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The B2B Marketing Playbook For 2018

Turn B2B Marketing Into A Customer-Obsessed Organization

The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors...

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  • Report The Forrester Wave™: Through-Channel Marketing Automation, Q2 2018

    The 15 Providers That Matter Most And How They Stack Up
    April 25, 2018 | Jay McBain

    In our 25-criteria evaluation of through-channel marketing automation (TCMA) providers, we identified the 15 most significant ones — Ansira, Aprimo (Revenew), Averetek, BrandMaker, BrandMuscle,...

  • Report Evaluate Your Approach To Successful B2B Content Marketing

    Five Areas Create And Deliver More Customer Value
    April 13, 2018 | Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the...

  • Report Use A Results Chain To Model Your Lead-To-Revenue Process

    April 12, 2018 | Lori Wizdo

    Forrester recommends that B2B marketing leaders use a results chain model to frame and scope the optimal lead-to-revenue (L2R) process. This document and its companion toolkit provides templates...

  • Report Success With Bots And Virtual Assistants Depends On The Human Element

    Use These AI-Powered Solutions To Optimize Engagement With Early-Stage Buyers
    April 9, 2018 | Steven Casey

    Chatbots and virtual assistants (VAs) may be built on artificial intelligence (AI) and deliver digital experiences through virtual personas — but the success B2B marketers realize from them will...

  • Report Focusing Your B2B Messaging On Customers' Outcomes Intensifies Engagement

    Build Messaging That Gives Your Audience A Reason To Change
    April 5, 2018 | Laura Ramos

    B2B marketers struggle to make their messaging customer-centric and relevant. Forrester believes organizations should adopt a strategic messaging discipline to address this challenge. By building...

  • Report How To Develop Valuable Messaging In The Context Of Sales Enablement

    Elevate Sales Content And Conversations With A Strategic Messaging Architecture
    March 30, 2018 | Laura Ramos

    To create content that matters, B2B marketers must understand what buyers really care about and how these concerns change during the purchase journey. In this report, Forrester outlines an approach...

  • Report Now Tech: Sales Readiness Tools, Q1 2018

    Forrester's Overview Of 15 Sales Readiness Providers
    March 28, 2018 | Mary Shea

    You can use sales readiness tools to overcome the limitations of event-based sales training, engage with learners in the formats they prefer, and utilize analytics to drive better commercial...

  • Report The GDPR And The B2B Marketer

    Seize The Opportunity To Master Your Customer Data And Upgrade Your Engagement Practices
    March 13, 2018 | Lori Wizdo, Matthew Camuso

    The deadline for compliance with the EU's General Data Protection Regulation (GDPR) is May 25, 2018. Some B2B marketers believe the GDPR doesn't apply to them; others believe the data they collect...

  • Report Assessing Your Marketing Performance Management Maturity

    Understand Your Current State And Build A Marketing Performance Management Vision With Forrester's Tool
    March 5, 2018 | Allison Snow

    B2B marketers often underestimate the full scope of marketing performance management (MPM) — focusing only on demonstrating campaign or channel value. Instead, marketers must understand their...

  • Report L2RM Practitioners Realize Performance Gains, But Significant Headroom Remains

    Benchmarks: The Lead-To-Revenue Playbook
    February 21, 2018 | Lori Wizdo

    In Q3 2017, Forrester surveyed 628 B2B marketers about their marketing strategies, plans, tactics, and use of marketing technologies. We analyzed the results of those whose firms had implemented a...

  • Report Making The Right Choices For Your L2RM Tech Stack

    Tools And Technology: The Lead-To-Revenue Playbook
    February 21, 2018 | Lori Wizdo

    B2B marketers depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. In fact, effective use of marketing technology is often the base for...

  • Report Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Playbook
    February 21, 2018 | Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their...

  • Report New Tech: B2B Social Selling Tools, Q1 2018

    Forrester's Landscape Overview Of 18 B2B Social Selling Providers
    February 6, 2018 | Mary Shea, Jacob Milender, Carlton A. Doty

    With traditional sales channels fatigued, B2B marketing and sales leaders are getting serious about rolling out social selling programs. This report presents a review of 18 vendors in the B2B...

  • Report Forget The Funnel: The B2B Marketing Process Drives Revenue Performance

    Processes: The Lead-To-Revenue Playbook
    February 5, 2018 | Lori Wizdo

    High-performing marketing teams have more structured processes. As B2B marketers strive to introduce more process rigor into their execution, they stumble because the go-to concept of B2B marketing...

  • Report Provisional L2RM Process Catalog

    February 5, 2018 | Lori Wizdo

    A well-designed and -documented process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous improvement. But fewer than half of all B2B...

  • Report The As-A-Service World Disrupts Traditional Sales Models

    Prepare In Advance To Avoid Missteps When Migrating B2B Sales
    January 11, 2018 | Mary Shea, Liz Herbert

    While an X-as-a-service (XaaS) model has many benefits for vendors and customers alike, migrating from a traditional to an XaaS delivery model can wreak havoc on selling systems. When embarking on...

  • Report The Forrester Tech Tide™: Channel Software, Q1 2018

    Eight Technology Categories Automate Indirect Channel Programs
    January 10, 2018 | Jay McBain

    Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate...

  • Report Evaluate Your Capacity For Customer-Obsessed Marketing

    Assessment: The B2B Marketing Playbook
    January 4, 2018 | Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you...

  • Report Turn B2B Marketing Into A Customer-Obsessed Organization

    Executive Overview: The B2B Marketing Playbook
    December 27, 2017 | Lori Wizdo

    The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors...

  • Report Your Organization's Predictive Marketing Analytics Transformation

    Examine Your Goals For A Well-Managed Consideration And Purchase Journey
    December 27, 2017 | Allison Snow

    In Q2 2017, we published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers. That report revealed and evaluated 11 important vendors in the predictive marketing space. We learned...

  • Report Measure These Six Things To Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook
    December 20, 2017 | Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the...

  • Report Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Strategic Plan: The B2B Marketing Playbook
    December 19, 2017 | Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life...

  • Report Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Playbook
    December 15, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • Report Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook
    December 8, 2017 | Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary...

  • Report Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook
    December 7, 2017 | Lori Wizdo

    Countless benefits are forecast to build the lead-to-revenue management (L2RM) business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern...

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