Predictions Report

Predictions 2020: B2B Marketing And Sales

Accelerating Response To The Great Expectations For The B2B Buying Experience

October 29th, 2019
Caroline Robertson, null
Caroline Robertson
Jay McBain, null
Jay McBain
Mary Shea, PhD, null
Mary Shea, PhD
Lori Wizdo, null
Lori Wizdo
With contributors:
Jacob Basseches , Kara Hartig


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.

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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.