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.

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Insights

Blog

Three Reasons Why Your CEO Should Embrace An Audience-Focused Go-To-Market Strategy

Katie Fabiszak January 7, 2022
It’s important for organizations to unite around an audience-focused go-to-market strategy. To do this effectively, it’s imperative to get executive buy-in. CEOs have enough on their plates, so how can portfolio marketers get their attention? First, make sure your CEO knows that organizations that put the customer at the center of strategy, leadership, and operations – which Forrester calls customer-obsessed – grow revenue and profitability more than twice as fast as companies that don’t. Focusing on three things will convince your CEO that embracing an audience-focused go-to-market strategy is crucial for business.
Podcast

Predictions 2022: B2B Marketing’s Now-Or-Never Moment

What It Means December 23, 2021
B2B marketing could be on the cusp of a momentous shift — if marketing leaders step up to the opportunity. VP and Principal Analyst Lori Wizdo and VP and Research Director Caroline Robertson explain what that requires as they discuss Forrester’s 2022 B2B marketing predictions.
Blog

On The Eve Of Another COVID-19 Year, Planning Matters More Than Ever 

Jennifer Ross December 16, 2021
Amid lingering uncertainty, it may be tempting to question the value of long-range planning. The post-COVID landscape will look very different from the landscape pre-COVID — and B2B leaders who are unprepared will lose out.   
Blog

B2B Marketers: It’s Time To Ditch Sourcing Metrics

Ross Graber December 10, 2021
Marketing sourcing metrics aren't meeting the needs of B2B marketing organizations and continue to fall out of favor. Here's why to ditch them and move on to something better.
Blog

MVP: Baseball, Product Development, And B2B Content Strategy

Phyllis Davidson December 6, 2021
Make your minimum viable content your most valuable content by ensuring it addresses your audience needs and helps you score home runs. 
Blog

Unknown Equals Unused: Fix Findability To Increase Content Usage

Kathleen Pierce November 30, 2021
Buyers and sellers alike want immediate, relevant content, but often miss valuable but non-standard content that could advance the sale. Marketing and sales enablement can increase content usage by making sure file names convey unique value.
Blog

KPIs Reinvented — Dust Off Antiquated Measurement

Christina Schmitt November 29, 2021
Sourcing KPI don´t support the complexity and measurement of marketing activities or ROI optimization. A new set of KPI is required.

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.

Blog

B2B Marketing Event Trends: Virtual Is Here To Stay; Hybrid Is On The Way

Conrad Mills November 15, 2021
The past 18 months have seen B2B events undergo the most profound period of change this century. At the start of the pandemic, marketers were forced to adopt virtual events. As protective vaccines became available, we’re now starting to see initial signs of in-person event activity returning. But what does the future hold? To help […]
Blog

Closing The B2B Trust Gap

Ian Bruce November 11, 2021
Trust is the single most important brand attribute for B2B buyers. It's time for B2B companies to close the gap between how trustworthy they believe they are and how buyers actually see them.
Podcast

B2B Buying Has Changed. How Should Marketers Respond?

What It Means November 4, 2021
The B2B buying process has changed dramatically in recent years, and particularly during the pandemic. Are the changes permanent, and what should marketers do to adapt? VP and Principal Analyst Beth Caplow and Principal Analyst Barbara Winters provide insight on What It Means.
Video

Predictions 2022: B2B Marketing Will Leverage Disruption To Structure A Redefined Role

Lori Wizdo October 28, 2021

Video

Predictions 2022: This Is A Year To Be Bold

Sharyn Leaver October 26, 2021

B2B Summit North America 2022

Gain the insights you need to move forward with clarity. Discover tools and frameworks to fast-track your growth. Join us in Austin and digitally May 2–4.

Podcast

How B2B Marketing Leaders Can Plan For An(other) Unpredictable Year

What It Means October 21, 2021
Once again, marketing leaders find themselves planning for a year that seems to defy planning. How does the calculus differ this time around? On this week’s What It Means, Vice Presidents Craig Moore and Ian Bruce discuss Forrester’s 2022 Planning Assumptions for B2B marketing executives and how they can position themselves and their teams for success.
Video

How B2B Marketing Leaders Will Build A Path To Growth: A Discussion

Shirley Macbeth October 20, 2021

Blog

APAC Marketing Planning For 2022: When “New Normal” Morphs Into “Business As Usual”

Mavis Liew October 18, 2021
Marketing leaders have had an exciting 18 months, if “exciting” is really the accurate word to use. Some would probably argue that “turbulent” is a more accurate description. But as each month rolls into the next, there is no doubt that some semblance of balance and normality is in place today, even if “normal” means […]
Webinar

2022 Planning Priorities For APAC Marketing Leaders

Join this live webinar with marketing experts from Forrester, Adobe, Salesforce, and SoftBank, where they will discuss the planning priorities in 2022 and how to drive business growth.
Blog

Demand Program Plays: Get And Move Buying Group Members Through The Waterfall

Laura Cross October 7, 2021
Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]

Six Trends That Will Define B2B Marketing In 2022

Explore our Planning Assumptions guide for marketing executives and functional leaders and learn how to harness disruptive forces to drive growth.

Blog

Demand Programs — Using Rules To Design Program Flows

Laura Cross October 7, 2021
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]
Blog

What’s Next In B2B Content? Five Important Focus Areas For 2022

Christine Polewarczyk October 7, 2021
Content is the backbone of the buyer's journey and the customer experience. Keep it strong with these five best practices.
Blog

Moving From A Lead-Centric To A Buying-Group Focus Is Key To Demand And ABM Success

Laura Cross October 7, 2021
As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.
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