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The B2B Marketing Playbook For 2019

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 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 Gaining Executive-Level Access

    September 7, 2012 | Scott Santucci

    Executive buyers respond well to clear, personalized, easily scannable emails as a way to raise their interest in taking a meeting. The things that motivate executives to take a meeting fall into...

  • Report Executives' Perceptions Of Differentiation Among Suppliers: Update For 2011

    February 10, 2012 | Scott Santucci

    Results, not products, differentiate vendors in the eyes of executives.Executives assign strategic supplier status to vendors that are willing and able to align in substantial, not superficial,...

  • Report 2011 Social Technographics® For Business Technology Buyers

    Technology Marketers Must Prepare For The Coming Storm
    July 18, 2011 | Kim Celestre

    Data from Forrester's Q1 2011 US and European B2B Social Technographics® Online Survey For Business Technology Buyers indicates that both social media habits and the role social media is playing in...

  • Report US Government Spending Slows

    Sales Teams Need To Be Ready To Have Compelling Financial Conversations
    August 14, 2009 | Eric G. Brown

    Taking a closer look at Forrester's Enterprise And SMB Global Budgets And Spending Survey, Q2 2009, government IT budget decision-makers are cautious with their spending and planning. Budgets are...

  • Report Marketing To The Government As Banker

    The Federal Reserve's Big Bailout Needs Technology
    November 13, 2008 | Ellen Carney

    With the US government taking a huge stake in the business of financial markets, what are the implications for technology marketers? This report looks at how the US Treasury Department will address...

  • Report Demand Insight: Government Telecom And Networking, 2008

    August 11, 2008 | Alan E. Webber

    Governments, whether national, state, provincial, or local, are prime customers and prospects for technology marketers. To better understand government technology buyers, Forrester asked 136...

  • Report Government IT Spending In 2008

    More Work To Do With Smaller Funding Increases
    April 25, 2008 | Alan E. Webber

    What are government IT executives facing in 2008? Forrester's survey of IT decision-makers shows that governments will — again — face significant IT challenges as they continue to try to do more...

  • Report US Government IT Spending Plans For 2007

    Agency IT Executives Face Another Challenging Year And More Things To Do
    April 26, 2007 | Alan E. Webber

    Forrester's recent survey of executives responsible for IT spending decisions shows that government will continue to face a number of basic IT management challenges as it tries to evolve its legacy...

  • Report Asia Pacific IT Leasing And Financing: Market Access To IT

    February 28, 2007 | Tirthankar Sen

    Focusing on key trends in the Asia Pacific IT leasing and financing market, this report analyzes for vendor strategists the growing adoption of financing and leasing in the region. This report...

  • Report North American Government Application Software Adoption For 2007

    February 6, 2007 | Alan E. Webber

    In Forrester's Business Technographics® September 2006 North American And European Enterprise Software Survey, we surveyed 64 government technology decision-makers in North America to discover...

  • Report North American Government Enterprise Software Spending For 2007

    January 22, 2007 | Alan E. Webber

    According to respondents from Forrester's Business Technographics® September 2006 North American And European Enterprise Software Survey, US government CIOs are shifting their focus to increasing...