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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 As-A-Service World Disrupts Traditional Sales Models

Prepare In Advance To Avoid Missteps When Migrating B2B Sales

January 11, 2018 | Mary Shea

While an X-as-a-service (XaaS) model has many benefits for vendors and customers alike, migrating from a traditional to an XaaS delivery model can wreak havoc on selling systems. When embarking on...

Report: The Forrester Tech Tide™: Channel Software, Q1 2018

Eight Technology Categories Automate Indirect Channel Programs

January 10, 2018 | Jay McBain

Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate...

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Analysts Serving This Role

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Upcoming Events For This Role

Forum: B2B Marketing 2018

October 25, 2018 - October 26, 2018

Webinar: Benchmarks 2018: The State Of B2B Marketing Practice

February 22, 2018

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