Essentials Report

A Guide To Surviving And Thriving In The B2B Marketing Renaissance

April 6th, 2022
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Jennifer Zhang , Christine Turley


Dramatic changes in buyers’ behavior, evolving business models, and fast-paced technology advances have conspired — along with a global pandemic — to create a renaissance moment for B2B marketing. As we enter an age of innovation and enlightenment, B2B marketing leaders must transform their organizations from their traditional role of brand steward, lead generation machine, and sales supporter to become the architect of engagement across the customer lifecycle. This research overview compiles Forrester’s practical guidance for marketing professionals who are leading and living the transformation required for this B2B marketing renaissance; it also provides relevant links for deeper study.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.