Beth Caplow

VP, Principal Analyst

Forrester Bio

Author Insights


Five Ways That Generative AI Brings Superpowers To Portfolio Marketers

Beth Caplow April 5, 2024
Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Learn five ways generative AI can help portfolio marketers automate tasks and increase productivity and creativity.

Optimizing Product Launches In Regions: Four Steps

Mavis Liew February 24, 2023
Launching multiple products in a region can be complex due to variations in language, culture, maturity, and buyer needs across countries. On top of this, tailoring the launch to each market increases the complexity and need for resources. In addition, regional marketers are often faced with three critical challenges: lack of visibility and information about […]

Four Tips On Finding — And Spearheading — New Strategies For Growth

Beth Caplow April 22, 2022
A few mind shifts can help portfolio marketers identify and capitalize on growth sources that they may have overlooked.

Four Key Ways B2B Buying Varies Across Global Regions

Beth Caplow April 4, 2022
Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.

Three Seismic Shifts In Buying Behavior From Forrester’s 2021 B2B Buying Study

Beth Caplow April 14, 2021
Forrester’s 2021 B2B Buying Study, with more than 950 respondents from around the world, reveals significant changes in buying behavior.

A Faster Pace of Innovation Demands More Agile Ways to Bring Products to Market

Beth Caplow September 22, 2020
Learn how organizations can become more strategic, aligned and agile when bringing offerings to market with the new version of the PMM Model.

Three Changing Buyer Expectations That Portfolio Marketers Must Watch

Beth Caplow August 10, 2020
  • The dynamics between vendors and buyers is shifting rapidly, and even more so with the COVID-19 pandemic
  • Understanding the expansion of buyer expectations will be instrumental for portfolio marketers to meet their needs and successfully progress them along the buyer’s journey
  • Join us at Summit EMEA in October to learn what actions to take to address these rapidly changing buyer expectations

The Updated PMM Model: Injecting Customer Insights and Keeping Stakeholders in Lockstep

Beth Caplow April 13, 2020
  • The SiriusDecisions Product Marketing and Management (PMM) Model has become the gold standard to help B2B organizations effectively bring offerings to market
  • SiriusDecisions updates the PMM Model periodically to reflect market changes and new customer needs, ensuring its continued relevance and applicability
  • As organizations seek to be more agile and market responsive, their need for a repeatable go-to-market process has never been greater

Five Benefits to Focusing Your Organization’s Go-to-Market Efforts

Beth Caplow February 21, 2020
  • When organizations are unclear about who they target, they experience internal disarray and fail to gain momentum in the market
  • At SiriusDecisions, we’ve seen many companies reset outcomes by aligning on a well-researched set of target market segments and buyer audiences
  • Portfolio marketers must lead the charge and identify the most opportune markets and buyers to target

Summit 2019: Three Ways to Avoid the Tug of War Between Agile Development and Product Launches

Beth Caplow March 28, 2019
  • Many scrum teams mistakenly believe that agile development requires no planning or documentation
  • Lack of commitment around functionality and dates for product launches can create a tug of war between scrum teams and product marketers
  • To overcome these challenges, we have designed three steps for portfolio marketers to create successful launches in an agile world – and invite you to join us at our Summit presentation to learn more

Five Key Benchmarks Every Portfolio Marketer Needs

Beth Caplow March 20, 2019
  • Portfolio marketers – including product, solution, service, industry, audience and segment marketers – traditionally have had few benchmarks and metrics to measure their success and impact
  • SiriusDecisions wants to understand what high-performing B2B portfolio marketing teams are focused on
  • Take our 10-minute survey to share your top priorities for portfolio marketing and find out how you stack up against your peers

How to Engage Four C-Suite Executives to Seal the Deal

Beth Caplow January 2, 2019
  • SiriusDecisions conducted a survey of 868 buyers around the world from 15 industries to understand their buying preferences
  • We compared the buyer roles and behaviors of 397 C-suite executives from the survey
  • Once CEOs, CIOs, CFOs and CTOs are engaged, they’re more likely to support your deals

Six Ways Portfolio Marketers Should Set the Scene for 2019

Beth Caplow August 24, 2018
  • SiriusDecisions has identified six issues that portfolio leaders should consider in their 2019 planning
  • A renewed focus on audience-centricity is required as organizations search for ways to drive innovation and expansion
  • Portfolio marketers are responsible for creating unified go-to-market strategies that are based on buyers and their needs

Summit 2018 Preview: Introducing the Launch-Plan-on-a-Page Template

Beth Caplow April 4, 2018
  • Teams working on a launch can be like blind men touching different parts of an elephant – they all believe it’s something different because they can only feel or see one aspect of it
  • This year’s Summit marks the introduction of SiriusDecisions’ new Launch-Plan-on-a-Page template – a communication tool to help stakeholders see the big picture of the launch
  • This interactive lab session will demonstrate how portfolio marketers can build their own Launch-Plan-on-a-Page template to keep teams aligned on the business objectives of a launch

Seven Actionable Takeaways From the SiriusDecisions 2017 Buying Study

Beth Caplow February 5, 2018
  • SiriusDecisions conducted a survey of 868 buyers around the world to understand their buying preferences
  • Buyers came from 15 different industries, and from organizations varying in size from less than $50 million to more than $3 billion
  • Findings encompass buyer roles, engagement levels, decision drivers, content preferences and interaction preferences


Hey, Portfolio Marketers Don’t Have Any Toys!

Beth Caplow March 27, 2017
  • There aren’t a lot of software tools for portfolio marketers
  • Portfolio marketers can leverage data about their target market segments and buyers from tools originally designed for other purposes
  • Tools are valuable for gathering data, but portfolio markets shouldn’t forget to talk directly to customers