Industry Analyst at Marchnata
Peter works as an industry analyst, collaborating with Research in Action GmbH, and with the B2B Marketing organisation in London. He also writes and curates content on an ongoing basis for several clients.
After serving at Forrester/Gartner/META for 20 years as an analyst and research director, He now loves being more involved in direct client interactions. With Research in Action, Peter does global surveys of 1500 marketing practitioners to get their assessments of vendors in various marketing process automation areas, add his assessment and publish Vendor Selection Matrix reports based on the users' ratings. With B2B Marketing, Peter contributes to the "Premium Research" reports throughout the year.
Topics like Lead Management, Band Content Management, Web Experience Management, Sales Engagement, Channel Enablement, ABM, and CDP are covered in various reports.
How did you get to become an expert in your key topics?
What sub-topics are you most passionate about?
Account-Based Marketing, Engagement Marketing, Customer Experience, Sales Enablement.
Who influences you within these topics?
What challenges are brands facing in this space?
Marketing Automation software has been a rampant business for the last decade and there are now over 8,000 vendors involved. But CMOs now want to obtain better control over software spending and develop a more strategic approach. Marketing software brands must now prove their true value and achieve a different level of trust with business executives outside of Marketing.
What do you think the future holds in this space?
It is all about the experience. What experience does the marketing software offer to buyers and/or customers? What experience does the software offer to the marketers operating it? What experience does the software provider for business executives in terms of reporting and analytics?
What brands are leading the way in this space?
This would depend on the context being discussed.
If a brand wanted to work with you, which activities would you be most interested in collaborating on?
What are your passions outside of work?
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