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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

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Vice President and Research Director Peter O'Neill (01:56)

Market Imperatives For Today’s B2B Marketing Professionals

Align selling experiences to buyer expectations:

Report: Brief: B2B Content Fails The Customer Engagement Test

Digitally enable sales and channels:

Report: The Sales Enablement Execution Landscape

​Engage at your customers' moment of need:

Report: B2B Marketers Must Step Up to Message Management

Playbook: The Lead-To-Revenue Playbook For 2015

Turn big data into actionable customer insights:

Report: B2B Marketing's Big Data Destiny

View more playbooks to help you with your initiatives.

B2B Marketing Blog

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Latest Research For This Role

Report: How To Design Communities For B2B Marketing

A Guide To Creating A Community Strategy Using Forrester's CLICK Framework

April 24, 2015 | Kim Celestre

There is tremendous opportunity for B2B marketers to deploy online communities that help decision-makers discover, explore, and engage with their company. But many find it challenging to craft a...

Report: Metrics That Matter For B2B Marketers

Revenue Impact Should Top How CMOs Measure Marketing Performance

April 9, 2015 | Laura Ramos

CMOs frequently ask Forrester which metrics they should monitor and report. Business-to-business (B2B) CMOs need to do more than measure activities like click-through rates and event attendees; they...

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Analysts Serving This Role

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Upcoming Events For This Role

Forum: Forrester's Forum For Marketing Leaders

April 29, 2015 - April 30, 2015

Webinar: Five Ways To Improve Your Social Data Capabilities

April 29, 2015

Webinar: Improve B2B Sales Force Behavior Through Gamification Programs

May 26, 2015

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