Portfolio Marketing

Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.

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Insights

Webinar

How To Create Stand-Out B2B Content In A Zero-Click World

Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks. 
Blog

Five Ways To Engage The B2B Buying Network With Messaging

Barry Vasudevan 6 days ago
Messaging in the era of the buying network requires a more thoughtful approach — one that prioritizes building connected messaging that engages not only our buyers but all of the stakeholders and AI tools that they are increasingly turning to.

Navigate B2B Volatility Like A Pro With Forrester

Struggling to adapt to shifting priorities and economic challenges? Our webinar reveals how to thrive with smart scenario planning, quick decisions, and solid compliance strategies.

Blog

Shine Bright At The B2B Summit APAC 2025 Awards!

Daryl Wright May 13, 2025
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
Blog

Four Signs That Portfolio Marketers Are Evading Messaging Responsibilities

Katie Fabiszak April 11, 2025
What in the world is going on with messaging? Over the past few months, I have had numerous conversations where it seems that the responsibility for creating messaging has been upended.
Blog

Buying Networks Are Changing The Game For B2B Companies

Steven Casey April 1, 2025
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
Blog

Align Product Management And Portfolio Marketing To Create Three Growth Trajectories

Beth Caplow March 18, 2025
Portfolio marketers and product managers can work together to build a unified approach to growth that identifies the most attractive market opportunities while determining the best product strategies to capitalize on them.
Blog

Announcing Forrester’s B2B Programs Of The Year Award Winners For North America

Matthew Selheimer February 27, 2025
Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.

Turn Buying Groups Into Revenue Machines

Ready to close bigger deals faster? Learn how with Forrester’s B2B Revenue Waterfall™ and master the six steps to identifying, engaging, and converting buying groups.

Blog

Three Hallmarks Of High-Performance Portfolio Marketing

Katie Fabiszak January 3, 2025
What are high-performing portfolio marketing teams doing that others are not? Find out in this preview of a new report digging into the behaviors and characteristics of high-performing portfolio marketing organizations.
Webinar

Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups

B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs.
Blog

What’s The Difference Between The B2B Buyer’s Journey Map And B2B Revenue Waterfall™?

Barbara Winters December 5, 2024
Get a quick definitions of a buyer’s journey map and a revenue waterfall and find out how they work together in preview of a new report.
Blog

Five Steps To Drive Customer Growth With PLG

Beth Caplow December 5, 2024
Product-led growth (PLG) has been touted as one of the fastest ways for B2B firms to grow and lower cost of sales. Get five steps to adopting PLG strategies that complement your sales efforts.
Blog

The State Of Business Buying: Companies Still Struggle To Meet Buyer Expectations

Barbara Winters December 4, 2024
Our latest survey of more than 16,000 global B2B buyers shows that they’re increasingly frustrated and dissatisfied. Learn where they experience friction and how companies can help overcome it.

Generate Demand With Forrester

Partner with our experts to create objective, thought-leading content backed by rich market insights and cutting-edge research.

Blog

Data And Insights For Smart Go-To-Market Decision-Making

Katie Fabiszak November 25, 2024
Learn how the Forrester Go-To-Market Architecture can help portfolio marketers find the right mix of data and insights for smarter go-to-market decisions.
Blog

The Future Of B2B Buying Will Come Slowly … And Then All At Once

John Buten November 21, 2024
In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.
Blog

Learn How To Master Buying Mayhem At B2B Summit North America

Srividya Sridharan November 14, 2024
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
Blog

Call For Entries: Forrester 2025 B2B Summit North America Awards

Matthew Selheimer October 30, 2024
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
Blog

Predictions 2025: Younger Business Buyers And GenAI Will Upend The Status Quo

Barry Vasudevan October 24, 2024
B2B organizations won’t succeed without adapting to the preferences of younger business buyers. Find out how they will shape the landscape in the year ahead.

Fuel Growth With Strong Marketing-Sales Alignment

Download our alignment handbook to thrive in a complex buyer landscape with teams, processes, and objectives aligned across the customer lifecycle.

Blog

2025 Planning: Align Tech And Talent To Accelerate Customer Value Delivery

Brittany Viola August 13, 2024
As portfolio marketing and product management leaders head into budget planning season, use these four action items to guide your work.
Blog

Missing Product Goals? A Gap Between Product Management And Product Marketing Could Be The Culprit

Lisa Singer July 30, 2024
Friction between product management and portfolio marketing is a long-standing reality. Leaders can help bridge the disconnect and pave the way to better business outcomes.
Blog

B2B Summit APAC 2024: Transform Your Growth Engine

Dane Anderson July 25, 2024
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
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