Data Snapshot

Developing A Deep Understanding Of Customers And Buyers Is Key To The Marketing Strategies Of German Manufacturers, Financial Services Firms, And Insurance Providers

July 15th, 2022
With contributors:
Meta Karagianni , Helen Gilroy-Powell , Rachel Birrell

B2B marketers must identify and set the right priorities to ensure a successful and sustainable marketing strategy. In Forrester’s Marketing Survey, 2022, 100% of German manufacturers and financial services firms, and insurance providers identified at least one customer- or buyer-linked theme as key for the next 12 months, and 34% identified three or more: think improving customer experience, addressing changing buyer behaviors, or creating audience-centric content. This focus puts them ahead of their global peers, particularly those in France and the UK.

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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.