B2B Marketing

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.

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.

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.

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.

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 […]

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.

• 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 

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 […]

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.

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

• 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

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.

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.

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, […]

Learn how proposed goals during annual planning can expose opportunity gaps and what you can do to generate more opportunities and close the gaps.

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

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.