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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:

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: Nurture Thought Leadership To Nurture Your Brand

Make Thought Leadership The Tip Of Your Content Marketing Pyramid

May 22, 2015 | Laura Ramos

Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when business-to-business (B2B)...

Report: Threats To Their Traditional Sales Force Will Change The Focus For B2B Marketers

Death Of A (B2B) Salesman

May 8, 2015 | Peter O'Neill

This report, originally written for eBusiness and channel strategy professionals, includes content relevant to B2B marketers, especially those leading sales enablement initiatives in...

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Analysts Serving This Role

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Upcoming Events For This Role

Forum: Forrester's Summit For Marketing Leaders

September 15, 2015

Webinar: Improve B2B Sales Force Behavior Through Gamification Programs

May 26, 2015

Webinar: Making The Business Case For Through-Channel Marketing

June 4, 2015

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