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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 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.

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 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

Unknown Equals Unused: Fix Findability To Increase Content Usage

Kathleen Pierce 2 days ago
Buyers and sellers alike want immediate, relevant content, but often miss valuable but non-standard content that could advance the sale. Marketing and sales enablement can increase content usage by making sure file names convey unique value.
Read More

See the future and gain a competitive advantage for 2022

Discover 12 trends our research reveals will matter most next year. Download our Predictions 2022 Guide.

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Blog

KPIs Reinvented — Dust Off Antiquated Measurement

Christina Schmitt 3 days ago
Sourcing KPI don´t support the complexity and measurement of marketing activities or ROI optimization. A new set of KPI is required.
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Blog

B2B Marketing Event Trends: Virtual Is Here To Stay; Hybrid Is On The Way

Conrad Mills November 15, 2021
The past 18 months have seen B2B events undergo the most profound period of change this century. At the start of the pandemic, marketers were forced to adopt virtual events. As protective vaccines became available, we’re now starting to see initial signs of in-person event activity returning. But what does the future hold? To help […]
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Read More Insights For B2B Marketing Leaders

Meet Our B2B Marketing Analysts

Laura Ramos

VP, Principal Analyst

Sheryl Pattek

VP, Executive Partner

Amy Bills

VP, Principal Analyst

Lisa Gately

Principal Analyst

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

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