Vision Report

The Seven Signal Sets That Power B2B Customer Obsession

July 6th, 2023
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette


B2B organizations require a comprehensive signal-sensor network to fuel precision interactions inside the customer-obsessed growth engine. Focusing on the signals that illuminate customer preferences, perceptions, motivations, and influences enables marketers to create more meaningful experiences and develop a more accurate assessment of value realization and propensity to buy. In this report, we describe seven sets of signals that help customer-obsessed B2B organizations demonstrate their commitment to be responsive, relevant, respectful, and aligned around a common goal of helping buyers and customers.

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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.