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  • Laura Ramos

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  • For B2B Marketing Professionals

    Report

    Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    Reexamine Your Tools And Talent First And Then Your Programs

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics®...

  • For B2B Marketing Professionals

    Report

    Report Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often

    March 15, 2017 | Laura Ramos

    Business-to-business (B2B) marketers are aggressively moving to implement account-based marketing (ABM) and drive successful engagement at the account level. But the hype still confuses many, and...

  • For B2B Marketing Professionals

    Report

    Report Empathetic Content: The Key To Engaging B2B Buyers

    Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers
    March 13, 2017 | Laura Ramos, Jacob Milender

    Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue...

  • For B2B Marketing Professionals

    Report

    Report Increase The Payoff For B2B Events With Digital Immersion

    Four Digital Best Practices Make Events More Contextual And Engaging
    January 4, 2017 | Laura Ramos

    In a post-digital world, business-to-business (B2B) buyers expect fluidity between digital and physical experiences. Representing the largest chunk of the marketing budget, events fail to take full...

  • For B2B Marketing Professionals

    Report

    Report Predictions 2017: ABM Boosts B2B Marketing's Customer Obsession IQ

    A Lifelong Customer Focus Will Move ABM's Impact Beyond Better Sales Alignment
    November 3, 2016 | Laura Ramos

    Account-based marketing (ABM) strategies help business-to-business (B2B) marketers identify prospects with a higher likelihood to buy or better business fit so that they can reallocate budget to...

  • For CMO Professionals

    Report

    Report Predictions 2017: The Post-Digital CMO Appears

    How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year
    October 31, 2016 | Shar VanBoskirk, James L. McQuivey

    The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect...

  • For B2B Marketing Professionals

    Report

    Report Retro Yet Revolutionary: Demystifying Account-Based Marketing

    Aligning Marketing And Sales To A Customer-Obsessed Strategy Will Be ABM's Ultimate Legacy
    September 19, 2016 | Laura Ramos

    New technologies allow B2B marketers to identify companies with a higher likelihood to buy or with more desirable customer profiles, then reallocate budget to engage those firms at scale. Read this...

  • For B2B Marketing Professionals

    Report

    Report Turn B2B Customer Goodwill Into Gold

    Use Four Advocate Marketing Personalities To Set Your Advocacy Strategy And Deliver Positive Outcomes
    August 16, 2016 | Laura Ramos

    Creating siloed customer advocacy programs to tactically address demands for references, evidence, and feedback ends up confusing customers, burning them out, or creating less-than-ideal...

  • For B2B Marketing Professionals

    Report

    Report TechRadar™: B2B Marketing Technologies, Q3 2016

    Tools And Technology: The B2B Marketing Playbook
    August 8, 2016 | Steven Casey, Laura Ramos

    B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with...

  • For B2B Marketing Professionals

    Report

    Report What's Possible With Predictive Marketing Right Now?

    Three Use Cases Illustrate The Power Of Predictive In B2B Marketing
    July 25, 2016 | Allison Snow, Laura Ramos

    B2B marketers accountable for pipeline and deal acceleration can't ignore predictive marketing. Expectations that it will expose the best-fit and most-likely-to-purchase accounts, crush conversion...

  • For B2B Marketing Professionals

    Report

    Report 2016 B2B Budget Plans Show That It's Time For A Digital Wake-Up Call

    Benchmarks: The B2B Marketing Playbook
    July 21, 2016 | Laura Ramos

    A greater proportion of the buyer's journey has shifted to the digital world, but the B2B marketing mix isn't keeping pace. Marketers must put 2016 budgets to work on shifting interactions...

  • For B2B Marketing Professionals

    Report

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

    Vision: The B2B Marketing Playbook
    July 21, 2016 | Laura Ramos

    The next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do. To...

  • For B2B Marketing Professionals

    Report

    Report Use Third-Party Content To Attract And Persuade Elusive B2B Buyers

    Decision-Makers Prefer Neutral Expertise And Data When Selecting Technology Solutions
    June 23, 2016 | Laura Ramos

    What you have to say to business buyers is more important than where you choose to say it. Content that is credible, objective, and trustworthy fits the bill, but only if marketers use qualified...

  • For B2B Marketing Professionals

    Report

    Report Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook
    June 22, 2016 | Laura Ramos

    B2B marketers must do more than measure activities like click-through rates and event attendees; they need to show how their activity directly affects business results. This report shows marketers...

  • For B2B Marketing Professionals

    Report

    Report Benchmark Your B2B Content Marketing Strategy And Maturity

    Auditing Practices Better Connects Marketing Content To Business Results
    April 29, 2016 | Laura Ramos

    To understand how well B2B marketers produce and share content that creates interest, relevance, and relationships, we surveyed 113 senior marketers to gauge their content development...

  • For B2C Marketing Professionals

    Report

    Report Use Analytics To Gauge Your Content Marketing Success

    Benchmarks: The Content Marketing Playbook
    April 1, 2016 | Laura Ramos

    Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about products and features to delivering valuable information that addresses...

  • For B2B Marketing Professionals

    Report

    Report Balance People And Process To Fund L2RM

    Business Case: The Lead-To-Revenue Playbook
    March 31, 2016 | Laura Ramos

    Lead-to-revenue management (L2RM) standardizes and scales the practices needed to engage with customers across their life cycle. While the technology costs here are modest, the scope of the change...

  • For B2C Marketing Professionals

    Report

    Report Evaluate Your Approach To Successful Content Marketing

    Assessment: The Content Marketing Playbook
    March 17, 2016 | Laura Ramos

    To attract attention and build a following, marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities...

  • For B2B Marketing Professionals

    Report

    Report Solid Content — Not Choice Of Tactics — Creates A Successful B2B Marketing Mix

    Survey Results Show That Content Builds Brand And Drives Revenue Most Effectively
    March 3, 2016 | Laura Ramos

    B2B marketers use an unprecedented number of tactics and channels to execute a marketing mix that encompasses both the digital and physical worlds. Yet our survey finds that no single approach...

  • For B2B Marketing Professionals

    Report

    Report How To Develop Valuable Messaging In The Context Of Sales Enablement

    A Strategic Messaging Architecture Informs Both Sales Content And Conversations
    December 21, 2015 | Laura Ramos

    Before B2B marketers can create valuable content, they must understand what buyers really care about and how these concerns change during the purchase journey. In this report, Forrester outlines an...

  • For B2B Marketing Professionals

    Report

    Report Keep Your B2B Messaging Focused On Customers

    Build Segment-Level Messaging That Addresses Audience, Need, And Urgency
    December 17, 2015 | Laura Ramos

    Many B2B marketers — from the practitioner to the executive — struggle to make their messaging customer-centric and relevant. Forrester believes organizations should adopt a strategic...

  • For B2B Marketing Professionals

    Report

    Report Make Sales Conversations An Integral Part Of Your Content Marketing Plans

    Top Marketers Keep A Customer Focus To Align Sales And Marketing Messages
    December 4, 2015 | Laura Ramos

    B2B marketing content fuels both effective demand creation and successful sales conversations. This report describes how B2B marketers can help sales become an effective content concierge by...

  • For B2B Marketing Professionals

    Report

    Report Establish Your B2B Advocate Marketing Goals Before Choosing Tech Suppliers

    Specialized Offerings Help Scale And Unify Engagement Programs
    November 18, 2015 | Laura Ramos

    Specialist technology and service providers offer advocate marketing solutions aimed at encouraging your customers and employees to endorse your business brand and share experiences. While they...

  • For B2B Marketing Professionals

    Report

    Report Predictions 2016: B2B Marketing's New Mission

    How The Mandate To Target Lifetime Engagement Will Change B2B Marketing
    November 13, 2015 | Laura Ramos, Lori Wizdo

    B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. The result: a dramatic shift in the role and focus of B2B marketing organizations. This...

  • For B2B Marketing Professionals

    Report

    Report Make Sales Efficiency A Key Addition To Your B2B Content Marketing Metrics

    October 7, 2015 | Laura Ramos, Ryan Skinner

    Successful B2B marketing depends on content marketing to engage prospects and customers, as well as to support more effective sales execution. Marketers must prove that budgets spent on content...

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