The Solution To Digital Marketing’s Identity Crisis

July 18th, 2023

Renee Irion Principal Analyst

Rani Salehi Principal Analyst

With contributors:

Steven Casey , Emily Wen , Arianne Burnette

Summary

B2B buying preferences, expectations, and buying behavior now skew toward self-service, digital engagement enabled through the rapid advancements in technology. Nascent approaches to digital marketing won’t cut it for organizations competing for customers, and many are struggling to know what to do. Marketing leaders need a new way for digital marketing to bring value to customers and the company. This report shares how B2B marketing leaders can adopt the Forrester Digital Marketing Excellence Framework to empower valuable experiences across the customer lifecycle.

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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.