Inquiry Insights: B2B Marketing, Q3 2008

Forrester clients submit roughly 20,000 analyst inquiries each year. Reviewing these one-on-one interactions in aggregate illuminates the issues that concern Forrester's clients the most. Our analysis of the questions submitted by business-to-business (B2B) marketers reveals that many struggle to establish their functions' contribution to the bottom line. Marketers also yearn to execute well-managed marketing programs that engage customers in long-term relationships. In this report, we dive deeper into these concerns to provide our take on how B2B and technology marketers should focus on customer insight, process maturation, and community marketing to overcome the challenges that many B2B marketers share