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: Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement

    October 25, 2018Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human interactions. In 2019, we predict that vendors' response to this need will accelerate as their customers commit to full life-cycle marketing.

  • For CMO Professionals

    REPORT: Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook

    February 22, 2018 Melissa Parrish, Caroline Robertson

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation maturity assessment so you can gauge where your firm is on its journey and discover which core competencies you need to strengthen or develop.

  • For B2B Marketing Professionals

    REPORT: Evaluate Your Capacity For Customer-Obsessed Marketing

    Assessment: The B2B Marketing Playbook

    January 4, 2018 Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you identify the strengths and weaknesses that keep marketing from leading the charge toward customer obsession. After completing this self-assessment, B2B marketers can use the results to craft a strategy that moves marketing practices along the path from Customer-Naive to Customer-Obsessed.

  • 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.

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