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.

Discover how Forrester supports B2B marketing leaders.

Insights

Blog

Toss Those Tea Leaves: Reading Real Signals Of Growth And Retention

Amy Bills 3 days ago
Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.
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Webinar

B2B Marketing: Content Strategy Webinar Series

Learn practical advice on building audience-centric content and aligning content planning, translation, and localisation efforts within global teams.
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B2B Summit North America

Join us for the year’s premier event for B2B marketing, sales, and product leaders. Get expert insights and analysis to define your vision and accelerate growth.

Blog

Activate Your Total Economic Impact™ (TEI) Study Using The Five W’s And One H

Stephanie Slate March 26, 2021
Use the TEI results to create customer-centric messaging and highlight how you understand their pain points, issues, and struggles — to compel prospects to take action.
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Podcast

A Look Inside Enterprise Holdings’ Product Development Strategy

What It Means March 25, 2021
Struggling to manage product development in an era of constant change? Learn how Enterprise Holdings’ robust product development org adds clarity and discipline to the firm’s digital journey.
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Blog

Don’t Leave Your B2B Marketing Campaigns On Auto-Pilot

Nick Buck March 24, 2021
From pandemics to local disasters, product innovations to mere budget cuts, it's easy for campaign plans to fall out of synch with their environment. Join us at B2B Summit North America to learn how to stay aligned to market conditions and business priorities.
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Blog

The Bridge Between Strategy And Planning: Don’t End Up In The Water

Adele Sweetwood March 22, 2021
To achieve growth and success, B2B marketing leaders need both a long-term strategy and actionable annual plans.
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Blog

Get The Content You Need From Global Campaigns

Lisa Gately March 16, 2021
Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.
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Boost Your Content Strategy For 2021

Discover how to adapt your content strategy for your audience. Join us for two complimentary webinars dedicated to sharing key advice and best practices.

Blog

Marketing Leaders, Tell Your Buyers The TEI Investment Story: Part Two

Stephanie Slate March 15, 2021
The transparency a TEI study offers allows your sales teams to focus their time on quality leads, rather than on those that will never close.
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Blog

Pole Position: Three Ways To Fuel Your Content Engine For Success

Phyllis Davidson March 10, 2021
Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.
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Blog

Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
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Blog

Key Takeaways From The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021

Laura Ramos March 9, 2021
In Forrester’s recently published report, “The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021,” we evaluated the 14 most significant ones — 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cvent, Hubb, Intrado, Kaltura, meetyoo, ON24, RainFocus, Splash, and SpotMe — against 28 criteria. We also interviewed or surveyed more than 40 reference customers of these vendors. […]
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Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Predictions 2021: Marketing Leader Webinar

The decisions marketing leaders make will be critical in shaping the course of their business. Learn how to meet the moment.

Blog

2021年预测:B2B营销人员打造数字化路径,拉近与企业距离

Lori Wizdo March 3, 2021
2020年的大部分时间里,B2B营销专家对于预测当下都无从下手。去年我们在公共卫生、社会和商业方面经历了前所未有的动荡,也是在该背景下以往积累的智慧与精心挑选的数据突然变得不那么可信。和其他人一样,Forrester的B2B营销团队也在问同一个问题:现在到底什么管用?点击“阅读更多”了解具体细节。
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Blog

Lessons From A Cold Texan: How Marketers Can Prepare For A Crisis

Jennifer Rouse February 25, 2021
Audience planning is a fundamental crisis mitigation strategy — is your company prepared for the unexpected? In her latest blog post for Forrester, analyst Jennifer Rouse serves up a lesson from recent emergencies to help emerging companies mitigate risk.
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Blog

Are Distributors The Future Of Distribution?

Jay McBain February 24, 2021
I made a prediction in January of 2018 that IT distributor disruption would continue. It was obvious that industry consolidation was accelerating, major distributors were diversifying, and private equity was getting more interested in transforming the industry. In the second half of last year, the two largest global IT distributors were acquired by private equity, […]
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Blog

How B2B CMOs Can Respond To Their CEOs’ Need For Certainty

Meta Karagianni February 24, 2021
Now more than ever, B2B marketing leaders need a clear strategic vision that drives their companies' growth agenda. Learn how to create an actionable marketing strategy — and join us at B2B Summit North America to dive even deeper.
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Blog

Agile CMS Moves The Market Beyond Headless — The Just-Released Forrester Wave™ Evaluation

Nick Barber February 22, 2021
Agile content management systems (CMSes) build on the momentum of nearly 30 years of delivering modern, digital, internet-powered experiences. With a nod to both developers and practitioners, agile CMS seeks to enable collaborative, iterative approaches to content and experiences that satisfy both sides of the house. Make no mistake, though, agile CMS is more than […]
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Demystify Marketing Planning

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

Blog

Your Website Is Your B2B Shop Window

Nigel Fenwick February 17, 2021
How many buyers really use the website? This was a question asked in a recent conversation with a consulting services client. It was asked in response to a critique of the website. My analysis showed how difficult it was for a buyer to understand digital business transformation services from the firm’s website. It’s perhaps not […]
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Blog

Marketing Leaders, Tell Your Buyers The TEI Investment Story

Stephanie Slate February 10, 2021
Companies still rely on their B2B marketers to convince buyers their technology is worth the investment. So, what type of strong, persuasive content can marketers create that’ll enable sales teams to get buyers over the finish line?
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Blog

Growth Marketers Ignore E-Channels At Their Peril

Lori Wizdo January 28, 2021
Both business buyers and B2B sellers are increasing their participation in marketplaces. As the shift continues, companies that have experience of and actual success in marketing on marketplaces will reap the benefits of early adoption. A number of factors are converging to drive this trend. B2B buyers rely less and less on enterprise account reps. […]
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