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The B2B Marketing Playbook For 2020

A Guide To Surviving And Thriving In The B2B Marketing Renaissance

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...

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  • Report Measure These Six Things To Improve Revenue Performance

    August 30, 2018 | 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 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 Metrics That Matter For B2B Marketers

    Focus On Measuring Business Outcomes, Not Program Outputs
    November 16, 2017 | Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers...

  • Report Forrester Data Global Business Technographics® Priorities And Journey Survey, 2017: Overview

    A Business Technographics Presentation
    July 17, 2017 | Ryan Halliday, Tyler McDaniel

    This report is an overview of the Forrester Data Global Business Technographics® Priorities And Journey Survey, 2017. It covers the broad patterns seen among business and technology decision makers...

  • Report Forrester Data Global Business Technographics® Applications and Collaboration Workforce Survey, 2016: Overview

    A Business Technographics Presentation
    March 29, 2017 | Phillip Hannafin

    This report is an overview of the Forrester Data Global Business Technographics® Applications And Collaboration Workforce Survey, 2016. It analyzes broad patterns among information workers across...

  • Report Global Business Technographics® Infrastructure Survey, 2016: Overview

    A Business Technographics Presentation
    March 15, 2017 | Tyler McDaniel

    This report is an overview of the Forrester Data: Global Business Technographics® Infrastructure Survey, 2016. It covers the broad patterns seen among business and technology decision makers across...

  • Report Vendor Landscape: European Marketing Automation Vendors, 2016

    Unique Requirements Drive Slower But Steady Martech Adoption
    July 8, 2016 | Peter O'Neill

    A wealth of new marketing automation technologies are now available to help B2C marketers manage customer engagement, B2B marketers manage leads, and all marketers manage other marketing processes,...

  • Report Gauge Your L2RM Progress And Success

    May 10, 2016 | Lori Wizdo

    B2B marketers implementing a lead-to-revenue (L2R) process for the first time, or expanding their L2R program, often feel they are navigating uncharted waters — but they're not alone! B2B marketers...

  • Report Marketing Automation Success With European Companies

    Who's Hot In Europe? Local Vendor Innovations Thrive
    August 26, 2014 | Peter O'Neill

    Wake up, sales enablement professionals, especially those of you in North America. Many of you in firms with marketing automation solutions have not yet seriously set up shop in Europe because you...

  • Report Which L2RM Platform Vendors Have An Edge In Europe?

    The L2RM Platform Forrester Wave™ From A European Point Of View
    May 13, 2014 | Peter O'Neill

    Many of the lead-to-revenue management (L2RM) automation vendors with a global reach have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters...

  • Report Tip The Balance From Reference Customers To Advocates

    Capture Buyer Satisfaction And Enthusiasm Earlier
    February 5, 2014 | Peter O'Neill

    Most business-to-business (B2B) marketing budgets have a significant and recurring line item entitled "customer reference program," which involves extensive spending and effort so the sales force...

  • Report Leverage The Channel Management Technology Spectrum

    Look To Modern Systems To Collaborate With Partners
    February 5, 2014 | Peter O'Neill

    Channel partners' loyalty to vendors and suppliers is waning, resulting in risk to vendors' and suppliers' wallet share and revenue growth with respect to their channel partners. Channel...

  • Report What Does It Take To Win With Executive Buyers?

    The Early Bird Catches The Worm
    December 12, 2013 | Norbert Kriebel

    Your buyers have changed; catch up! There are some things you should know about your buyers if you expect to get any money out of their wallets. If you are a sales, marketing, product, or other...

  • Report What Do Executive Buyers Find Valuable?

    November 22, 2013 | Norbert Kriebel

    Your buyers have changed, and there are some things you should know about them if you expect to get any money out of their wallets. If you are a sales, marketing, product, or other leader with...

  • Report The Failing School System For B2B Sellers

    November 22, 2013 | Norbert Kriebel

    Your buyers have changed, and there are some things you should know about them if you expect to get any money out of their wallets. If you're accountable for helping your company achieve its...

  • Report B2B Marketing Tactics: Learning From Other Verticals

    August 23, 2013 | Tim Harmon

    In Forrester's report, "Marketing Tactics Of Top Tech Performers," we analyzed how top-performing tech companies apply various marketing tactics and metrics, and their resultant effectiveness. In...

  • Report What's On A Seller's Agenda?

    August 13, 2013 | Norbert Kriebel

    Your buyers have changed and there are some things you should know about them if you expect to get any money out of their wallets. If you are a sales, marketing, product, or other leader with...

  • Report Executive Buyer Expectations — The Bar Is Low

    August 1, 2013 | Norbert Kriebel

    Your buyers have changed and there are some things you should know about them if you expect to get any money out of their wallets. If you are sales, marketing, product, or other leader with...

  • Report The Lost Art Of Referrals

    July 31, 2013 | Norbert Kriebel

    Your buyers have changed and there are some things you should know about them if you expect to get any money out of their wallets. If you are a sales, marketing, product, or other leader with...

  • Report Executive Buyers Prefer Email And Phone

    July 26, 2013 | Norbert Kriebel

    Your buyers have changed and there are some things you should know about them if you expect to get any money out of their wallets. If you are a sales, marketing, product, or other leader with...

  • Report The Shape-Shifting Tech Industry Channel Ecosystem

    Hybrid Partners Are The New Norm
    July 24, 2013 | Tim Harmon

    While cloud computing has been a boon for the tech industry in general, for channel partners the story is different. Channel partners have to deal with shrinking product margins, skills shortages,...

  • Report The Social Behaviors Of Your B2B Customers

    A B2B-Focused Analysis Of The Landscape For The Social Marketing Playbook
    July 17, 2013 | Zachary Reiss-Davis

    As a business-to-business (B2B) marketer, you need to engage your customers and prospects throughout a complex customer life cycle that frequently lasts longer than a business-to-consumer (B2C)...

  • Report The VSB Software Market: Cloud Triggers And Custom Development

    June 6, 2013 | Tim Harmon

    This workbook provides data on how the current generation of VSBs displays significantly different software investment plans than earlier generations. VSBs are beginning to think and act more like...

  • Report Evaluate Your Channel Partner Loyalty Initiative

    Tips For Improving Your Return On Loyalty Investment
    May 31, 2013 | Jonathan Silber

    In 2012, Forrester surveyed channel professionals to get a pulse on the progress vendors are making toward successfully building channel partner loyalty programs. The results show that the majority...

  • Report How B2B Marketers Use Social Now

    Emerging Trends In B2B Social Marketing For 2013
    May 13, 2013 | Zachary Reiss-Davis

    Our data shows that social channels are key to the decision processes of your business-to-business (B2B) customers and prospects, so to avoid falling behind or missing emerging trends, you should...

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