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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 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...

  • 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...

  • 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 Forrester’s...

  • 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...

  • 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 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...

  • 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 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...

  • Report Road Warriors' In-Person, Client-Facing Behavior Comes With Added Risk

    Business Technographics® Data Snapshot
    January 26, 2017 | Tyler McDaniel

    Mobile devices empower road warriors, but flexible workspaces can add to corporate risk. We compared the behavior of SMB and enterprise information worker road warriors with that of all information...

  • 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,...

  • 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...

  • 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...

  • 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...

  • 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...

  • Report Global Business Technographics® Security Survey, 2016: Overview

    A Business Technographics Presentation
    December 6, 2016 | Tyler McDaniel, Brian Luu

    This report is our overview of security decision-makers’ adoption of network security and security operations technologies; adoption of sourcing solutions to protect public cloud deployments;...

  • Report The Forrester Wave™: Sales Enablement Automation Systems, Q4 2016

    The Nine Providers That Matter Most And How They Stack Up
    December 6, 2016 | Steven Wright, Jacob Milender

    In our 33-criteria evaluation of sales enablement automation (SEA) systems providers, we identified the nine most significant ones — Brainshark, CallidusCloud, ClearSlide, KnowledgeTree, Mediafly,...

  • Report The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016

    L2RM Automation Is Powering A B2B Marketing Transformation
    November 18, 2016 | Lori Wizdo

    In our 36-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the 11 most interesting solution providers in the category — Act-On, Adobe, bpm'online,...

  • Report Predictions 2017: ABM Boosts B2B Marketing's Customer Obsession IQ

    A Lifelong Customer Focus Will Move ABM's Impact Beyond Better Sales Alignment
    November 3, 2016 | Laura Ramos

    Account-based marketing (ABM) strategies help business-to-business (B2B) marketers identify prospects with a higher likelihood to buy or better business fit so that they can reallocate budget to...

  • Report How B2B Marketing Automation Service Providers Help Drive Marketing Transformation

    October 28, 2016 | Lori Wizdo

    The growing complexity of business-to-business (B2B) marketing automation creates challenges for practitioners who struggle with people, process, and technology. B2B marketers are thus turning to...

  • 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...

  • Report Vendor Landscape: Account-Based Marketing, Q4 2016

    Point Solutions Proliferate Amid Claims Of Platform Leadership
    October 18, 2016 | Steven Casey, Allison Snow, Shanta Samlal-Fadelle

    New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hinder...

  • Report Account-Based Marketing Will Elevate, Not Eclipse, Lead-To-Revenue Management

    Account-Based Marketing (ABM) Is The Next Chapter In B2B Marketing Automation
    October 18, 2016 | Lori Wizdo

    The explosion of interest in ABM creates uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. Does ABM replace...

  • Report Account-Based Marketing Brings Marketing And Sales Into The Same Orbit

    Collaboration, Discipline, And A Science-Based Approach Lead To Success
    September 21, 2016 | Mary Shea, Shanta Samlal-Fadelle

    B2B marketers who launch and sustain formal account-based marketing (ABM) programs can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers...

  • Report Retro Yet Revolutionary: Demystifying Account-Based Marketing

    Aligning Marketing And Sales To A Customer-Obsessed Strategy Will Be ABM's Ultimate Legacy
    September 19, 2016 | Laura Ramos

    New technologies allow B2B marketers to identify companies with a higher likelihood to buy or with more desirable customer profiles, then reallocate budget to engage those firms at scale. Read this...

  • Report Brief: Six Sales Enablement Automation FAQs — And Three More That Should Be On Your List

    Across Industries And Roles, Organizations Are Embracing Sales Enablement Automation
    September 16, 2016 | Steven Wright

    B2B marketers across a variety of industry verticals and company sizes are charged with identifying the best solutions to enable their sales teams. While initial enablement efforts typically focus...

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