Campaign Planning And Implementation
Sound marketing campaign planning is the foundation of B2B marketing success. Yet, too often, campaign planning and implementation are driven by short-term pursuits rather than longer-term business objectives. Read our insights to help build buyer-centric campaign strategies that deliver on marketing goals.
Marketing Operations: Hot Topics From B2B Summit EMEA
One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.
The B2B Content Guide: Make Sales Your Ally In Content Marketing
Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.
The B2B Content Guide: High-Performing Campaigns Succeed Across The Buyer Journey
Create an insight-driven B2B content strategy development that aligns to the campaign implementation process. Find out more.
The B2B Content Guide: Buyers Value Diverse Content Sources And Elements
Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.
The B2B Content Guide: The Building Blocks Of Content Strategy
To meet buyer expectations, b2b content must provide the information buyers need at every stage of their purchase journey.
Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Unknown Equals Unused: Fix Findability To Increase Content Usage
Buyers and sellers alike want immediate, relevant content, but often miss valuable but non-standard content that could advance the sale. Marketing and sales enablement can increase content usage by making sure file names convey unique value.
The Six Elements Of A Meaningful Marketing Plan
Without the right inputs, a marketing annual plan may simply be a list of tactics. Learn how to build a plan that drives business value.
Demand Program Plays: Get And Move Buying Group Members Through The Waterfall
Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]
Demand Programs — Using Rules To Design Program Flows
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]
Moving From A Lead-Centric To A Buying-Group Focus Is Key To Demand And ABM Success
As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.
For B2B Marketers, This Is The Next Best Thing To Time Travel
It's impossible to know what the future holds for marketing campaigns in development. But you can course-correct at pivotal points to achieve the results you seek.
The Forrester Campaign Framework
Increase campaign effectiveness and improve integration and alignment throughout the campaign planning process.
Campaign Planning Is Part Of The Budgeting Process — Or, At Least, It Should Be
Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.
Optimising Global Campaigns In The Region
What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.
Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]
Reboot Your Marketing Strategy With Cross-Channel Campaign Management
Done right, CCCM delivers more than outbound campaigns. In this Forrester Wave™, we compare CCCM solutions from enterprise marketing software suite vendors.
Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements
How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?
Don’t Leave Your B2B Marketing Campaigns On Auto-Pilot
From pandemics to local disasters, product innovations to mere budget cuts, it's easy for campaign plans to fall out of synch with their environment. Join us at B2B Summit North America to learn how to stay aligned to market conditions and business priorities.
Get The Content You Need From Global Campaigns
Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.
How The COVID-19 Pandemic Accelerated B2C Buying Trends
A confluence of forces is accelerating change in B2C buying this year. In this episode, VPs Sucharita Kodali and Mary Pilecki discuss the near- and long-term impacts.