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  • Report The Democratization Of B2B Sales

    Talent Wins Games, But Teamwork And Intelligence Win Championships
    August 3, 2020 | Mary Shea

    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...

  • 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...

  • 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....

  • Report The B2B Consumer Grows Up

    Marketers Need To Adapt Now Or Get Left Behind
    March 2, 2020 | Steven Casey

    More and more B2B buyers are acting like consumers every day. A combination of digital consumers' native and learned behaviors is driving this change — and having a dramatic impact on every phase...

  • Report The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Updated)

    The 12 Providers That Matter Most And How They Stack Up
    February 24, 2020 | Steven Casey

    In our 21-criteria evaluation of B2B marketing data providers, we identified the 12 most significant ones — Bombora, DataFox, DiscoverOrg, Dun & Bradstreet, Infogroup, InsideView, Leadspace, Orb...

  • 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...

  • 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 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...

  • Report Now Tech: B2B Commerce Suites, Q1 2020

    Forrester's Overview Of 30 B2B Commerce Suite Providers
    February 6, 2020 | Joe Cicman

    You can use B2B commerce suites to digitize buying and selling processes, provide convenient engagement for customers, and uncover valuable customer insights to personalize the buying experience....

  • Report The State Of Digitized Selling

    Stop Testing The Waters And Get Immersed
    December 27, 2019 | Mary Shea, 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...

  • 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

    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: Customer Insights

    Firms Up Their Data And Analytics Game In Pursuit Of Better Customer Understanding

    Insights-driven firms outperform their peers. And in an age when what customers think — and do — matters more than any other factor, the gold rush to customer insights is on. However, the paths to...

  • Report Predictions 2020: B2B Marketing And Sales

    Accelerating Response To The Great Expectations For The B2B Buying Experience

    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...

  • Report Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing

    Pay More Attention To What Your Prospects Do Than What They Say
    October 25, 2019 | Steven Casey

    B2B marketing's AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern...

  • Report Forrester Infographic: ABM Maturity Corresponds To Better Revenue Results

    September 9, 2019 | Laura Ramos, Meredith Cain

    Account-based marketing (ABM) is becoming the way marketing gets done. Forrester predicts that by 2025, the term "ABM" will disappear as account-centric becomes the way most B2B organizations...

  • Report Gauge Your Customer Lifecycle Marketing Maturity

    Assessment: The B2B Marketing Playbook
    August 20, 2019 | Lori Wizdo

    To help you assess the maturity of your customer lifecycle marketing (CLM) practices, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure,...

  • Report Five Critical Competencies Help Sales Enablement Leaders Traverse A New Landscape

    August 19, 2019 | Laura Ramos

    What does it take to transform your sales enablement function beyond the content-focused foundation on which many programs were built? Read this report to understand the current landscape and...

  • Report B2B Insights Deep Dive: Use AI To Activate Emotion

    A Pragmatic Guide To Using AI To Influence Choices Along B2B Customer Journeys
    August 8, 2019 | Allison Snow, Emily Miller

    Artificial intelligence is a hot topic: Techniques are more sophisticated than ever before, and enterprise opportunities abound. Techniques of the past have fallen short of enabling firms to get to...

  • Report B2B Insights Deep Dive: Use AI To Drive Engagement

    A Pragmatic Guide To Using AI To Nurture Two-Way Conversations With B2B Audiences
    August 8, 2019 | Allison Snow, Emily Miller

    Artificial intelligence is a hot topic: Techniques are more sophisticated than ever before, and enterprise opportunities abound. Techniques of the past have fallen short of enabling firms to get to...

  • Report B2B Insights Deep Dive: Use AI To Demonstrate Empathy

    A Pragmatic Guide To Using AI To Understand Context In B2B Customer Journeys
    August 8, 2019 | Allison Snow, Emily Miller

    Artificial intelligence is a hot topic: Techniques are more sophisticated than ever before, and enterprise opportunities abound. Techniques of the past have fallen short of enabling enable firms to...

  • Report At A Glance: Use AI To Focus B2B Insights On The Human Imperative

    Boost Buyer Experiences With Empathy, Engagement, And Emotion
    August 8, 2019 | Allison Snow, Emily Miller

    Artificial intelligence is a hot topic: Techniques are more sophisticated than ever, and enterprise opportunities abound. Techniques of the past have fallen short of enabling firms to get to know...

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