Predictions Report

Predictions 2020: B2B Marketing And Sales

Accelerating Response To The Great Expectations For The B2B Buying Experience

October 29th, 2019
With contributors:
Jacob Basseches , Kara Hartig

Summary

We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment.

Want to read the full report?

This report is available for individual purchase ($795).

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.