My Next Chapter In B2B Marketing

Laura Ramos

Almost four years ago, I began a new journey at Forrester Research when I agreed to take on the B2B marketing research coverage and practice. The first significant research that I conducted and wrote, “B2B Marketing Needs A Makeover – Now,” looked at the challenges B2B marketers face and how they address these issues through marketing programs and technology investment.  Little did I know that “Makeover” would become the seminal piece of research in a series that extends across those four years and culminates in an upcoming report next week.

Today, it is with a mix of pride, nostalgia, excitement, and deep appreciation that I announce the next step in that B2B marketing journey, which started in 2006 here at Forrester, but extends back more than a decade earlier through various high-technology marketing positions I held prior to becoming an analyst.

At the end of March, I will leave Forrester to become the Vice President of Industry Marketing for Xerox Global Services, North America.

Very simply, I have been helping many clients face down their marketing challenges, adopt new approaches, and improve the reputation and standing of marketing at their firms for some time.  While personally rewarding in so many ways, I longed to return to my roots where I could do more practicing and less preaching. Xerox offers me this opportunity.

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Adobe On Its Way To Being A Role Model For Interactive Marketers

Shar VanBoskirk

I just had a one on one with Adobe CMO, Ann Lewnes, a power house of interactive marketing energy for the combined Adobe/Omniture companies.

In her words, "Adobe's goal is to be the site role model of what the combined Adobe/Omniture suite of products can bring to any marketer's site."

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Looking backward and forward, virtually

Jennifer Belissent, Ph.D.

Train for Success hosted a panel discussion today in Second Life to both look back to 2009 and forward to 2010 and discuss observations and trends in virtual worlds.  The other panelists — Sam Driver of ThinkBalm and Doug Thompson of Remedy Communications — are really the experts on virtual worlds and all that is developing in and around them.  I spoke primarily about the rise of virtual event platforms, which the other panelists referred to as “pseudo 3D” environments.  Despite the denigrating nature of the label, I accepted that the platforms that I have focused on are less rich, and less interactive than Second Life and other “real” virtual worlds.  However, as my previous blog post indicates, that richness comes with a downside.  The barriers to entry are just too high for the use cases that the “pseudo” virtual environments have specialized in.  When using a virtual platform (of any kind) for marketing purposes, targeting a large and diverse audience, the “real” virtual environments just aren’t there yet.

However, I did want to share some of the observations that I made on the panel.  My comments were really based on adoption and use cases for “pseudo” virtual environment as tools for B2B marketers. Looking back at 2009, what did you see as highlights, lowlights, and trends in the virtual platform enterprise market?

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Urgent note to book industry: There's a better way to window eBooks

James McQuivey

Frankly I am surprised that it took this long. But today, we read in the Wall Street Journal that two major publishers have decided to pull a music industry mistake. Simon and Schuster and Hachette Book Group have announced that they will not release most eBook editions until the hardbacks have been on shelves for four months.

And I quote David Young, CEO of Hachette Book Group, whom the article cites as saying: "We're doing this to preserve our industry, I can't sit back and watch years of building authors sold off at bargain-basement prices. It's about the future of the business."

 

Correction: This move is about the past of your business.

 

I'm just being a historian here when I point out that language like "We're doing this to preserve our industry" is a classic symptom of what we at Forrester loving call The Media Meltdown. I wrote a whole report on this ailment and its many symptoms, chief among them is that media businesses attempt to preserve analog business models in the digital economy, even when analog economics no longer apply. This is exactly that scenario.

I have two very important messages to offer the book industry (most all of them clients, so I'm trying to be delicate here, the way a group of friends running an intervention for an alcoholic have to act even if it involves summoning tough love). The first message is the hardest to hear and it will make me some enemies. But the second message offers some hope and I encourage you book types to give it a fair hearing, because I have history and economics on my side. 

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B2B Social Technographics: How Technology Buyers Participate Socially

Laura Ramos

Lauraramos [Posted by Laura Ramos]

On Friday, Forrester published new research on one of the most active groups of people ever seen when it comes to social participation -- buyers of technology products in the business-to-business (B2B) sector.

I teamed up with Oliver Young to write the report, "The Social Technographics of Business Buyers," based on a survey conducted online between December 2008 and January 2009; you can access the full report if you're a Forrester client, or arrange to buy it if you are not. You can also register to download the slides or hear the replay of our Webinar on the topic.

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How Do B2B Buyers Participate Socially?

How To Avoid Becoming Obsolete (Part Final)

Laura Ramos

Lauraramos [Posted by Laura Ramos]

Two things before I start: 1) A big "Thank You' to everyone who commented on my blog posts, emailed me, or spoke to me by phone about the research called "How To Avoid B2B Marketing Obsolescence", and 2) No, I really don't believe B2B marketers will become obsolete.  That was just a title that would get you to read further!

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How Are 2009 Marketing Budgets Shaping Up?

Laura Ramos

Lauraramos [Posted by Laura Ramos]

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Customer Reference Programs Survey Link

Laura Ramos

For those of you frustrated by the survey tool at which I pointed my last post, I would like to apologize for wasting your time and missing the opportunity to engage you when you were most interested.

Merv and I are are providing expertise and contributing the Forrester brand name to the Customer Reference Forum for this survey.  We are not  working directly with the survey execution team. The CRF has been terrific to work with, but I did not check a few of the small details on survey access parameters before posting this and now those details have bitten me as links that don't work or make the survey look closed when it is not.  This is also why I haven't replied in Web 2.0-time to your posts pointing out the problem.

I think the area of research will prove very interesting as we bring it out early next year.  For those of you still willing to participate -- thank you so much for your patience! -- you can find the survey link here.

Again, thanks for your patience and support on this.

Customer Reference Programs: Going Social?

Laura Ramos

Lauraramos [Posted by Laura Ramos]

Great customer references fuel great B2B marketing. But getting customers to testify or submit case studies is challenging. Good references require investment. But how do you keep customers from feeling like shills for their vendor firms? By involving them in communities of like-minded advocates! That is one hypothesis I plan to explore further in 2009 -- investigating the connection between social activity and greater customer advocacy.

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