Report

Predictions 2022: B2B Marketing And Innovation

October 28th, 2021

Summary

B2B marketers are no strangers to disruptive change. Over the past two decades, vanguard B2B marketers have leveraged emerging technologies, built new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, serve, and retain customers. Now an array of accelerated trends is expanding the organizational remit and laying down new mandates for B2B marketers. This report provides a window into those forcing factors through five predictions about the most critical imperatives we see for B2B marketers as we look ahead to 2022.

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Forrester helps business and technology leaders use costumer obsession to accelerate growth. That means empowering you to put the costumer at the center of everything you do: your leadership strategy, and operations. Becoming a costumer-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.