B2B Marketing

It's impossible to know what the future holds for marketing campaigns in development. But you can audit your progress and course-correct when needed.

As a new spin-off company, Siemens Energy needed to align priorities across product, marketing, and sales to achieve its ambitious goals. Learn how working with Forrester helped them lay the foundation to succeed.

Static annual plans often collect dust on a shelf. Leaning into the planning process can help you build a more dynamic and effective marketing plan that drives forward the objectives of the business.

Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.

The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.

Forrester’s new B2B Revenue Waterfall will help you optimize opportunities and provide better alignment between marketing and sales. Learn more at B2B Summit APAC.

What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.

Learn what you can do to create two-way flow between your 3-5-year strategy and your annual plan. 

Get an inside look at the findings from Forrester’s The State Of Customer Obsession 2021 survey, which show the importance of an empowered and appreciated workforce for B2B organizations.

Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.

As the pressure to prove marketing’s ROI intensifies, marketing leaders should work to build a strong alliance with their finance counterparts. Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar went one step further, hiring a CFO to serve within marketing. He explains the benefits of this unconventional approach on this week’s What It Means.

Your product demos, content, and delivery channels won't matter if you're pursuing the wrong targets. Learn how the new Waterfall can help you zero in on the most promising opportunities.

If you missed my first blog where I outlined what to expect from our keynote presentations at B2B Summit APAC 2021, click here. Beyond keynote presentations, B2B Summit APAC, which will take place on 14 and 15 September, is packed with deep dives into a range of different areas to support marketing and sales leaders […]

This year’s B2B Summit APAC will be our biggest and boldest yet, with keynote presentations as well as track sessions, practitioner presentations and awards, a sponsor marketplace, and tons of virtual networking opportunities.

Marketing content has become the primary way for customer-facing teams to create dialogue as B2B buyer behavior changes and work-from-home limitations cause buyers to engage online to inform prospect and customer buying decisions. Static, one-to-many communications don’t cut it anymore — to win buyers’ increasingly divided attention, content must become more relevant, valuable, and interactive.  Content engagement solutions are an emerging market category that helps B2B […]

Nearly all B2B buying decisions are made by groups. So why are so many marketers still oriented toward leads? Learn why, and see how Forrester's B2B Revenue Waterfall can give you better insights and results.

The channel is very large, highly diverse, and incredibly decentralized. Channel partners know that to be successful, they need to carve out a niche — whether that be by line of business, by industry (and, increasingly, by subindustry), by size of customer, geographically, technologically, and by business model. These six vectors are not mutually exclusive, […]

Rather than attempt to control the journey, marketing and sales must meet buyers where they are, anticipate their needs, and enable them to take that next step. Forrester analyst Jessie Johnson explains how B2B marketing leaders are rethinking the delivery of digital experiences and the path from personalization to contextualization.

Apprenez à mieux gérer les informations sur la performance de votre contenu et faites émerger les insights nécessaires à sa planification et sa promotion.