Roles We Serve

Marketing & Strategy:

Technology Management:

Technology Industry:

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

Latest Research For This Role

Report: New Tech: B2B Marketing Data Management Solutions, Q1 2019

Forrester's Landscape Overview Of 24 Providers

January 31, 2019 | Steven Casey

The foundation of customer-obsessed marketing is the ability to collect, analyze, and manage the customer data to derive insights. But most B2B marketers have low confidence in the quality of their...

Report: New Roles, Skills, And Structures Are Needed For L2RM Success

Organization: The Lead-To-Revenue Marketing Playbook

January 29, 2019 | Lori Wizdo

B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales the...

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Analysts Serving This Role

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Upcoming Events For This Role

Webinar: Customer Engagement Marketing: How To Turn Loyal Customers Into Advocates

March 21, 2019

Webinar: Forrester's Predictions For The Technology Channel In 2019

March 14, 2019

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