Trends Report

Make Your B2B Marketing Thrive In The Age Of The Customer

Four Investment Imperatives Help B2B Firms Get Customer Obsessed

July 21st, 2016
With contributors:
Steven Casey , Peter O'Neill , Lori Wizdo , Tim Harmon , Mary Shea, PhD , Allison Snow , Steven Wright , Matthew Camuso , Rachel Birrell


The next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do. To win in this new world, B2B marketing professionals will need to drive customer intelligence into all parts of the business; build digital marketing proficiency; and, with sales, create meaningful customer interactions that consistently deliver value and an exceptional brand experience across mobile, digital, and traditional channels. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.

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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.