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Forrester’s 2018 predictions highlight the specific changes that B2B marketers will make — and experience — in 2018 when their new destiny as steward of the customer relationship unfolds. In this webinar, Forrester analysts Lori Wizdo and Steve Casey expand upon the predictions report with insights received from an interactive session hosted at the 2017 B2B Marketing Forum.
Key takeaways:
Immediate, short-term, and long-term insights and actions on how B2B marketers can tackle Forrester’s predictions for 2018:
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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 been roiling for the past several years will coalesce to spar
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