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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: Understanding The Performance Levers In Your Lead-To-Revenue System

How To Get Better And Better At Revenue Performance Management

January 15, 2016 | Lori Wizdo

In study after study, B2B marketers are demonstrating their commitment to measuring and reporting on revenue performance metrics. But, what do you do when the improvement trending stalls? Or what do...

Report: B2B Inside Sales: "Inside Or Out?" — That Is The Question

Why More B2B Companies Are Outsourcing Early-Stage Selling Activities

January 6, 2016 | Mary Shea

As business-to-business (B2B) companies better align the buyer's and seller's journey, inside sales teams will play a more prominent role in the buyer's engagement process while simultaneously...

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Analysts Serving This Role

  • Steven Casey

    Steven Casey

    Go-To-Market Strategies, Marketing Messaging...

  • Laura Ramos

    Laura Ramos

    Buyer Engagement, Customer Advocacy...

  • Michael Speyer

    Michael Speyer

    Tech Partners & Channels, Technology Product Strategies...

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Upcoming Events For This Role

Webinar: How To Make Sales Conversations An Integral Part Of Your Content Marketing Plans

February 18, 2016

Webinar: A Map To The Territory: The Sales Enablement Automation Vendor Landscape

March 17, 2016

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