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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

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

Market Imperatives For Today’s B2B Marketing Professionals

Align selling experiences to buyer expectations:

Report: Brief: B2B Content Fails The Customer Engagement Test

Digitally enable sales and channels:

Report: The Sales Enablement Execution Landscape

​Engage at your customers' moment of need:

Report: B2B Marketers Must Step Up to Message Management

Playbook: The Lead-To-Revenue Playbook For 2015

Turn big data into actionable customer insights:

Report: B2B Marketing's Big Data Destiny

View more playbooks to help you with your initiatives.

B2B Marketing Blog

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Latest Research For This Role

Report: Thought Leadership: The Next Wave Of Differentiation In B2B Marketing

Introducing Forrester's IDEA Framework For Thought Leadership Marketing

April 9, 2015 | Laura Ramos

From medical devices to heavy equipment, commercial products, technology, and financial and professional services, business-to-business (B2B) marketing professionals need to position their firms as...

Report: Demand Insights: The SMB Software Market 2015

SMB Software Adoption Reflects Customer Obsession

April 7, 2015 | Tim Harmon

The small and medium-size (SMB) market's laggard adoption of technology can be vexing to B2B marketing professionals. But SMBs are responding to the easing of the credit crunch with investment plans...

View more research

Analysts Serving This Role

  • Laura Ramos

    Laura Ramos

    B2B Marketing, Marketing Messaging...

  • Jon Erickson

    Jon Erickson

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

  • Tim Harmon

    Tim Harmon

    Go-To-Market Strategies, Information Management...

View more analysts

Upcoming Events For This Role

Forum: Forrester's Forum For Marketing Leaders

April 29, 2015 - April 30, 2015

Webinar: Five Ways To Improve Your Social Data Capabilities

April 29, 2015

Webinar: Improve B2B Sales Force Behavior Through Gamification Programs

May 26, 2015

View more events