Predictions Report

Predictions 2016: B2B Marketing's New Mission

How The Mandate To Target Lifetime Engagement Will Change B2B Marketing

November 13th, 2015
Lori Wizdo, null
Lori Wizdo
Tim Harmon, null
Tim Harmon
Mary Shea, PhD, null
Mary Shea, PhD
Steven Wright, null
Steven Wright
Shanta Samlal-Fadelle, null
Shanta Samlal-Fadelle
With contributors:
Peter O'Neill , Jacob Milender , Matthew Izzi


B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. The result: a dramatic shift in the role and focus of B2B marketing organizations. This brief highlights the major changes coming in 2016 as a result of this shift and their implications in four realms: go-to-customer strategy, the accelerating shift from art to science, tech investments, and B2B messaging.

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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.