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

Emily Collins 16 hours ago
Walmart Takes The Lead In The Race To Fix Healthcare With New Health Supercenters As healthcare clinics start to reopen, many patients continue to put off necessary care. For some, cost is a major barrier to care. While the hurdle is not new, rising unemployment and financial uncertainty make it harder, if not impossible, to overcome. At the same time, providers also face a dire financial situation. Primary care is expected to […]
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Blog

Share Your Sales Enablement Experiences With Us!

Laura Ramos 6 days ago
Sales enablement and marketing professionals interested in the current and future state of the sales enablement function should take this survey and be the first to receive results.
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It Was Never About Leads: Why Adapting To Buying Groups Is A Must

Find step-by-step guidance for identifying, engaging, and winning sales opportunities based on how buyers actually buy.

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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins June 29, 2020
NIST Commits To Renaming Racially Suggestive Technology Terms From Aunt Jemima and Uncle Ben’s to Lady Antebellum and the Dixie Chicks, we’ve seen a wave of rebranding sparked by ongoing anti-racism protests. Now, it’s moving beyond consumer-facing brands and groups. The National Institute of Standards and Technology (NIST) — the nonregulatory agency that publishes standards for federal activities — announced last week that it plans to remove terms […]
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Blog

Adobe’s Service Partners Are What Will Make It A Proper Enterprise Software Company

Ted Schadler June 26, 2020
Adobe strives to be an enterprise software company with the same reach and influence as Microsoft, Oracle, Salesforce, and SAP. It successfully pivoted its creative tools business into a proper software-as-a-service offering. It built on that creative marketing and agency customer connection by acquiring Day Software, Neolane, Omniture, and more software vendors to enter the […]
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Blog

Channel Software Tech Stack 2020 — PRM, TCMA, Ecosystem, Incentives, Channel Data, Learning, Readiness, And Pricing

Jay McBain June 26, 2020
^CLICK IMAGE FOR FULL SCREEN^   The channel technology stack is a group of technologies that firms leverage to plan with, find, recruit, onboard, develop, enable, incentivize, cosell with, comarket 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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Blog

What Are The Sustained Implications Of COVID-19? Here’s What Our B2B Marketing And Sales Analysts See

Caroline Robertson June 23, 2020
COVID-19 has accelerated the pace of change in marketing and selling. We've identified six trends that will endure after the pandemic ends.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins June 22, 2020
“Digital Therapy” Reaches A Milestone: The FDA Just Approved A Prescription Video Game This week marked a major win for digital therapeutics as the US Food and Drug Administration approved the marketing of the first game-based digital therapeutic device. “The EndeavorRx device offers a non-drug option for improving symptoms associated with ADHD in children and […]
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The Future Of B2B Buying And How Sales Organizations Should Adapt

B2B buying habits are evolving. Sales leaders who understand these changes and adapt quickly to delight the buyer will come out ahead. 

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Today’s Business Buyers Crave Digital Interactions And Human Connections

Mary Shea June 16, 2020
Despite a growing reliance on digital tools and routes, B2B buyers long for empathetic, highly tailored human interactions. Learn how sellers can deliver.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins June 15, 2020
A Flash-Point Week For Facial Recognition Last week, IBM, Amazon, and Microsoft came out and made some big announcements on how they intend to halt or ban the use of facial recognition technology for law enforcement. At a time when privacy and civil rights dominate the zeitgeist, these values-based decisions will force much-needed dialogue on the ethics of facial recognition […]
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Blog

Build An Effective Customer Advocacy Program By Knowing The Four Advocate Types

Laura Ramos June 11, 2020
By understanding what customer advocates value, you can invite them to participate in the ways that are most meaningful to them, and to you.
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Blog

The Second Forrester New Wave™ On ABM Platform Shows A Maturing Market

Steven Casey June 10, 2020
It’s been two years since we first evaluated the account-based marketing (ABM) platform market — and a LOT has changed. My just-published “The Forrester New Wave™: ABM Platforms, Q2 2020” report shows that at the landscape level, numerous vendors moved out of or into this space. But it’s also true that 10 of the vendors […]
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Blog

Empathetic B2B Content During The Pandemic: Client Stories

Asha Dinesh June 9, 2020
Learn how B2B marketers are supporting their clients and building community through videos, podcasts, and more.
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Winning The New B2B Buyer

The B2B buyer-vendor power dynamic has shifted. Learn what's driving deep change in buyer behavior and how to deliver experiences that build engagement and trust.

Blog

Toward Convergence — Brand And Experience Themes At CX North America

Dipanjan Chatterjee June 7, 2020
My research theme for CX North America 2020 — the convergence of experience The peripatetic nature of analyst life, especially for someone not moored to a corporate office, means that I rarely get to see most of the folks I work with, which is why, every year, I look forward to the summer days of […]
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Blog

Two Questions To Ask Yourself About Your COVID-19 Messaging

Laura Ramos June 5, 2020
As B2B analysts, we’ve been asking ourselves whether organizations have been responding to this health crisis in a way that is truly helpful to their customers. Our recently published report, “Messaging In The Time Of COVID-19,” which details our findings after reviewing 60 B2B websites and social accounts across 12 industries, seeks to answer that […]
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins June 1, 2020
Brands Pledge To Stand With The Black Community In the aftermath of George Floyd’s murder, citizens are taking to the streets to protest institutionalized racism. Brands are speaking out, too, because, as Netflix tweeted, “To be silent is to be complicit.” Netflix joins brands such as Google, Nike, Peloton, and Target (whose stores were looted) in taking a vocal anti-racist stance. Firms hear consumers’ desire to align with brands that share their values and are emboldened to make […]
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Blog

Do Channel Vendors Need Public Relations Anymore?

Jay McBain June 1, 2020
The communications industry is facing a perfect storm of converging forces, from COVID-19 to the rise of influencer marketing and even AI. At Forrester, we research around 10,000 global technology vendors that utilize indirect sales and often get asked about the value of PR in the channel. A trend that is affecting many channel leaders […]
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins May 26, 2020
Ensuring Employee Mental Health Is Crucial For COVID-19 Economic Recovery The mental health impact of COVID-19 is coming to light, and it’s not reassuring. In a survey conducted by SAP, Qualtrics, and Mind Share Partners, over 40% of respondents said their mental health has declined since the outbreak of COVID-19. Returning to work is not likely to fix the issue. The workplace is […]
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Fill Your Pipeline To Fuel Your Revenue Engine

A shortage of opportunities in the sales pipeline can lead to missed revenue goals. Uncover how to keep the pipeline filled to drive stronger results.

Blog

I consumatori italiani si sono concentrati sul digitale. Ora tocca alle aziende.

Enza Iannopollo May 26, 2020
La pandemia sta cambiando rapidamente le abitudini dei consumatori Italiani. Alcune di queste abitudini passeranno con il passare dell’emergenza, ma altre rimaranno. Per saperne di più, abbiamo appena completato una ricerca su un vasto campione di consumatori in Italia. I nostri dati suggeriscono che i consumatori italiani continuano ad essere preoccupati, ma non solo dal […]
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Podcast

What B2B Buyers Want

What It Means May 21, 2020
Today’s B2B buyers don’t want to be treated as targets but instead, as equal partners. On this week’s episode of What It Means, Principal Analyst Steven Casey and VP, Principal Analyst Lori Wizdo discuss what’s driving the shift and how B2B marketers and sellers can adapt their strategies to win these buyers.
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Blog

B2B Leaders Will Find CX North America Literally And Virtually Stimulating

Caroline Robertson May 20, 2020
Learn how we'll help firms master B2B customer experience at the CX North America live virtual experience on June 16-18, 2020.
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