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The B2B Marketing Playbook For 2021

A Guide To Surviving And Thriving In The B2B Marketing Renaissance

Dramatic changes in buyers' behavior, digitally disruptive business models, and fast-paced technology evolution have changed the business landscape to such a great extent that B2B marketing is now...

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  • Report Articulate The Value Of B2B Marketing To Make The Case For Investing In Change

    Business Case: The B2B Marketing Playbook
    March 2, 2021 | Lori Wizdo

    Many executives in the C-suite, including CEOs — and the boards to whom they must answer — have never really thought about the value of marketing beyond communications, lead generation, and sales...

  • Report The Forrester Tech Tide™: Sales Technologies, Q1 2021

    15 Technologies That Underpin Sales
    February 16, 2021 | Mary Shea, PhD

    Sales technologies are increasingly critical to firms' ability to win, serve, and retain customers. To accelerate revenue performance, companies are evaluating and adopting a range of contributing...

  • Report Now Tech: B2B Marketing Data Providers, Q1 2021

    Forrester's Overview Of 36 B2B Marketing Data Providers
    January 11, 2021 | Steven Casey

    You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

  • Report Chatbots And Virtual Assistants Can Help B2B Organizations Close The Digital Experience Gap

    Automated Conversational Engagement Meets The Modern B2B Buyer's Need For Immediacy
    December 11, 2020 | Steven Casey

    Social distancing has fast-forwarded the B2B buyer journey into an almost exclusively digital adventure. With face-to-face meetings all but impossible, buyers are seeking experiences and content...

  • Webinar B2B Sales Predictions 2021

    December 2, 2020 | Mary Shea, PhD, Laura Ramos, Jay McBain

    This is your chance to engage directly with the analysts who made our 2021 predictions for B2B Sales. During this conversation between our analysts — and with you — we dive into the...

  • Webinar Key Lessons To Perfect Your Sales Enablement Strategy

    Based On The Forrester Wave™: Sales Content Solutions, Q3 2020
    October 29, 2020 | Laura Ramos

    As marketers and sellers rely more on digital means to meet buyers’ changing expectations and to engage at a pandemic-induced distance, your ability to prep sellers to be more effective in...

  • Report The Democratization Of B2B Sales

    Talent Wins Games, But Teamwork And Intelligence Win Championships
    August 3, 2020 | Mary Shea, PhD

    As pre-COVID and COVID-accelerated trends come together, industries, business models, and sales strategies will be disrupted. B2B sales leaders who seize the moment will abandon traditional seller...

  • Report Forrester Infographic: The State Of Better And Best Practices In B2B Marketing

    Landscape: The B2B Marketing Playbook
    July 28, 2020 | Lori Wizdo, Meredith Cain

    Marketers at high-growth B2B companies demonstrate similar strategies and tactics that set them apart from their peers at companies with average or subpar performance. While there is no "paint by...

  • Report Microsegmentation Yields Contextual Customer Experiences That Convert

    Strategic Plan: The B2B Marketing Playbook
    June 30, 2020 | Lori Wizdo

    Segmentation is the bedrock of B2B marketing campaigns. Marketers use segmentation to partition their databases and plan interactions with key audiences. But B2B marketers must rethink segmentation...

  • Report Messaging In The Time Of COVID-19

    Generate More Than Sympathetic Communications To Give B2B Customers The Confidence To Survive And Thrive
    June 16, 2020 | Laura Ramos, Meredith Cain

    Communicating your company's response to the coronavirus pandemic requires more than expressing sympathy or reinforcing your philanthropic efforts. Meaningfully supporting and creating value for...

  • Webinar Case Study: How Customer-Centered Messaging Boosted PTC's Conversion Rates

    June 10, 2020 | Laura Ramos

    Business buyers are getting very efficient at self-education: Before buying from a sales rep, 67% prefer to research online alone and not talk to a seller at all. To catch buyers’ attention...

  • Report Now Tech: Sales Enablement Automation, Q2 2020

    Forrester's Overview Of 32 Sales Enablement Automation Providers
    May 27, 2020 | Laura Ramos, Mary Shea, PhD

    You can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills. But to...

  • Webinar The B2B Marketer's Guide To Making The Most Of The Forrester Wave™

    May 21, 2020 | Laura Ramos, Lori Wizdo

    Congratulations! You just completed participating in a Forrester Wave, and its publication is imminent. Now what?Analyst technology evaluations can be lengthy and intense. Regardless of whether...

  • Report What B2B Buyers Crave

    Modern B2B Buyers Expect To Be Treated As Partners, Not Targets
    May 4, 2020 | Steven Casey, Lori Wizdo

    The evolving environmental factors driving fundamental changes in B2B buyers' behavior have reached an inflection point — and now pose an existential threat to all organizations. It's more than a...

  • Report Credible Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention
    April 30, 2020 | Laura Ramos

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

  • Webinar The State Of Digitized Selling: Stop Testing The Waters And Go All In

    April 14, 2020 | Mary Shea, PhD

    As B2B buyers' expectations increase at a breakneck pace, selling organizations that maintain siloed human and digital routes that are disruptive to preferred buying motions risk alienating buyers...

  • Report Customer Marketing Elevates B2B Post-Sale Experiences And Buyer Value

    Raise Your Customer Marketing Game To Win Customers' Hearts And Wallets
    March 31, 2020 | Laura Ramos

    Post-sale marketing activity often plays second fiddle to product marketing, demand generation, and branding. Now, subscription-based business models make keeping and growing customers essential....

  • Webinar What's Ahead For ABM In 2020? (Hint: The Answer Starts With "E")

    March 26, 2020 | Laura Ramos

    Account-based marketing (ABM) is becoming the way marketing gets done, with B2B demand generation efforts focusing predominantly on accounts, not leads. In fact, ABM now involves more than just...

  • Report The Forrester Wave™: Sales Training And Services, Q1 2020

    The Nine Providers That Matter Most And How They Stack Up
    March 17, 2020 | Mary Shea, PhD

    In our 28-criterion evaluation of sales training and services providers, we identified the nine most significant ones — Baker Communications, Challenger, Corporate Visions, Force Management, IMPAX,...

  • Report The B2B Consumer Grows Up

    Marketers Need To Adapt Now Or Get Left Behind
    March 2, 2020 | Steven Casey

    More and more B2B buyers are acting like consumers every day. A combination of digital consumers' native and learned behaviors is driving this change — and having a dramatic impact on every phase...

  • Report The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Updated)

    The 12 Providers That Matter Most And How They Stack Up
    February 24, 2020 | Steven Casey

    In our 21-criteria evaluation of B2B marketing data providers, we identified the 12 most significant ones — Bombora, DataFox, DiscoverOrg, Dun & Bradstreet, Infogroup, InsideView, Leadspace, Orb...

  • Report Forrester Infographic: Millennial Buyers Seek Credible, Concise, And Curated Content

    February 13, 2020 | Laura Ramos

    Forrester surveyed purchase decision makers and found their dissatisfaction with most content marketers make available continues unabated. As an increasingly influential buyer segment, Millennials...

  • Report Research Overview: Lead-To-Revenue Marketing

    A Guide For Leveraging L2RM For Marketing Transformation
    February 10, 2020 | Lori Wizdo

    Lead-to-revenue (L2R) marketing is a business process for marketers — both business and consumer marketers — who must power up new marketing processes to achieve customer acquisition, customer...

  • Report Research Overview: Strategic Message Management

    A Guide To Getting B2B Messaging Right
    February 10, 2020 | Laura Ramos, Lori Wizdo

    Savvy CMOs know that communication can become muddled as different stakeholders (marketers, executives, sales, and customer service) engage prospects and customers without the connective tissue of...

  • Report Now Tech: Sales Training And Services, Q1 2020

    Forrester's Overview Of 23 Sales Training And Services Providers
    February 5, 2020 | Mary Shea, PhD, Meredith Cain

    You can use sales training and services (STS) to increase the effectiveness of your sales force, foster better alignment between marketing and sales personnel, and deliver better experiences to...

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