B2B Marketing

B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Read our insights on increasing B2B marketing’s effectiveness.

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Insights

Blog

As B2B Media Time Grows, Marketers Need These Five Audience Insights

John Arnold 4 days ago
Audience insights are more critical than ever for B2B marketers. Business decision-makers are making the shift to anywhere work and spending more of their time with digital media. How much time are B2B buyers spending with digital media? About half of the business decision-makers in Forrester’s Q4 2021 B2B Advertising Trends Survey said they spend […]
Blog

How Transforming Your Marketing Operating Model Is Like Driving In New York City

Nick Buck 5 days ago
Revamping a marketing organization inevitably requires leaders to contend with forces outside of their control. Here’s how to manage them.
Blog

The Entire Ad Supply Chain Is At Fault For Disinformation

Kelsey Chickering 6 days ago
Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]
Blog

A Path To Growth: Key Insights And 2022 Trends For B2B CMOs

Christina Schmitt 6 days ago
Forrester’s Marketing Survey, 2022, revealed insights that can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]
Blog

B2B Summit North America: It’s Good To Be Back

Karen Tran May 10, 2022
Forrester’s B2B Summit North America drew thousands of marketing, sales, and product leaders for three days of data-driven learning and discussions that invigorated and inspired.
Blog

Marketing Enablement Improves Business Outcomes — Show Me The Value

Matt Papertsian May 6, 2022
Marketing leaders understand that enablement drives better business outcomes, yet companies are spending only about 10% of what they spend to enable sales on marketing enablement, based on our benchmark studies and Forrester’s Q1 2022 Sales Learning And Development Professionals Survey. A large part of the challenge is that marketing leaders struggle to clearly establish […]
Podcast

Marketing And The Metaverse

What It Means May 5, 2022
Is the metaverse your ticket to marketing innovation or a quagmire into which marketing dollars will sink, never to be seen again? What is the metaverse, anyway? Join VP, Research Director Mike Proulx and VP, Principal Analyst Julie Ask as they explore what the metaverse means for marketers.

How The Pandemic Reshaped B2B Buying

Download our infographic to learn how buying dynamics have shifted and what you should do to make inroads with today's discerning buyers.

Blog

Six Things B2B Leaders Can Do To Create A Customer-Obsessed Culture

Jennifer Ross May 2, 2022
Customer-centered B2B organizations outperform their peers in nearly all the metrics that matter. Leaders set the tone in shaping a culture focused on the customer.
Webinar

Get More From Your Marketing With Sound Orchestration

Learn essential components to successful marketing orchestration.
Blog

Spotify Rebounds From #DeleteSpotify

Kelsey Chickering April 27, 2022
The Joe Rogan controversy that rocked Spotify this February now feels like a hiccup on the company’s ascension to top global streaming audio platform. As of January 2022, Spotify commanded the largest global market share of streaming audio services at 31%, which is close to double that of Apple Music (15%). All signs point to […]
Blog

Take A Pragmatic Approach To B2B Conversation Design To Avoid Dystopian Dialogue

Jessie Johnson April 26, 2022
From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]
Blog

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.

Alignment is Key to a Great Annual Marketing Plan

The concept behind an annual marketing plan may be simple but building a plan that your organisation can get behind is not so easy. Join this free webinar to learn more.

Blog

Marketers: Technology May Make Your Job Obsolete; Now Here’s The Good News

Cristina De Martini April 22, 2022
Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.
Blog

What Kind Of B2B Marketing Sandwich Will You Make?

Barbie Mattie April 20, 2022
While definitions vary, the modern, Western-world concept of a sandwich is two slices of bread with filling in between. When analyzing a survey question from Forrester’s Marketing Survey, 2022 (during lunch), it became apparent that high-growth (>20% increase in annual revenue) companies and companies with flat-to-declining annual revenue both will use the same proverbial slices […]
Blog

The Importance Of Aligning Product Portfolio Strategy With Business Strategy

Sam Somashekar April 20, 2022
Product strategy, along with marketing and sales strategy, must be a part of the overall business strategy. That alignment is critical to ensuring product-led growth; without it, aspirations on market share or how the organization will win can be short-sighted and product teams may wonder what their role is in reaching business goals.
Blog

Customer Marketers: It’s Your Time To Shine

Amy Bills April 19, 2022
Customer marketing leaders, get ready for the spotlight. We’re having a “told you so” moment in customer marketing. As companies turn more attention to keeping their existing customers, the job of strengthening engagement, building loyalty, and developing advocates is front and center. A full 60% of marketing organizations plan to increase spend on customer engagement. […]
Video

The Quantum Physics Of Future-Ready B2B Content

Christine Polewarczyk April 18, 2022

CX Leaders —
Grow Your Role

Three days of programming to unlock the power of CX. Join us at CX North America.

Blog

Revenge Of The Data Nerds

Brett Kahnke April 14, 2022
(Or, Why You Should Have A Revenue Operations Data Center Of Excellence) “Nerd” is a term of pride in my household. My kids and I embrace the label for its appreciation of learning, its respect for trivia, and its … well … accuracy. Our friends know the topics that might get us nerding out and […]
Blog

Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine

April Henderson April 14, 2022
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Blog

The Revenue Process Alignment Series, Part 4: An Opportunity-Centric Revenue Process Is All About Context

Terry Flaherty April 14, 2022
The key to an optimized revenue process is context. As discussed earlier in this blog series, both the marketing qualified lead (MQL) and the marketing qualified account (MQA) suffer from context issues. But if you use the opportunity-centric approach, you can leverage this context and optimize the revenue process between marketing and sales throughout the entire revenue process.
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