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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...

• 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...

• 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...

• 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...

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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 Use Engagement Marketing To Improve Healthcare Customer Acquisition And Retention

  October 1, 2019 | Lori Wizdo, Arielle Trzcinski

  Today’s physicians spend 8 hours a week on the web for professional reasons. Consumers are likely to check “Dr. Google” before taking any other course or action. Pharma marketers...