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

Welcome To The Year Of The Customer Marketer

Lisa Nakano 5 days ago
One major trend we see is an amped-up focus on retention — keeping customers and ensuring they achieve value.
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Webinar

B2B Chief Marketing Officers: 2021 Planning Assumptions

6 days ago
Now more than ever, B2B CMOs must be agents of change. Dive into the trends that will shape B2B marketing in the next fiscal year and learn how to prepare.
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Planning Assumptions 2021: B2B Chief Marketing Officers

Now more than ever, B2B CMOs must be agents of change. Dive into the trends that will shape B2B marketing in the next fiscal year and learn how to prepare in this webinar.

Blog

Is It 2021 Yet? Five Things B2B CMOs Must Do To Prepare For The Year Ahead

Jennifer Ross September 18, 2020
B2B marketing leaders should continue to expect the unexpected and embrace change as a constant. These five actions can help you build a path forward through the unknown.
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Blog

Introducing Planning Assumptions 2021: Seizing Opportunity Amid Disruption

Monica Behncke September 17, 2020
Amid unprecedented uncertainty lies vast opportunity for B2B leaders. Monica Behncke, Vice President, SiriusDecisions Research, explains in her introduction to Forrester’s SiriusDecisions 2021 Planning Assumptions.
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Podcast

Lessons From The Pandemic For B2B Sales And Marketing Leaders

What It Means September 17, 2020
By disrupting familiar ways of working, the pandemic has forced B2B sales and marketing leaders to reprioritize and reflect. In this discussion of key priorities for European sales and marketing leaders, Vice Presidents Isabel Montesdeoca, Phil Harrell, and Meta Karagianni explain the lessons that can be learned from this period.
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Blog

Listen Up: Podcasts Can Elevate Your Brand’s Marketing Strategy

Collin Colburn September 16, 2020
I’ll admit it: I’m a podcast newb. I just got into them at the end of last year because of Wondery’s Business Wars, which sucked me in on my daily commute. While I’ve been late to the game, my colleague Sarah Dawson — a podcast lover and aficionado — listens regularly and knew much more […]
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Blog

The Science of Embedding Resilience in Marketing and Sales Plans

Meta Karagianni September 15, 2020
As we move to a “new normal,” sales and marketing leaders realize that resilience and agility are more important than ever before. When we talk about resilience in the context of annual planning, it requires a strong foundation.
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Webinar

B2B Chief Marketing Officers: 2021 Planning Assumptions

Now more than ever, B2B CMOs must be agents of change. Dive into the trends that will shape B2B marketing in the next fiscal year and learn how to prepare.

Blog

Leaders From Sales, Marketing, and Strategy Walk Into a Bar — Can They Agree on the Message?

Nancy Maluso September 15, 2020
  • Getting noticed by buyers in the B2B marketplace is difficult, and for emerging companies with little to no brand recognition, it’s even harder
  • Marketers must create a single, consistent message that the entire company articulates in the market as a bullhorn instead of a whisper
  • These leaders can contribute different perspectives about how to align on message and ensure that everyone in their organizations use it repeatedly 
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Blog

Key Takeaways From The Forrester Wave™: Sales Content Solutions, Q3 2020

Laura Ramos September 15, 2020
In Forrester’s recently published report, “The Forrester Wave™: Sales Content Solutions, Q3 2020,” we evaluated the nine most significant ones — Accent Technologies, Bigtincan, ClearSlide (a division of Corel), Highspot, Mediafly, MindMatrix, Pitcher, Seismic, and Showpad — against 40 criteria. After researching, analyzing, and scoring each vendor’s current offering, strategy, and market presence, we identified […]
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Podcast

How To Successfully Pivot To Virtual Events

What It Means September 10, 2020
The pandemic has forced companies (including Forrester) to take planned in-person events virtual. What’s needed to make virtual events a success, and are they here to stay? Vice President and Global Head of Events Lisa Riley and Principal Analyst Jessie Johnson weigh in on this week’s What It Means.
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Blog

Sales Engagement Vendors Are Ready To Meet The Moment

Mary Shea September 9, 2020
As sellers face a prolonged remote selling environment, slower decision cycles, and myriad other challenges, sales enablement technology vendors are stepping in to help.
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Blog

Early Findings From Forrester SiriusDecisions’ Global Audit of Account-Based Marketing

Nicky Briggs September 4, 2020
  • Our recent global study of account-based marketing (ABM) reveals that the sands are shifting, with lines becoming increasingly blurred between ABM deployment types
  • Budgets are rising, partly due to increasing maturity, but ABM leaders are also being asked to cover more accounts
  • ABM leaders must not compromise on core tenets of ABM such as rich account insights, close collaboration with sales, and differentiated treatment
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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.

Blog

Why Choosing a Localization Vendor Is Like Dating

Kathleen Pierce September 3, 2020
For global companies, reputation in the regions requires a great localization vendor, but it can be hard to find the right match. Kathleen Pierce of Forrester SiriusDecisions explains why past performance is no guarantee of future success, and how to identify the right partner for your needs.
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Podcast

How The COVID-19 Pandemic Accelerated B2C Buying Trends

What It Means September 3, 2020
A confluence of forces is accelerating change in B2C buying this year. In this episode, VPs Sucharita Kodali and Mary Pilecki discuss the near- and long-term impacts.
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Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins September 1, 2020
Amazon Launches Halo, Its First Wearable Health Device For The Average (Budget-Conscious) Consumer This week, Amazon launched Halo, a screenless wearable device that can monitor activity, sleep, temperature, BMI, and emotion. At $99.99 (plus a small monthly service fee for advanced features), the Halo Band sits closer to Fitbit’s fitness trackers (ranging from $99.95–$169.95) than the Apple Watch ($400-plus). It focuses on what consumers want most: tracking fitness-related activity, […]
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Video

It’s Time For CMOs To Pay More Attention To Employees

Thomas Husson August 26, 2020

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Webinar

Prospecting Manifesto: From Strategy Into Execution

August 24, 2020
Learn how proposed goals during annual planning can expose opportunity gaps and what you can do to generate more opportunities and close the gaps.
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Sales Activity Study

Identify productivity roadblocks for your sales reps and start paving the way to greater efficiency.

Webinar

In A Chaotic Marketing World, Focus On The Basics

August 24, 2020
Learn how to drive sustained and consistent growth by understanding the changes in B2B buying habits and refocusing on the needs of your audience.
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Video

The Myth Of A World After: A European Recovery Perspective

Thomas Husson August 24, 2020

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Blog

Marketplaces Make Their Mark In The Channel

Jay McBain August 20, 2020
Online marketplaces have been around in one form or another for decades. Accelerating the trend is a myriad of factors including changing buying behaviors and demographics, companies shifting to subscription and consumption models, and the rising importance of ecosystems. Put simply, the future business buyer will look more and more like a consumer.
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