Case Study

Case Study: Keysight’s Audience-Centric Transformation Improves Marketing Outcomes

Skill-Building And Standardized Practices Deliver Better Results For New Product Introductions

March 14th, 2024
With contributors:
Amy Hayes , Katie Fabiszak , Kaitlyn Coalson , Drew Zalucky


Keysight faced the challenge of aligning its marketing organization with sales and product management to create effective go-to-market strategies and campaigns — and quickly realized the need to become more audience-centric. By leveraging Forrester’s best-practice frameworks, tools, and templates, the Keysight team created robust buyer personas, built actionable journey maps, and developed consistent messaging. This led the marketing organization to reach record-breaking results in both time-to-market and sourced revenue goals.

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