of 34 questions, covering the revenue acceleration tactics that marketers deploy and in which lead-to-revenue process phase; how effective these tactics were in terms of conversion rates across the L2R processing; and several other questions about resources. We also asked about their progress in adopting various systems of marketing automation software. Lori Wizdo presented some of this data in her Webinar on November 20which Forrester clients can replay. Data highlights and curiosities include:

·  US marketers prefer tradeshow and print. US-based companies have a 50% larger allocation on this spend item compared with European companies. They also  allocate 30% more for print advertising.

·  Top-performing marketers spend differently. Companies with better-than-planned revenue growth, or where marketing contributed more than 50% to the sales funnel, mixed the 16 possible tactics differently, with the biggest differences in their usage of trade shows, SEO, and social marketing for lead origination.

·  B2B marketers prefer to create their own content, mostly for lead nurturing. Even more, the data shows them stuck in the product marketing comfort zone, and their marketing content fails to deliver at all in the awareness phase.

·  Email campaigns can work, if done well.We asked if they “send out individualized mails based upon prospect-specific data and behavior.” While 30% said yes to this, among the top performers, it was 48%.

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Marketing Mondays: December 17th, 2012

 

Hello Fellow B2B Marketers, welcome to the first entry of Marketing Mondays, a weekly blog post highlighting our ongoing research focused on B2B revenue acceleration, as well as an exclusive look into what outputs you can expect in the coming weeks. Kick off your week here every Monday to get a burst of support for your professional success.

The last days of December are busy ones for us here at Forrester. We are not only producing about a dozen reports before the new year and hosting a number of webinars, we are also planning a burst of fresh content to help you thrive in the new year. Our B2B Marketing Tactics and Benchmarks survey, which is recently back from the field, will act as the foundation for much of our first quarter 2013 content. Lori Wizdo provides a general introduction to the findings in her webinar 2013 B2B Marketing Mix Planning Guidance, and over the next couple weeks check back for Peter O'Neill’s analysis of content marketing in the report “B2B Marketers Prefer To Create Their Own Content And Mostly For Lead Nurturing” and Zachary Reiss-Davis’ report on Event Marketing Swag.

Graphic of the Week:  A Results Chain Approach Pinpoints The Key Actions That Drive L2RM Outcomes

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Groundswell B2B Awards

One of the most enjoyable tasks as a Forrester analyst is reviewing all of the Groundswell awards submissions. And we know many of you also look forward to seeing the innovative approaches that other B2B companies use to listen to and engage with customers. This year, we received 45 entries and we judged submissions across seven categories: Listening, Talking, Energizing, Spreading, Supporting, Embracing, and Mobile. 

Earlier in November, we announced the winners and then presented a Webinar to Forrester clients where we discussed the awards process, criteria, highlights, and named all the winners. And we described why they won their awards as well as featuring many other entries that we thought warranted an honorable mention.

Download this podcast to hear more from Kim Celestre, Zachary Reiss-Davis, and myself about the Groundswell B2B Awards (it runs for around 45 minutes):

https://s3.amazonaws.com/ForresterTechnoPolitics/webinar_110812_oneill_celestre_reiss.mp3

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Our Upcoming Forum On Revenue Acceleration Touches Sales, Marketing And Channel

My colleagues and I (Peter O’Neill here) have been busy here at Forrester putting together the agenda for our next Forum which is in Scottsdale, Arizona, on March 4, 2013 under the title “Accelerating Revenue In A Changed Economy.” Now, achieving that objective requires contributions from many different parts of a B2B enterprise – it is more than a sales enablement topic. So we have gathered together a strong team of analysts from across Forrester to work on content and invite leading practitioners who they work with to provide insights and to advise members on these three B2B functions:

·  The sales and marketing teams that support the direct sales organization that must be empowered and enabled to grow their assigned accounts

·  The marketers in the demand-generation group who must power up their revenue management processes, find new logos and generate new business (see previous blog)

·  The channel management team which needs to orchestrate and manage the partner community to win their loyalty and business.     

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