Peter O'Neill

VP, Research Director serving B2B Marketing PROFESSIONALS

Peter leads Forrester's research and advisory for B2B Marketing Professionals. He manages a group of analysts focused on B2B marketing in the age of the customer, understanding and navigating the complex sphere of buyer stakeholders, ensuring contextual and relevant content to accelerate the sales process, and describing the technology infrastructure to build and support sales relationships.

His background is in international marketing, with a specific emphasis on field marketing strategy/execution coupled with the interaction dynamics between HQ and field marketing. Peter is renowned for his industry thought leadership and expertise in content marketing, partner marketing, as well as social media and online community strategies.

He has written more than 50 research documents that cover various topics on B2B marketing, including contributions to Forrester's lead-to-revenue playbook, B2B online community playbook, and channel partner loyalty playbook. In Q2 2012, he received a Forrester Research award for "Content Marketing Is A Key Differentiator For Tech Marketers." He provides advisory and consulting to various Fortune 500 and Fortune 100 companies on their B2B marketing strategy, organization, and processes and is part of Forrester's B2B Groundswell Awards judging team, awarding innovative social marketing practices from companies of various sizes (SMBs and enterprises). He is also a member of the judging panel for annual UK-based B2B Marketing Awards ( He has been cited in numerous media publications, including The Economist, Financial Times, and industry publications, and he maintains a regular blog on B2B channel issues on The Channel Register.

He has a broad knowledge of the general European IT market and profound industry-specific knowledge of the relevant issues and is therefore an experienced advisor about many different areas of the IT industry. Peter is based in Forrester's Frankfurt office but advises vendors and users around the world. He continues to participate in research on IT management software and has a deep knowledge of IT management software technologies and all of the vendors in this area.

Previous Work Experience

Peter came to Forrester from Meta Group, where he advised Meta clients around Europe, the Middle East, and Africa (EMEA) on various IT operations and data center topics. A 26-year veteran of the IT industry, he has extensive experience in IT hardware, software, and services. Prior to joining Meta, Peter was the marketing director in the E-Services Solutions Business Unit at Hewlett-Packard in the US and responsible for marketing HP's new business ventures with Internet companies. Before being posted to the US in 1998, he worked for HP in Germany for 17 years, holding a number of national and international sales and marketing positions. In 1988, Peter wrote the original business plan for HP's newly formed Open View Division in Boeblingen, Germany, and led the company's launch into the systems management business.

He has been a favored speaker at many seminars and trade shows and represented HP on German TV. Prior to joining HP in 1981, he worked in the finance department of Ford Motor in London.


Peter holds a B.S. degree in physics and geophysics from the University of Liverpool and is an associate member of the Institute of Cost and Management Accountants in the UK. He has lived in Germany since 1981 and speaks fluent German and English.

Peter O'Neill's Research

  • For B2B Marketing Professionals

    Report: Turn B2B Marketing Into A Customer-Obsessed Organization

    The next wave of competitive advantage for business-to-business companies will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what their custome...

  • For B2B Marketing Professionals

    Report: Vendor Landscape: European Marketing Automation Vendors, 2016

    A wealth of new marketing automation technologies are now available to help B2C marketers manage customer engagement, B2B marketers manage leads, and all marketers manage other marketing process...

  • For B2B Marketing Professionals

    Report: Brief: How B2B Marketers Optimize LinkedIn

    With over 380 million users and growing at two new members per second, LinkedIn continues to rapidly evolve into a desired marketing platform for B2B businesses. And, increasingly, B2B marketers...

  • For B2B Marketing Professionals

    Report: Break Through The Hype Of Social Selling

    Despite the promises of social selling's profound impact on sales processes, sales and marketing professionals tell us that they don't know how to get started with a formal program that will del...

  • For B2B Marketing Professionals

    Report: Manage Your Sales Enablement Charter Or Run Into A Perfect Storm

    To overcome the random acts of sales enablement investment generated by disparate, well-intended groups across the organization, B2B marketing professionals must develop a more holistic approach...

  • For Infrastructure & Operations Professionals

    Report: Market Overview: The IT Management Software Market In 2009

    In 2009, IT faces the problem of cutting costs without affecting the productivity of business users. Ideally, enterprises will look at solutions that increase IT ops' productivity, reduce the ti...

  • For Infrastructure & Operations Professionals

    Report: Who's Hot In Business Service Management

    Enterprises continue to invest in business service management (BSM) projects, even with the economy going into recession, and BSM has been the battle cry of IT management software vendors for se...

  • For CIOs

    Report: European IT Market Outlook: 2009 To 2010

    The European market for business-purchased technology goods and services (measured in euros) will decline by 6.3% in 2009, and be slow to recover in 2010 with only 4% growth. In both regards, it...

  • For B2B Marketing Professionals

    Report: IT Management Software Vendors: Cover Your SaaS As Web 2.0 Comes Nearer

    The expansion of the software-as-a-service (SaaS) business model appears to be inevitable. It is both Web 2.0 and business technology (BT) and reflects the wishes of business users to have more ...

  • For B2B Marketing Professionals

    Report: Market Overview: Business Service Management

    Enterprises continue to invest in business service management (BSM) projects, even with the economy going into recession. As a technology, BSM is founded on the ability to map business services ...

View all of Peter O'Neill's Research

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