Julian Archer

VP, Principal Analyst

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Blog

Applying Campaigns in Global Markets: Four Key Building Blocks

Julian Archer April 28, 2020
  • Many campaigns are conceived and planned by a global team without sufficient consideration of the buyers’ needs in different regions or countries
  • Although the required activities of campaign deployment may be clear, misalignment regarding the allocation of roles and responsibilities can cause frustration
  • The building blocks for campaign success sit in the sequencing of tasks and due consideration of internal company operating models and external market factors
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Blog

Are You Prepared to Be Data-Driven?

Julian Archer April 16, 2020
  • Many organizations talk about being data-driven, but few know what this concept really means
  • A data-driven organization identifies the insights it needs data to inform, effectively manages that data, and empowers its team to use the data
  • Conduct a proficiency assessment to drive capability improvements in insight requirements, data management, and team enablement
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Blog

What Can Customer Data Platforms Do For You?

Julian Archer December 2, 2019
  • Data fuels the marketing engine, but most B2B marketers have low confidence in the quality and reach of their data and data management skills
  • Customer data platforms (CDPs) promise a packaged solution for these critical challenges
  • All data system acquisition decisions must adopt a rigorous evaluation process to ensure investment is justified and will add business value to the overall tech stack
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Blog

Seven Steps to Data Confidence

Julian Archer October 31, 2019
  • Account and contact data confidence is only achievable through governance and individual discipline, which involve irksome, tedious and thankless tasks
  • SiriusDecisions’ seven-step approach gives organizations confidence in an effective marketing data strategy
  • The steps provide a tried and tested approach to data management, clarifying how data should be treated to be the efficient fuel that drives business activity
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Blog

Three Tips for Running a High-Performance B2B Revenue Engine

Julian Archer June 11, 2019
  • A holistic view of the revenue engine aligns the operations team for sales, marketing and customer success
  • By talking less about leads and more about buying groups, marketing teams can finally speak the same language as their sales colleagues
  • Focusing on the revenue engine prompts the sales team to consider the lifecycle of an opportunity – including pre-pipeline opportunity activity
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Blog

Happy Birthday, GDPR – Here’s Your Report Card!

Julian Archer May 24, 2019
  • The General Data Protection Regulation (GDPR) raised the bar on personal data protection and became enforceable on May 25, 2018
  • Companies around the globe adapted data processes to ensure compliance with GDPR, and other jurisdictions are implementing GDPR-like legislation
  • The one-year report card on GDPR can be summarized as “good beginning, but we need to see continued follow-through”
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Blog

Forty Percent of Budget Spend and You Still Can’t Measure Event Success?

Julian Archer March 11, 2019
  • Executives are demanding proof of ROI due to the significant cost required to execute in-person events
  • Marketers provide a credible account of an event’s total value by connecting measurement fundamentals to event goals
  • Different metrics may be required to produce relevant event reports that are tailored to different audiences
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Blog

Completeness of Contact Data Records: A Two-Layered Approach

Julian Archer December 17, 2018
  • Data acquisition efforts must not operate under the assumption that more names are better; instead, properly assess demand generation requirements
  • Organizations need to assess the viability of existing contact records and their ability to support marketing campaigns
  • SiriusDecisions recommends a two-layered approach to evaluating contact completeness
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Blog

Can I? Can’t I? Demanding Consent for a Marketing Asset

Julian Archer July 30, 2018
  • EU privacy laws have ensured that capturing opt-in consent to receive electronic marketing-oriented communication is top of mind for most B2B organizations
  • Certain prescribed conditions must be met for consent to be compliant
  • Many marketers ask whether it’s permissible to require a data subject to provide consent in exchange for the provision of a marketing asset
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Blog

Consent Capture: Four Categories of In-Person Event Data

Julian Archer July 10, 2018
  • GDPR is now a fact of life, and personal data privacy is not going away
  • Investing in event contact capture capabilities can ensure effective and compliant growth of your company’s contact database
  • Employees from the sales and marketing teams must play an active role in capturing contact consent
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Blog

GDPR Compliance: Data Maintenance

Julian Archer April 17, 2018
  • Many marketing functions are choosing “consent” as their preferred lawful basis for processing personal data under General Data Protection Regulation (GDPR)
  • Companies must adopt steps that allow data stewards to consistently evaluate the current state of the marketing contact database for compliance
  • In preparation for when GDPR is enforced on May 25, activating compliance initiatives to drive consent capture is becoming the norm
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Blog

Summit 2018 Preview: Demand Unit Waterfall®: The Data Model

Julian Archer March 29, 2018
  • The SiriusDecisions Demand Unit Waterfall represents the reality that B2B sales and marketing teams face when promoting and selling their solutions
  • The Demand Unit Waterfall relies on knowing the composition of typical buying groups, and organizations tend to capture that information poorly
  • At this year’s Summit, Julian Archer and John Donlon will present the Demand Unit Waterfall Data Model, which helps organizations structure and capture demand unit data
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Blog

GDPR Compliance Client Snapshot: Data Intake

Julian Archer February 16, 2018
  • Companies have embarked on a journey toward General Data Protection Regulation (GDPR) compliance
  • Most SiriusDecisions clients have reviewed their data intake via a port-of-entry analysis and are taking steps to improve compliant data intake
  • Having a compliance plan is an essential part of GDPR readiness
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Blog

The Five Building Blocks of GDPR Compliance

Julian Archer December 6, 2017
  • The severity, reach and importance of GDPR requires business improvement across five key areas of data lifecycle management
  • The Data Compliance Model allows marketing leaders to understand and consider key elements to drive a compliant marketing engine
  • Having a contact’s permission offers a greater ability to personalize communication and instill contact confidence and trust in the company
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Blog

The Six Factors Driving Corporate and Regional Marketing Alignment

Julian Archer September 29, 2017
  • Tension exists between many corporate and non-corporate teams, both inter-functionally and intra-functionally
  • To make marketing alignment more than a mere wish, marketing leaders should agree to coordinate corporate and regional activity around six key factors
  • Alignment is not static – achieved once, then a permanent fixture; it develops and changes over time
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Blog

Technology Support: Data Privacy Regulation GDPR

Julian Archer August 31, 2017
  • Companies should emphasize that a focus on gaining prospects’ opt-in permissions can fuel business growth
  • The good news is that technology is available to facilitate and enforce compliant data privacy policies
  • Three areas have caught our attention: consent management, data inventory management and preference management
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Blog

Four Golf Shots, Four Approaches to Demand Creation and Engagement

Julian Archer July 19, 2017
  • Companies often struggle to understand how traditional demand creation should be aligned with account-based marketing
  • The SiriusDecisions Demand Spectrum considers account insight, joint marketing and sales participation, and available account-specific customization
  • Evaluate the elements along the demand spectrum to align internally in accordance with the most appropriate demand creation and engagement approach
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Blog

Five Components of an Evolving Preference Management Strategy

Julian Archer June 1, 2017
  • Preference management enables organizations to use data privacy investment to deliver compliance and choice to prospects
  • Integrate consent management and preference management, and connect all programs and prospect touchpoints to the preference center
  • Follow an agreed-upon “evolution” plan as part of a coordinated approach to improved contact engagement
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Blog

To Localize or Not to Localize: That Is the Question

Julian Archer January 9, 2017
  • Balancing the business benefit of localization and the investment required is an age-old conundrum solved by using a disciplined criterion-based scoring system
  • Evaluate elements from two groupings – market factors and company factors – to prioritize monetary and resource investment across applicable markets
  • Individuals in certain countries and industries are more willing than others to communicate in English
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Blog

Tata Communications: Programme of the Year Award Winner at SiriusDecisions EMEA Summit 2016

Julian Archer October 5, 2016
  • Tata Communications recognized that it needed to align marketing and sales to enable a continuous conversation across the buyer’s journey.
  • Tata Communications has witnessed a 32 percent year-on-year growth in pipeline and moved the win rate from 27 percent to 39 percent
  • By moving to focus on sales enablement as well as lead generation, there has been a step change in marketing’s contribution to the business
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