John brings more than 20 years of experience as a B2B technology marketing executive to the Portfolio Marketing Research Service. He has successfully launched new industry and platform solutions, built and executed go-to-market initiatives, and developed and implemented matrixed marketing models across product, industry, and regional field marketing teams.
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 directs clients to selected research, tools, and resources that will help them understand, develop, and deploy B2B buyer personas.
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.
In this report, we describe a step-by-step process marketing leaders can use to gather the intelligence that leads to the organization’s success.
This report explains how to deliver and optimize information to buyer- and customer-facing roles to improve their interactions, which is the fifth step of the Knowledge Enablement Model.
In this report, we describe the revenue enablement ecosystem, which has four primary participants that collaborate in the steps of The Forrester Revenue Enablement Framework.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.
