Model Overview Report

B2B Marketers: Insights-Driven Marketing Is Here To Stay

Use The Insights-To-Outcomes (I2O) Capabilities Framework To Unlock Creativity And Growth

September 2nd, 2022


Technology advancements and constant access to information have revolutionized the role of B2B marketers and the value they provide. Marketers should leverage the Forrester Insights-To-Outcomes Capabilities Framework to create effective data strategies, leverage technology as an enabler, and unlock creative insights to drive the organization to reach its desired outcomes. In this report, we explore how B2B marketers can adapt and thrive in a machine-driven world and how organizations can optimize marketing’s value to enable success.

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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.