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WEBINAR Q&A: Inside Forrester's B2B Marketing Predictions For 2017

WEBINAR Q&A: Inside Forrester's B2B Marketing Predictions For 2017. Caroline Robertson, VP Research Director. Peter O’Neill, VP Research Director. January 26, 2017. Call in at 12:55 p.m. Eastern time. Our Agenda and Today’s Presenters.

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WEBINAR Q&A: Inside Forrester's B2B Marketing Predictions For 2017

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  1. WEBINARQ&A: Inside Forrester's B2B Marketing Predictions For 2017 Caroline Robertson, VP Research Director Peter O’Neill, VP Research Director January 26, 2017. Call in at 12:55 p.m. Eastern time

  2. Our Agenda and Today’s Presenters Customer orientation will steer organization and talent decisions Account-based marketing will come of age in 2017 Vendor consolidations will help marketers focus on customers Lori Wizdo VP, Principal Analyst Laura Ramos VP, Principal Analyst Steve Casey Principal Analyst

  3. Customer Orientation Will Steer Organization and Talent Decisions

  4. Stop Executing in Traditional Swim Lanes

  5. Because B2B Customers Don’t Swim That Way

  6. Double down on customer insight and intimacy. Merge customer data, analytics, and content creative into a potent competitive weapon

  7. Customers only care about how your products meet their needs or fulfill their aspirations Connect your brand promise obsessively to customers' desires

  8. Our Agenda and Today’s Presenters Customer orientation will steer organization and talent decisions Account-based marketing will come of age in 2017 Vendor consolidations will help marketers focus on customers Lori Wizdo VP, Principal Analyst Laura Ramos VP, Principal Analyst Steve Casey Principal Analyst

  9. Hype Graduates To Practical Reality As Account-Based Marketing Comes Of Age

  10. ABM will make the lead funnel metaphor obsolete. Leverage current martech stack to initiate ABM programs -- and focus on existing accounts.

  11. ABM will give marketing more ownership over post-sale customer experience. Initiate a new-customer communications program as part of your ABM strategy.

  12. Advocate marketing will figure prominently in 1/3 of ABM programs launched in 2017. Use advocate personalities to profile your raving fans.

  13. Our Agenda and Today’s Presenters Customer orientation will steer organization and talent decisions Account-based marketing will come of age in 2017 Vendor consolidations will help marketers focus on customers Lori Wizdo VP, Principal Analyst Laura Ramos VP, Principal Analyst Steve Casey Principal Analyst

  14. Vendor Consolidations Will help Marketers Focus On Customers

  15. ABM usage will reduce vendor cacophony several decibels. Start with strategy, not technology, for success with ABM.

  16. CMOs will challenge Sales to build one ops stack. Make flexibility a requirement of any new investment.

  17. The predictive market will consolidate. Really. Insist on model transparency and transferability.

  18. Tech marketers will leave a well-trodden path for others to follow. Ask vendors for industry-specific use cases and success stories.

  19. Additional Questions?

  20. Lori Wizdo - lwizdo@forrester.com Laura Ramos – lramos@forrester.com Steve Casey – scasey@forrester.com Peter O’Neill – poneill@forrester.com Caroline Robertson – crobertson@forrester.com Please give us your input by: Taking the Webinar content and format poll coming up next Completing our B2B Marketing survey

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