In the Press

Recent SiriusDecisions News and Headlines

June 19, 2015

Jazz Or Classical? Eight Ways CMOs Can Better Conduct Their
"Today’s CMOs can learn a lot from these well-known musicians. In the ever-changing, growing world of marketing, "marketing conductors" must focus on countless areas to stay one step ahead of their competition," Alan Gonsenhauser, Research Director, CMO Strategies and Marketing Leadership Services at SiriusDecisions.

March 24, 2015

Chief marketing, information officers see lines blur as customers go
"When the new CIO looked at the duplication across the systems and the technology management and architecture skills within the marketing department, he found them pretty lacking,” said Jacques Begin, Research Analyst at SiriusDecisions.

January 29, 2015

SEO and SEM Predictions and Tips for
"Persona definition is a mandatory prerequisite to optimizing for search," said Ashley Paris, Research Analyst, Demand Creation Strategies at SiriusDecisions.

January 28, 2015

In 2015, Omnichannel And Big Data Will Bring Channel Marketing To The Next LevelChannel Marketer Report

January 28, 2015

Why companies wrestle with the 360-degree customer viewTechTarget
"Right now there are very few companies that have that complete picture of their customers. It's hard to do," said Megan Heuer, Vice President and Group Director of SiriusDecisions. "All of this data is available, but there often aren't the skills in place for using the data to make day-to-day decisions. Even data scientists trying to make use of rich information have a hard time getting their internal customers to buy in."

December 31, 2014

B2B Lags In Social Media Media Post
"Although 95% of business-to-business marketers have created corporate social media accounts, half still are not active on social media on a regular basis, SiriusDecisions found, and just 10% felt they were able to articulate the business value of social media efforts."

December 17, 2014

B2B Marketers Turn To Event Tools To Capture Behavioral Data DemandGen Report
"It's difficult because marketers are being asked to prove the value from more than just a marketer's point-of-view. There has to be less focus on how many people are there, and more focus on the overall experience of the event," said Laura Cross, Research Director at SiriusDecisions.

December 16, 2014

A Look at Product Management Tools CMSWire
"Product managers see their colleagues in sales and marketing becoming much more automated,” said Lisa Singer, Research Director at SiriusDecisions.

December 9, 2014

Top 10 Business Trends That Will Drive Success In 2015Forbes
"B2B organizations with tightly aligned marketing and sales achieved 24% faster revenue growth and 27% faster profit growth over a three-year period," according to SiriusDecisions.

December 8, 2014

5 Online Video Trends To Look For In 2015Forbes
"A greater amount of agencies will become fluent in the marketing automation world in the coming year as the adoption of marketing automation technology is expected to increase by 50% by 2015," according to SiriusDecisions.

October 8, 2014

Is there room for comedy in B2B ?VentureBeat
"60-70 percent of content produced by B2B companies goes unused," according to SiriusDecisions.

October 1, 2014

How to choose the best predictive lead scoring vendor for your companyFierce CMO
"SiriusDecisions estimates that fewer than five hundred B2B organizations are actually using [predictive lead scoring] technology today," said Jill Stanek, Research Analyst in the Technology Practice at SiriusDecisions.

September 26, 2014

Predictive lead scoring is gaining ground with smaller companiesVentureBeat
"It’s not surprising that 78 percent of B2B [business-to-business] companies using predictive lead scoring platforms are in the high-tech industry,” Jill Stanek, Research Analyst in the Technology Practice at SiriusDecisions.

September 24, 2014

Predictive Lead Scoring: The Future is Here for B2B MarketersCustomerThink
"First, marketers aren’t all that happy with the current MA solutions. While about two-thirds of marketers say they have implemented MA-based leading scoring, only 40% report that their sales team agree or strongly agree that the scores add value. A full 90% thought that PLS has more value than traditional scoring," stated Kerry Cunningham, Research Director at SiriusDecisions.

September 16, 2014

SiriusDecisions Quantifies the Value of Predictive Lead ScoringSales Initiative Magazine
"SiriusDecisions’ research indicated that predictive lead scoring is on the rise, with nearly 14 times more b-to-b organisations currently utilising predictive lead scoring compared to early 2011."

August 7, 2014

How B2B companies can create customer advocates and win more clientsChicago Tribune
"To cultivate customer advocates, companies need to understand that their relationship changes before and after sales and tailor support in each phase," said Bob Peterson, Research Director at SiriusDecisions.

August 1, 2014

Study: Marketing automation lacks experienced users, demands more resourcesVentureBeat
"What we’ve seen is that those who have experience with MAP have been promoted quickly,” Jay Famico, Practice Director for Technology at SiriusDecisions explained, “and, as MAP matures in vertical markets outside of high-tech, you see a lot of users recently working with MAP for the first time. Expertise will certainly improve and grow over time across the board to support MAP initiatives.”

July 3, 2014

B2B CEOs Must Align Their Companies to Maximize Growth PotentialChief Executive
"Today, we’re moving out of an era of productivity and entering a new era of growth, according to 300 B2B business leaders recently surveyed," stated John Neeson, Managing Director and Co-Founder at SiriusDecisions.

May 28, 2014

Getting to grips with marketing automation - Marketing Week
"By 2020, the marketer who doesn’t understand how marketing automation should be used to drive demand creation will be an endangered species," Jay Famico, Practice Director for Technology at SiriusDecisions.

May 28, 2014

SiriusDecisions Summit 2014: New Frameworks for Successful Content Marketing - DemandGen Report
"This is the logical, sequential additive order to the creative process of B2B audience-centric messaging,” explained Marisa Kopec, Vice President and Group Director at SiriusDecisions.

May 27, 2014

Only 16% of B2B Companies Use Marketing Automation: Study - Ad Age 
"In some industries, such as finance and manufacturing, the rate of adoption is still in the low single digits. And the technology is virtually non-existent in health care, where only 2% of companies use it. On the opposite end of the spectrum, information technology companies -- who perhaps possess a greater technical aptitude -- were far ahead of the curve with 65% adoption," said Jay Famico, Practice Director for Technology at SiriusDecisions.

May 27, 2014

SiriusDecisions Summit Focuses on B2B Growth - Chief Marketer
"We are moving out of the productivity era and into an area of business optimism with a keen focus on growth,” said John Neeson, Co-Founder and Managing Director of SiriusDecisions.

May 6, 2014

Marketers: Embrace Automation or Face 'Extinction' - CMSWire
"SiriusDecisions found that only 8 percent of marketing automation users reported using marketing automation for B2B marketing" said Jay Famico, Practice Director for Technology at SiriusDecisions.

April 29, 2014

Matthew Papertsian, SiriusDecisions: Test, Target, Learn And Measure Content Performance - Demand Gen Report
"70% of the time content is missing the mark, and the reason for that is because even when we create campaigns, we’re not testing. We’ve created it and then we’re trying to figure out some way to use the stuff that we created. Well, people don’t want stuff. They want aligned content based on their specific needs," stated Matt Papertsian, Service Director at SiriusDecisions.

April 10, 2014

How to Use Your Sales Team to Create Better Buyer Personas - The B2B Marketing Mentor
"The first question to ask sales is, who are you selling to? What meeting[s] are you trying to get with which job roles in which functional areas? The reason is that, many times, what marketing considers the ‘buyer persona’ is not who sales is selling to,” stated Marisa Kopec, Vice President and Group Director at SiriusDecisions.

March 20, 2014

Mobile Powers Up Channel Sales And Partner Engagement - Channel Marketer Report
"Over the past 12 to 18 months, we’ve seen a growing number of channel marketing organizations move beyond simply developing leads to supporting sales through deal closure with enablement programs,” said Maria Chien, research director for Channel Marketing Strategies at SiriusDecisions.

January 7, 2013

Channel Thought Leaders, Experts Share Predictions For 2014 - Channel Marketer Report
"In 2014, we will see an increased focus on ROI, which means that channel programs will be held accountable for market development fund distribution and results metrics," states Laz Gonzalez, service director of Channel Management Strategies at SiriusDecisions.

May 1, 2013

Growing Profits with Marketing Automation - Destination CRM
"I've seen many organizations that purchased a [marketing automation] platform before thinking about the content and the programs they wanted to use with it,' states Jay Famico, an analyst at the research firm SiriusDecisions, 'and they ended up with all these capabilities that have gone unused for months because they're still getting the content prepared."

March 27, 2013

Marketing Operations Goes From Misfits To Major Players - DemandGen Report
"Marketing operations is growing into a more strategic role. The future is about understanding strategy, the business that you are in and how marketing can have an impact," stated Craig Moore, Service Director, Marketing Operations Strategies for SiriusDecisions at the recent Marketing Operations Executive Summit 2013."

March 21, 2013

At Digital Edge Live: Keynoter Jaros focuses on digital's impact on demand-gen -BtoB Magazine
"Digital is woven into the entire fabric of what we do,' said Tony Jaros, Senior Vice President of Research at SiriusDecisions, during the keynote. 'With careful planning, digital can provide meaningful, measurable and end-to-end demand impact."

January 22, 2013

Marketing Conference 2013: Shares Tips On Which Conferences Are The Best - Internet Income University
"SiriusDecisions Summit – This event is widely known as the "Woodstock of the marketing world" with some of the greatest minds in marketing coming together to share information and make decisions that affect the entire world of marketing. "

October 17, 2012

At DMA2012: B-to-B Symposium: a 'conference within a conference' - BtoB Magazine
"...One powerful message was that social media is not a panacea for all marketing needs...'The paradox is that social is not a very trusted source of information,' said Jonathan Block, VP-practice director, technology at consultancy SiriusDecisions, at a B-to-B Symposium session titled What's the Value of Social Analytics? 'It's the signal-to-noise ratio, figuring out whose opinion you should trust and who's influencing the buyer.' "

September 20, 2012

EVENT NEWS: Marketing leaders told to think outside-in - B2B Marketing
"John Neeson, Managing Director of SiriusDecisions spoke about marketing's role in sales and alignment, revealing decision makers are educating and self-serving before interacting with sales, "We need a halo over sales and marketing, and content is the currency to do this."

August 31, 2012

How To Achieve B-to-B Marketing ROI Nirvana -
"SiriusDecisions reported in their 2012 CMO survey that CMOs’ number-one concern was demonstrating ROI."

August 7, 2012

Lead Gen And Sales Enablement: Building A Strategy For Success - DemandGen Report
"The last mile of lead management -- actually picking up the phone and calling your prospect -- is increasing, but at a disproportionately lower rate. Research done by organizations such as SiriusDecisions [...] show that lead followup is still a challenge for sales teams."

July 23, 2012

Market Like Never Before -
"Back in May, I [Jonathan Becher, guest speaker for the annual May 2012 SiriusDecisions Summit] gave a talk at the SiriusDecisions 2012 annual sales & marketing summit called “Market Like Never Before.” The audience latched onto various elements of the presentation, including, “big glass buildings don’t buy software, people do” and “not everything that can be counted counts."

July 17, 2012

B2B Marketers Starting To Track Social Influence From Cold To Close -DemandGen Report
"Companies are rethinking social media to extend the value of community beyond the top of the funnel. By understanding directionally, what the buyer is interested in so they can more efficiently facilitate the discussion. “We see the social media monitoring market evolving beyond an unbalanced focus on brand monitoring to more of a social intelligence role to help understand and provide insights on the role of social within an integrated sales and marketing process,” noted Jonathan Block, Vice President and Practice Director,Technology at SiriusDecisions. "

July 16, 2012

Teleprospecting gains acceptance - BtoB Magazine
"Teleprospecting, by contrast, is “to sell the value of the next step,” he [Jason Hekl, Research Director, Demand Creation Strategies at SiriusDecisions] said, and is most useful when a company's products or services are complex."

July 10, 2012

Advanced Analytics: The Next Technology Frontier For Sales And Marketing Organizations - DemandGen Report
"Craig Moore, Service Director of Marketing Operations Strategies at SiriusDecisions, said this new crop of advanced analytics tools moves decision-makers away from manual analytics processes and towards more advanced predictive capabilities. "Business intelligence focuses on past performance," Moore stated. "Predictive analytics forecasts behavior and results in order to guide specific decisions.""

May 29, 2012

SiriusDecisions Highlights Customer Lifecycle Framework For Retention, Loyalty Optimization  - DemandGen Report
"During the SiriusDecisions Summit last week in Scottsdale, Ariz., Group Director of Data-Driven Marketing, Megan Heuer, highlighted the research firm’s Customer Lifecycle Framework and underscored the framework's four phases from two points of view: the company and the customer."

May 24, 2012

SiriusDecisions: Taking sales enablement to a higher level - BtoB Magazine
"According to a SiriusDecisions study that polled online more than 200 b2b companies in the first half of the year, 71% of respondents said sales enablement means providing sales with appropriate content and collateral material. But sales enablement is moving beyond sales assets, said Jim Ninivaggi, service director-sales enablement strategies at SiriusDecisions."

May 23, 2012

SiriusDecisions: Demand Waterfall gets an overhaul - BtoB Magazine
"The new model adds recognition of other influences on demand, including leads qualified by marketing automation programs; leads that are qualified or generated by the teleprospecting function; and leads that are generated by sales itself. "

May 23, 2012

Social media marketing surges, legacy channels impacted - BtoB Magazine
Erin Estep, service director - strategic communications management at SiriusDecisions notes, "the move [budget re-allocation] is indicative of continuing marketing refinement in coping with new channels."

May 14, 2012

The rise of account-level scoring to qualify leads - BtoB Magazine
"As nice as the vision of qualifying entire accounts instead of individuals is, there is no easy way to execute it. The business processes, rules and integrated systems necessary to qualify and track individual leads from source to close continue to challenge many organizations; so how could any company effectively manage the complexity of qualifying accounts? While the challenges are significant, many of the building blocks are in place at leading organizations that are actively planning, or currently executing, account-level qualification. These building blocks include..."

May 1, 2012

Rise Of Marketing Accountability And Targeting Highlight Need For Data Optimization Strategies - DemandGen Report
"According to Ross Graber, Research Director, Marketing Operations Strategies at SiriusDecisions, there are three significant forces that bring data management issues to the forefront of B2B marketers’ agendas..."

March 12, 2012

Email still marketing workhorse - BtoB Magazine
SiriusDecisions research director, Matt Papertsian, shares with BtoB readers that, "Email is still a very effective medium, but just like with direct mail it's about quality versus quantity."


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