B2B Marketing

Focused on increasing their company’s revenue and market share, business-to-business (B2B) marketers take a cue from their business-to-consumer (B2C) counterparts by investing heavily in brand-building initiatives. Beyond creating customer awareness, a strong brand will clarify an organization’s direction and purpose, enhance stakeholder interactions, and stimulate value creation.


  • For all Roles
  • For Customer Insights Professionals

    Report: Quick Take: IBM Acquires Silverpop

    On April 10, 2014, IBM announced its intent to acquire Silverpop, a software-as-a-service (SaaS) marketing automation and email service provider. With this acquisition, IBM fills in some signifi...

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  • For CMO Professionals

    Report: B2B Marketing's Big Data Destiny

    Business-to-business (B2B) CMOs who make business decisions based on internal data, with all of its imperfections and gaps, risk the same fate as hikers who head off into the wilderness without ...

    • Downloads: 115
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  • For Marketing Leadership Professionals

    Report: Interactive Channels To Watch In 2014

    This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile a...

    • Downloads: 157
  • For Sales Enablement Professionals

    Report: Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement

    This report, originally written for customer insights professionals, includes content relevant to professionals responsible for sales enablement, especially those leading marketing for B2B compa...

    • Downloads: 105
  • For Customer Experience Professionals

    Report: How Three B2B Firms Measure Customer Experience

    Customer experience leaders in business-to-business (B2B) firms need a measurement program that tells them how good their customers' experiences are today, provides guidance on how to improve th...

    • Downloads: 307
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Analysts who cover B2B Marketing