Forrester

For Sales Enablement Professionals

Report:The Emergence Of The Digital Marketing Service Provider

Tech Marketers Have A New Buyer And Channel To Consider

Businesses engaged in digital marketing will seek a new generation of service provider — one that combines technology competence with marketing strategy and digital creativity. These providers...

• Downloads: 818

For Sales Enablement Professionals

Report:Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans

Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to...

• Downloads: 887

For Sales Enablement Professionals

Report:European Tech Marketing Is Different: Here's How

Forrester's Marketing Flywheel Shows Other Priorities For European Marketers

Tech marketers are modifying their vision of the role of marketing in their companies: from a provider of prospect names and product messages to a strategic resource that, like a flywheel, fuels and...

• Downloads: 329

For Sales Enablement Professionals

Tool:The Social Technographics® Of BT Buyers Over The Past Three Years

For Sales Enablement Professionals

Report:Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

Executive Overview: The Lead-To-Revenue Playbook

In 2010, Forrester introduced the term "lead-to-revenue management" (L2RM) to categorize a set of integrated processes, goals, and metrics that frame marketing practices from lead generation to sales...

• Downloads: 173

For Sales Enablement Professionals

Report:The Skills And Structures For L2R Success

Organization: The Lead-To-Revenue Playbook

B2B marketers are adopting the lead-to-revenue (L2R) concept to ensure that revenue goals are met on time by optimizing the balance among lead value, velocity, and volumes, as well as ensuring that...

• Downloads: 126

For Sales Enablement Professionals

Tool:The Components Of Each Social Technographics Ladder Rung

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: 194
• Comments: 2

For Sales Enablement Professionals

Tool:Focus On The Department Leading Your Buying Center

For Sales Enablement Professionals

Report:Content Marketing Is A Key Differentiator For Tech Marketers

Create Marketing Content To Guide Customers Through Their Buying Process

The business technology evaluation and purchasing process is now more than ever controlled by the customer, not the seller. Critical to that process is content that the buyer finds, that the marketer...

• Downloads: 683

For Sales Enablement Professionals

Report:The Case For B2B Customer Experience Programs Is Revenue Generation And Renewal

But Marketing Cannot Take On This Issue Alone

Research conducted over the past years indicates that B2B customers perceive their experiences to be worse than those delivered by bottom-of-the-barrel consumer industries such as TV service...

• Downloads: 178

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 Sales Enablement Professionals

Report:Business Technology Buyers' Social Media Behaviors Are Evolving

B2B Tech Marketers Must Understand The Details If They Want To Be Engaged

As IT decision-makers become more experienced in their use of social media for work purposes and the underlying technologies begin to mature, usage patterns have shifted. IT decision-makers are no...

• Downloads: 444
• Rating:

For Sales Enablement Professionals

Report:European B2B Marketers Will Invest In Automation In 2013

Local Vendors Continue To Innovate

Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

• Downloads: 101
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For Sales Enablement Professionals

Report:BT Social Technographics® 2011: Age Matters

Social Media Preferences Vary Significantly Among Age Groups

Forrester has analyzed data from the Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers by age group to examine a common assumption: Most of the...

• Downloads: 440
• Comments: 1
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For Sales Enablement Professionals

Report:European Tech Marketing Continues To Be Different

This is a deep-dive data update to last year's report, "European Tech Marketing Is Different: Here's How," based on Forrester's Q4 2011 B2B Marketing Organizations And Investments Survey. Most of the...

• Downloads: 33

For Sales Enablement Professionals

Report:Use Field Marketing To Align Marketing Content With International Customer Needs

Tech Vendors That Sell Globally Tend To Market And Localize Centrally

Tech marketing executives are struggling to strike a balance between the control they need to communicate a consistent brand promise and deliver a consistent brand experience while also being...

• Downloads: 199
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For Sales Enablement Professionals

Report:Effective Channel Mapping Will Optimize Your Partner Portfolio Performance

Introducing Forrester's Partner Profile Modeling Method For Channel Marketers

In Forrester's Q4 2009 North American B2B Marketing Organizations Online Survey, 19% of tech vendors report that spending on channel enablement and management will increase in 2010. Even so, only...

• Downloads: 382

For Sales Enablement Professionals

Report:Content Management Process And Organization Capabilities Assessment

B2B marketers realize that delivering an effective content marketing strategy is now a critical differentiation imperative as they align with the customer life cycle. Review the criteria and answer...

• Downloads: 35

For Sales Enablement Professionals

Report:Assessing Your Content Management Processes And Organization

B2B marketers across all industries are investing more into creating digital content to generate new business opportunities, nurture existing sales or marketing leads, and to encourage deeper...

• Downloads: 417
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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:European Tech Buyers Continue To Consume Digital Content Socially

The 2012 B2B Social Technographics® Of European Buyers

Technology buying is a highly considered, collaborative process, and one ideally suited for social interactions. To see how emerging digital media affects the process, Forrester surveys technology...

• Downloads: 138
• Comments: 2
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For Sales Enablement Professionals

Tool:2011 BT Social Technographics By Age Group

For Sales Enablement Professionals

Report:Channel Models In The Era Of Cloud

Channel Partners Expect A Share Of The Cloud

To identify channel partners' plans, readiness, barriers, and needs as cloud technologies emerge, Forrester Research joined with Outsource Channel Executives (OCE) to survey distributors, value-added...

• Downloads: 1287

For Sales Enablement Professionals

Report:Empowered Users Will Change How Business Software Is Served

An Empowered Report: Lessons For Tech Marketers From The IT Management Software Market

The face of business software applications is changing dramatically as new-generation users drive for a Web 2.0 intuitive user interface. User expectations with respect to service will also be...

• Downloads: 566