Transform marketing for the age of the customer
Today’s B2B buyers are empowered consumers. They expect digital discovery, sales, delivery, and service experiences that live up to their favorite consumer brands. B2B CMOs who simply fine-tune lead-to-revenue strategies are missing the customer trends that are fundamentally reshaping marketing’s role, putting their company — and themselves — at risk.
Today’s B2B buyers
90% start their B2B purchases with search.
80% seek a referral from their network.
74% conduct half of their research online before making an offline purchase.
43% would switch suppliers for a better price.
Embrace your new role
Drive digital business: Take the lead in working with your technology team to create new digital value for customers and business models for your company.
Lead the convergence of brand and customer experience (CX): Tackle both CX strategy and execution to ensure your brand promise reflects the actual experience of your customers.
Build a customer-obsessed operating model: Center on your changing customer, with new culture, skills, systems, and processes fueled by data and analytics.
Your partner to drive growth
Forrester helps B2B marketing leaders build value around the customer life cycle with unparalleled insight.
- Learn best practices from executive peers who face similar people, process, and technology issues.
- Strengthen business and marketing priorities based on customer behavior data.
- Create a compelling vision and strategy using age of the customer research and the customer-obsessed operating model.
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