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  • B2B Marketing
  • Jay McBain

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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 The Forrester Wave™: Through-Channel Marketing Automation, Q2 2018

    The 15 Providers That Matter Most And How They Stack Up
    April 25, 2018 | Jay McBain

    In our 25-criteria evaluation of through-channel marketing automation (TCMA) providers, we identified the 15 most significant ones — Ansira, Aprimo (Revenew), Averetek, BrandMaker, BrandMuscle,...

  • Report The Forrester Tech Tide™: Channel Software, Q1 2018

    Eight Technology Categories Automate Indirect Channel Programs
    January 10, 2018 | Jay McBain

    Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate...

  • Report Death Of The Traditional IT Channel

    Address New Hyperspecialized Shadow Channels To Succeed In The Age Of The Customer
    October 5, 2017 | Jay McBain

    Shifts in technology buying trends favoring line-of-business (LOB) leaders are significantly altering the traditional IT and telecommunications channel. With business buyers leading or influencing...