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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

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: Make Your B2B Marketing Thrive In The Age Of The Customer

Four Investment Imperatives Help B2B Firms Get Customer-Obsessed

August 31, 2015 | Laura Ramos

The next wave of competitive advantage will come from deep customer knowledge and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does. To win...

Report: Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

Introducing Forrester's GTC Strategy Matrix

August 31, 2015 | Lori Wizdo

B2B marketers get it. They know they need to operate across their sales and marketing silos and get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant...

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Analysts Serving This Role

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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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