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Portfolio marketing is one of the least well-defined functions in B2B marketing yet has one of the broadest remits. But if you’re struggling to define it, it’s even harder to know what “good” looks like.
In this peer discussion, Forrester analysts will share compelling data from Forrester’s Portfolio Marketing Survey, 2024, about what sets high performers apart. We'll then discuss as a group what this looks like at your respective organizations, share examples and ideas, and discuss how to level up.
Join Nicky Briggs, VP and principal analyst, and Katie Fabiszak, principal analyst, for an interactive discussion with fellow portfolio marketing and product marketing leaders. Bring your questions and recommended practices to share with the group.
Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
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Results from Forrester’s Portfolio Marketing Survey, 2024 reveal significant gaps between high- and low-performing organizations.
Discover the results of Forrester’s latest Portfolio Marketing Survey.
In this report, we identify seven key priority areas portfolio marketers must master to unlock and encode buyer needs into an organization’s DNA to discover growth opportunities and maximize go-to-market performance.
B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
Misalignment in B2B planning disrupts sustainable growth and negatively impacts the customer experience. In this session, we'll show you how to integrate, sequence, and synchronize planning processes across all your go-to-market functions. By getting everything aligned, you'll not only drive growth but also create a smoother, more enjoyable journey for your customers.Join us to enhance coordination and drive success across your go-to-market functions.Key takeaways: Synchronize Efforts: Master the layers of B2B planning across teams to ensure everyone is working in harmony.Foster Collaboration: Learn the sequence of annual planning processes (occurring throughout the year) that promote teamwork and help commit resources and priorities effectively.Avoid Siloed Execution: Identify the essential outputs needed to inform each downstream planning process, ensuring seamless execution across all functions.Target audience level: all levels