Planning Guide Report

B2B Customer Engagement: Planning Assumptions 2022

September 9th, 2021
Caroline Robertson, null
Caroline Robertson


In most B2B organizations, existing customers contribute a substantial portion of revenue through retention, cross-sell, and upsell. During the COVID-19 pandemic, B2B organizations struggling to acquire new customers due to uncertainty in their markets moved their typical focus on acquiring new logos to keeping and nurturing their customer base. In this report, we identify five sets of actions practitioners in customer marketing, customer success, customer advocacy, customer insights, and other areas involved in stewarding the customer lifecycle should take in 2022 to advance their impact on customer engagement.

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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.