B2B marketing

B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Read our insights on increasing B2B marketing’s effectiveness.

Insights

Blog

B2B Marketing Should Organize Around The Customer In 2020

Lori Wizdo 3 days ago
The theme of Forrester’s “Predictions 2020: B2B Marketing And Sales” report was “accelerating response to the great expectations for the B2B buying experience.” The report made five unique calls; one of them was mine: The number of organizations with audience-based structures will more than double. Since we published the report late last year, I’ve had […]
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Elements Of Reputation: Traits That Indicate A Thoughtful Tech GTM Strategy

Abhijit Sunil January 14, 2020
Analyst Abhijit Sunil explores an aspect of tech vendor evaluation you may not be considering.
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Predictions 2020

Discover the dynamics that will define 2020 and beyond.

Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski January 13, 2020
AI, Privacy, And Transparency Dominate The Marketing Discussion At CES 2020 Rather than trolling the floor of the more than 4,400 exhibits at this year’s Consumer Electronics Show (CES) looking for the technology of the future, Jay Pattisall tried something different: listening to the conversations of marketers and agency executives for hot issues. Artificial intelligence […]
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Blog

What I See Coming For The Channel In 2020

Jay McBain January 7, 2020
The ways B2B buyers and sellers transact are changing dramatically. Learn about the shifts ahead in 2020 and beyond.
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Blog

A Deeper Dive Into Forrester’s Sales Enablement 2020 Predictions: A Conversation With Caroline Robertson (CR) And Mary Shea (MS)

Mary Shea December 30, 2019
Understand the forces behind our predictions — and how innovative organizations are leading change.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski December 23, 2019
Thanks for checking out the last FORRward perspective for 2019. We’ll be back in 2020 with more fresh ideas and thoughtful commentary. Wishing everyone a wonderful holiday! Healthcare CIOs Are Pushing US Congress To Block Patient Data Sharing Across Mobile Apps The College of Healthcare Information Management Executives (CHIME), representing more than 3,200 CIOs and […]
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Blog

B2B Sellers: Marketplaces Are Here — Are You Ready?

Allen Bonde December 17, 2019
Business-to-business buyer behavior is changing as the options and tools available to buyers expand. Sellers, learn how you can capture growing demand.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski December 16, 2019
Product Security Takes Center Stage As Attackers’ Livestream Ring Devices Harass Users The astronomical success of Ring’s opt-in surveillance products took a dark turn over the last week when attackers began reusing credentials to gain access to the devices and harass families. The devices themselves were not compromised; instead, attackers reused passwords from accounts without […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski December 9, 2019
Embracing gender evolution; hyperscale cloud emerging tech partnerships; healthcare innovation award winners.
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Blog

2020 Marketing Trends

Thomas Husson December 6, 2019
VP and Principal Analyst Thomas Husson shares five predictions expected to impact CMOs and B2C/B2B marketers in Europe in 2020.
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Blog

Uberflip Acquires SnapApp: What It Means To B2B Marketers

Laura Ramos December 3, 2019
The purchase may signal a shift toward more thoughtful and better differentiated approaches to B2B content.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski December 2, 2019
LVMH Acquires Tiffany & Co.: Why It’s A Prudent Match LVMH (Moët Hennessy – Louis Vuitton SE) is acquiring Tiffany & Co. for approximately €14.7 billion (or $16.2 billion). For LVMH, this will strengthen its presence in the US market and position in the jewelry category. For Tiffany & Co., it presents an opportunity to […]
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Blog

Sales Performance International And Richardson To Merge Forces

Mary Shea November 26, 2019
On Friday, November 22, European private credit firm Kartesia announced the acquisition of Richardson, a North American sales training company. Kartesia will merge Richardson with Sales Performance International (SPI), a European sales training and transformation company that it has owned since 2017. SPI and Richardson will soon operate as a single full-service global sales training […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 25, 2019
Dreamforce takeaways, Microsoft HoloLens 2, old meets new in electric cars, and more.
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Video

B2B Marketing And Sales: Combat Digital Sameness With Video

Nick Barber November 22, 2019

Watch Now
Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 18, 2019
Nike Just Does It First, the age of the customer shifted power away from institutions to individuals, drastically reducing the control companies had over their own brands. Then came Amazon: The competitive juggernaut ripped whatever shred of control brands had left, leaving them to figure out the algorithmic enigma of eCommerce while competing on price […]
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Blog

Can You Deliver A Great Partner Experience Without Great Onboarding?

Jay McBain November 18, 2019
With the influx of new channel partner types across the ecosystem, moving them quickly and efficiently from recruitment to productivity relies on automated and scalable onboarding technology. Channel leaders can overwhelm new channel partners with too much information that is not relevant to their role or focus. The unfortunate, and too frequent, result is a […]
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Blog

Sydney Predictions 2020: The Highlight Reel

Michael Barnes November 17, 2019
Forrester’s analysts serving the Australia and New Zealand market presented their 2020 predictions at a client event on November 14th. We recap some of our top predictions.
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Blog

The 64 Best Channel Podcasts Of 2019

Jay McBain November 12, 2019
  If you haven’t listened to a podcast yet, you’re now in the minority.  According to Podcast Insights, 51% of the US population has listened to at least one podcast. Since the first podcast came on the scene in 2004, there are now over 750,000 podcast shows with over 30 million episodes. What’s behind this […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 11, 2019
By Silencing Hackers With NDAs, Uber Could Legitimize Ransom Attacks As A Business Despite a half-billion-dollar marketing campaign last year to rebuild Uber’s image, the ride-sharing giant’s reputation problem just keeps getting worse. On Wednesday, two of the (now known to be) three hackers responsible for the 2016 breach and ransom of 57 million riders’ […]
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