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

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski 4 days ago
Apple’s 2019 Event: What’s Missing Is What’s Telling — Branding When Apple cuts prices, you know there’s a problem. A price premium signals brand strength; any contraction is a cause for concern. Yes, Apple’s decisions to start monetizing services is a good strategy, but is it enough? It comes straight out of every management consulting […]
Read More
BLOG

Does ABM Help Produce Better Revenue Results?

Laura Ramos 4 days ago
Join me on a stroll down ABM memory lane? In September 2016, Forrester’s B2B marketing and sales research team published our first series of reports about account-based marketing (ABM). In November, we predicted that ABM would help boost B2B marketers’ customer obsession. We continue to survey the market to keep our finger on the ABM […]
Read More
BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 4, 2019
An Oklahoma court ordered Johnson & Johnson to pay $571M for involvement in “false, misleading, and dangerous marketing campaigns” that contributed to the state’s opioid crisis. Here’s both a risk and brand perspective on why business leaders should care. J&J Shares Recover — But Its Reputation May Not Our Security & Risk Analysts Alla Valente […]
Read More
BLOG

The Importance Of Defining Event ROI In The B2B Marketing Mix

Laura Ramos August 20, 2019
Do you know how to measure your events' ROI?
Read More
BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski August 19, 2019
The Great Gender Blur And Its Impact On The Future Of Marketing Marketing stands at the threshold of a monumental cultural shift — the great gender blur. The male-female binary and all its associated tropes that have pervaded brand marketing for decades are on shaky ground. The Advertising Standards Authority (ASA), the UK’s independent advertising […]
Read More
BLOG

Current Malpractice Handicaps Social Selling’s Potential

Mary Shea August 5, 2019
We first published research on social selling in 2016, and B2B sellers continue to flock to various networks to interact with their customers and prospects. Social provides the opportunity for authentic connections, mutually beneficial professional relationships, and positive business outcomes for both buyers and sellers. But sellers’ inconsistent and boorish behaviors and a lack of […]
Read More
BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski July 29, 2019
Are Maps For Self-Driving Cars A Public Good? A public/private organization in the UK thinks so. Zenzic, a UK government and industry self-driving vehicle organization, believes that the country needs a standard map for all self-driving cars, not a different map encoded in each car manufacturer’s machine. The battle for “HD maps,” which purport to […]
Read More
BLOG

A Pragmatic Guide To Brand Value

Dipanjan Chatterjee July 22, 2019
Brand plays a significant role in whether a customer buys your product. It’s part of your firm’s financial value. Learn how to calculate the value of a brand.
Read More
BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski July 22, 2019
What We Don’t Know About Facial Recognition Could Hurt Us This week, on the heels of the viral craze that is FaceApp, we got some disquieting news. It turns out the app developer is based in Russia, meaning that 150 million people’s facial data is now, for all intents and purposes, readily accessible to the […]
Read More
BLOG

Announcing Forrester’s First DMP Wave For Asia Pacific

Xiaofeng Wang July 10, 2019
I’m excited to share that “The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019” is now live. It’s the first time we evaluated data management platform (DMP) vendors’ capabilities in Asia Pacific (AP). In our 39-criterion evaluation, we identified the 10 most significant ones — Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle, Salesforce, […]
Read More
BLOG

Create More Video To Engage Your B2B Buyers

Nick Barber June 26, 2019
If a picture is worth 1,000 words, then what is a video worth? 100,000? 1 million? The human brain processes video 60,000 times faster than text, so that’s a whole lot of words. B2B buyers are wired to deal with visual information and to remember stories. Reading large blocks of text is the type of […]
Read More
BLOG

After A First Date, Would Your B2B Website Get A Second?

Laura Ramos June 24, 2019
More than 500 B2B marketers told Forrester that their company’s website is the most effective demand generation tactic for building awareness and increasing consideration.[i] This same study shows that B2B websites surpass digital advertising, search engine optimization, sales enablement, partner enablement, or events for early-stage demand-gen effectiveness. This means your website is likely to be […]
Read More

 

Collaborate To Tackle Your Challenges

Learn and co-create with a council of your peers.

BLOG

First Forrester New Wave™ On B2B CDPs Sets The Bar For An Emerging Market

Steven Casey June 17, 2019
Woohoo! We just published “The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019” report, which profiles the 13 most significant vendors in this market: Arm Treasure Data, BlueVenn, CaliberMind, Celebrus, Dun & Bradstreet, Evergage, FirstHive, Lattice Engines, Leadspace, Lytics, Radius Intelligence, Tealium, and Zylotech. Based on our comprehensive criteria, Forrester’s take is that Lattice […]
Read More
BLOG

Dun & Bradstreet Moves Up The Value Chain With Intent To Acquire Lattice Engines

Steven Casey June 14, 2019
Yesterday, Dun & Bradstreet (D&B) announced its intent to acquire Lattice Engines. Both of us have covered these companies from a number of different perspectives, and we agree that the move makes sense for two primary reasons. First, adding advanced analytics and data management capabilities from Lattice accelerates D&B’s evolution into a comprehensive data platform […]
Read More
BLOG

Marketers: Manage Your Automation Portfolio

Victor Milligan June 7, 2019
Automation creates opportunity for marketers. It also generates risk. Marketers must master automation while closing the gap between customer expectations and the current operating model. Learn more.
Read More
BLOG

Follow The ABM Road Map To Recruit The Right Channel Partners

Steven Casey May 23, 2019
As the artificial distinction between account-based marketing (ABM) programs and everything else we do in B2B continues to dissolve, more firms are realizing that they can leverage the same account-centric strategies, tactics, and technologies to improve the performance of every aspect of their businesses. That includes partner marketing programs, which face two significant challenges today. […]
Read More
BLOG

The Future Of Sales Enablement Is The C-Suite

Mary Shea April 30, 2019
Sales enablement is poised to be a formidable engine of growth in the years to come. Watch the video below to see Principal Analyst Mary Shea lay out her vision of the future of sales enablement, and read her full report, “The Future Of Sales Enablement Is The C-Suite,” to learn what all this means […]
Read More
BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 24, 2019
Crisis Management Is Changing  Boeing’s having a tough run. The company is under intense scrutiny after two crashes involving its 737 MAX jets, with governments grounding planes globally. This isn’t the first time Boeing planes have crashed — but PR-wise, it’s the worst. What’s different serves as caution for all leaders, regardless of industry. The […]
Read More
BLOG

ABM: Flash In The Pan Or Here To Stay?

Steven Casey April 22, 2019
At the SiriusDecisions 2019 Summit on May 5–8 in Austin, Texas, I will join two of my new colleagues from SiriusDecisions, Service Director Matt Senatore and Senior Research Director Bob Peterson, in presenting our POV on the future of account-based marketing (ABM). I have to say that, prior to Forrester’s acquisition of Sirius, I was […]
Read More
BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 18, 2019
Is There A Resurgence For The CIO Role? For years, the CIO role looked like it had been moving toward “chief infrastructure officer,” with many executives feeling like the transformative part of their job had been carved out and handed to chief digital officers. We have always been dubious that CDOs without deep technology expertise […]
Read More
More posts