Research Agenda for 2014

Peter O’Neill, Vice President & Principal Analyst

10th February, 2014

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My research focus 2014

DISCOVER

EXPLORE

BUY

USE

ASK

ENGAGE

Technology decisionsBusiness strategiesCustomer insights

I. Buyer Engagement a la “N-M-E“

• Expanding on the L2R process and helping marketers to digitally engage with buyers much earlier than they used to.

• Helping marketers encourage and promote customers to advocate, renew, and re-invest

2. Content For Revenue Acceleration

• Focus on the link between marketing content and sales conversation

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Plus this hobby horse …

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Planned Research Reports in 2014 – Peter O’Neill

• Business Buyer Engagement In The Age Of The Customer March 2014

How do marketers find and get engaged with buyers doing their research in their explore and discover stages and stay engaged to create buyer loyalty and repeat adjacent opportunities?

• A Framework For Message/Content Development To Engage Business Buyers

April 2014This framework, unveiled at Forrester's Forum for SE professionals, is the key to effective, customer-centric content development.

• Use The L2RM Platform Wave To Support Buyer Engagement May 2014

The vendors that supply the tools necessary to enable effective buyer engagement

• Content Auditing Processes And Tools June 2014

Why you should audit your content routinely and how to do so readily using Forrester's audit tool

• Buyer Engagement Is Different In Europe July 2014How to accommodate the different patterns in how buyers engage in Europe

• Deploy Content Management Platforms To Optimize Buyer Engagement August 2014

The platforms that have the capabilites to support effective customer engagement

• Behavioral Analytics To Help Calibrate Buyer Interest October 2014The emerging tools and techniques that deliver the insight needed to better engage buyers

• Leveraging Customer Advocacy Into Your Lead Management Process November 2014

How to turn advocates into leads

© 2014 Forrester Research, Inc. Reproduction Prohibited

Planned Research Reports in 2014 – Peter O’Neill

• Converting Customers To New Buyers December 2014

How to reengage current customers to grow.

• Best Practices In Buyer Engagement January 2015

Examples of effective buyer engagement.

.. with Lori Wizdo• Marketing Plays A Bigger Role In B2B Success

June 2014Effective marketing in B2B versus B2C demands different skills and approaches in the age of the customer.

.. with Mark Lindwall• How B2B Marketers Can Support Sales In Their Social Selling Connections September 2014The role marketing plays in supporting social selling