Forrester: BTB Must Focus on Quantitative

Share this content:
Forrester Research examines the changing nature of marketing in business-to-business firms in a recently released study, "Making B2B Marketing Work."


The survey of 126 Forrester clients and subscribers to BtoB magazine illustrates the need for marketing departments to emphasize quantitative facts over qualitative perceptions to improve credibility.


Few BTB firms have CMOs unless they are companies with revenue surpassing $1 billion, the study found. In firms without CMOs, the marketing function is often highly decentralized and the top complaint is developing relationships with existing customers. Firms with a CMO struggle to connect effectively with sales.


One way to start moving toward a more quantitative approach is to shift the focus of marketing efforts from products to customers, the study said. Hewlett-Packard, for example, began making marketing executives responsible for crafting the strategy for specific customer segments that are driven by company size and industry.


Having the needed data infrastructure is important for a more quantitative approach. This is why more than half of BTB firms surveyed will sponsor a major technology initiative in the next 12 months to build or expand their customer information systems, the study found. Seventy-seven percent said technology will improve relations with sales.


Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here