Forrester

For Marketing Leadership Professionals

Report:How B2B Marketers Use Social Now

Emerging Trends In B2B Social Marketing For 2013

Our data shows that social channels are key to the decision processes of your business-to-business (B2B) customers and prospects, so to avoid falling behind or missing emerging trends, you should...

• Downloads: 97

For CIO Professionals

Report:The Hybrid² Integration Challenge

CIOs Are Juggling Heterogeneous Integration Silos And Cloud Apps

As current application environments get more complex and heterogeneous, the respective data and application logic is spread across a multitude of different environments — both on premises and...

• Downloads: 185
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For Marketing Leadership Professionals

Report:B2B Groundswell Awards For Communities

Learn From The Winners About Best Practices To Emulate

Outstanding business-to-business (B2B) community and social marketers took a variety of approaches to community marketing in Forrester's 2012 B2B Groundswell Awards, and each of them has demonstrated...

• Downloads: 67

For Marketing Leadership Professionals

Report:Align Your B2B Community Marketing With Your Customers' Life Cycle

How, Why, And When Your Buyers Tap Into Communities

Communities provide the interactions and content that buyers seek when they want to discover, explore, and engage with a brand. But business-to-business (B2B) marketers often hesitate to interact...

• Downloads: 109

For eBusiness & Channel Strategy Professionals

Report:The Case For Channel-Shifting Customers Online

Business Case: The B2B eCommerce Playbook

Business-to-business (B2B) companies know they can generate revenue and save money by migrating their offline customers online. The question is, how much and under what circumstances? Forrester...

• Downloads: 178
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For eBusiness & Channel Strategy Professionals

Report:Five Keys To Effective B2B eCommerce

Strategic Plan: The B2B eCommerce Playbook

Building a world-class B2B eCommerce business is a process. It takes time, and it costs money. But whatever process you follow to build your B2B eCommerce business, you will find five key issues...

• Downloads: 177
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For CMO Professionals

Report:Nurture Thought Leadership To Nurture Your Brand

Make Thought Leadership The Tip Of The Content Marketing Spear

Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when marketers publish promotional...

• Downloads: 261
• Comments: 1
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For CIO Professionals

Report:Building Business Network Platforms In The Cloud

Real-Time Sharing And Collaborative Tenancy Challenges Traditional Middleware, Platform, And Integration Vendors

Social networks revolutionized personal computing, allowing people to use PCs to engage with friends and family. However, until now, business collaboration hasn't seen such disruptive innovation....

• Downloads: 162
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For Sales Enablement Professionals

Report:The New Physics Of Lead-To-Revenue Management

Vision: The Lead-To-Revenue Playbook

The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

• Downloads: 176
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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 CIO Professionals

Report:The Coming Integration Of Personal Cloud Services And Enterprise Apps

How Workers' Personal Cloud Services Will Link Into Enterprise Applications

Personal cloud services such as Dropbox and Evernote seem like consumer-focused apps that CIOs should block from authorized workplace use. Currently, many CIOs believe that mobile devices and...

• Downloads: 354
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For Sales Enablement Professionals

Report:Event Marketing Giveaways That Work

Evaluating What Makes Effective Swag

New social and digital marketing tactics receive attention from B2B marketers seeking the "next big thing," and virtual events continue to gain popularity, but traditional events remain very...

• Downloads: 172

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:A Holistic Measurement System Enables Continuous Improvement

Performance Management: The Lead-To-Revenue Playbook

The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But effective performance management of...

• Downloads: 126
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For Sales Enablement Professionals

Report:The 10 Most Innovative Partner Co-Marketing Tactics

Becoming A Trusted Marketing Advisor Requires Focus And Follow-Through

B2B partner marketers are tasked with improving the marketing prowess of their partner communities, but progress has been slow to date. With the rise of social media and avant-garde digital marketing...

• Downloads: 207
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For CMO Professionals

Report:Rethink Marketing In The Buyer's Context

How B2B Marketers Need To Recast Their Approach

Business-to-business (B2B) marketers must face a new reality: Empowered customers are educating themselves through professional and peer-created content that is available online. Many claim to...

• Downloads: 326
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For Sales Enablement Professionals

Report:B2B Marketing Tactics And Results: Channel-Oriented Versus Direct

Channel Ecosystem Entropy Diminishes Results

In this economic climate of scrutinized marketing budgets and demonstrable return on investment (ROI) expectations, business-to-business (B2B) marketers need to make sure that they're doing the right...

• Downloads: 156

For Marketing Leadership Professionals

Report:The SMART Tech Selection Guide For Community Marketers

Tools And Technology: The B2B Online Community Playbook

Many IT managers tell us that marketers seem quick to jump to technology selection without first articulating the business reason for or the organizational impact of those choices. On the other hand,...

• Downloads: 58

For Marketing Leadership Professionals

Report:The ROI Of "Owner" Communities

A Tool To Help You Uncover The Economic Value Of Your Community

Two of the most common questions we receive from B2B marketers are "How do I know if it's worth having a community?" and "How can I prove to my executives that my community is worth their...

• Downloads: 191
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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

Report:Tools For Defining And Documenting L2R Processes

The goal of lead-to-revenue (L2R) process management is not to move hundreds or thousands of "leads" through a process of sequential attrition until tens or hundreds of deals emerge. The goal of the...

• Downloads: 105
• Comments: 2
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For Marketing Leadership Professionals

Report:Role Profile: B2B Online Community Manager

This report is designed to give B2B marketing professionals an introduction to the online community manager role as well as an overview of the general challenges facing an individual in this...

• Downloads: 114
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For Sales Enablement Professionals

Report:Provisional L2RM Process Catalog

This provisional lead-to-revenue process catalog is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Designed to jump-start your own process documentation, it...

• Downloads: 10
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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: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