1 month, 5 days ago

Three Emotional Territories That Winning Brands Get Right

Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an ass…

2 months, 1 day ago

Emotion and the B2B brand experience

If I asked you for a list brands that might air a commercial during the Super Bowl, you’d probably include a brand like Pepsi, perhaps a Tom Brady-endorsed Foot Locker, or yet another mega consumer brand. Turns out that during the 2017 sporting event, B2B brands produced some of the most-talked-about commercials. Tom Brady put […]

2 months, 9 days ago

SMB Commerce Platforms Are Now A $1 Billion Market

Commerce platforms provide the tools to power eCommerce, enabling online catalogs, shopping carts, and promotions. We recently published our updated Forrester Data: Commerce Platform Technology Forecast, 2016 To 2021 (Global). The market has changed considerably since we last published this forecast in December 2014. The biggest surprise? How quickly the market for SMB platforms has […]

2 months, 14 days ago

Stop The MarTech Madness!

How much are you spending on Marketing Technology? How do you know if you’re spending it on the right solutions? What about your peers and competitors – what are they doing? Are you sure you’re delivering what your customers really need? If you’re a B2B marketer and wondering about these or similar questions, you’re not alone.  […]

2 months, 22 days ago

Forrester’s B2B Marketing Forum Reinforces The Concept Of “Customer As Compass” (And Covers What To Do About It)

I hope that nobody in your organization needs convincing that you should join us at the B2B Marketing Forum in Austin, Texas, this year (October 5 and 6, 2017). We have an incredible agenda with a fantastic lineup of inspirational speakers. What’s unique is that we’ve designed the agenda to help B2B marketing leaders succeed at […]

3 months, 12 days ago

Are Your Partner Channels Still Relevant? Invitation To Forrester’s B2B Forum

The shift in technology buying trends favoring line-of-business (LOB) leaders is having a significant impact on traditional partnering, reselling, and value-added services. With business buyers now leading or influencing 65% of new technology projects, partner business models that we built around product sales are struggling to stay relevant. Business leaders do not have the patience […]

3 months, 21 days ago

Brand 2020: Act 3. Redemption

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

3 months, 21 days ago

The Ways And Means Of B2B Buyer Journey Maps: We’re Going Deep at Forrester’s B2B Forum

A very, very long time ago, a sales training instructor told me, “It’s the job of the sales person to teach the buyer how to buy.”  And that was essentially true for a very, very long time — until the emergence of the digitally empowered buyer. Today’s business buyers are increasingly self-directed: 60% prefer not […]