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Marketing & Strategy:

Technology Management:

Technology Industry:

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:

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: Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime

Focus On People, Not Companies, To Increase Advocate Engagement

September 28, 2015 | Laura Ramos

Word of mouth and peer testimony are powerful business-to-business (B2B) marketing tools, with social, mobile, and the steady move to subscription-based business models making advocacy all the more...

Report: The State Of Consumers And Technology: Benchmark 2015, US

North American Consumer Technographics®

September 28, 2015 | Gina Fleming

This report is our annual overview of US consumers' behaviors and technology attitudes by generation, based on Forrester's North American Consumer Technographics surveys and our ForecastView data. US...

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Analysts Serving This Role

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Upcoming Events For This Role

Webinar: Drive Sales Force Focus, Results, And Efficiencies

December 2, 2015

Webinar: Predictions For B2B Marketing Professionals In 2016

December 10, 2015

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