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Forrester Research For:

B2B Marketing Professionals

Today's buyers are more demanding, informed, and value-sensitive, and they have more choices than ever before.

To succeed, B2B marketers must recognize the different types of buyers and understand the problems they are trying to solve, be able to demonstrate clear value to the buyers, and infuse outside-in thinking in all teams that support the selling system.

Who this role is for:

VP/Director of Marketing
VP/Director of Sales Enablement
VP/Director of Channel Marketing
VP/Director of Demand Generation
VP/Director of Product or Solutions Marketing

Vice President and Research Director Peter O'Neill (01:56)

Market Imperatives For Today’s B2B Marketing Professionals

Align selling experiences to buyer expectations:

Brief: B2B Content Fails The Customer Engagement Test

Digitally enable sales and channels:

The Sales Enablement Execution Landscape

​Engage at your customers' moment of need:

B2B Marketers Must Step Up to Message Management

The Lead-To-Revenue Playbook For 2015

Turn big data into actionable customer insights:

B2B Marketing's Big Data Destiny

B2B Marketing Blog

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Latest Research For This Role

Report: Brief: How B2B Marketers Optimize LinkedIn

August 12, 2015 | Peter O'Neill

With over 380 million users and growing at two new members per second, LinkedIn continues to rapidly evolve into a desired marketing platform for B2B businesses. And, increasingly, B2B marketers are...

Report: Navigating Tech Industry Channel Changes And Churns

The 10 Most Significant Trends Affecting The Tech Channel

August 5, 2015 | Tim Harmon

The changes churning the tech channel are at an all-time high. Yes, channel partners are finally starting to get the gist of cloud business models, and they are developing services businesses around...

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Analysts Serving This Role

  • Michael Speyer

    Michael Speyer

    Tech Partners & Channels, Technology Product Strategies...

  • Jon Erickson

    Jon Erickson

    Return On Investment (ROI), Business Value of IT...

  • Shaheen Parks

    Shaheen Parks

    Return On Investment (ROI), Measurement...

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Upcoming Events For This Role

Forum: Connect | Engage | Deliver

September 15, 2015

Webinar: Predictive Marketing In B2B: It's Not Just About Lead Scoring

September 3, 2015

Webinar: The Right Way To Measure Social Marketing

September 29, 2015

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