Forrester

For Sales Enablement Professionals

Report:The Lead-Nurturing Payoff For The Tech Industry

Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing program...

• Downloads: 577

For Sales Enablement Professionals

Report:Channel Partners' Needs In The Era Of Cloud

Financing, Marketing, And Collaboration Top Their Wish Lists

Channel partners are afflicted with "cloud identity disorder" — the symptomatology of which is characterized by confusion and fear about their place in the cloud computing demand chain and...

• Downloads: 718

For Marketing Leadership Professionals

Report:Is Mobile Right For B2B Marketing?

Although B2B marketers have been historically cautious of emerging media channels, 45% of B2B marketers believe that mobile marketing's effectiveness will increase in upcoming years. As B2B marketers...

• Downloads: 581

For Sales Enablement Professionals

Report:B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

Effective content marketing is now critical to B2B marketers' success because useful content accelerates potential buyers along their journey. That usefulness is predicated on the content being...

• Downloads: 196
• Comments: 2

For Sales Enablement Professionals

Report:The Importance Of True International Marketing Content

Tech vendors are likely underperforming in international markets because their central marketing teams do not successfully integrate inputs from their field marketing colleagues about local market...

• Downloads: 44

For CIO Professionals

Report:Globally Competitive Markets Demand Businesses Collaborate Beyond The Firewall

For businesses to remain competitive, they must enable their workers to draw ideas and labor from parties both inside and outside of the company. Employees charged with developing and marketing...

• Downloads: 234

For Sales Enablement Professionals

Report:To Build Tech Biz Dev Anew

"Business Development" Doesn't Equate To "Partnering"

The business development (biz dev) function in the tech industry is essentially broken. Most tech companies have allowed biz dev to diminish into little more than a partnering function. Although...

• Downloads: 182

For Sales Enablement Professionals

Report:Tech Distribution Changes In A Cloudy Industry

Channel Marketers That Understand The Changes Will Develop Best Practices

Our recent channel survey included 19 firms that indicated their "primary function" was technology distribution. Like other channel partners, distributors are realizing that their business models...

• Downloads: 514

For Sales Enablement Professionals

Report:Marketing IT Services To SMBs

Assessments, Audits, And Strategy Consulting Drive Technology Adoption

Customer spending on IT services will grow dramatically over the next five years, and that includes small and medium-size businesses (SMBs), particularly medium-size businesses. As SMBs' IT spending...

• Downloads: 863

For CMO Professionals

Report:Case Study: Caterpillar Aligns Business And IT To Build Customer Value And Power Growth

Caterpillar has encountered a dramatic shift in the buying process as its customers move to digital channels to learn about and support construction equipment. While reinforcing its traditional...

• Downloads: 273

For Application Development & Delivery Professionals

Report:The Evolution Of Integration Alternatives

This presentation provides some perspective on how integration tools have evolved over the past few years, resulting in significant functional overlap in many cases. It explains the simultaneous...

• Downloads: 54

For Sales Enablement Professionals

Report:Top-Performing Tech Marketers Use Webinars As A Portal To The Buyer's Journey

Webinars Can Impact The Awareness Phase Even More Than Product Selection

Webinars are now a favored communications vehicle for tech marketers. The most successful tech marketers do more than just "create webinars" and demonstrate products; they position these events in...

• Downloads: 356

For Application Development & Delivery Professionals

Report:Tech Marketers Pursue Antiquated Marketing Strategies

Other Industries Have Moved Beyond Product Marketing And Lead Generation

Compared with other industries, B2B technology industry companies treat marketing as an opportunity to sell new products and services to new customers. For these vendors, the product is the axis...

• Downloads: 521

For CMO Professionals

Report:Make B2B Marketing Thrive In The Age Of The Customer

Empowered buyers, disruptive digital innovations, and removal of global and traditional boundaries erase traditional types of competitive advantage. We are now in an era in which competition comes...

• Downloads: 83

For CMO Professionals

Report:Drivers Of B2B Marketing Organizational Design

How B2B CMOs Can Determine When To Put Resources Closer To Customers

When thinking about how to organize their marketing departments, business-to-business (B2B) CMOs face constant tension regarding the decision to put marketing resources closer to the customers and...

• Downloads: 496
• Rating:

For Sales Enablement Professionals

Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

Processes: The Lead-To-Revenue Playbook

Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

• Downloads: 256
• Comments: 1
• Rating:

For Marketing Leadership Professionals

Report:Market Overview: 2011 Social Media Platforms For B2B Tech Marketing

Despite A Dynamic Landscape And Confusing Buzzwords, B2B Tech Marketers Can Select The Platforms That Best Meet Their Needs

The large and diverse ecosystem of social media platform technologies is undergoing rapid change. As customer needs and technologies evolve, suppliers are feverishly consolidating, integrating, and...

• Downloads: 1326

For Marketing Leadership Professionals

Report:Spotlight On Award-Winning Communities

Processes: The B2B Online Community Playbook

This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather they...

• Downloads: 493

For CMO Professionals

Report:B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the...

• Downloads: 870

For CMO Professionals

Report:Thought Leadership: The Next Wave Of Differentiation In B2B Marketing

Introducing Forrester's IDEA Framework For Thought Leadership Marketing

From medical devices to heavy equipment, business-to-business (B2B) marketers need to position their firms as thought leaders on the issues their buyers face. But most firms don't have a process or...

• Downloads: 1445
• Rating:

For Marketing Leadership Professionals

Report:2013 Planning Brief: Listen To Customers, Engage With Influencers

How To Build A B2B Influencer Engagement Initiative

As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. B2B social marketers have begun to move beyond reactive responses to...

• Downloads: 262
• Rating:

For Marketing Leadership Professionals

Report:2012 Social Technographics® Of Your B2B Community Prospects

Landscape: The B2B Online Community Playbook

B2B marketers have the difficult task of reaching multiple individuals at different seniority levels and roles across a company in order to influence a technology purchase decision. In addition,...

• Downloads: 408
• Comments: 4
• Rating:

For Marketing Leadership Professionals

Report:The B2B Interactive Brand Ecosystem

Align Your Interactive Brand Ecosystem To The Customer Life Cycle

B2B interactive marketers' isolated experiments in emerging channels like social media and mobile marketing are often disconnected from bread-and-butter sales support and lead generation efforts. But...

• Downloads: 540
• Rating:

For Application Development & Delivery Professionals

Report:Integration Competency Centers Help Large Enterprises Solve Integration Complexity

Integration competency centers (ICCs) have proven to be key catalysts for integration project success, and IT organizations are deploying them in growing numbers. However, the size and mission of the...

• Downloads: 364

For Marketing Leadership Professionals

Report:iPad Challengers Have Flawed Product Strategies

Android Tablets Are Poised To Fail; Amazon.com Could Topple The Apple Cart

With Android smartphone sales surging, it's easy to think that Android-based devices will be the foil to the Apple iPad in the tablet market. But that's not what we see: Miscalculations in pricing...

• Downloads: 894