Marisa Kopec

Boston, Massachusetts, United States Contact Info
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Lux puts humans at the center of innovation. Customer-centric innovation isn’t just a…

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Experience & Education

  • Lux Research

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Publications

  • Results From 2015 SiriusDecisions B-to-B Buying Study: Reps Still Matter!

    SiriusDecisions

    The SiriusDecisions 2015 B-to-B Buying Study, conducted earlier this year, analyzed the buying behaviors of more than 1,000 b-to-b executives who were involved in a significant b-to-b purchase decision within the past six months. The data collected represents an estimated half-billion dollars in b-to-b purchases across North America and Europe.

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  • Branding B-to-B Offerings

    SiriusDecisions

    My thoughts on why branding products and solutions should, in most cases, be an expression of the enterprise's master brand.

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  • What If Your Biggest Competitor In 2019 Does Not Exist Today?

    SiriusDecisions

    The buyer needs you address today may not be the buyer needs you address five years from now.

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  • My Three Biggest Aha Moments (So Far)

    SiriusDecisions

    Here are the most memorable personal insights I’ve had as an analyst (so far) and the most impactful lessons I’ve learned during my last four years as a SiriusDecisions analyst. I shared these recently during Microsoft Dynamics’ take on a TED talk on marketing leadership at Convergence 2014 in Atlanta.

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  • Do You Really Need A Portfolio Marketing Leader?

    SiriusDecisions

    Whether launching an offering or expanding into new markets, b-to-b organizations depend on product marketers, solution marketers, industry marketers, and business unit marketers to gather crucial knowledge and execute strategies. But something is often missing.

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  • How Was The Messaging Nautilus Was Created?

    SiriusDecisions

    The patent-pending Messaging Nautilus has already helped major organizations discard flawed messaging templates and create truly audience-centric content. Jessica Lillian talked to Marisa about the most glaring shortcomings she sees in today’s b-to-b messaging, the five components of a great value proposition, and what’s next for the Messaging Nautilus.

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  • It's Not Content, It's Lack of Buyer Insights That's The Problem

    SiriusDecisons

    At last year’s Summit, we stated that 60 percent to 70 percent of content produced by b-to-b marketing organizations goes unused, sitting on sales portals and Web site shelves.

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  • Portfolio Marketing Is The Whole Enchilada

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    SiriusDecisions’ perspective is that the traditional catch-all term “product marketing” cannot encapsulate the go-to-market functional competency of a b-to-b company – the categorization is too narrow. We recommend that the product marketing function be elevated to a portfolio marketing function.

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  • What's Really The Difference Between Product and Solution Content?

    SiriusDecisions

    There’s a big difference between solution messaging and product messaging. However, a lot of solution content falls short of its intended goal – not really manifesting into anything other than product content.

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  • Which Buyer Personas Do We Choose?

    SiriusDecisions

    The problem with taking a persona-based approach is that the marketing organization – no matter how big – can't produce enough content to align with every potential buyer persona in every market segment for every offering. Organizations must choose which buyer personas to focus on. Here are some key questions to guide these decisions.

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Honors & Awards

  • 2013 President's Award

    SiriusDecisions

    Highest recognition in the organization for contribution to revenue and growth; 2013 Winner's Circle.

  • 2015 Research MVP Award

    SiriusDecisions

    Highest recognition for research innovation; 2015 Winner's Circle

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