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• Report Organizations Need New Roles, Skills, And Structures For Need-To-Revenue Marketing Success

  April 2, 2021 | Lori Wizdo

  Savvy marketing leaders are leveraging need-to-revenue marketing (N2RM) to engineer a pivot from being suppliers of leads for the load-bearing sales force to becoming engineers of customer...

• Report Calibrate To The Customer For Optimal Buyer Experiences And Maximum Revenue Results

  Vision: The B2B Marketing Playbook

  March 4, 2021 | Lori Wizdo

  As we enter the second decade of the age of the customer, product-centric strategies still prevail over customer-centric strategies. While customer experience increases in importance, B2B marketing...

• 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 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...

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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 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...

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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 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...

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  Webinar Rethinking Sales Enablement: Digitized Engagement Drives New Opportunities For Leadership

  August 14, 2019 | Mary Shea, PhD, Lori Wizdo, Laura Ramos

  Ask five people to define “sales enablement,” and you'll probably get five different answers. Three of those will center on getting the right content in the hands of sellers...