Vision Report

Emerging-Company Marketers: Keep Calm And Carry On

June 22nd, 2020
Barbie Mattie, null
Barbie Mattie


The current COVID-19 pandemic and accompanying economic downturn are forcing marketing leaders at emerging B2B companies to fundamentally change their plans. Although the full extent and duration of the pandemic are still uncertain, some industries are thriving, some are adapting, and some are just surviving, and marketing leaders must take into account these categories when analyzing their buyers. In this report, we explain how a back-to-basics approach that stresses simplicity and adherence to fundamental B2B principles can help marketing teams stay calm, productive, and focused during a period of crisis.

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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.