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Marketing & Strategy:

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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: Best Practices: Pricing Strategies For B2B Digital Services And Subscription Products

What B2B Marketing Leaders Can Learn About Digital Subscription Pricing From The Software Industry's Transition To SaaS

March 27, 2017 | Duncan Jones

This report explains why and how B2B marketing leaders should change their pricing approach when their company starts to sell digital services. It describes the maturity evolution from asset rental...

Report: Global Business Technographics® Business And Technology Services Survey, 2016: Overview

A Business Technographics Presentation

March 17, 2017 | Ryan Halliday

This report is an overview of the Forrester Data Global Business Technographics Business And Technology Services Survey, 2016. It covers the broad patterns seen among business and technology decision...

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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

Webinar: Taking Flight With Social Selling

April 4, 2017

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