Caroline   Robertson

Caroline Robertson

VP, Research Director Serving B2B Marketing Professionals

Caroline is a leader of Forrester's research and advisory serving B2B marketing professionals. As vice president, research director, she manages analysts who help B2B marketing leaders navigate complex buyer dynamics; develop and execute effective strategies; and select appropriate technologies to drive business impact through compelling content, sales enablement, channel activation, performance management, and customer engagement.

Previous Work Experience

In her roles as market analyst and marketing and business development leader, Caroline has brought numerous cross-functional teams together to drive growth in dynamic markets. Prior to joining Forrester, Caroline led marketing and market analyst teams as an executive at both IBM and Cisco. While at IBM, Caroline helped market pre-cloud businesses, develop the first marketing program targeting the C-suite, introduce hosted industry solutions, and market infrastructure solutions integrating products and services. As Director of Marketing at Cisco, Caroline helped shape and drive marketing strategies and messaging for the company's second-largest division. Caroline was also Director at IDC, where she established its Business Network Services practice.

Caroline is experienced working with the media and presenting at both corporate and trade events.

Education

Caroline holds a B.A. from Smith College in Northampton, Mass.

Caroline Robertson

VP, Research Director Serving B2B Marketing Professionals

Caroline is a leader of Forrester's research and advisory serving B2B marketing professionals. As vice president, research director, she manages analysts who help B2B marketing leaders navigate complex buyer dynamics; develop and execute effective strategies; and select appropriate technologies to drive business impact through compelling content, sales enablement, channel activation, performance management, and customer engagement.

Previous Work Experience

In her roles as market analyst and marketing and business development leader, Caroline has brought numerous cross-functional teams together to drive growth in dynamic markets. Prior to joining Forrester, Caroline led marketing and market analyst teams as an executive at both IBM and Cisco. While at IBM, Caroline helped market pre-cloud businesses, develop the first marketing program targeting the C-suite, introduce hosted industry solutions, and market infrastructure solutions integrating products and services. As Director of Marketing at Cisco, Caroline helped shape and drive marketing strategies and messaging for the company's second-largest division. Caroline was also Director at IDC, where she established its Business Network Services practice.

Caroline is experienced working with the media and presenting at both corporate and trade events.

Education

Caroline holds a B.A. from Smith College in Northampton, Mass.

Caroline Robertson's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Getting A Grip On Seller-Focused Content

    Leverage Content Marketing Best Practices For An Effective Seller Experience

    October 31, 2017Caroline Robertson

    B2B marketers have learned great content is a key component for engaging buyers. And they need to apply that learning to internal content to enable and train sales. Marketing, often unknowingly, provides sellers with irrelevant, indigestible, or just plain excessive amounts of material. Read this report to learn how to build and distribute content for an effective seller experience. Helping sellers understand how, when, and where to use various forms of content is an opportunity for marketing to ensure it creates the right content and has sales use it effectively.

  • For B2B Marketing Professionals

    REPORT: Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    May 24, 2017Caroline Robertson, Laura Ramos, Jacob Milender

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics® Marketing Survey, 2016, along with Forrester's Q2 2016 International B2B Marketing Strategies And Tactics Online Survey, reveals how leaders are wrestling with competing priorities, focusing on increasing ROI, honing new skills, and better leveraging technology.

  • For B2B Marketing Professionals

    REPORT: SMBs Now View Their Tech Investments Through An Enterprise-Like Lens

    April 25, 2017Caroline Robertson

    This may be the last small and medium-size business (SMB) technology budget report that Forrester writes for the B2B marketing leader because SMBs are now approaching technology like enterprises do. This is a boon to marketers who can coordinate their SMB and enterprise marketing activities more closely. This report outlines some key areas in which SMBs are looking more and more like their enterprise brethren.

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