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For B2B Marketing Professionals

Calibrate To The Customer For Optimal Buyer Experiences And Maximum Revenue Results

Vision: The B2B Marketing Playbook

March 4, 2021

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This is the Vision report in The B2B Marketing Playbook For 2021.

Why Read This Report

As we enter the second decade of the age of the customer, product-centric strategies still prevail over customer-centric strategies. While customer experience increases in importance, B2B marketing leaders don't know how to operationalize customer obsession in their marketing organizations. In this report, we introduce the concept of the go-to-customer strategy as a construct to help B2B marketers engineer a customer-centric engagement strategy — at scale. 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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Table of Contents

  • B2B Marketers Struggle With The Pivot To Customer Obsession
  • The Go-To-Customer Strategy Sustains Customer-Obsessed Marketing
  • The Buying Motion Matrix Helps Operationalize Your GTC Strategy
  • Recommendations

  • Use Buying Motions To Create An Optimal Buying Experience
  • Supplemental Material
  • Related Research Documents

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