The Forrester B2B Advertising Spectrum

The increasing pressure on B2B advertising and paid media teams to show attribution to pipeline and revenue in addition to brand value is challenging the conventional role of advertising for brand and demand purposes. B2B advertising as a whole can significantly lift brand awareness, perception, and preference, as well as pipeline and revenue, but only when the full spectrum of brand and demand advertising is used simultaneously. In this report, we provide an overview of the Forrester B2B Advertising Spectrum, which brings together the key components of an interlocking brand and demand advertising approach that helps to maximize overall advertising results.