Search Results

• 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...

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  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...

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  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...

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  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...

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  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 New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• 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...

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  Webinar Crawl, Walk, Run Your Way To Omnichannel Advertising Acumen

  April 23, 2020 | Joanna O'Connell, Jim Nail

  Advertising efforts born out of a disconnected multichannel approach are coming at the cost of business performance and consumer experience alike. Omnichannel advertising, however, is not a...

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  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....

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  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 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...

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  Webinar The Business Case For A Modern Sales Enablement Toolset

  January 6, 2020 | Mary Shea, PhD

  This webinar looks holistically at three tools — sales engagement, sales enablement automation, and sales readiness — that are rapidly becoming foundational to the 21st-century sales...

• Report The State Of Digitized Selling

  Stop Testing The Waters And Get Immersed

  December 27, 2019 | Mary Shea, PhD, Meredith Cain

  Today's B2B marketing and sales leaders face a mounting predicament: ensuring that their sellers meet and exceed sales targets while fulfilling the expectations of increasingly digitally oriented...

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  Webinar B2B Marketing And Sales Predictions 2020: A Conversation With The Analysts Who Made Them

  Accelerating Response To The Great Expectations For The B2B Buying Experience

  December 18, 2019 | Steven Casey, Jay McBain, Laura Ramos

  If you’ve read the blog or press coverage about our predictions for 2020, or even if you haven’t, this is your chance to engage directly with the analysts who made them. During this...

• Report Brands Must Embrace Gender Evolution

  December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

  Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

• Report Building The Business Case For A Modern Sales Enablement Toolset

  November 6, 2019 | Mary Shea, PhD

  B2B organizations that want to transform experiences for buyers, sellers, and marketers must look beyond CRM to modern enablement tools. Leveraging Forrester's Total Economic Impact™ (TEI)...

• Report Predictions 2020: B2B Marketing And Sales

  Accelerating Response To The Great Expectations For The B2B Buying Experience

  October 29, 2019 | Caroline Robertson, Steven Casey, Jay McBain

  We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing...