2014 is poised to be an exciting year for marketing technology. The surge of connection points that marketers are managing — while challenging to navigate — present additional data sources and offer ways to extend engagement and learn more about customers.
Savvy B2B marketing leaders are “re-engineering their lead-to-revenue process to transform marketing — from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle” according to the recently released Forrester Research, Inc. report entitled “The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014.”
In the report, principal analyst Lori Wizdo writes that L2RM platforms “generate a great deal of customer insight that has not been leveraged to any great degree by the current functionality of the platform vendors. There is great potential to take B2B marketing to the next level when that information is combined with data that can be mined from social and other digital channels.”
Here are our 4 takeaways from the Forrester report around driving change and progress in technology adoption, as well as some added tips:
1. The vendor web site is an important first impression engagement forum. A majority of respondents (68%) to Forrester’s recent survey of business decision makers cited the vendor web site as an important information source to their evaluation processes.
Quick tip: Implement strategic measures to support personalization based on customer insight. Think of Amazon’s ‘You Might Also Like Approach’ as a native consumer expectation.
2. Connecting the dots of your data reaps real benefits. The report notes that the “introduction of predictive analytics … underscores the need for rich data and a centralized repository for explicit customer data and implicit customer insights.”
Quick Tip: To ensure that you’re managing processes with one view of the customer, consider steps necessary to integrate your data sources in a way that can support profile building.
3. Content marketing management is a core strategic measure. The most pressing content marketing challenge as cited by one-third of B2B marketer respondents is “getting the right people to view the right content.” Other challenges cited include “producing engaging content,” as well as “developing a content strategy.”
Quick Tip: Because there often are multiple stakeholders in the organizational content process, collaboratively develop a plan for how your team will manage the ideation, creation, management, and delivery of your content marketing assets in an integrated fashion.
4. Mind multichannel marketing musts. The report states that B2B buyers seek information across the spectrum, via social, digital, and physical channels, and seamless multichannel engagement capabilities are in demand.
Quick tip: Implementing a calendar of key communications and activities across channels helps ensure that your organization is presenting a “united front” with relevant and consistent end user experiences. It also helps create more seamless processes to support internal efficiency.
For more information, download the full report: The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014