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• 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...

• Blog 2021年预测：B2B营销人员打造数字化路径，拉近与企业距离

  March 3, 2021 | Lori Wizdo

  2020年的大部分时间里，B2B营销专家对于预测当下都无从下手。去年我们在公共卫生、社会和商业方面经历了前所未有的动荡，以往积累的智慧与精心挑选的数据也是在该背景下突然变得不那么可信。和其他人一样，Forrester的B2B营销分析师专家团队也在问同一个问题：现在到底什么管用？当我们整个团队聚在一起思考对2021年B2B营销的预测时，我们关注了更多的维度。当B2B营销人员在2020年末之时将...

• 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...

• Blog Growth Marketers Ignore E-Channels At Their Peril

  January 28, 2021 | Lori Wizdo

  Both business buyers and B2B sellers are increasing their participation in marketplaces. As the shift continues, companies that have experience of and actual success in marketing on marketplaces...

• Blog Insights From The Cutting-Room Floor

  January 28, 2021 | Lori Wizdo

  Because it’s hard to insert a real-time press interview into my daily schedule in a window that meets most press deadlines, I deliver a lot of my interviews via emailed responses to...

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  Webinar B2B Marketing Predictions 2021

  A Conversation With The Analysts Who Made Them

  November 9, 2020 | Lori Wizdo, Laura Ramos, Steven Casey

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

• Blog B2B Leaders: Adjust Your Marketing And CX Spending In The Wake Of COVID-19

  November 4, 2020 | Lori Wizdo

  The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries and firms face disparate...

• Blog Predictions 2021: B2B Marketers Build Digital Pathways To Distanced Businesses

  October 23, 2020 | Lori Wizdo

  For most of this year, B2B marketing pros have struggled to predict the present. All the accumulated wisdom and carefully curated data was suddenly suspect against the backdrop of the unprecedented...

• Blog B2B Martech In The Time Of COVID-19

  August 14, 2020 | Lori Wizdo

  A few weeks ago, I teamed up with some treasured colleagues to discuss the marketing technology landscape in a conversational webinar: Steve Casey, who joins me in covering B2B marketing...

• 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...

• Blog Microsegmentation: The Missing Piece In Your Customer-Obsession Puzzle

  July 19, 2020 | Lori Wizdo

  What is the first thing you do to solve a jigsaw puzzle? You separate the similar pieces. This could be by color, border edges, and even piece size. B2B marketers can learn a thing or two from all...

• 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 Martech Roundtable: Marketing Technology In The Time Of COVID-19

  June 25, 2020 | Steven Casey, Joe Stanhope, Rusty Warner

  2020 is shaping up to be a year unlike any other. Join Forrester analysts Steve Casey, Joe Stanhope, Rusty Warner, and Lori Wizdo as we look at industry trends and consider the path forward for...

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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...

• Report The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  April 20, 2020 | Jay McBain, Lori Wizdo

  In our 24-criterion evaluation of through-channel marketing automation (TCMA) providers, we identified the 13 most significant ones — Ansira, Aprimo, BrandMuscle, Distribion, E2open, Impartner,...

• Report Chart Your Course To B2B Marketing Transformation

  Roadmap: B2B Marketing Playbook

  March 9, 2020 | Lori Wizdo

  B2B marketing leaders must evolve — and quickly — from their traditional role of brand steward, lead-generation machine, and sales supporter to become an architect of engagement across the entire...

• Report A Guide To Surviving And Thriving In The B2B Marketing Renaissance

  Executive Overview: The B2B Marketing Playbook

  March 9, 2020 | Lori Wizdo

  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...

• Blog The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 2

  February 18, 2020 | Lori Wizdo

  In December, B2C marketing analysts Joe Stanhope and Rusty Warner and B2B marketing analyst Lori Wizdo hosted the second annual martech roundtable to help marketers make informed decisions against...

• 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 Five New Perspectives On Marketing Process

  Beginner Level: Process Practices For The Marketing Innovation Playbook

  February 10, 2020 | Lori Wizdo, Jessica Liu

  Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

• 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...

• Blog B2B Marketing Should Organize Around The Customer In 2020

  January 23, 2020 | Lori Wizdo

  The theme of Forrester’s “Predictions 2020: B2B Marketing And Sales” report was “accelerating response to the great expectations for the B2B buying experience.” The report made five unique calls;...

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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...

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  Webinar The Martech Roundtable: A Discussion About The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers

  December 5, 2019 | Joe Stanhope, Rusty Warner, Lori Wizdo

  As 2019 winds down, join Forrester analysts Joe Stanhope, Rusty Warner, and Lori Wizdo as we take stock of the year in marketing technology (martech) and make our predictions for what’s...