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Pon research agenda_2014_v10feb


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Here is my Forrester research agenda for 2014.

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Pon research agenda_2014_v10feb

  1. 1. Research Agenda for 2014 Peter O’Neill, Vice President & Principal Analyst 10th February, 2014
  2. 2. © 2009 Forrester Research, Inc. Reproduction Prohibited
  3. 3. My research focus 2014 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 Technology decisions Business strategies Customer insights DISCOVER 2. Content For Revenue Acceleration ENGAGE EXPLORE ASK • Focus on the link between marketing content and sales conversation BUY USE © 2014 Forrester Research, Inc. Reproduction Prohibited 3
  4. 4. Plus this hobby horse … © 2009 Forrester Research, Inc. Reproduction Prohibited
  5. 5. Planned Research Reports in 2014 – Peter O’Neill • Business Buyer Engagement In The Age Of The Customer • A Framework For Message/Content Development To Engage Business Buyers • Use The L2RM Platform Wave To Support Buyer Engagement 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? April 2014 This framework, unveiled at Forrester's Forum for SE professionals, is the key to effective, customer-centric content development. 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 2014 How 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 2014 The emerging tools and techniques that deliver the insight needed to better engage buyers • Leveraging Customer Advocacy Into Your Lead Management Process How to turn advocates into leads © 2014 Forrester Research, Inc. Reproduction Prohibited November 2014
  6. 6. 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 2014 Effective 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 The role marketing plays in supporting social selling © 2014 Forrester Research, Inc. Reproduction Prohibited September 2014