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

APAC Marketing Planning For 2022: When “New Normal” Morphs Into “Business As Usual”

Mavis Liew 2 days ago
Marketing leaders have had an exciting 18 months, if “exciting” is really the accurate word to use. Some would probably argue that “turbulent” is a more accurate description. But as each month rolls into the next, there is no doubt that some semblance of balance and normality is in place today, even if “normal” means […]
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The Six Elements Of A Meaningful Marketing Plan

Without the right inputs, a marketing annual plan may simply be a list of tactics. Learn how to build a plan that drives business value.

Blog

Demand Program Plays: Get And Move Buying Group Members Through The Waterfall

Laura Cross October 7, 2021
Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]
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Blog

Demand Programs — Using Rules To Design Program Flows

Laura Cross October 7, 2021
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]
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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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