forrester research

Only 1 in 2 B2B Marketers Agree That Marketing’s Financial Value is Clear to Their Business

source: http://www.marketingcharts.com/wp/topics/business-to-business/only-1-in-2-b2b-marketers-agree-that-marketings-financial-value-is-clear-to-their-business-36369/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ForresterResearch-B2B-Marketing-Impact-on-Biz-Sept20132 in 3 US CMOs are feeling pressure from the board to prove marketing’s value, according to recent research, and it seems that B2B marketing leaders may have some work to do in this regard. According to a Forrester Research survey [download page] of 174 B2B marketing leaders, while 72% agreed that it’s clear to their leadership how marketing impacts the business, just 51% agreed that marketing’s financial value is clear to the business. Respondents themselves may be to blame.

That’s because just 4 in 10 believe that measuring marketing’s value and contribution to the business is either very important or critical, per the researchers. What’s more, only 45% of respondents expressed confidence that they know which metrics or business outcomes their key stakeholders care about. A symptom of a larger problem: while roughly two-thirds publish a marketing dashboard, slightly fewer than half share it with an executive team.

Then again, perhaps providing key stakeholders with the relevant data wouldn’t matter. Separately in the study, when asked to what extent key stakeholders are using the data, metrics and/or analyses developed by marketing, respondents were twice as likely to say that the CEO does not use marketing data at all (16%) than to believe that the CEO relies on marketing data to make decisions (8%). The gap was even more pronounced when it came to their beliefs regardin! g how the! CFO or finance team uses marketing data (25% ignoring; 4% relying). Only the sales team is seen more likely to rely on marketing data (15%) than to not use it at all (10%).

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Tuesday, September 3rd, 2013 news No Comments

B2B CMOs Say Marketing’s Role is Expanding Quickly

source: http://www.marketingcharts.com/wp/topics/business-to-business/b2b-cmos-say-marketings-role-is-expanding-quickly-35824/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ForresterBMA-B2B-Marketings-Changing-Role-Aug2013Almost all B2B marketing leaders agree that marketing must do things that it hasn’t dont ever before to be successful, finds Forrester Research in a recent study [download page] conducted in partnership with the Business Marketing Association. Along with their expanding responsibilities, 78% say the marketing organization’s influence on corporate strategy is much greater, and 56% agree that they’re spending more time in front of the board of directors. Interestingly, CMOs express great confidence in their ability to handle what amounts to a rapidly changing environment.

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Wednesday, August 14th, 2013 news No Comments

9 in 10 Believe Multichannel Marketing to Boost Sales, Profit

source: http://www.marketingcharts.com/wp/direct/9-in-10-believe-multichannel-marketing-boosts-sales-profit-22906/

sitecore-perceptions-multichannel-marketing-august2012.png87% of marketing decision-makers from around the world believe they will drive more sales and profit by evolving into effective multichannel marketing organizations, according to [download page] a study released in August 2012 by Sitecore, conducted by Forrester Research. Virtually the same proportion (86%) agree (top-2 box score on a 5-point scale) that successfully integrating multiple channels under a single integrated marketing strategy is critical to their long-term success.

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Friday, July 12th, 2013 news No Comments

Organic Search Continues to be the Primary Way Adults Find Websites

source: http://www.marketingcharts.com/wp/television/organic-search-continues-to-be-the-primary-way-adults-find-websites-30550/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Forrester-How-Adults-Find-Websites-June2013Online adults in the US are more likely to discover websites via natural search engine results than through any other means, reports Forrester Research [download page] in a new study. Respondents were asked how they typically found websites they had visited in the prior month, with 54% pointing to search, up from 50% the prior year. Notably, social networking sites moved up a couple of notches to the second spot in the website discovery rankings, typically used by 32% in 2012, up from 25% in 2011.

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Wednesday, June 26th, 2013 news No Comments

Few Consumers Trust Social Media Marketing, Internet Ads

Source: http://www.marketingcharts.com/wp/interactive/few-consumers-trust-social-media-marketing-internet-ads-28061/

A Forrester Research survey [download page] of almost 60,000 US online adults and more than 15,000 European online adults reveals that few trust common types of digital advertising and promotions such as social media posts, ads on websites, and text messages from companies or brands. Looking solely at US respondents, only 15% trust social media […]

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Monday, March 25th, 2013 news No Comments

Here’s How Consumers Are Shopping With Their Phones

Source: http://www.businessinsider.com/bii-report-heres-how-consumers-are-shopping-with-their-phones-2012-9

shopping mobile

Mobile devices are playing an increasingly large role in commerce.

In a special report out from BI Intelligence, we analyze patterns around all types of mobile behavior, including how people use their phones to shop.

Access The Full Report By Signing Up For A Free Trial Today>>

So, how are consumers using their phones in the shopping process? 

The report is full of charts and da! ta that can be easily accessed, downloaded, and put to use.

In full, the report also looks at:

To access BI Intelligence’s full report on Mobile Usage, sign up for a free trial subscription here.

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Tuesday, September 11th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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