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B2B Marketing Leaders

Develop A Customer-Obsessed Strategy For Growth

Today’s B2B marketing leaders operate in a vastly different environment compared to just a few years ago. Heightened buyer expectations require new approaches and a truly buyer-first orientation. Meanwhile, the pressure to prove marketing’s value and revenue impact has intensified. Success in this climate requires bold, unwavering vision — and the agility to course-correct as conditions change.

Chart a bold path to success

Challenges You Face

Developing a sound, long-term marketing strategy that aligns with corporate growth goals and translates them into actionable plans is no small feat — particularly in today’s rapidly changing environment. We know you face many new dynamics, and we’ll help you tackle challenges along the way, including:

Communicating value to executives and positioning marketing as a strategic partner.
Gaining alignment and cooperation across marketing, product, and sales.

Addressing brand awareness and perception issues.
Establishing greater resiliency and adaptability across the marketing organization.

Hear Forrester VP, Principal Analyst Craig Moore’s best-practice tip for how to develop your annual marketing and investment plan.

Forrester helps marketing leaders and their teams expand their impact through a relentless focus on delivering value to existing and future customers.

Forrester Decisions for B2B Marketing Executives helps leaders focus the business on customer value and drive measurable impact on growth, retention, and advocacy.

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Forrester Decisions for Portfolio Marketing helps leaders bring distinctive solutions to the right audiences that turn new business into long-term customers.

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Forrester Decisions for Marketing Operations helps leaders use data and technology to highlight the insights that matter for increased marketing contribution and revenue growth.

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Forrester Decisions for Demand & ABM helps leaders improve how they target, engage, and enable buying groups — transforming the daily hunt for leads into optimized paths for growth.

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Forrester Decisions for Channel Marketing helps leaders create optimal partner loyalty and amplify exponential channel revenue and growth.

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Blog

Jump-Start Your 2022 Marketing Measurement Strategy With A Focus On Precise And Actionable Insights

Tina Moffett 1 day ago

Learn three steps to improve your marketing and media measurement strategy in 2022.

Blog

The 10 Best Ways To Spend Your B2B Paid Media Budget In 2022

John Arnold January 20, 2022

Looking to capitalize on advertising budget increases? Here's how to help your spend go farther.

Blog

Have Courage: You’re Going To Need It To Run B2B Paid Media

John Arnold January 20, 2022

B2B paid media professionals are in for a roller coaster ride over the next three to five years. Principal Analyst John Arnold explains in a new report on the future of B2B advertising.

Blog

Three Reasons Why Your CEO Should Embrace An Audience-Focused Go-To-Market Strategy

Katie Fabiszak January 7, 2022

It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.