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

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The 64 Best Channel Podcasts Of 2019

Jay McBain 5 days ago
  By Jay McBain and Rob Spee   If you haven’t listened to a podcast yet, you’re now in the minority.  According to Podcast Insights, 51% of the US population has listened to at least one podcast. Since the first podcast came on the scene in 2004, there are now over 750,000 podcast shows with […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski 6 days ago
By Silencing Hackers With NDAs, Uber Could Legitimize Ransom Attacks As A Business Despite a half-billion-dollar marketing campaign last year to rebuild Uber’s image, the ride-sharing giant’s reputation problem just keeps getting worse. On Wednesday, two of the (now known to be) three hackers responsible for the 2016 breach and ransom of 57 million riders’ […]
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Predictions 2020

Discover the dynamics that will define 2020 and beyond.

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The Business Case For Modern Sales Enablement

Mary Shea November 6, 2019
In this video, I introduce my latest report, “Building The Business Case For A Modern Sales Enablement Toolset.” This research features a customizable financial analysis of the ROI of sales enablement technologies, co-created with Total Economic Impact™ consultant Dean Davison. For more on the topic, Forrester clients can view my research here.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 4, 2019
Apple TV+ launches; the coming Streampocalypse; and more.
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Predictions 2020: B2B Marketers Pivot From Products To Experiences

Caroline Robertson October 29, 2019
Learn why experience will be the gift that keeps on giving for B2B marketing and sales.
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Behavioral Data Is The Key To Success With AI-Powered B2B Marketing

Steven Casey October 28, 2019
B2B marketing’s AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern martech. The data that powers this machine-driven marketing — and delivers the experiences today’s B2B buyers expect — comes in many different […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 28, 2019
Humana Commits To Cloud-Based Innovations To Reimagine Heathcare Humana signed a multiyear strategic partnership with Microsoft to build predictive and personalized healthcare solutions to help its members manage and overcome health issues. Among its broad innovation portfolio are moves to empower doctors to deliver personalized, proactive health care by providing a holistic view of their […]
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Generate Better Leads? Make ABM Engage Buyers? Start With Your Messaging!

Laura Ramos October 25, 2019
What is the most effective way to generate qualified leads and make your account-based marketing (ABM) strategies pay off? Start with a customer-centric message. This advice sounds laughably basic but proves to be very difficult to accomplish in practice. Few get it right. How do I know? Earlier this year, Forrester published new research examining […]
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Channel Automation Becomes Table Stakes For Partnership Success

Jay McBain October 22, 2019
Channel professionals want to talk about expanding their partner programs and building broad ecosystems, but the truth is that many of their basic program and channel management processes are still painfully manual and error-prone. Before accelerating their channel program, they need to apply basic automation technologies to get their front- and back-end systems to a […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 21, 2019
Cisco’s Ex-CEO Has Launched A Startup, Taking Enterprise CX To The Next Level John Chambers, Cisco’s longtime CEO (1995–2015) founded a startup, Pensando, focused on making edge computing more scalable, agile, and efficient. His firm unveiled its flagship software-defined edge services platform last week, which it claims delivers 5–9 times better technological advantage, productivity, performance, […]
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Mobilized Employees Engage Buyers With A Trusted Voice

Laura Ramos October 16, 2019
Employees’ Advocacy Boosts Your Content And Customer Interactions While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. And they want to engage with them. In our new research, “Mobilized Employees Engage Buyers With A Trusted Voice,” Matthew Camuso and I explored […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 15, 2019
The California Attorney General just Published CCPA rules, and they're clear as mud.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 7, 2019
Cybersecurity Awareness Month Is Underway Executives consider cyberattacks the second leading global risk to doing business, per the World Economic Forum’s 2019 Global Risks Report. The US Senate passed a law to help firms suffering from ransomware attacks, and the NSA launched a new Cybersecurity Directorate. With a flurry of activity already underway, it’s going […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 23, 2019
IBM Reduces Rising Risks As Data Flows Between Partners With New Hybrid Cloud Data Protection Last week, IBM unveiled a new solution — IBM z15 — that provides data privacy passports and helps clients manage who gets access to data via policy-based controls. As Forrester’s security research has shown, one of the biggest risks in […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 16, 2019
Apple’s 2019 Event: What’s Missing Is What’s Telling — Branding When Apple cuts prices, you know there’s a problem. A price premium signals brand strength; any contraction is a cause for concern. Yes, Apple’s decisions to start monetizing services is a good strategy, but is it enough? It comes straight out of every management consulting […]
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Does ABM Help Produce Better Revenue Results?

Laura Ramos September 15, 2019
Findings from a recent survey of account-based marketers are encouraging. Learn what has been key to ABM success and what concrete gains these marketers are achieving.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 4, 2019
An Oklahoma court ordered Johnson & Johnson to pay $571M for involvement in “false, misleading, and dangerous marketing campaigns” that contributed to the state’s opioid crisis. Here’s both a risk and brand perspective on why business leaders should care. J&J Shares Recover — But Its Reputation May Not Our Security & Risk Analysts Alla Valente […]
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Collaborate To Tackle Your Challenges

Learn and co-create with a council of your peers.

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The Importance Of Defining Event ROI In The B2B Marketing Mix

Laura Ramos August 20, 2019
Do you know how to measure your events' ROI?
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski August 19, 2019
The Great Gender Blur And Its Impact On The Future Of Marketing Marketing stands at the threshold of a monumental cultural shift — the great gender blur. The male-female binary and all its associated tropes that have pervaded brand marketing for decades are on shaky ground. The Advertising Standards Authority (ASA), the UK’s independent advertising […]
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Current Malpractice Handicaps Social Selling’s Potential

Mary Shea August 5, 2019
We first published research on social selling in 2016, and B2B sellers continue to flock to various networks to interact with their customers and prospects. Social provides the opportunity for authentic connections, mutually beneficial professional relationships, and positive business outcomes for both buyers and sellers. But sellers’ inconsistent and boorish behaviors and a lack of […]
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