B2B Marketing Leaders

Develop a Customer-Obsessed Strategy for Growth

Today’s B2B marketing leaders operate in a vastly different environment compared with 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.

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


How Forrester Helps You Drive Business Results

Forrester partners with B2B Marketing Executives to envision and execute a long-term marketing strategy that focuses the business on customer value and drives measurable impact on growth, retention, and advocacy.

Bold Solutions Built For You

Gain access to research, expertise, and guidance from Forrester so that you can anticipate what’s ahead and shorten the distance between bold vision and superior impact.

B2B Marketing Executives
  • Forrester Decisions for B2B Marketing Executives

    This service was built for you. We provide tools and frameworks to help you tackle your priorities and offer hands-on guidance from our experts so you can apply research within your organization and accelerate impact. Learn more.

  • Consulting

    Forrester Consulting gives you the flexibility to do the work yourself or request help from experts. Our options range from quick half-day workshop sessions that help your team jump-start its work with Forrester to fully customized long-term transformation initiatives. Learn more.

  • Events

    Preview new research, discover the latest in marketing innovation, and network with peers at the premier annual gathering for B2B sales, marketing, and product leaders. See B2B Summit event dates for your region. Learn more.

Blog

The Top Nine Emerging-Company CEO Expectations For Marketing And Sales Leaders

Matt Papertsian 15 hours ago
To successfully scale the business for growth, revenue engine leaders at emerging-growth companies must share the same goals. Those goals must also align with the CEO’s expectations, which change as the company moves through the early-growth, extended-growth, and prepare-for-exit stages. Nancy Maluso and I recently interviewed CEOs from emerging companies — which Forrester defines as […]
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Trust Matters More Than Ever. Here’s How To Strengthen It.

Organizations that earn and retain trust — of buyers, employees, and partners — will gain a clear competitive edge. Explore our resources to learn the most effective ways to strengthen trust in your brand.

Blog

Common Total Economic Impact™ (TEI) ROI Modeling Questions Answered

Corey McNair September 17, 2021
Answers to a few common questions that we hear from clients around constructing financial models and common ways in how Forrester approaches modeling them.
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Blog

For B2B Marketers, This Is The Next Best Thing To Time Travel

Craig Moore September 13, 2021
It's impossible to know what the future holds for marketing campaigns in development. But you can audit your progress and course-correct when needed.
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Meet Our B2B Marketing Analysts

Set Your Strategy

Marketing Strategy CompassMany CMOs and marketing leaders struggle to formulate a clear, coherent marketing strategy that aligns to the overall business strategy. The Forrester Marketing Strategy Compass helps you create this strategy and cascade it throughout the marketing function.

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