Jacob   Milender

Jacob Milender

Researcher Serving B2B Marketing Professionals

Jacob (Jake) is a researcher on the B2B Marketing team. His research covers sales and channel enablement as well as B2B eCommerce, with a particular focus on how the age of the customer is affecting sales and partner channels. Jake helps B2B clients understand the impact of digital tools and technologies across both the sales cycle and the buyer journey, as well as how to enable better sales and marketing alignment. A key focus of Jake's research going forward will be how to engage with a more well-informed, digitally savvy B2B buyer.

Previous Work Experience

As a senior research associate, Jake supported analysts on both the B2B Marketing and eBusiness & Channel Strategy teams. Upon starting at Forrester his focus was primarly on sales enablement, but within a few months, Jake joined the team that published "Death Of A (B2B) Salesman," which took a more broad look at B2B sales as a whole. Since then Jake has collaborated across teams on a variety of topics with a B2B focus.

Prior to joining Forrester, Jake worked as a database manager for a small technology company in the greater Boston area.

Education

Jake has a B.A. in government from St. Lawrence University in Canton, New York, where he graduated with honors.

Jacob Milender

Researcher Serving B2B Marketing Professionals

Jacob (Jake) is a researcher on the B2B Marketing team. His research covers sales and channel enablement as well as B2B eCommerce, with a particular focus on how the age of the customer is affecting sales and partner channels. Jake helps B2B clients understand the impact of digital tools and technologies across both the sales cycle and the buyer journey, as well as how to enable better sales and marketing alignment. A key focus of Jake's research going forward will be how to engage with a more well-informed, digitally savvy B2B buyer.

Previous Work Experience

As a senior research associate, Jake supported analysts on both the B2B Marketing and eBusiness & Channel Strategy teams. Upon starting at Forrester his focus was primarly on sales enablement, but within a few months, Jake joined the team that published "Death Of A (B2B) Salesman," which took a more broad look at B2B sales as a whole. Since then Jake has collaborated across teams on a variety of topics with a B2B focus.

Prior to joining Forrester, Jake worked as a database manager for a small technology company in the greater Boston area.

Education

Jake has a B.A. in government from St. Lawrence University in Canton, New York, where he graduated with honors.

Jacob Milender's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: The Sales Tide Is Shifting To Pan-Route Strategies

    Chart A Course For Customer Obsession Across All Routes-To-Market

    November 30, 2017 Mary Shea, Jacob Milender

    As B2B buyers' expectations change, the boundaries blur between their preferred sales channels. Leading B2B firms recognize this and are adapting their routes-to-market strategies. This report details the shifts in routes prioritization and mix underway and highlights mini case study examples of companies that are successfully modernizing their strategies. It also provides specific recommendations for how B2B marketing and sales leaders can place the customer at the core of their firms' commercial strategy.

  • For B2B Marketing Professionals

    REPORT: A Blueprint For Successful B2B Video Marketing

    Drive Revenue And Buyers' Engagement With Effective Use Of Video

    October 20, 2017 Nick Barber, Jacob Milender, Laura Ramos

    Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them. As the amount of video web traffic continues to increase rapidly, B2B marketers must use video to differentiate their message, engage Millennial buyers, and explain complex ideas more simply. This report outlines a blueprint to help B2B marketers create video content that connects with buyers and demonstrates video's value.

  • For B2B Marketing Professionals

    REPORT: B2B Sales Force Digital Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset

    July 26, 2017 Mary Shea, Jacob Milender

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. By gleaning best practices from three global digital sales leaders at Cisco Systems, General Electric (GE), and IBM, we highlight key themes of their endeavors in this report. We also provide recommendations for how B2B firms of various shapes and sizes should move their sales forces forward.

  • For B2B Marketing Professionals

    REPORT: Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    May 24, 2017 Caroline 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: B2B Consultant Sellers Reign In The 21st Century

    Empower Your Sellers With Strategic Tooling

    May 22, 2017 Mary Shea, Jacob Milender

    B2B sellers face buyers who increasingly prefer a self-guided journey. While simple commodity transactions can largely occur without direct sales interaction, for more highly considered purchases, B2B marketing and sales leaders must plan for buyers who require sophisticated, consultative, and technology-enabled salespeople. This report highlights the attributes and activities of a new breed of seller as well as the role innovative technologies play in elevating sellers' status and rebalancing the power dynamic with buyers.

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