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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Modern B2B Buying And Selling Requires A Singular Content Strategy

    Four Practices Align Marketing Content To Both Buyers And Sellers
    May 7, 2021 | Laura Ramos

    Sellers need marketing to support them with content that incorporates the messages and insights to which buyers respond well. A single B2B content marketing strategy shared by marketing and sales...

  • Report Design Your Martech Stack To Deliver The Optimal Buying Experience

    April 26, 2021 | Lori Wizdo

    As digital marketing becomes more complex, marketers will embrace additional automation tools to improve efficiency, effectiveness, and speed-to-market. But B2B marketers have been implementing...

  • Report The State Of Digitized Selling

    Stop Testing The Waters And Get Immersed
    April 5, 2021 | Mary Shea, PhD, 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 Organizations Need New Roles, Skills, And Structures For Need-To-Revenue Marketing Success

    April 2, 2021 | Lori Wizdo

    Savvy marketing leaders are leveraging need-to-revenue marketing (N2RM) to engineer a pivot from being suppliers of leads for the load-bearing sales force to becoming engineers of customer...

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

    Pay More Attention To What Your Prospects Do Than To What They Say
    March 30, 2021 | Steven Casey

    AI has quickly progressed from a promising enabling technology found in a few B2B applications to a staple of modern marketing technology (martech). To succeed with AI-powered marketing, B2B...

  • Report Postsale Immersion Boosts Marketing Empathy

    March 26, 2021 | Laura Ramos

    Today's B2B marketers say they understand their audiences but often lack empathy for their real concerns and motivations. This report outlines four approaches marketers and customer-facing staff...

  • Report Not Yet The New Normal: ABM Must Evolve Into Account-Based Engagement

    Use Four Best Practices To Advance Your Approach From ABM To ABE
    March 26, 2021 | Laura Ramos

    Account-based marketing (ABM) is more than just marketing. From fostering tighter alignment between marketing and sales to engaging customers across their entire lifecycle, it accelerates a firm's...

  • Report The Forrester Wave™: Sales Social Engagement Solutions, Q1 2021

    The Eight Providers That Matter Most And How They Stack Up
    March 10, 2021 | Caroline Robertson, Mary Shea, PhD

    In our 38-criterion evaluation of sales social engagement solution providers, we identified the eight most significant ones — EveryoneSocial, Hearsay Systems, Hootsuite, PostBeyond, Seismic,...

  • Report The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021

    The 14 Providers That Matter Most And How They Stack Up
    March 8, 2021 | Laura Ramos, Meredith Cain

    In our 28-criterion evaluation of B2B marketing events management solution providers, we identified the 14 most significant ones — 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cvent, Hubb, Intrado,...

  • Report Future-Proof Your B2B Commerce Strategy To Meet Customers Where They Buy

    Vision: The B2B E-Commerce Playbook
    March 8, 2021 | Joe Cicman, Allen Bonde, Caleb Ewald

    More than 30% of B2B technology buyers already make their initial purchases through a digital channel. But many products aren't a fit for purely digital selling. Even as B2B buyers are accelerating...

  • Report Gauge Your CRM Maturity

    Assessment: The CRM Playbook
    March 4, 2021 | Kate Leggett

    An explosion of channels, new technologies like artificial intelligence, and demanding consumers challenges organizations to reshape the way that they target, acquire, retain, understand, and...

  • 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 Quantify The Business Value Of CRM

    Business Case: The CRM Playbook
    March 3, 2021 | Kate Leggett

    CRM initiatives must not only be technically sound but must also answer the question, "What will we get for our money?" This report describes how application development and delivery (AD&D)...

  • 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 The Future Of Distribution

    Use Platforms Of Distribution To Bring New Outcomes To New Buyers
    February 23, 2021 | Joe Cicman, Jay McBain

    Traditional distribution faces obsolescence as buyers seek closer relationships with vendors. Distributors evolved over decades to buy time — adding value via fulfillment, credit facilities,...

  • Report The Forrester Tech Tide™: Sales Technologies, Q1 2021

    15 Technologies That Underpin Sales
    February 16, 2021 | Mary Shea, PhD

    Sales technologies are increasingly critical to firms' ability to win, serve, and retain customers. To accelerate revenue performance, companies are evaluating and adopting a range of contributing...

  • Report Now Tech: B2B Marketing Data Providers, Q1 2021

    Forrester's Overview Of 36 B2B Marketing Data Providers
    January 11, 2021 | Steven Casey

    You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

  • Report Chatbots And Virtual Assistants Can Help B2B Organizations Close The Digital Experience Gap

    Automated Conversational Engagement Meets The Modern B2B Buyer's Need For Immediacy
    December 11, 2020 | Steven Casey

    Social distancing has fast-forwarded the B2B buyer journey into an almost exclusively digital adventure. With face-to-face meetings all but impossible, buyers are seeking experiences and content...

  • Webinar B2B Sales Predictions 2021

    December 2, 2020 | Mary Shea, PhD, Laura Ramos, Jay McBain

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

  • Webinar Key Lessons To Perfect Your Sales Enablement Strategy

    Based On The Forrester Wave™: Sales Content Solutions, Q3 2020
    October 29, 2020 | Laura Ramos

    As marketers and sellers rely more on digital means to meet buyers’ changing expectations and to engage at a pandemic-induced distance, your ability to prep sellers to be more effective in...

  • Report Forrester Predictions 2021: Accelerating Out Of The Crisis

    October 28, 2020 | Sharyn Leaver

    2020 shattered the status quo. In 2021, advanced organizations will adapt and use the upheaval to forge a competitive edge. Discover your organization's path to success. Read Forrester's 2021...

  • Report Define Your CRM Plan

    Strategic Plan: The CRM Playbook
    August 28, 2020 | Kate Leggett

    To avoid wasting time and effort on ill-conceived CRM initiatives, organizations should keep a laser focus on creating business value. Sound planning for CRM requires application development and...

  • Report Research Overview: Online Marketplaces

    A Guide To Buying, Selling, And Creating Market Leverage Via Everyone's Favorite Digital Platform Business Model
    August 17, 2020 | Allen Bonde, Caleb Ewald

    Online marketplaces aren't a new idea. Yet over the past few years, they have (re)emerged as a preferred channel for consumers, small businesses, and a growing number of enterprise buyers. For...

  • Report AR's Graveyard: Unmet Sales Commitments

    August 4, 2020 | Kevin Lucas

    The proportion of industry analyst relations (AR) people who commit to supporting sales among all AR people whom we survey has barely reached 50% since 2007. And AR's not improving enough either —...

  • Report The Democratization Of B2B Sales

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

    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...

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