Five Ways To Plan For B2B Journey Mapping Success

Forrester eCommerce

As advisors to B2B CX and Marketing Leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys”. age of the customer B2B B2B marketing customer experience measurement customer journey mapping employee journey

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Welcome to the B2B Marketing Renaissance

Forrester eCommerce

A long time ago, Peter Drucker, a man who BusinessWeek once called the father of business management, wrote: Even though this was written a long time ago, it was still a few years before I embarked on my long career as a B2B marketer. B2B B2B marketing

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Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

Forrester eCommerce

To navigate successfully through the cataclysmic changes in B2B buying behaviors accelerated by the coronavirus pandemic, your organization will need to […]. B2B marketing B2B B2B buyer insights B2B Marketing

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B2B Marketing Should Organize Around The Customer In 2020

Forrester eCommerce

The theme of Forrester’s “Predictions 2020: B2B Marketing And Sales” report was “accelerating response to the great expectations for the B2B buying experience.” age of the customer B2B marketing organizational design B2B B2B Marketing Predictions 2020The report made five unique calls; one of them was mine: The number of organizations with audience-based structures will more than double. Since we published the report late last year, I’ve had […].

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Predictions 2020: B2B Marketers Pivot From Products To Experiences

Forrester eCommerce

Learn why experience will be the gift that keeps on giving for B2B marketing and sales. age of the customer B2B marketing prediction promoted

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WATCH: How Marketplaces Are Disrupting B2B Tech Buying And Selling

Forrester eCommerce

But growing frustration with outdated sales processes (and channels) and shifting buyer preferences are creating a perfect storm for B2B marketplaces to come into their own and disrupt large […]. The idea of online marketplaces is not new. Especially on the consumer front.

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After A First Date, Would Your B2B Website Get A Second?

Forrester eCommerce

More than 500 B2B marketers told Forrester their company’s website is the most effective demand generation tactic for building awareness and increasing consideration.[i] B2B marketing content marketing customer experience B2B B2B Marketing

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B2B Leaders Will Find CX North America Literally And Virtually Stimulating

Forrester eCommerce

Learn how we'll help firms master B2B customer experience at the CX North America live virtual experience on June 16-18, 2020. Age of the Customer B2B CX B2B marketing customer centricity customer experience customer experience management promoted

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Empathetic B2B Content During The Pandemic: Client Stories

Forrester eCommerce

B2B marketing B2B Marketing content marketing content strategy thought leadershipTechnology buyers fall into one of three categories in response to the pandemic: Survivors, Adaptors, and Pioneers. As a technology marketer, you cannot operate “marketing as usual” if you want to truly help your customers survive, adapt, or pioneer — and build interest and trust along the way. Forrester Consulting sees our marketing clients taking […].

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Use Direct Mail To Get The Attention Of Your Digital-First B2B Buyers

Forrester eCommerce

account-based marketing (ABM) B2B B2B marketing digital marketing B2B Marketing MarketingWhen was the last time you answered a phone call from a phone number you didn’t recognize or opened an email from an unfamiliar sender? Like, never? Same here.

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Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Forrester eCommerce

B2B B2B marketing customer advocacy B2B Marketing social mediaInfluencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous.

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Hotel Chains Demonstrate Common B2B eCommerce Website Blunders

Forrester eCommerce

B2B eCommerce sites should help business shoppers balance price with value, which is a nuanced combination of many factors, not a series of binary choices. Why do hotel web sites fail to support business travellers' customer journeys, in both the digital and physical sense?

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Create More Video To Engage Your B2B Buyers

Forrester eCommerce

B2B buyers are wired to deal with visual information and to remember stories. age of the customer B2B marketing sales video & teleconferencing laura ramos Nick Barber online video platforms technology videoIf a picture is worth 1,000 words, then what is a video worth? 100,000?

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The B2B Analytics Portfolio: Untapped Competencies To Develop Now

Forrester eCommerce

analytics applications B2B B2B insightsThis past year, I attended Forrester’s Data Strategy & Insights 2018 Forum. As I sat down to breakfast on the first day, I joined two attendees from a multinational package delivery and supply chain management company.

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B2B Sellers: Marketplaces Are Here, Are You Ready?

Forrester eCommerce

age of the customer B2B marketing digital business alibaba amazon b2b ecommerce channel sales marketplaces salesforceBusiness-to-business buying and selling is being disrupted the same way consumer models have fundamentally changed over the past decade due to digital transformation.

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How To Become Self-Aware of your B2B eCommerce Digital Maturity

Forrester eCommerce

The B2B C-suite is demanding you accelerate your digital transformation. age of the customer agile commerce B2B B2B ecommerce customer experience maturity digital transformationNearly half of businesses are digital beginners. The other half are eating their lunch.

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Behavioral Data Is The Key To Success With AI-Powered B2B Marketing

Forrester eCommerce

B2B marketing’s AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern martech.

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The Importance Of Defining Event ROI In The B2B Marketing Mix

Forrester eCommerce

B2B marketing customer experience strategy B2B Marketing Customer Experience (CX) digital transformation MarTech“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

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The Evolution of the B2B Buying Process

BigCommerce

Picture this: A brand new prospect lands on your… B2B EcommerceBefore we go any further, let’s daydream a bit, shall we?

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Shopify Buys Handshake To Boost B2B Commerce Chops

Forrester eCommerce

Shopify is widely known as a B2C/DTC platform, and its Shopify Plus offering is aimed at a B2B audience. Handshake brings Shopify a more advanced set of B2B capabilities. Handshake was listed in “The Forrester Wave™: B2B Commerce Suites For Midsize […].

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What Are The Sustained Implications Of COVID-19? Here’s What Our B2B Marketing And Sales Analysts See

Forrester eCommerce

Age of the Customer Account-based marketing B2B buyer insights channel partners covid-19 customer marketing Marketing Automation sales transformation virtual events

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Predictions 2020: Ecosystems Are The New Optimizers For B2B Sellers

Forrester eCommerce

Learn what B2B sellers must do to innovate and drive value in 2020. Read our predictions for B2B commerce. age of the customer digital transformation prediction B2B channel sales commerce marketplaces

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Define Your Payment Strategy For B2B eCommerce In China

Forrester eCommerce

As the world’s largest eCommerce market, China appeals to global B2C and B2B brands alike. But China’s B2B eCommerce market is not as mature as the consumer space, and neither is its B2B payment.

First Forrester New Wave™ On B2B CDPs Sets The Bar For An Emerging Market

Forrester eCommerce

B2B marketing customer data customer insights data management B2B Marketing customer data platform data and analyticsWoohoo!

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“Crap” Content Continues To Describe B2B Marketing – Don’t Let It Describe Yours

Forrester eCommerce

In 2013, Doug Kessler and the crew at Velocity Partners published “Crap: the single biggest threat to B2B content marketing” – a work of thought leadership genius that I still tell marketers to read today. B2B marketing buyer engagement content marketing B2B B2B Marketing content strategy

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The GDPR And The B2B Seller: Keep Calm And Sell On

Forrester eCommerce

B2B B2B marketing sales sales enablement B2B Marketing GDPRThe European Union’s General Data Protection Regulation (GDPR) went into effect on May 25, 2018.

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Summit 2020: Selling On B2B Marketplaces

Forrester eCommerce

Online marketplaces offer advantages to B2B sellers. Yet success requires a thoughtful approach. Read a few of the key questions to consider in this Forrester SiriusDecisions Summit session preview. Age of the Customer application development & delivery business technology (BT) promoted

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DiscoverOrg Shakes Up B2B Data Provider Market With Acquisition Of ZoomInfo

Forrester eCommerce

B2B marketing data provider DiscoverOrg announced on February 4th that the company is buying ZoomInfo. B2B B2B marketing customer data data servicesOur snap analysis is this is a smart move that shakes up the market and bolsters DiscoverOrg’s position in it.

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Predictions 2019: B2B Marketing And Sales — Mission Possible

Forrester eCommerce

B2B marketing customer experience customer journey customer journey mapping predictions 2019

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Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Forrester eCommerce

Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships.

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Call For Participation: B2B Measurement and Analytics Providers

Forrester eCommerce

Are you an analytics platform or service provider serving primarily B2B businesses? Does your product or service help B2B insights professionals measure their results, understand B2B customers, and drive market growth?

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Taking Your Business Online: Find Your B2B Ecommerce Platform Match

BigCommerce

The B2B landscape is quickly shifting away from the more traditional offline territory, with more and more companies hopping on… B2B Ecommerce

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Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Forrester eCommerce

age of the customer B2B marketing content marketing digital marketing B2B B2B Marketing customer experience customer obsession differentiation Marketing strategic messaging

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What’s At The End Of The B2B Buyer’s Journey? Advocacy!

Forrester eCommerce

B2B marketing customer journey customer journey mapping customer life cycle marketing methods B2B B2B Marketing customer advocacy customer experience customer marketing customer obsession post-salePersonas and journey maps have become key tools for the modern marketer. As my colleague Lori Wizdo expertly explains: It is the job of marketing to guide the buyer through the buying journey. Becoming a journey marketer is essential in this digital age.

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Take A Look Into The Future Of B2B Buying With Us At Summit 2020

Forrester eCommerce

application development & delivery B2B marketingJoin us to explore the factors driving profound changes in the behavior of modern buyers and their overall expectations for their relationships with organizations.

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Mend The Gap Between B2B Buyers And Sellers With Us At Summit NA

Forrester eCommerce

B2B marketing digital business digital disruption digital marketing emerging technologyA lot has changed in the past few weeks, but what hasn’t changed is the high-quality and innovative research we’re bringing you at Summit NA this year.

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Are You Modernizing Your B2B Go-To-Market Strategies?

Forrester eCommerce

account-based marketing (ABM) B2B marketing customer data data insights data management data quality & data governance analytics B2B Marketing big data digital strategy

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Two Questions To Ask Yourself About Your COVID-19 Messaging

Forrester eCommerce

As B2B analysts, we’ve been asking ourselves whether organizations have been responding to this health crisis in a way that is truly helpful to their customers. B2B CX B2B marketing B2B B2B Marketing content marketing coronavirus covid-19 crisis communications

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Digital Business Models Mandate More Sophisticated B2B Pricing Processes And Applications

Forrester eCommerce

I’ve been researching B2B pricing and its important role in digital transformation for industrial manufacturers. New “as a service” business models offer opportunities for manufacturers, but they can also increase margin risk.

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Flexible B2B Ecommerce Payments Are Easier than Ever. What Are You Waiting For?

BigCommerce

Too many B2B firms are falling behind the payment technology curve, putting their… B2B EcommerceCan we be frank for a minute?

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