Rani Salehi

Principal Analyst

Rani has 25 years of B2B experience as a senior-level marketing executive and business growth leader who leverages ingenuity and vision to create progressive marketing and branding strategies that help companies convert mindshare to market share. Known for a passionate and analytical marketing approach, Rani has a unique vision of marketing as an art designed between revenue and brand; this is what sets her apart and has helped her earn award-winning recognition in her marketing programs.

Rani’s career encapsulates a history of successfully repositioning companies for digital pivots; identifying and capitalizing on emerging technology; innovating new marketing approaches; and working successfully across industry, geographic, sales, and commercialization matrices. She has a gift for bringing out the best in others and empowering marketing teams with fresh go-to-market strategies that yield success.

Demand Marketing Programs: Setting SMART Goals
February 8th, 2021 4 min read

Demand marketing program success depends on setting specific, measurable, achievable, relevant, and time-related (SMART) goals. Goal setting is typically the first step in demand marketing program planning. Inputs for demand marketing program goals include marketing plans, sales plans, campaign plans, and benchmarks. Setting SMART goals is an effective method for capturing goals in general, but it is particularly important for demand and program leaders when initiating the program planning process. In this report, we describe how to use the SMART criteria to set goals for demand programs (see The SMART Goal-Setting Template ).

Enabling B2B Buyers Through Your Website
January 27th, 2021 13 min read

Our research consistently shows that B2B buyers find the provider’s website to be one of the most impactful, self-guided interactions throughout the buying decision process. At the same time, the research also shows that the majority of B2B website experiences are no longer meeting buyers’ expectations and fail to engage visitors. Organizations must rapidly shift strategies and tactics to enable modern buyers. In this report, we describe a thoughtful approach for redesigning the website experience to meet changing buyer and customer needs and achieve business outcomes.

Research Coverage

Planned Research

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.