Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
Age of the Customer

Age of the Customer

Ratings: (0)|Views: 623|Likes:
Published by Zohar Urian

More info:

Published by: Zohar Urian on Jul 19, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

11/10/2013

pdf

text

original

 
 
A Forrester Consulting Thought Leadership Paper Commissioned By Silverpop
Use Behavioral Marketing To Up The Ante In The AgeOf The Customer
A Winning Strategy And A Path To Higher GainsMay 2013
 
Forrester Consulting
Use Behavioral Marketing To Up The Ante In The Age Of The Customer
 
Page 1
Table Of Contents
Executive Summary ................................................................................................................................................................................. 2
 
Welcome To The Age Of The Customer ............................................................................................................................................ 3
 
Marketing Must Catch Up To An Already Evolved Buyer .............................................................................................................. 4
 
Marketing Automation Is Now Table Stakes ..................................................................................................................................... 6
 
Strategy And Execution Draw The Winning Hand .......................................................................................................................... 8
 
Behavioral Marketing Improves The Odds ...................................................................................................................................... 11
 
Key Recommendations ......................................................................................................................................................................... 14
 
Appendix A: Methodology................................................................................................................................................................... 15
 
Appendix B: Demographics/Data ....................................................................................................................................................... 15
 
Appendix C: Endnotes .......................................................................................................................................................................... 16
 
© 2013, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources.Opinions reflect judgment at the time and are subject to change. Forrester
®
, Technographics
®
, Forrester Wave, RoleView, TechRadar, and TotalEconomic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additionalinformation, go to www.forrester.com. [1-LRM63J]
About Forrester Consulting
 
Forrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging inscope from a short strategy session to custom projects, Forrester’s Consulting services connect you directly with research analysts who applyexpert insight to your specific business challenges. For more information, visit www.forrester.com/consulting.
 
Forrester Consulting
Use Behavioral Marketing To Up The Ante In The Age Of The Customer
 
Page 2
Executive Summary
Today’s buyers control the buying process far more than today’s vendors control the selling process — a phenomenonthat affects both business-to-business and business-to-consumer marketers. Buyers seek the information they wantonline, on the Web and in social channels, as well as in that persistent nondigital venue commonly known as the realworld. Today’s buyers are demanding. They expect sellers to know where they’ve been, what they’ve seen, what they’veaccepted or rejected — whether that behavior happened on their tablet, via their smartphone, or at the local branchoffice. Frankly, today’s marketers are struggling to keep up.In March 2013, Silverpop commissioned Forrester Consulting to research how marketers are leveraging automation intheir customer engagement processes. In our research, we tested the hypothesis that the automation of marketingprocesses generates significant insight into the context and intentions of customers and prospective customers and thatmarketers who harvest and leverage this insight in customer engagement activities will see improvements across anumber of key marketing performance measures.Through in-depth surveys with 157 marketing professionals in the US, we found that most marketers are simply usingmarketing automation to scale and standardize marketing processes. However, a small vanguard is using automation totransform marketing practices with a focus on customer behavior across multiple engagement channels. We found thatmarketers who have adopted behavioral marketing practices have realized business benefits ranging from higher returnon marketing investment (ROMI) to higher contributions to sales pipelines and revenue.
Key Findings
Forrester’s study yielded four key findings:
 
Marketing automation enables marketing success.
Marketing automation is broadly deployed to manage coremarketing processes from campaign development to lead management. But top performers seem to be leveragingtheir tech investments differently, executing a higher number of more focused campaigns and setting highertargets.
 
Both B2B and B2C marketers have accepted multichannel marketing as common practice.
Marketers arefamiliar with the concepts and practices of multichannel marketing. One-quarter of our survey respondentsassessed themselves as mature practitioners of multichannel marketing. Another 39% were in transition. Only 7%of respondents had no plans to implement multichannel marketing.
 
Behavioral marketing is a slightly less mature practice.
Only 17% of our survey respondents assessedthemselves as mature practitioners of behavioral marketing. But early adopters perceive significant benefits tobecoming more buyer-centric. Significantly, a higher percentage of behavioral marketers grew revenue faster thanplan (53% versus 41%) and contributed more than half of the sales pipeline (20% versus 11%).
 
Practitioners of behavioral marketing have significantly different practices.
Those marketers who self-assessedas “mature” reported significant differences in their approach to marketing: They have more fully implementedmarketing automation, run more campaigns, and run a greater variety of campaigns.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->