Get Ready For The B2B Marketing Renaissance

August 12th, 2016

Lori Wizdo

With contributors:

Laura Ramos , Peter O'Neill , Matthew Camuso , Rachel Birrell

Summary

Buyers have higher expectations in the age of the customer after fundamentally changing their buying behavior in this post-digital age. Yet too many B2B marketers aren't keeping pace. They must evolve from brand stewards, lead generation machines, and sales supporters to architects of customer engagement across the customer life cycle. This report looks at the current landscape of B2B practice, explores the new challenges that changing buyer behavior creates, and introduces a change agenda to help B2B marketers lead the transformation to customer-obsessed marketing.

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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.