B2B CMOs face three key initiatives in 2013:
1) Use customer data and insights to focus marketing efforts on high-value customers.
2) Optimize marketing automation and technology to better engage customers across channels like mobile.
3) Develop strong branded content strategies including shorter, shareable content to build their brands.
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Drive Growth With Insights, Automation, And Content
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Why Read This Report
Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate
themselves from the competition in front of empowered business buyers. Marketers must work with CIOs
to establish a foundation of data-driven attentiveness to customers in their marketing plans. In this report,
Forrester lays out the key initiatives and rationale for building insights, technology infrastructure, and
branded content plans that will define leading B2B marketing initiatives for the year.
2013 B2B CMO Imperatives
Driving Growth With Customer Insights, Marketing Automation, And
Content Marketing
by Sheryl Waksman-Pattek
with Fortune Alexander, Luca S. Paderni, David M. Cooperstein, and Samantha
Merlivat
January 15, 2013
IN 2013, B2B cmos Drive growth with Insight, automation, and content
As the proliferation of customer communication channels continues, gaining attention to build a
trusted relationship has become more difficult than ever. Forrester identified the top three trends in B2B
marketing for 2013. Each requires CMOs to act as strong officers of the business to propel innovation
forward and build up a sustainable competitive advantage. In the next 12 months, B2B CMOs will need to
1) use data to define the customers to obsess over and how to deliver value to them; 2) optimize marketing
automation investments beyond email management; and 3) activate a content marketing strategy across
traditional and digital channels of communication.
Imperative No. 1: Embrace The Age Of The Customer With New Insights
With up to 60% of B2B customer buying decisions being completed before engaging with your sales teams,
customer insight, mobile, and integrated digital marketing executions are key priorities to establish brand
preference and accelerate purchase decisions.1
To successfully develop actionable customer insights that
will drive positive business outcomes, B2B CMOs must:
■ Map the buyer’s journey and embed personas in their 2013 marketing plans. In what Forrester
defines as the age of the customer, CMOs who put customers at the center and build their marketing
strategy around the buyer’s journey will build lasting differentiation in the marketplace. Business buyer
personas that encapsulate buyer preferences and attitudes will help marketers move their strategies
from a product feature/benefit focus to a customer value focus. Consulting firm Sales Benchmark
Index (SBI) organizes its marketing efforts and website content with a persona and buyer journey lens
to drive business growth.2
For example, prospects self-select roles or sales drivers as the basis for their
engagement with SBI.
■ Test new processes that foster collaboration across siloed teams. In today’s post-digital world, only
an integrated approach, where the CMO orchestrates collaboration across the various marketing
channels, will build the long-lasting customer relationships B2B organizations must achieve.3
A case