Posted by Bradford Holmes on December 17, 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
From the Lead-To-Revenue Management Playbook
November, 2012 “Pinpoint The Actions And Outcomes That Elevate Leads To Revenue” Forrester Report
Forrester packages much of its research into actionable series called Playbooks. Kim Celestre’s B2B Online Communities Playbook is now live and delivers the framework and advice needed to transform your community to achieve one of four discrete strategies. The Channel Partner Loyalty Playbook is set to go live this month and much of it is available now.Read the Executive Overview for a high-level summary of the Playbook, then read on for the vision, business case, assessment, road map, organization, and performance management modules. Congratulations to Tim Harmon and Jonathan Silber on their first Playbook. And for insights into lead-to-revenue management, look to the most recent work of Lori Wizdo and Peter O'Neill. Over the next couple months they’ll be publishing several reports that will comprise the Lead-To Revenue Management Playbook, set to be fully live in Q1 2013. Already, you can compare your existing lead-to-revenue processes against those of your peers in the report The State Of Lead-To-Revenue Management, or read Pinpoint The Actions And Outcomes That Elevate Leads To Revenue and Using A Results Chain To Model Your Lead-To-Revenue Process for guides on establishing best practice lead-to-revenue processes.
Our analysts regularly host live webinars to offer our clients an engaging, interactive look into their research. Some of the prominent recent and upcoming webinars include:
Thursday, December 6, 2012
Wednesday, December 12, 2012
Tuesday, December 18, 2012
There are many ways to access our analysts’ expertise beyond reports and webinars. December has seen several additions to the Technology Marketing Professionals blog, including Peter O’Neill’s preview of our upcoming Sales Enablement Forum and Zachary Reiss-Davis’ post on the importance of engaging key influencers in the social space. Also, be sure to follow our analysts on Twitter for 24/7 musings and insights.
Tweets of the Week:
"Listen to podcast on 2012 B2B Groundswell Awards with @KCelestre
@ZacharyRD PodCast "
"iOS app update descriptive text is marketing content; too many
companies don't spend time on it. Exception: @Yelp
Funny & helpful"
Check back next week for the link to the Channel Partners Loyalty Playbook, as well as a spotlight on Peter O’Neill’s research on the importance of the customer experience in B2B relationships.
If you wish to learn more about a topic, please schedule an inquiry by visiting the respective analyst’s homepage. Also, explore the linked content on this and Marketing Monday post or scan our Planned Research to keep track of all the content being published over the next few months.
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Forrester's Forum For Sales Enablement Professionals
March 2-3, 2015