B2B Marketing

^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 […]

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™ […]

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!

As paid media spending rebounds, these strategies can help you amplify the impact of that spending.

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.

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.

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.

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.

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.

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 […]

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!

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.

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 […]

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.

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.

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.

Quick fixes aren't enough to build employee competencies. Real, lasting skill development is an ongoing process.

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 […]

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.