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  • For Customer Insights Professionals

    Report

    Report The State Of Customer Analytics 2017

    Benchmarks: The Customer Analytics Playbook
    September 25, 2017 | Brandon Purcell

    To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 229 customer analytics and measurement...

  • For CMO Professionals

    Report

    Report Forrester Data: Commerce Platform Technology Forecast, 2016 To 2021 (Global)

    ForecastView Document
    September 25, 2017 | Jennifer Adams, Andy Hoar

    eCommerce is critical for companies, both to acquire new customers and to grow existing customer relationships. Enterprise commerce suites support basic capabilities like running an online catalog,...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report B2C Sets The Standard For B2B

    Road Map: The B2B eCommerce Playbook
    September 8, 2017 | Andy Hoar

    Science-fiction writer William Gibson once said, "The future has already arrived; it's just not evenly distributed yet." Some B2B enterprises have been selling online for years, but most are new to...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Create A B2B eCommerce Plan That Wins Over Customers, Partners, And Colleagues

    Strategic Plan: The B2B eCommerce Playbook
    September 8, 2017 | Andy Hoar

    Building a world-class B2B eCommerce business requires that digital business professionals define and prioritize key issues, allocate scarce resources, and avoid costly missteps. This report...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report Make Your B2B Business A Digital Business

    Executive Overview: The B2B eCommerce Playbook
    September 1, 2017 | Andy Hoar

    New forms of digital customer engagement are transforming B2B businesses, forcing B2B digital business strategy professionals to fundamentally rethink how they go to market — from the customers...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Forrester Wave™: B2B Commerce Suites For Midsize Organizations, Q3 2017

    The 11 Providers That Matter Most And How They Stack Up
    August 31, 2017 | Andy Hoar

    In our 35-criteria evaluation of B2B commerce suite providers, we identified the 11 most significant vendors — BigCommerce, CloudCraze, Episerver, Handshake, Insite Software, Intershop, Magento...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Get Your B2B eCommerce Metrics Right

    Performance Management: The B2B eCommerce Playbook
    August 23, 2017 | Andy Hoar

    B2B companies face a daunting yet critical task: accurately measuring and reporting the impact that digital channels have on sales, service, loyalty, and operations. This report outlines how...

  • For Customer Experience Professionals

    Report

    Report How To Build A Viable B2B Customer Health Assessment

    Health Assessments Help B2B CX Pros Link Customer Experience To Business Success
    August 16, 2017 | TJ Keitt

    Business-to-business (B2B) companies are embracing customer success management to improve customer experience (CX). But how can they prove the efficacy of their efforts? Enter customer health...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Case For Omnichannel B2B

    Business Case: The B2B eCommerce Playbook
    August 11, 2017 | Andy Hoar

    Omnichannel business-to-business (B2B) buyers are more active, generate more incremental revenue, and cost less to serve than single-channel customers. But as customer expectations rise, B2B buyers...

  • For B2B Marketing Professionals

    Report

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

    Vision: 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 eBusiness & Channel Strategy Professionals

    Report

    Report Improve B2B eCommerce Execution By Using ACTIVE Strategies

    Continuous Improvement: The B2B eCommerce Playbook
    July 20, 2017 | Andy Hoar

    B2B eCommerce organizations know that having a vision alone does not guarantee success. The devil is in the details and the hard work associated with executing on solid, actionable strategies. This...

  • 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 Customer Experience Professionals

    Report

    Report The Top Five Challenges For Mapping B2B Customer Journeys

    June 21, 2017 | Tony Costa, TJ Keitt

    Customer journey mapping is a popular tool among B2B CX professionals. But the complexity of business relationships can make it difficult for CX pros to properly set up and execute journey mapping...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report US B2B eCommerce Will Hit $1.2 Trillion By 2021

    Landscape: The B2B eCommerce Playbook
    June 5, 2017 | Andy Hoar

    Forrester estimates that B2B eCommerce will reach $1.2 trillion and account for 13.1% of all B2B sales in the US by 2021. At the end of 2017, Forrester expects eCommerce to reach $889 billion and...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: eProcurement, Q2 2017

    Coupa, Basware, SAP Ariba, Zycus, And GEP Are Leaders For Buy-Side B2B eCommerce Platforms
    May 30, 2017 | Duncan Jones

    Enterprises are increasingly implementing eProcurement platforms to enable employees to buy what they need quickly, safely, and cost-effectively. This report will help an application development...

  • For B2B Marketing Professionals

    Report

    Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics®...

  • For B2B Marketing Professionals

    Report

    Report B2B Consultant Sellers Reign In The 21st Century

    Empower Your Sellers With Strategic Tooling
    May 22, 2017 | Mary Shea, Jacob Milender

    B2B sellers face buyers who increasingly prefer a self-guided journey. While simple commodity transactions can largely occur without direct sales interaction, for more highly considered purchases,...

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