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Marketing & Strategy:

Technology Management:

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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:

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

B2B Marketing Blog

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Latest Research For This Role

Report: Pricing Strategies For Software-As-A-Service

Subscription Models Force Vendors To Rethink Pricing And Packaging To Align Better With How They Deliver Customer Value

February 16, 2017 | Duncan Jones

Companies that want to sell SaaS applications to businesses must align their products' pricing with how those products deliver business value to customers. B2B marketing specialists know that new...

Report: Global Business Technographics Marketing Survey, 2016: Overview

A Business Technographics Presentation

February 10, 2017 | Tyler McDaniel

This report is our overview of marketers priorities, challenges, use of technology, and budgets, based on Forrester's Global Business Technographics Marketing Survey, 2016. We analyzed the data by...

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Analysts Serving This Role

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Upcoming Events For This Role

Forum: Consumer Marketing 2017

April 6, 2017 - April 7, 2017

Webinar: Value-Based Pricing For Software And SaaS

March 28, 2017

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