B2B Marketing

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

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.

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.

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.

To achieve growth and success, B2B marketing leaders need both a long-term strategy and actionable annual plans.

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.

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.

Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.

Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?

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. […]

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power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]

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。

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.

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, […]

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.

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 […]

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 […]

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?

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. […]