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  • Peter O'Neill

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  • For B2B Marketing Professionals

    Report

    Report Turn B2B Marketing Into A Customer-Obsessed Organization

    Executive Overview: The B2B Marketing Playbook
    August 10, 2016 | Peter O'Neill, Lori Wizdo

    The next wave of competitive advantage for business-to-business companies will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what their customers...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: European Marketing Automation Vendors, 2016

    Unique Requirements Drive Slower But Steady Martech Adoption
    July 8, 2016 | Peter O'Neill

    A wealth of new marketing automation technologies are now available to help B2C marketers manage customer engagement, B2B marketers manage leads, and all marketers manage other marketing processes,...

  • For B2B Marketing Professionals

    Report

    Report Brief: How B2B Marketers Optimize LinkedIn

    August 12, 2015 | Peter O'Neill

    With over 380 million users and growing at two new members per second, LinkedIn continues to rapidly evolve into a desired marketing platform for B2B businesses. And, increasingly, B2B marketers...

  • For B2B Marketing Professionals

    Report

    Report Break Through The Hype Of Social Selling

    How To Successfully Enable Your Sales Teams To Utilize Their Social Networks
    July 28, 2015 | Peter O'Neill

    Despite the promises of social selling's profound impact on sales processes, sales and marketing professionals tell us that they don't know how to get started with a formal program that will...

  • For B2B Marketing Professionals

    Report

    Report Manage Your Sales Enablement Charter Or Run Into A Perfect Storm

    How To Wear The Many Hats Of Sales Enablement
    May 29, 2015 | Peter O'Neill

    To overcome the random acts of sales enablement investment generated by disparate, well-intended groups across the organization, B2B marketing professionals must develop a more holistic approach to...

  • For B2B Marketing Professionals

    Report

    Report Threats To Their Traditional Sales Force Will Change The Focus For B2B Marketers

    Death Of A (B2B) Salesman
    May 8, 2015 | Peter O'Neill, Andy Hoar

    This report, originally written for eBusiness and channel strategy professionals, includes content relevant to B2B marketers, especially those leading sales enablement initiatives in...

  • For B2B Marketing Professionals

    Report

    Report Marketing Automation Success With European Companies

    Who's Hot In Europe? Local Vendor Innovations Thrive
    August 26, 2014 | Peter O'Neill

    Wake up, sales enablement professionals, especially those of you in North America. Many of you in firms with marketing automation solutions have not yet seriously set up shop in Europe because you...

  • For B2B Marketing Professionals

    Report

    Report Which L2RM Platform Vendors Have An Edge In Europe?

    The L2RM Platform Forrester Wave™ From A European Point Of View
    May 13, 2014 | Peter O'Neill

    Many of the lead-to-revenue management (L2RM) automation vendors with a global reach have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters...

  • For B2B Marketing Professionals

    Report

    Report Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement

    The Forrester Wave: Lead-To-Revenue Management Platform Vendors, Q1 2014
    March 20, 2014 | Lori Wizdo, Peter O'Neill

    This report, originally written for customer insights professionals, includes content relevant to professionals responsible for sales enablement, especially those leading marketing for B2B...

  • For B2B Marketing Professionals

    Report

    Report What It Takes To Earn Strategic Provider Status

    Informing And Transforming Your Reps For Success
    March 5, 2014 | Peter O'Neill

    North American technology salespeople have a grossly inflated idea about how many of their customers perceive their companies to be valued strategic suppliers. The fact is, buyers are more...

  • For B2B Marketing Professionals

    Report

    Report Tip The Balance From Reference Customers To Advocates

    Capture Buyer Satisfaction And Enthusiasm Earlier
    February 5, 2014 | Peter O'Neill

    Most business-to-business (B2B) marketing budgets have a significant and recurring line item entitled "customer reference program," which involves extensive spending and effort so the sales force...

  • For B2B Marketing Professionals

    Report

    Report Leverage The Channel Management Technology Spectrum

    Look To Modern Systems To Collaborate With Partners
    February 5, 2014 | Peter O'Neill

    Channel partners' loyalty to vendors and suppliers is waning, resulting in risk to vendors' and suppliers' wallet share and revenue growth with respect to their channel partners. Channel...

  • For B2B Marketing Professionals

    Report

    Report Establish Your Content Marketing Life Cycle

    B2B Content Managers Must Plan More Than A Calendar
    July 29, 2013 | Peter O'Neill

    Consumers have more power at their disposal than ever before and B2B content managers must adapt their strategies to stay relevant. It is no longer adequate to market to a singular, monolithic...

  • For B2B Marketing Professionals

    Report

    Report European B2B Marketers Will Invest In Automation In 2013

    Local Vendors Continue To Innovate
    March 11, 2013 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

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

    But Marketing Cannot Take On This Issue Alone
    January 25, 2013 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

    Report B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

    January 23, 2013 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

    Report Assessing Your Content Management Processes And Organization

    November 1, 2012 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

    Report European Tech Buyers Continue To Consume Digital Content Socially

    The 2012 B2B Social Technographics® Of European Buyers
    September 26, 2012 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

    Report Mobile Is A Mainstream Content Source For Tech Buyers

    Deliver What They Want Where They Want It
    June 28, 2012 | Peter O'Neill

    Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another...

  • For B2B Marketing Professionals

    Report

    Report Tech Marketers Are Missing The Social Mark For Senior Decision-Makers

    Senior Decision-Makers Are Heavy Users Of Social Media
    June 22, 2012 | Zachary Reiss-Davis, Peter O'Neill

    B2B marketers like yourself must target their marketing strategies — including their approach to social — to their target audiences. When you target senior decision-makers with titles...

  • For B2B Marketing Professionals

    Report

    Report The Importance Of True International Marketing Content

    May 22, 2012 | Peter O'Neill

    Tech vendors are likely underperforming in international markets because their central marketing teams do not successfully integrate inputs from their field marketing colleagues about local market...

  • For B2B Marketing Professionals

    Report

    Report European Tech Marketing Continues To Be Different

    April 25, 2012 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

    Report Tech Vendors Need To Make Their Marketing Outsourcing Strategic

    Digital Marketing Requires Longer Term Relationships
    April 18, 2012 | Peter O'Neill

    The Q4 2011 B2B Marketing Organizations And Investments Survey shows that tech vendors outsource much of their marketing work to external service providers, much more than in other industry...

  • For B2B Marketing Professionals

    Report

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

    Tech Vendors That Sell Globally Tend To Market And Localize Centrally
    March 22, 2012 | Peter O'Neill

    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...

  • For B2B Marketing Professionals

    Report

    Report Content Marketing Is A Key Differentiator For Tech Marketers

    Create Marketing Content To Guide Customers Through Their Buying Process
    January 12, 2012 | Peter O'Neill

    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...

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