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  • B2B Marketing

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  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Playbook
    November 15, 2017 | Lori Wizdo

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue...

  • For B2B Marketing Professionals

    Report

    Report Getting A Grip On Seller-Focused Content

    Leverage Content Marketing Best Practices For An Effective Seller Experience
    October 31, 2017 | Caroline Robertson

    B2B marketers have learned great content is a key component for engaging buyers. And they need to apply that learning to internal content to enable and train sales. Marketing, often unknowingly,...

  • For B2B Marketing Professionals

    Report

    Report Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Playbook
    October 23, 2017 | Lori Wizdo

    B2B marketers implementing a lead-to-revenue management (L2RM) program for the first time — or expanding an immature program — often underestimate the scope of the change required to transform this...

  • For B2B Marketing Professionals

    Report

    Report A Blueprint For Successful B2B Video Marketing

    Drive Revenue And Buyers' Engagement With Effective Use Of Video
    October 20, 2017 | Nick Barber, Jacob Milender, Laura Ramos

    Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal...

  • For B2B Marketing Professionals

    Report

    Report Global Business Technographics® Data & Analytics Survey, 2017: Overview

    A Business Technographics Presentation
    October 16, 2017 | Brian Luu, Tyler McDaniel

    This report is an overview of the Forrester Data Global Business Technographics® Data And Analytics Survey, 2017. Topics include the top data-driven initiatives; business intelligence drivers and...

  • For B2B Marketing Professionals

    Report

    Report Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer
    October 5, 2017 | Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer

    Vision: The B2B Marketing Playbook
    October 5, 2017 | Laura Ramos

    Today's B2B marketers say they understand customers but often lack empathy for buyers' real motivations — and the trials they face during the purchase journey. Based on research that examines the...

  • For B2B Marketing Professionals

    Report

    Report What B2B Marketers Must Know And Do To Make Attribution Work

    Make Attribution A Linchpin With Strategic And Operational Discipline
    October 5, 2017 | Allison Snow

    The evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the...

  • For B2B Marketing Professionals

    Report

    Report The Birth Of The B2B Consumer

    Landscape: The B2B Marketing Playbook
    October 5, 2017 | Steven Casey

    B2B buyers are acting more like consumers every day. Driving this change is a combination of learned and native digital consumer behaviors that are having a dramatic impact on every phase of the...

  • For B2B Marketing Professionals

    Report

    Report TechRadar™: B2B Marketing Technologies, Q3 2016 (Updated)

    Tools And Technology: The B2B Marketing Playbook
    October 4, 2017 | Steven Casey

    B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Virtual And Augmented Reality For B2B Marketers

    Overcome Real Barriers To Success With Virtual Solutions
    September 20, 2017 | Steven Casey

    Virtual reality (VR) and augmented reality (AR) solutions are revolutionizing the way large and complex B2B products get marketed and sold — just as their 3D modeling precursors forever changed the...

  • For B2B Marketing Professionals

    Report

    Report Peer Stories And Credible Data Attract And Engage B2B Buyers

    Use Short-Form Interactive Content To Capture Customers' Attention
    September 7, 2017 | Laura Ramos

    Business purchase decision makers want content — supported with evidence- and fact-based viewpoints — that comes from other customers and unbiased sources. They also prefer to consume content...

  • For B2B Marketing Professionals

    Report

    Report The B2B Marketer's Guide To Benchmarking Customer Obsession Maturity

    Benchmarks: The B2B Marketing Playbook
    August 10, 2017 | Laura Ramos

    Becoming customer-obsessed is a competitive advantage to companies that pursue this strategy. It is also a disruptive — but transformative — process that not all firms will start from the same...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report B2B Sales Force Digital Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset
    July 26, 2017 | Mary Shea, Jacob Milender

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. By gleaning best practices from three global digital sales leaders at Cisco Systems,...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report The Strategic Messaging Assessment

    Evaluate Your Message Management Discipline
    June 28, 2017 | Lori Wizdo

    Business marketers know that communication can become muddled — affecting customer experience and engagement outcomes — as different stakeholders engage with customers without the connective tissue...

  • For B2B Marketing Professionals

    Report

    Report B2B Marketers Must Step Up Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication
    June 28, 2017 | Lori Wizdo

    Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders...

  • For B2B Marketing Professionals

    Report

    Report It's Not About You: B2B Marketers Need To Change How They Think About Branding

    In The Age Of The Customer, Features And Functions Take A Back Seat To Experience And Emotion
    June 28, 2017 | Steven Casey, Shanta Samlal-Fadelle

    Too many B2B marketers underestimate the importance of branding to their success — relying instead on product-based differentiation to win. But in the age of the customer, features and functions...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Global Business Technographics® Networks & Telecom Survey, 2017: Overview

    A Business Technographics Presentation
    May 25, 2017 | Brian Luu, Xiaotong Duan, Tyler McDaniel

    This report is an overview of the Forrester Data Global Business Technographics® Networks And Telecommunications Survey, 2017. Topics include sourcing preferences; managed services technologies and...

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