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  • For eBusiness & Channel Strategy Professionals

    Report

    Report The ROI Of Digital Business Transformation

    Business Case: The Digital Business Transformation Playbook
    March 15, 2017 | Michelle Beeson

    Digital business transformation isn't cheap. Firms are investing millions of dollars to transform their customer experiences and business operations to win, serve, and retain their increasingly...

  • For B2B Marketing Professionals

    Report

    Report Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often

    March 15, 2017 | Laura Ramos

    Business-to-business (B2B) marketers are aggressively moving to implement account-based marketing (ABM) and drive successful engagement at the account level. But the hype still confuses many, and...

  • For B2B Marketing Professionals

    Report

    Report Empathetic Content: The Key To Engaging B2B Buyers

    Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers
    March 13, 2017 | Laura Ramos, Jacob Milender

    Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue...

  • For B2B Marketing Professionals

    Report

    Report Applying Sales Enablement Best Practices

    Reference Customers For The Sales Enablement Automation Systems Forrester Wave™ Reveal Lessons That They've Learned
    March 8, 2017 | Steven Wright, Jacob Milender

    In the first Forrester Wave on sales enablement automation (SEA) systems, we used 33 criteria to evaluate nine vendors. This report compiles the best practices, use cases, and struggles that SEA...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Realign B2B Channels For A Post-Disruption World

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    March 7, 2017 | Andy Hoar

    As B2B customers demand frictionless buy flows, global competition erodes margins, and manufacturers crave direct customer engagement, layers of middlemen are under pressure to evolve — or die....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Brand New Day In B2B Commerce

    The Time Has Come For Brands To Rethink Their Deference To The Traditional Channel
    March 7, 2017 | Andy Hoar

    B2B brands that do not sell direct are disappointing customers and leaving money on the table. New research shows that B2B buyers want to engage directly with brands, which is calling into question...

  • For B2B Marketing Professionals

    Report

    Report Global Business Technographics® Devices And Security Workforce Survey, 2016: Overview

    A Business Technographics Presentation
    March 3, 2017 | Tyler McDaniel

    This report is an overview of the broad patterns occurring within information workers across multiple areas related to the devices they use and how these devices are secured, based on...

  • For B2B Marketing Professionals

    Report

    Report Making Programmatic Advertising Work For B2B Businesses

    Find What Technology, Data, And Media Partners You Will Need To Leverage Programmatic Advertising Successfully
    March 1, 2017 | Samantha Merlivat, Steven Casey

    The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and...

  • For Analyst Relations Professionals

    Report

    Report Forrester's Scorecard For AR And Direct Sales

    February 28, 2017 | Kevin Lucas

    This self-assessment tool helps you review your current ability to support your company’s direct sales operation via your industry analyst relations (AR) program, analyze its weaknesses, and...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Pricing Strategies For Software-As-A-Service

    Subscription Models Force Vendors To Rethink Pricing And Packaging To Align Better With How They Deliver Customer Value
    February 16, 2017 | Duncan Jones

    Companies that want to sell SaaS applications to businesses must align their products' pricing with how those products deliver business value to customers. B2B marketing specialists know that new...

  • For B2B Marketing Professionals

    Report

    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...

  • For B2B Marketing Professionals

    Report

    Report Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel
    February 7, 2017 | Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building...

  • For Application Development & Delivery Professionals

    Report

    Report B2B Commerce Needs A Mobile Mindshift

    Mobile Apps Can Be A Catalyst for Change In Enterprise Commerce — If AD&D Leaders Design Them Correctly
    January 31, 2017 | Duncan Jones

    Why are there so few good mobile apps for business-to-business (B2B) eCommerce? Neither of the two Bs in B2B is currently doing enough to support mobile, employee-driven purchases. People who need...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    Vision: The Lead-To-Revenue Playbook
    January 19, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • For B2B Marketing Professionals

    Report

    Report Digital Forces Catalyze A Tectonic Shift In B2B Channels

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    January 13, 2017 | Tim Harmon

    In the age of the customer, customers are in charge of not only their interactions with suppliers and providers but also their sourcing choices. When designing and equipping their ecosystems,...

  • For B2B Marketing Professionals

    Report

    Report Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook
    January 11, 2017 | Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report...

  • For B2B Marketing Professionals

    Report

    Report Lessons Learned From Lead-To-Revenue Pioneers

    Landscape: The Lead-To-Revenue Playbook
    January 11, 2017 | Lori Wizdo

    After bagging impressive early wins, lead-to-revenue-management (L2RM) pioneers find sustaining ongoing improvement hard. To learn why L2RM initiatives hit the wall, we analyzed 200 inquiries that...

  • For B2B Marketing Professionals

    Report

    Report B2B Buyers Mandate A New Charter For Marketing And Sales

    Accelerate Alignment Or Get Left Behind
    January 10, 2017 | Mary Shea, Shanta Samlal-Fadelle

    This report is a call to action for business-to-business (B2B) marketing and sales leaders to infuse new and creative ideas into their plans. A status quo approach no longer works in this...

  • For CMO Professionals

    Report

    Report B2B Firms Must Focus On Brand Equity To Drive Value

    Benchmarks: The Brand Experience Playbook
    January 6, 2017 | Dipanjan Chatterjee

    Business-to-business (B2B) CMOs are just as invested in bettering their brands as business-to-consumer (B2C) CMOs. Like their consumer-focused counterparts, they want to build, measure, and manage...

  • For B2B Marketing Professionals

    Report

    Report How To Design Communities For B2B Marketing

    A Guide To Creating A Community Strategy Using Forrester's CLICK Framework
    January 6, 2017 | Steven Casey

    Most B2B marketers understand that online communities can be a critical element of their overall customer engagement strategy, but too many struggle with choosing the right approach, sustaining...

  • For Customer Experience Professionals

    Report

    Report Customer Success Management Is The Key To Outstanding B2B Customer Experiences

    CX Leaders Must Embrace Customer Success Management To Ensure Customer Loyalty
    January 5, 2017 | TJ Keitt

    For many business-to-business (B2B) companies, selling new products and services to current customers is the pathway to growth. To get customers to spend more, though, B2B firms must prove they've...

  • For B2B Marketing Professionals

    Report

    Report Increase The Payoff For B2B Events With Digital Immersion

    Four Digital Best Practices Make Events More Contextual And Engaging
    January 4, 2017 | Laura Ramos

    In a post-digital world, business-to-business (B2B) buyers expect fluidity between digital and physical experiences. Representing the largest chunk of the marketing budget, events fail to take full...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For B2B Marketing Professionals

    Report

    Report Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    December 29, 2016 | 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...

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