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.

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11 results in Reports

  • Peter O'Neill
  • Sourcing & Procurement
  • For Infrastructure & Operations Professionals

    Report:Who's Hot In Business Service Management

    An Overview Of Vendors Offering BSM Solutions

    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 several...

    • Downloads: 1412
  • For B2B Marketing Professionals

    Report:Channel Models In The Era Of Cloud

    Channel Partners Expect A Share Of The Cloud

    To identify channel partners' plans, readiness, barriers, and needs as cloud technologies emerge, Forrester Research joined with Outsource Channel Executives (OCE) to survey distributors, value-added...

    • Downloads: 1392
  • For B2B Marketing Professionals

    Report:Market Momentum: IT Management Software Market, H1 2008

    Thanks to the immense demand for lower IT costs and high-quality IT management services, combined with a dynamic business environment, the IT management software market has now morphed into a highly...

    • Downloads: 576
  • For B2B Marketing Professionals

    Report:Market Momentum: IT Management Software Market, H1 2009

    Vendors Are Missing The Cloud And Virtualization Waves

    Forrester's market momentum overview assists vendor strategy professionals in tracking the evolution of the IT management software (ITMS) market and in gathering intelligence about the major...

    • Downloads: 514
  • For B2B Marketing Professionals

    Report:Tech Distribution Changes In A Cloudy Industry

    Channel Marketers That Understand The Changes Will Develop Best Practices

    Our recent channel survey included 19 firms that indicated their "primary function" was technology distribution. Like other channel partners, distributors are realizing that their business models...

    • Downloads: 557
  • For B2B Marketing Professionals

    Report:Market Momentum: IT Management Software Market, H2 2008

    Are Vendors Promoting Themselves Enough?

    Forrester's market momentum overview assists vendor strategy professionals in tracking the evolution of the IT management software market and in gathering intelligence about the major activities. In...

    • Downloads: 289
  • For B2B Marketing Professionals

    Report:Cisco Systems Adds Services To Its Partner Dance Card

    How To Turn Product Partners Into Collaborative Services Partners

    Product vendors must deal with two major challenges across the technology industry: developing from a pure product orientation toward a solutions- or services-based market approach, and building a...

    • Downloads: 321
  • For B2B Marketing Professionals

    Report:Medium-Size And Small ISVs Can Expand Via Partnerships

    How Medium-Size And Small ISVs Use Partnerships To Enter New Markets

    Small and medium-size software vendors will face challenges in 2009 as the economic climate deteriorates. For many, the best possible leverage for their limited funds will be making effective...

    • Downloads: 305
  • For B2B Marketing Professionals

    Report:Forrester's Partner-Type Taxonomy: Lingua Franca For A New Era

    Simplifying The Partner Dance Card So Everybody Is On The Same Page

    Compared with other industries, outsiders perceive information technology (IT) to be relatively young — influenced in its youthfulness more by technology than business trends and driven by...

    • Downloads: 309
  • For B2B Marketing Professionals

    Report:ISVs: Choose The Right Dance Partner

    Key Considerations When Selecting And Joining A Software Ecosystem

    The center of gravity in the IT industry has moved from hardware to software over the past 25 years. The result? Strategists at the major vendors have established software-based ecosystems to enhance...

    • Downloads: 309
  • For B2B Marketing Professionals

    Report:The Spread Of Remarketed Software Could Be A European Response To The Economic Crisis

    German Enterprises Have Paved The Way In Trading Used Software Licenses

    The software industry continues to immerse itself in restrictive business practices, as vendors: fiercely defend their output as intellectual property; boldly charge for product maintenance,...

    • Downloads: 156