Vision Report

The Future Of B2B Marketing

B2B Marketers Must Step Up To Marketing’s New Destiny

May 24th, 2021
Lori Wizdo, null
Lori Wizdo
With contributors:
Steven Casey , Cristina De Martini , Amy Hayes , Caroline Robertson , Meta Karagianni , Isabel Montesdeoca , Christine Polewarczyk , Jennifer Ross , Miriam ElKorchi , Kara Hartig

Summary

For two decades, vanguard B2B marketers have leveraged emerging tech, built new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, serve, and retain customers. But dramatic changes in buyers’ behavior, evolving business models, and fast-paced technology advances have conspired — along with a global pandemic — to mandate an evolution. B2B marketing leaders must transform from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose. This report introduces B2B marketing’s new purpose, defines new responsibilities, and highlights pivotal mindset shifts for the 21st century B2B marketer.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.