Forrester: - Making Leaders Successful Every Day

Business-to-business (B2B) marketers face enormous pressure to reach decision-makers, justify spending, and deliver high-quality leads to an increasingly dissatisfied sales organization. Compounding this are four systemic changes — product commoditization, marketing outsourcing, ad avoidance, and social media — whose combined effects will force dramatic changes in how marketing operates today. Forrester’s research shows why becoming customer-centric, adopting integrated marketing, managing demand better, upgrading measurement, and embracing social activity are key to your ongoing success. Successful B2B marketing professionals take their organizations to the next level when they set strategy and execute programs by first understanding how prospects buy and how they interact with both traditional and digital channels to do so and then by selecting campaign objectives that meet both company and community needs.

Featured Speakers

Laura Ramos Analyst Forrester Research, Inc.