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For B2B Marketing Professionals

Make Your B2B Marketing Thrive In The Age Of The Customer

July 21, 2016

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This is the Vision report in The B2B Marketing Playbook For 2017.

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Why Read This Report

The next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do. To win in this new world, B2B marketing professionals will need to drive customer intelligence into all parts of the business; build digital marketing proficiency; and, with sales, create meaningful customer interactions that consistently deliver value and an exceptional brand experience across mobile, digital, and traditional channels. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • The Age Of The Customer Is Here: Are B2B Marketers Ready?
  • B2B Marketers Must Invest Differently In The Age Of The Customer
  • In The Post-Digital Age, B2B Marketers Must Adopt A New Mindset
  • Recommendations

  • Customer Obsession Requires Fresh Marketing Leadership
  • What It Means

  • Customer-Obsessed B2B Firms Will Share Different Attributes
  • Supplemental Material
  • Related Research Documents

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