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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

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: Break Through The Hype Of Social Selling

How To Successfully Enable Your Sales Teams To Utilize Their Social Networks

July 28, 2015 | Peter O'Neill

Despite the promises of social selling's profound impact on sales processes, sales and marketing professionals tell us that they don't know how to get started with a formal program that will deliver...

Report: Forrester Groundswell Award Winners Provide Hope To Struggling B2B Marketers

Two Winners And One Finalist Demonstrate That Social Marketing Can Deliver Business Value With The Right Approach

July 27, 2015 | Erna Alfred Liousas

B2B marketing professionals trip and stumble trying to find social marketing approaches that can make the slightest dent in their business objectives. The good news is that some marketers have...

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Analysts Serving This Role

  • Mary Shea

    Mary Shea

    Go-To-Market Strategies, Customer Relationship Management (CRM)...

  • Michael Speyer

    Michael Speyer

    Tech Partners & Channels, Technology Product Strategies...

  • Dean Davison

    Dean Davison

    Product Portfolio Strategies, Competitive Analysis...

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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: How B2B Marketers Can Pivot To Customer Obsession — At Scale

September 10, 2015

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