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.

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Insights

Blog

Navigating Your Way Through The Maze Of B2B Marketing Data Providers

Steven Casey 5 days ago
We just published a new report on the B2B marketing data providers landscape — Forrester clients can read the “Now Tech: B2B Marketing Data Providers, Q1 2021” here — but I also wanted to share a few additional observations that place this point in time within the context of the market’s ongoing evolution. For this […]
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Blog

Channel Software Tech Stack 2021

Jay McBain 6 days ago
^CLICK IMAGE FOR FULL SCREEN^ The channel software stack comprises a group of technologies that help companies develop, design, and execute plans to find, recruit, onboard, develop, enable, incent, co-sell with, manage, measure, and report on partners. Delivering automation of indirect sales processes, workflows, and partner programs, channel software is becoming increasingly critical to a […]
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Demystify Marketing Planning

Hear actionable advice to strengthen and streamline your 2021 marketing planning.

Blog

Are You Ready For The Convergence Of ABM And Demand Technologies?

Steven Casey January 7, 2021
Since the earliest days of Forrester’s coverage of account-based marketing (ABM) in 2016, we made sure to emphasize that while ABM is a strategy and not a technology, it’s also a strategy that has been revitalized and made more scalable by a range of new technology solutions. And while we noted in a New Wave™ […]
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Blog

Emerging-Company Leaders, Are You Prepared For Exit?

Barbie Mattie January 7, 2021
Only one in 10 startups lasts longer than 10 years. In her latest blog post for Forrester, analyst Barbie Mattie shares how she wants to help increase those odds. Take our five-minute survey and learn how!
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Blog

The 10 Best Ways To Spend Your B2B Paid Media Budget In 2021

John Arnold December 21, 2020
As paid media spending rebounds, these strategies can help you amplify the impact of that spending.
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Blog

Important Questions To Answer Before Making Your Events Virtual

Laura Ramos December 21, 2020
In this Q&A format, we ask — and answer — important questions marketers should address to make their virtual events deliver value to attendees and profits to their business.
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Blog

Happy B2B “Contentukkah”: Spinning The Editorial Dreidel

Phyllis Davidson December 16, 2020
In the eighth post in Forrester’s 12 days of Christmas blog series, we offer the eight B2B content best practices of “Contentukkah,” the annual holiday commemorating well-written assets.
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Predictions 2021 Online Event

Dive deep into the dynamics that will generate obstacles and opportunities in 2021.

Blog

On The Seventh Day Of Christmas … We Share The Seven Must-Dos For Buying Groups

Malachi Threadgill December 16, 2020
It’s time for a holiday miracle! In his latest blog post for Forrester, Malachi Threadgill shares advice on how to align sales and marketing with the seven must-dos for B2B buying groups.
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Blog

Five Ways To Ensure Deep Collaboration Between Marketing And CX

Rick Parrish December 14, 2020
CX and marketing can master the new normal by reinventing their relationship with each other. Learn five proven strategies for creating deep and sustained collaboration between CX and marketing.
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Blog

2020 B2B Marketing Practices That You Should Keep (Or Adopt) In 2021

Jennifer Ross December 14, 2020
Eager as B2B marketers may be to turn the page on 2020, there were clear positives amid the challenges. Here are eight lessons to carry into the new year.
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Blog

It’s Time Chatbots And Virtual Assistants Play A Bigger Role In The B2B Buyer Journey

Steven Casey December 11, 2020
With collective commute times down to zero and face-to-face meetings all but impossible, we’ve seen the B2B buyer journey become an almost exclusively digital experience. It’s time for B2B marketers to close the gaps in their customers’ digital experiences with the assistance of automated conversations created by chatbots and virtual assistants (VAs). These solutions are already popular in B2C and B2B markets, creating experiences that: Meet modern buyers’ expectations of immediacy. Help marketers chase the leads sellers never get to (or the ones you never get […]
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Blog

The Grand Trine Redux: Achieving More Effective B2B Marketing Post-Pandemic

Phyllis Davidson December 11, 2020
A grand trine in astrology occurs when three planets are exactly 120 degrees apart. In her latest blog post for Forrester, Phyllis Davidson shares how three elements are coming together to fuel more effective B2B marketing. Check out the blog post and attend the webinar – you don’t need a telescope to see this grand trine!
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Predictions 2021 Hub

Explore our blog posts, videos, guides, and other resources to understand the dynamics that will shape 2021.

Blog

Hope You Got A Gift Receipt For Those Three French Hens!

Bob Peterson December 10, 2020
This is the third in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.
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Blog

The Race Is On: Allego Acquires Refract As Sales Tech Consolidation Accelerates

Mary Shea December 10, 2020
As the reality of a current and future world where B2B buying and selling largely takes place in remote and digital formats sets in, sellers must evolve their skill sets, sales leaders must reimagine their go-to-market strategies, and sales enablement providers must increase the value they deliver to their customers. The pace of COVID-induced trends […]
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Blog

Bold At Work Profile: UiPath’s Marketing Transformation

Mavis Liew December 9, 2020
At Forrester SiriusDecisions Summit Asia Pacific, UiPath received a Return on Integration Honours award. Rajesh Kumar and his team defined a new marketing strategy for the India & South Asia region and enabled the organization to meet ambitious goals.
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Blog

Agile Marketing: Cui Bono?

Marcia Trask December 9, 2020
There’s no mystery as to who benefits from agile marketing adoption. Marcia Trask shows that the lineup of beneficiaries includes marketing teams, leadership, internal stakeholders, and external customers.
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Webinar

Demystify Marketing Planning

Guide your marketing planning efforts with Forrester’s Plan-on-a-Page template and learn how it can be applied to different organizational operating environments.
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Blog

Four Secrets Of Successful Upskilling (That You’re Probably Not Doing)

Jeff Lash November 20, 2020
Quick fixes aren't enough to build employee competencies. Real, lasting skill development is an ongoing process.
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Blog

You Can Quantify The ROI Of SEO

Collin Colburn November 19, 2020
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
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Podcast

In 2021, B2B Marketing And Sales Become More Human, Thanks To Tech

What It Means November 12, 2020
COVID-19 has changed B2B marketing and sales — perhaps forever. Savvy marketers and sellers will seize the moment and transform their approaches to become truly buyer-centric. On this week’s What It Means, VP, Principal Analyst Lori Wizdo and Principal Analyst Mary Shea explain how the disruption of 2020 will shape 2021 and beyond.
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