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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 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 The Forrester Tech Tide™: Channel Software, Q2 2020

    Seven Technologies Underpin Channel Software
    June 25, 2020 | Jay McBain

    Channel software is increasingly critical to firms' ability to win, serve, and retain their customers and partners. To accelerate performance of their partnerships and channel ecosystems, companies...

  • 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 The Forrester New Wave™: ABM Platforms, Q2 2020

    The 14 Providers That Matter Most And How They Stack Up
    June 9, 2020 | Steven Casey

    In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers in the category — 6sense, Demandbase, Dun & Bradstreet,...

  • Report Now Tech: Sales Enablement Automation, Q2 2020

    Forrester's Overview Of 32 Sales Enablement Automation Providers
    May 27, 2020 | Laura Ramos, Mary Shea

    You can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills. But to...

  • 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 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 The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020

    The 13 Providers That Matter Most And How They Stack Up
    April 20, 2020 | Jay McBain, Lori Wizdo

    In our 24-criterion evaluation of through-channel marketing automation (TCMA) providers, we identified the 13 most significant ones — Ansira, Aprimo, BrandMuscle, Distribion, E2open, Impartner,...

  • 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 New Partners Won't Thrive In Current Channel Programs

    Augment Tiered Precious-Metal Schemes By Investing In Programs Tuned To Nonreselling Partners
    March 23, 2020 | Jay McBain

    B2B marketers and channel professionals must understand that the tiered precious-metal program, while useful for traditional resell-based partners, doesn't effectively serve new ecosystem partners...

  • Report The Forrester Wave™: Sales Training And Services, Q1 2020

    The Nine Providers That Matter Most And How They Stack Up
    March 17, 2020 | Mary Shea

    In our 28-criterion evaluation of sales training and services providers, we identified the nine most significant ones — Baker Communications, Challenger, Corporate Visions, Force Management, IMPAX,...

  • Report Unlocking The Power Of Partner Ecosystems Demands Powerful Measurement

    Build A Holistic Set Of Metrics And KPIs That Accurately Reflect Channel Effectiveness
    March 17, 2020 | Jay McBain

    Today's increasingly complex channel environment means once-reliable partner performance measurements such as revenue tiers, profit contribution, certifications, and customer satisfaction surveys...

  • Report Chart Your Course To B2B Marketing Transformation

    Roadmap: B2B Marketing Playbook
    March 9, 2020 | Lori Wizdo

    B2B marketing leaders must evolve — and quickly — from their traditional role of brand steward, lead-generation machine, and sales supporter to become an architect of engagement across the entire...

  • 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 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 New Tech: Account-Based Marketing Solutions, Q1 2020

    Forrester's Landscape Overview Of 26 Providers
    February 24, 2020 | Steven Casey

    Account-based marketing (ABM) is evolving from the buzzword du jour to a mainstream strategy that all but a very few B2B organizations are implementing, rolling out, or planning. At the same time,...

  • 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: Sales Training And Services, Q1 2020

    Forrester's Overview Of 23 Sales Training And Services Providers
    February 5, 2020 | Mary Shea, Meredith Cain

    You can use sales training and services (STS) to increase the effectiveness of your sales force, foster better alignment between marketing and sales personnel, and deliver better experiences to...

  • 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 Now Tech: Channel Onboarding, Q4 2019

    Forrester's Overview Of 30 Channel Onboarding Providers
    November 11, 2019 | Jay McBain

    You can use channel onboarding to improve channel revenue as well as partner relationships and loyalty, which correlate to the long-term success of partnerships and require personalized education,...

  • 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: 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...

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