Model Overview Report

Contextual Experiences Enable B2B Buyers

Introducing The B2B Contextualization Cycle

February 9th, 2022
With contributors:
Renee Irion , Laura Cross , Rani Salehi , Christine Polewarczyk , Maria Alexandrou , Arianne Burnette


B2B buyers expect relevant and responsive interactions with sellers to support them throughout increasingly complex buying scenarios. Modern B2B marketing programs and tactics must be insights-driven, behavior-based, and buying-group-aware to power contextual interactions that deliver immediate value, remove friction from the buying process, and predict and deliver the next best tactic. The Forrester B2B Contextualization Cycle provides a repeatable methodology that allows marketers to sense and respond to buying signals with best-fit content and delivery by connecting content and data sources across systems, processes, and buying interactions.

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