To identify the knowledge assets that will enable customer-facing roles to acquire, grow, and retain customers, portfolio and customer marketers must identify buyer and customer preferences for interactions and content.
This report provides a framework for determining how to structure a portfolio marketing team to drive the best results for the business without overtaxing team members.
This report directs clients to selected research, tools, and resources that will help them understand, develop, and deploy B2B buyer personas.
This report defines four steps that guide portfolio marketing leaders through the actions required to take a thoughtful, structured approach to evaluating, planning, and executing organizational design in alignment with business objectives.
B2B buyer personas. In this report, we outline a B2B buyer persona interview guide — a framework for conducting primary research and collecting the information required to build a persona-based buyer knowledge foundation in a consistent manner.
This report provides a snapshot of Forrester's data on how B2B buyers conduct their own research.
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