Roles We Serve

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

Latest Research For This Role

Report: The B2B Marketer's Guide To Benchmarking Customer Obsession Maturity

Vision: The B2B Marketing Playbook

August 10, 2017 | Laura Ramos

Becoming customer-obsessed is a competitive advantage to companies that pursue this strategy. It is also a disruptive — but transformative — process that not all firms will start from the same place....

Report: Metrics That Matter In Account-Based Marketing

Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM

August 9, 2017 | Allison Snow

B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account...

View more research

Analysts Serving This Role

View more analysts

Upcoming Events For This Role

Forum: B2B Marketing 2017

October 5, 2017 - October 6, 2017

Workshop: Advanced Customer Journey Mapping

September 19, 2017

Webinar: Predictive Marketing Analytics: Vendor Capabilities And Buyer Considerations Using The Forrester Wave™

September 12, 2017

View more events