Planning Guide Report

Demand Marketing: Planning Assumptions 2020

August 2nd, 2019


B2B demand marketers have significant opportunities to pivot in 2020 because of the many demand processes, technologies, and strategies now available that either did not exist before or were impractical to implement. These opportunities include changing their focus from individual leads to buying groups, shifting from tactic-based to goal-driven planning, and moving from linear nurture flows to dynamic interactions. In this report, we describe six opportunities that demand marketing leaders should consider when planning how to enhance their support of the buyer’s journey in 2020.

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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.