Marketing Operations

B2B marketing depends on processes to develop and execute marketing activities efficiently and effectively. To succeed, B2B marketing functions must manage various processes, each delivering specific outputs for stakeholders.

One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.

Having run out of time to answer all the questions received on the recent Forrester LinkedIn Live B2B Marketing Leaders 2023 Planning Panel Discussion, here's a quick recap of the session and some follow-up Q&A.

Have you wondered what other B2B leaders think of martech solutions? Here’s your chance to help shape the future of B2B marketing technology decisions.

Advanced insights-driven B2B orgs are 2.2 times more likely to drive growth of 10% or more than peer organizations. Find out why in this preview of our Data Strategy & Insights event.

CMOs and marketing operations teams benefit greatly by partnering and working together.

As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.

Should Marketing Operations leaders buy a Customer Data Platform (CDP) or build one from scratch? While the idea of building something to exactly meet your needs is compelling, ultimately a packaged solution is likely to be the better approach.

Marketing operations professionals have a tremendous opportunity coming up to drive their strategic impact by attending Forrester’s B2B Summit EMEA. With a dedicated Operations track, this year’s Summit offers content for everyone, from beginners looking to learn the ropes all the way to established leaders who are transforming their organisations. Attend sessions geared toward your […]

Data-driven, actionable insights will be critical for weathering economic turbulence. Providing these insights ranks high among marketing operations teams’ priorities in the year ahead.

Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]

This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.

What the coming months will bring is uncertain. Marketing operations leaders can use these tips and resources to ensure their plans stay on track.

Here are my key takeaways from my first time at Forrester's B2B Summit North America.

Organizations should be positioned to recognize change as a new opportunity, not a daunting task. But we know that's not always easy.

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 […]

Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.

Tailoring content for regional buyers is key to good customer experience, yet many global B2B companies don’t give it the attention it deserves. On this week’s What It Means, Principal Analyst Kathleen Pierce explains what a good content localization strategy entails and previews research that she’ll unveil at Forrester’s B2B Summit North America.

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. […]