Trends Report

Key Tools For The Customer-Obsessed B2B Marketer

Build Your Competence With Buyer Personas And Journey Maps

December 30th, 2016
Lori Wizdo, null
Lori Wizdo
With contributors:
Sheryl Pattek , Peter O'Neill , Matthew Camuso , Kara Hartig


B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make the pivot to customer obsession, but B2B marketers still struggle to operationalize their personas and get stymied by the complexity of buyer journey mapping. This report explains why these techniques are becoming an increasingly important part of the B2B marketing toolkit and provides guidelines and templates to accelerate B2B marketers' journey to customer obsession.

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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.