Log in to watch this webinar
Client log in
Welcome back. Log in to your account to continue.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this webinar
This webinar is available for purchase ($300).
Description
B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. Which shifts the role and focus of B2B marketing organizations dramatically. Forrester's research team serving B2B Marketing Professionals has put together a list of concrete predictions for 2016 regarding these changes. This Webinar takes you through the predictions and explains their rational and what it means for B2B marketing in the medium term. This includes how the marketing/sales balance will shift; why and how data is becoming key; and addressing the pending maturation of the marketing technology landscape.
Agenda:
- Why is it "the sharp end of marketing"?
- B2B marketers will (finally) adopt a go-to-customer strategy.
- B2B marketing's transformation from art to science will accelerate.
- B2B marketing technology investments will shift from experimental to intentional.
- B2B messaging will shift from promotional to conversational.
Key takeaways:
- Learn how to organize for B2B marketing in 2016.
- Find out the most important change imperatives in 2016.
- Discover what will happen in the marketing technology landscape.
Technical information
You'll receive an email with dialing and Webex instructions prior to the Webinar.
Webinar FAQs
See the Webinar FAQs for answers to technical and other Webinar questions.