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.


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

Jacob Milender's Research

  • For B2B Marketing Professionals

    Report: Empathetic Content: The Key To Engaging B2B Buyers

    Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content contin...

  • For B2B Marketing Professionals

    Report: Applying Sales Enablement Best Practices

    In the first Forrester Wave on sales enablement automation (SEA) systems, we used 33 criteria to evaluate nine vendors. This report compiles the best practices, use cases, and struggles that SEA...

  • For B2B Marketing Professionals

    Report: Add Social Selling To Your B2B Marketing Repertoire

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building awar...

  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Sales Enablement Automation Systems, Q4 2016

    In our 33-criteria evaluation of sales enablement automation (SEA) systems providers, we identified the nine most significant ones — Brainshark, CallidusCloud, ClearSlide, KnowledgeTree, Mediafl...

  • For B2B Marketing Professionals

    Report: B2B Consultant Sellers Reign In The 21st Century

    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 purchase...

View all of Jacob Milender's Research

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