Look Forward To The B2B Marketing Forum In October

Peter O'Neill

For the past six years, Forrester has held its Sales Enablement Forum for B2B marketing professionals in March, the first two years in San Francisco and then down in Scottsdale (see here for my debrief from the successful 2015 event). I've already had a few calls and emails asking me about this year’s Forum: What is the agenda? Where and when is it being held?

So, here is a timely reminder that we have reconfigured our events calendar this year and the 2016 B2B Marketing Forum is now scheduled for October 18 and 19 in Miami, Florida. Planning is well underway: We are recruiting guest speakers and planning the track sessions. Without giving too much away, I can report that our current thinking is to set the overall agenda across these five themes:

1.  Go-To-Customer  - How to inform and configure your marketing, channel, content and sales plans so that they are customer obsessed.

2.  Blending Art And Science - Use data to set sales and marketing activity based on the ultimate predictive metric: propensity to buy.

3.  Contact In Context - Use voice-of-the-customer/social listening/predictive analytics to be able to speak to customer issues more directly and authentically.

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The Public Is Still Skeptical Of Federal Digital Customer Experience

Rick Parrish

The White House has been trying to improve the federal digital customer experience (CX) since 2011. But when I published my first report and blog on the topic in 2015, the situation was still dire. A Forrester survey had just shown that, for instance:

  • Only two-fifths of the public agreed that the federal government should focus on offering more digital services.
  • Fewer than a third of Americans wanted federal mobile apps that tailor safety alerts and other government information to the user’s location.
  • Just two-fifths of people were interested in a single-sign-on credential for federal websites.
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The US Presidential Election Is A Lesson In Adapting To Changing Times

Victor Milligan

It is often said that campaigns work in poetry (beautiful language with lofty ideals), but one governs in prose (the pragmatic workings of the day). If we are in a poetic state, this is one strange poem with little rhyme or reason. 

However, there are common threads that are meaningful that tell us something about not only the election but also the business climate.

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The Data Digest: Finance Gets Social

Anjali Lai

There’s little doubt that we are living in a “selfie” culture. The once-mundane activities of exercising at the gym, driving to work, or simply making coffee are now social spectacles that win attention and, in some cases, profit. This impulse to share daily tasks begs us to rethink the meaning of “personal” – and now consumers have even begun to expose sensitive information like their financial behaviors.

Today's channels that bridge social connections are increasingly playing into consumers’ personal financial management tactics. Forrester’s Consumer Technographics® survey data shows that the number of US online adults logging into their financial accounts through social media has more than tripled in the past two years. In fact, more consumers are turning to both social channels and their cameras to forge closer interactions with financial services providers overall:

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Customer Obsession Is An Employee Engagement Strategy, Too

Sam Stern

CX pros: What's better than delivering experiences that delight customers? Doing so, while helping your colleagues feel more engaged with their work. That's a nice thought, and few would dispute the importance of engaging employees to deliver better experiences. In fact, most execs have internalized the ideas laid out more than 20 years ago in the service-profit chain theory, which is that employee satisfaction leads to customer loyalty that in turn leads to profits. So why then, according to Gallup, do employee engagement rates remain stubbornly unchanged year after year? 

Maybe it's because companies haven't offered employees what they want most: purpose in their work, the chance to master new skills, and the autonomy to figure out the best way to work. Those three characteristics show up again and again in academic research studying what makes people engaged or satisfied in their work.

The good news for CX pros is that asking their colleagues to contribute to great CX gives them that sense of purpose, asks them to master new skills, and requires autonomy for employees to respond to customer needs and requests appropriately in the moment. In my recent report, "Customer Obsession Is An Employee Engagement Strategy, Too," I make the case for focusing on improving customer experience delivery as a way to drive greater employee engagement  and all its benefits like higher retention and productivity rates. To do that effectively, though, CX pros must:

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How Big Will eCommerce In Asia Pacific Be In Five Years?

Lily Varon

The answer: In the markets included in our latest Asia Pacific Online Retail Forecast— China, Japan, South Korea, India, and Australia — total online retail revenues will nearly double from $733 billion in 2015 to $1.4 trillion in 2020. For perspective, $1.4 trillion is about the same amount spent online in 2015 in every market that Forrester forecasts across the globe combined. 

In our latest report, Asia Pacific Online Retail Forecast 2015 To 2020, (subscription required) we look at the growth in these markets over the next five years and some of the key trends shaping the development of online retail in each one, including the following:

  • China’s eCommerce market grows despite the economic slowdown. 2015 marked a global eCommerce turning point: China surpassed the US to become the largest eCommerce market in the world, but its economy also dipped below 7% for the first time since 2009. While the days of staggering year over year eCommerce growth in China are behind us, current growth rates are solid and more consistent with other mature markets in the region, like Japan and South Korea.
  • India is the fastest growing eCommerce market in the region, but is not without its obstacles. The smallest eCommerce market in our forecast, India’s online sales will grow by more than five-fold by 2020 as the number of online buyers and per capita online spending increase rapidly. However, in addition to underdeveloped logistics and challenging last-mile connectivity, India's cash-based culture still poses a challenge for eCommerce firms.
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Forrester’s Customer Experience Marketing Summit 2016 In Sydney Is Fast Approaching!

Michael Barnes

 

Six months after our highly successful Summit for Marketing Leaders in Australia, I’m excited to announce that Forrester’s CX Marketing Sydney 2016 event is less than 7 weeks away.

As all organizations operating in Australia understand, the line between brand, marketing, and customer experience (CX) disciplines has blurred as people gain access to companies, services and products on their own terms. How can you thrive in this dynamic environment? Start by effectively coordinating between brand, CX, and marketing teams.  

We’ve filled our agenda with senior CX and Marketing professionals from leading organizations across Australia, and beyond. Key topics they’ll cover include:

  • Driving business results, competitive advantage, and growth by delivering the right customer experience.
  • Identifying the key practices and behaviours that fuel CX innovation.
  • Building and maintaining a brand in a digital world.
  • Instilling an understanding of customer emotions into design experiences and branding strategy.
  • Systematically improving CX through effective measurement.
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Apple Does The Right Thing To Defend Customer Privacy

Fatemeh Khatibloo

By now, most of you have read about Apple's powerful public statement of refusal to comply with a court order compelling the firm to help the FBI gain access to the data stored in the San Bernardino shooter’s iPhone 5. Specifically, the FBI requires Apple’s help disabling the device’s data auto-erase function after 10 incorrect password attempts, and Apple is refusing to modify the software to enable this.

Over the past three years, Apple has hitched its brand wagon to privacy, because the firm believes that a) customers care enough about privacy to vote with their dollars and b) as the steward of people’s most personal, sensitive data, Apple has an obligation to serve their best interests. While this isn’t the first time that Apple has found itself targeted by regulators over privacy, this is the firm’s staunchest defense yet against government intrusion. Forrester believes that, with this move:

  • Apple is putting its money where its mouth is. Until recently, there has been plenty of debate about whether Apple has simply been paying lip service to privacy. But this move — along with its recent shuttering of the iAds business — proves that Apple is making serious product and business model changes in support of user privacy. Tim Cook is holding fast on the line he drew in the sand last year at the EPIC’s (Electronic Privacy Information Center’s) Champions of Freedom event in Washington, DC, where he said:
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Benchmarking Social Marketing Efforts In China In 2015

Xiaofeng Wang

The Chinese social media landscape is unique and evolving rapidly. Since the publication of our first report on benchmarking social marketing in China, marketers have continued to invest in social marketing. My latest report, Benchmarking Social Marketing Efforts In China In 2015, tells how their social marketing efforts now stack up against the competition.

The key findings are:

  • WeChat is marketers’ social darling; LinkedIn is stepping into a market dominated by local players. WeChat has replaced Weibo and dominates both marketers’ adoption and satisfaction: A whopping 92% of the marketers we surveyed use WeChat, and two-thirds report being satisfied or very satisfied with it. And for the first time, a Western social platform is gaining popularity in China; LinkedIn has become an essential platform for social marketers there.
  • Effort and satisfaction vary among four types of social tactics and platforms. Based on marketers’ adoption and satisfaction ratings, we have categorized the social tactics and platforms into four groups: essential, optional, undervalued, and overvalued (see the figure). Focus your efforts on essential ones, such as WeChat, and undervalued ones, such as placing ads in online communities.
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Expectations For Mobile World Congress 2016: Is Mobile Everything?

Jennifer Belissent, Ph.D.

We’re now only a week away from the Mobile World Congress 2016 to be held again in Barcelona.  As the excitement builds and we plan our schedules, it serves us to reflect back on last year’s event and to explore what we expect this year.

Mobile World Congress remains the pre-eminent event of the mobile industry and now one of the largest global events across all industries – a fact which illustrates an ambiguity in the meaning itself of “mobile industry.” Last year, over 94,000 people attended the event – a 10% increase from the 2014 event but a 30% increase over the 2013 event. Interest in “mobile” continues to grow – for now.  But the most interesting stat about past attendees is diversification. Yes, the event continues to draw representatives from mobile operators, device manufacturers, network equipment providers, software vendors, and other usual suspects.  But representation from other industries is growing.  Last year almost ¼ of attendees came from industries other than telecom and technology, including 4% from finance, 3% from government and others from automotive, pharmaceutical, retail, education, and entertainment.  I expect even more diversity this year.

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