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
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Katie Fabiszak , Kaitlyn Coalson , Drew Zalucky

Summary

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.

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.