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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

Market Imperatives For Today’s B2B Marketing Professionals

Align selling experiences to buyer expectations:

Threats To Their Traditional Sales Force Will Change The Focus For B2B Marketers: Death Of A (B2B) Salesman

Digitally enable sales and channels:

Turn Your Channel Into A Marketing Machine

​Engage at your customers' moment of need:

B2B Marketers Must Step Up to Message Management

The Lead-To-Revenue Playbook

Turn big data into actionable customer insights:

From Big Data To Actionable Insight: The Role Of Predictive Analytics In B2B Marketing

Latest Research For This Role

Report: Global Business Technographics® Networks & Telecom Survey, 2017: Overview

A Business Technographics Presentation

May 25, 2017 | Brian Luu

This report is an overview of the Forrester Data Global Business Technographics Networks And Telecommunications Survey, 2017. Topics include sourcing preferences; managed services technologies and...

Report: Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

Reexamine Your Tools And Talent First And Then Your Programs

May 24, 2017 | Caroline Robertson

B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics® Marketing...

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Analysts Serving This Role

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Upcoming Events For This Role

Forum: B2B Marketing 2017

September 26, 2017 - September 27, 2017

Webinar: Measuring Isn't Managing: B2B Marketing Performance Demands Alignment With Explicit Paths To Revenue

June 13, 2017

Webinar: Seven Stepping Stones On The Path to Better Digital Engagement

June 14, 2017

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