B2B Buyers Make The Case For Better Marketing And Sales Alignment

Mary Shea

 

Are your marketing and sales teams caught in that endless loop of finger pointing? B2B sellers who complain about lead quality/quantity and marketers who criticize sellers for poor follow up? After years of acknowledging their issues with each other, many B2B marketing and sales teams continue to be at odds. Just “google” marketing and sales relationships and see what you find. I did and I surfaced 98 million results! Titles such as: “The Rocky Road Between Sales and Marketing” and “How to Survive a Soured Sales and Marketing Relationship” show the dissonance and drama still very much in play.

Five years into the age of the customer and the modern B2B buyer has high expectations. They’re more knowledgeable, independent and self-directed than ever. They no longer rely on your sales people for product, pricing and other information. And they don’t want to be told what they already know. As I explore in our recently published report, B2B Buyers Mandate A New Charter For Marketing And Sales, the empowered B2B buyer is neither concerned with how your organization is structured and who’s responsible for the content on your website, nor are they interested in talking to a sales rep simply because they downloaded a white paper. Your buyers want contextual interactions with both human and digital assets across a holistic but non-linear journey. And, by in large, they want their experiences with sales people to be high value or frictionless. Think of a 2 or 5-star hotel experience – each has its merits - but 3 and 4-star hotels often disappoint.

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Speed Dating In Miami — Or What I Learned At The Forrester B2B Marketing Forum

Steven Casey

Now that I’m back from Forrester's B2B Marketing Forum in Miami last week, I thought I’d share a few observations. This was my second Forrester event as an analyst, but my first at a B2B Marketing Forum. 

It’s worth noting that my perspective as an analyst is completely different from that of an attendee, because so much of our time is consumed by one-on-one meetings. This means that I didn’t see much of the mainstage proceedings other than the first-day opening and part of one presentation over a hurried lunch on the second day.

If you’ve never been, a big part of the value of Forrester's events for attendees is these one-on-ones, which provide various opportunities: to sit down across the table from analysts with whom you may speak regularly but have never met face-to-face, to make first-time introductions, or to simply reconnect with old friends. The one-on-ones are set up speed-dating style — 20-minute conversations scheduled on the half-hour, starting at breakfast and stretching throughout both days of the conference. And maybe I’m bad at time management or just get caught up in interesting conversations, but just about all of my meetings ran into each other. So it was a whirlwind experience, exciting and exhausting at the same time.

I did my best to take notes, and here’s a few of the major themes I observed, based on my interactions with dozens of B2B marketers throughout the entire event:

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Start Making Sense: The 17 Most Important Technologies For B2B Marketers

Steven Casey

We've all seen the ubiquitous martech slides: Thousands of company logos crammed into a single graphic that is both useless and illuminating. Useless as any sort of planning or evaluation tool — but also illuminating because it shows what we all know to be true from first-hand experience: The B2B marketing tech landscape is confusing and getting worse every day.

To help B2B marketers make smart technology choices in the midst of such chaos, Forrester has just published the TechRadar™: B2B Marketing Technologies, Q3 2016. In this report, we evaluate the current state and future potential of the business value provided by 17 distinct technology categories, after surveying dozens of vendors and end users and consulting with the entire roster of analysts on the Forrester B2B marketing team.

In surveying the B2B marketing technology landscape, we uncovered a few noteworthy trends:

  • The technologies that drive customer acquisition and retention are thriving.
  • Social has become a tactic for all functions, but ROI is proving elusive.
  • Early adopters see long-term potential in sales optimization.
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