Deja Vu All Over Again . . .

Wait a minute . . . this all looks very familiar . . . I think I've been here before . . .

After almost three years at Xerox, I returned to Forrester Research in January to resume my quest to remake business-to-business (B2B) marketers and advance their standing in the corporate world. It's great to be back, and while much has changed, still more remains the same.

What's changed are my experiences and views on enterprise marketing. Marketing in a big company can be messy and complicated, often with as many steps forward as backward. But opportunities and resources are abundant, and you get to go places you'll never go in a smaller firm — like into the world of television advertising, corporate sponsorships, and a vast matrixed sales organization specialized by region, industry, and offering. 

I learned important lessons at Xerox, with two that stand out:

  1. Change is a constant, and necessary, part of corporate life.
  2. Brand matters, especially in the ways customers experience it.
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Integrating Social Media Into B2B Marketing Strategies: A (Final) Webinar With Harte-Hanks

Four years ago, I waved good-bye to my Pharma industry research and began writing about B2B marketing best practices, as part of Forrester's marketing and strategy research group headed up by Elana Anderson. Harte-Hanks sponsored my first Webinar in this new role -- called "Improving the Maturity of your Lead Management Process" -- and Elana and I teamed up to present the webcast that aired on June 7, 2006. At that time, my research on lead management best practices was only beginning and social media was an emerging concept that Charlene Li had just started to explore in Forrester's seminal research, the "Social Computing" report. A lot has changed since then.

Through an amazing coincidence, my life as one of Forrester's top B2B marketing analysts begins and ends with Harte-Hanks. Tomorrow, March 30, I will broadcast my last Webinar with Forrester and I am so very pleased to do so with folks at Harte-Hanks who helped me launch this journey.

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2010 B2B Marketing Budgets and Mix Trends Research Published

For three years running, Forrester has teamed with MarketingProfs to survey B2B marketers (in various industries and at different sized firms) to track marketing mix and budget trends. Reviewing the prior survey's results published in April 2009, I expected that the economy -- and burgeoning interest in social media -- would accelerate the shift toward digital channels throughout 2009 to an unprecedented degree.

Reviewing this year's survey results I was surprised that, while B2B marketers experimented enthusiastically with social networking sites (Facebook, LinkedIn) and microblogging (Twitter), social media have yet to create budgetary or business impacts on the marketing mix. (Note: this research looks at firms of 50 employees or more only. The data set includes results from smaller firms as well. Tim Harmon will likely publish on this data.) In fact, most digital media fair equally, and unremarkably, poorly on the list of "what works?" in the marketing mix.

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My Next Chapter In B2B Marketing

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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A Conversation With LoopFuse About The Marketing Automation Market

Since publishing the market overview for the lead management automation space, I have been pleasantly surprised by the number of current and emerging vendors who got in touch wanting to talk further, learn more about my research, and (well, frankly) “influence” the analyst.

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Inside Sales And Telemarketing Help Boost B2B Brands: Really?

First of all, I’d like to extend a big “Thank You” to my readers and followers who responded to an invitation last month to participate in the 2010 B2B Marketing Budgets and Mix survey that Forrester fielded together with MarketingProfs.  Without your responses, the research would not be as broad or relevant — so thank you again! 

After closing the survey and digesting some of the results, I was really surprised by one finding. After reviewing our process and validating the data, my researcher, Zack Reiss-Davis, and I believe that the result is not a technical problem with the survey instrument nor its execution. I decided to share what we found and get your thoughts on why B2B marketers may have answered the question as they did. 

In January 2010, we found that 65% of the 249 B2B marketers we surveyed at firms with 50 or more employees use inside sales/telesales as part of the marketing mix. This percentage is slightly greater, but not dissimilar, to what we found in early 2009 (62% said they use inside sales).

Of the 65% who use inside sales, 34% said they found it “highly effective” for driving brand awareness.   Brand awareness?   Really?!?  That’s on par with webcasts/webinars and the company Web site for effectively building brand, according to the same survey respondents.

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Best Practices For Marketing To Buyers “In The Cloud”

“Cloud computing” is a very hot topic, and like social media, subject to much debate about “what is cloud computing?” and “what does it mean for business?” Simply stated, cloud computing lets your customers and potential buyers take advantage of services and resources delivered as an online utility. Buyers get the benefits of using your technology without worrying about the technical details as much as they would if they implemented software inside their data centers.

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B2B Marketing Mix and Budget Trends Survey: Please Participate!

For the third year, MarketingProfs and Forrester teamed up to author and field a survey that looks at business-to-business marketing mix and budget trends.

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Social Media's Impact on B2B Marketing Budgets?

For the third year, MarketingProfs and Forrester teamed up to author and field a survey that looks at business-to-business marketing mix and budget trends.

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DMA Webinar: Tracking Online Buyer Behavior in B2B

Next week I have the pleasure of speaking to several affiliate groups of the Direct Marketing Association about demand management. Please join me Wednesday, January 13, 2010, for a webinar-based panel discusison about: How to Track a Buyer’s Online Purchase Research Behavior: and then send appropriate messages to influence that buyer’s purchase.

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