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  • B2B Marketing
  • Marketing Measurement

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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 Anchor Sales And Marketing Alignment With Revenue Growth Analytics

    Best Practices To Collaborate On Analytics That Supports Growth
    May 30, 2018 | Allison Snow

    Analytics programs can be linchpins to revenue growth. But, too often, marketing and sales teams, operating with different perspectives and practices, fail to optimize the ROI of analytics efforts....

  • 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 Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Marketing 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 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 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 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...

  • Report Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    November 21, 2017 | Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing...

  • Report Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook
    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 Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • Report Metrics That Matter In Account-Based Marketing

    Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM
    August 9, 2017 | Allison Snow

    B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account...

  • Report The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017

    6sense And Lattice Engines Lead A Diverse Field Of Emerging Solution Providers
    June 14, 2017 | Allison Snow, Laura Ramos

    In our 28-criteria evaluation of predictive marketing analytics providers for B2B marketers, we identified the 11 most significant — 6sense, BrightTarget, EverString, Infer, Lattice Engines...

  • Report Measuring Isn't Managing: The New Rules Of Marketing Performance Orchestration

    Continuous Improvement: The B2B Marketing Playbook
    February 24, 2017 | Allison Snow

    The rules have changed for B2B marketers, who are becoming increasingly accountable for demonstrating their impact on revenue. B2B marketers who don't opt in to revenue relevance will continue to...

  • Report Global Business Technographics Marketing Survey, 2016: Overview

    A Business Technographics Presentation
    February 10, 2017 | Tyler McDaniel

    This report is our overview of marketers’ priorities, challenges, use of technology, and budgets, based on Forrester's Global Business Technographics Marketing Survey, 2016. We analyzed the data by...

  • Report Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

    Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue
    October 18, 2016 | Allison Snow

    Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B...