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.
Discover how Forrester supports B2B marketing professionals.
Insights
Blog
Four Signs That Portfolio Marketers Are Evading Messaging Responsibilities
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
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
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
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.
Blog
Three Hallmarks Of High-Performance Portfolio Marketing
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™?
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
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
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.
Blog
Data And Insights For Smart Go-To-Market Decision-Making
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
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
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
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
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.
Blog
2025 Planning: Align Tech And Talent To Accelerate Customer Value Delivery
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
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
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
Blog
OK, AI, Buy Me Some Enterprise Software
If your buyers use generative AI to research your product and don’t put you on their shortlist, how would you even know? B2B buyers are rapidly adopting genAI, changing how they shop, so B2B companies need to start preparing for much smarter shoppers.
Blog
Embrace Reinvention To Drive Growth: Five Key Takeaways From Forrester’s B2B Summit North America 2024
Last month’s event set the stage for navigating the frenetic pace of change in B2B and capitalizing on growth opportunities. Read our top five takeaways.
Blog
Four Steps To Creating Collaborative GTM Playbooks
There's no one-size-fits-all playbook design because every organization is unique. Yet there is a process you can follow.
More posts