John brings more than 20 years of experience as a B2B technology marketing executive to his portfolio marketing research. 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.
In this report, we describe the five components of a B2B value proposition and provide guidance for assembling them into a statement that attracts buyers to the offering.
Understand the full range of portfolio marketing responsibilities and use it as a guide to develop future team capabilities.
This report provides insights into the habits of business buyers making technology purchases in various technology categories.
This report provides insights into the habits of business buyers from companies of various sizes.
GenAI became business buyers’ top research tool in 2025, boosting efficiency and expanding provider options, but trusted personal validation remains essential.
To identify your optimal target market, rank market segments according to their market attractiveness, strategic fit, and your ability to win.
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.