Vision Report

Navigating Change: The Need For Adaptive Programs In Meeting The Evolving Demands Of B2B Buyers

July 18th, 2023
With contributors:
Steven Casey , Nora Conklin , John Arnold , Alaina Ladd , Arianne Burnette


As the B2B landscape rapidly evolves, driven by advancements in technology and changing buyer behavior, frontline marketers must adapt their strategies accordingly. Shifting from traditional linear, episodic marketing programs to adaptive programs better supports integrated campaigns, marketing programs, and a broader variety of buying motions and opportunity types when adopting a lifecycle revenue marketing (LRM) strategy. In this report, we advocate that frontline marketers shift to adaptive programs to dynamically address changing buyer preferences and needs and allow LRM initiatives to extend programs for early and later stage lifecycle objectives.

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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.