Here is my Forrester research agenda for 2014.

1. Research Agenda for 2014
Peter O’Neill, Vice President & Principal Analyst
10th February, 2014

2. © 2009 Forrester Research, Inc. Reproduction Prohibited

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. Plus this hobby horse …
© 2009 Forrester Research, Inc. Reproduction Prohibited

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. 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