Roles We Serve

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

‚ÄčEngage 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: Making Content Customizable Helps Both Sales And Marketing

Get Off The Ad Hoc Content Treadmill And Embrace Bespoke Content

April 26, 2017 | Steven Wright

B2B marketers have a lack of visibility into methods for customizing content and manners in which sellers use it. By leveraging sales enablement automation (SEA) capabilities, sales enablement...

Report: SMBs Now View Their Tech Investments Through An Enterprise-Like Lens

April 25, 2017 | Caroline Robertson

This may be the last small and medium-size business (SMB) technology budget report that Forrester writes for the B2B marketing leader because SMBs are now approaching technology like enterprises do....

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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: Three Principles To Make B2B Content Better Engage Buyers

April 27, 2017

Webinar: A Simple Strategy To Keep Your Messages Aligned And Your Content Focused On The Customer

May 16, 2017

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