Barry Vasudevan

VP, Principal Analyst

Forrester Bio

Author Insights


The Three Reasons Portfolio Marketers Must Enable All Buyer- And Customer-Facing Roles

Barry Vasudevan April 19, 2021
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive it, and delivered when they need it.
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The Show Must Go On For Portfolio Marketers In 2021

Barry Vasudevan September 24, 2020
Portfolio marketers today are being asked to lead. They must help their organizations find the new opportunities, identify the trends that can give their organizations lasting success, and ensure that buyers are kept top of mind.
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Too. Many. Messages! How to Use a Messaging Hierarchy to Assemble Buyer Messaging

Barry Vasudevan August 20, 2020
  • Buyers have a lot of needs that messaging may need to address
  • Compiling a unique messaging set for each buyer can be overwhelming and time-consuming
  • Build messages at different levels to give your organization a matrix to choose from for each buyer
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Three Ways Buyer Insights Illuminate the Road Ahead for Product Management Leaders

Barry Vasudevan October 15, 2019
  • Product managers and functional leaders need knowledge about what drives buying decisions and how buyers want to interact
  • Organizations often struggle with developing the necessary insight that goes beyond high-level buyer needs
  • SiriusDecisions Buyer Insights Reports deliver insight about buyer behavior that product leaders can use when driving innovation
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The Four Types of Messaging Your Audiences Need

Barry Vasudevan October 1, 2019
  • Modern B2B organizations must develop more than just one message or type of message
  • To be effective, each piece of messaging must be built with an audience in mind
  • Use the right messaging framework to develop messaging that resonates with intended audiences
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Three Tips for Getting Your Thought Leadership Back Into The Majors

Barry Vasudevan March 15, 2019
  • Knowing what your organization wants to achieve is paramount for good thought leadership
  • Organizations often must consider multiple audiences when building thought leadership
  • Measuring what works and what doesn’t lets teams refine their thought leadership efforts over time
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Yes, Your Buyers Really Do Want to Talk to You!

Barry Vasudevan November 26, 2018
  • Myth: Many buyers prefer their early interactions to only be non-human
  • The data shows that buyers want a variety of interactions
  • A buyer’s journey map must capture and reflect this variety to effectively engage buyers
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Three Steps Advanced Manufacturers Should Take to Become Audience-Centric

Barry Vasudevan September 13, 2017
  • Advanced manufacturers know their products, but they don’t always know their buyers
  • Becoming more audience-centric can help manufacturers improve the effectiveness of marketing and sales programs
  • The transition to audience-centricity can be broken down into three manageable activities
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Leveraging a Marketecture Solution When One Product Isn’t Enough

Barry Vasudevan May 25, 2017
  • Going audience-centric often requires solutions in place of individual products and services
  • A marketecture solution can provide an easier path to this goal
  • Understanding the challenges and risks ahead of time can help you avoid common pitfalls
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