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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

The Agency Landscape Converges On Frictionless Partner Models

Jay Pattisall August 11, 2022

As CMOs turn to a frictionless marketing partner models Forrester evaluates the 10 top providers of integrated marketing.

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Three Mindflaying Facts About AI For B2B Marketers

Jessie Johnson August 10, 2022

Artificial intelligence has fundamentally changed our ability to understand and empower our audiences, whether customer or employee. Discover three ways B2B marketers are leveraging AI now.

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Announcing The Forrester Wave™: B2B Advertising Solutions, Q3 2022

John Arnold August 9, 2022

In our 28-criterion evaluation of B2B advertising solution providers, we identified the 14 most significant ones — 6sense, AdDaptive Intelligence, Adobe, Demandbase, Influ2, Jabmo, LinkedIn, Madison Logic, Marin Software, Metadata, RollWorks, StackAdapt, Terminus, and The Trade Desk

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Marketing Efficacy And Operations Hinge On Marketing Resource Management

Jessica Liu August 8, 2022

Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]