B2B

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What CIOs Can Learn From Fleetwood Mac About Marketing

Caroline Robertson March 5, 2019
Here at Forrester, we love all things music. Each office floor has a different musical theme, and all the rooms are named after popular musicians of the time. It’s not uncommon to have a team meeting in Guns N’ Roses or an afternoon phone call in Jackson Browne. So it seems natural to think of […]
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Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Laura Ramos February 22, 2019
Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships. Before you toss aside some of that abundant advice about personal relationships, […]
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The B2B Analytics Portfolio: Untapped Competencies To Develop Now

Allison Snow February 6, 2019
This past year, I attended Forrester’s Data Strategy & Insights 2018 Forum. As I sat down to breakfast on the first day, I joined two attendees from a multinational package delivery and supply chain management company. During our conversation, they commented that they felt “behind” other attendees in terms of their analytics prowess. I might […]
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DiscoverOrg Shakes Up B2B Data Provider Market With Acquisition Of ZoomInfo

Steven Casey February 5, 2019
B2B marketing data provider DiscoverOrg announced on February 4 that the company is buying ZoomInfo. Our snap analysis is this is a smart move that shakes up the market and bolsters DiscoverOrg’s position in it. ZoomInfo has successfully leveraged its traditional strength as contact data specialist to build out a comprehensive data-as-a-service platform that now […]
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Welcome To The B2B Marketing Renaissance

Lori Wizdo January 27, 2019
A long time ago, Peter Drucker, a man whom Businessweek once called “the father of business management,” wrote: This was written a long time ago — a few years before I embarked on my long career as a B2B marketer. I can attest that for most of that long career, I didn’t feel like the […]
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Tier It Up: A Winning Strategy For Customer Success Management Programs

Judy Weader November 21, 2018
When my B2B clients on Forrester’s Customer Experience (CX) Council first start considering a customer success management (CSM) program to boost their retention and enrichment, I often hear that initial flash of concern: How do I scale the same CSM practices across my entire book of business? The answer is that the most successful CSM programs use tiered structures that balance people […]
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AI Tech Shines A Path To Empathetic Triggers

Allison Snow November 12, 2018
I’ve always been attracted to the power of empathy. That being said, I’m a longtime fan of “soft” skills — skills that are helpful in relationship-building, making me a better friend and (presumably) a more tolerable colleague. Empathy clearly fits squarely there. But a more savvy marketer? A more insightful executive? A veritable customer whisperer? […]
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Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Mary Shea September 10, 2018
  Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous. As a result, the practice regularly receives negative coverage for short-term-oriented, poorly executed B2C campaigns where consumer brands pay vapid lifestyle influencers outrageous sums in exchange for questionable ROI. There’s no doubt that […]
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The Key To Marketing And Sales Alignment? The Customer

Lori Wizdo September 4, 2018
B2B marketers get it. They know they need to operate across their sales and marketing silos to get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle. The question is no longer why. The question is how. That’s why I am excited about the sessions […]
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The GDPR And The B2B Seller: Keep Calm And Sell On

Mary Shea August 27, 2018
The European Union’s General Data Protection Regulation (GDPR) went into effect on May 25, 2018. It’s been a few months, and the repercussions are yet to be fully realized, leaving practitioners anxious and wondering if they have fully prepared. So far, GDPR compliance efforts have largely targeted customer data management, digital marketing, and security. However, […]
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Five Ways To Plan For B2B Journey Mapping Success

Su Doyle August 14, 2018
Journey mapping can be an energizing and eye-opening exercise in customer empathy. As advisors to B2B CX and marketing leaders in the Forrester Leadership Boards (FLB), we come along on many journey mapping “journeys.” The most common question we receive from executives is, “How do I ensure the journey mapping process is actionable and aligned […]
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First Forrester New Wave™ On ABM Platforms Sets The Bar For A Dynamic And Growing Market

Steven Casey June 1, 2018
Well, that was interesting! We just published our “The Forrester New Wave™: ABM Platforms, Q2 2018” report, which profiles the 14 most significant vendors in this market: 6sense, Demandbase, Engagio, Jabmo (formerly Azalead), Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminus, Triblio, True Influence, and ZenIQ. Based on our comprehensive criteria, Forrester’s take is […]
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Call For Participation: B2B Measurement And Analytics Providers

Allison Snow May 11, 2018
Are you an analytics platform or service provider serving primarily B2B businesses? Does your product or service help B2B insights professionals measure their results, understand B2B customers, and drive market growth? Well, I need your help to help the buyers that need your products and services. There is a myriad of partner options for B2B insights professionals that […]
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What Brought Me Back To Forrester: Our Market-Leading Engagement Around Emerging Technologies

James Staten April 30, 2018
It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and market development for Microsoft Azure and Equinix, what brought me back were three things: The value […]
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ABM: Just Another Name For Go-To-Market Planning And Execution?

Laura Ramos April 17, 2018
Top B2B marketing leaders think carefully and thoroughly about which markets represent the best fit for their offerings. Account-based marketing (ABM) is the most recent embodiment of this practice – what is generally called go-to-market strategy. Old timers (like me!) hear the ABM hoopla and think “wasn’t this called major* account management 10 years ago?” […]
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VIDEO

Two Important Video Questions Answered

Nick Barber April 10, 2018
Brands know that video resonates with their buyers, but if you’re new to producing video, the format can be daunting. There’s a great opportunity for B2B marketers to use video to help distill and showcase their company’s big ideas. In our report A Blueprint For Successful B2B Video Marketing we outline 3 steps that marketers […]
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Are You Ready For Sales Readiness?

Mary Shea April 3, 2018
When was the last time you noticed that a colleague was excited about sales training? After having created many a training deck myself, I frequently feel badly about my inability to muster enthusiasm and prioritize time to invest in skills development. When today’s prospects and clients have high expectations for highly personalized consultative interactions, how […]
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The GDPR and The B2B Marketer: Ready or Not, Here I Come

Lori Wizdo March 14, 2018
The deadline for compliance with the GDPR is May 25, 2018, but the preparations of many B2B marketers range from nonchalant to indifferent. In our research interviews and inquiries about the GDPR, we find that many B2B marketers don’t think the regulation is a relevant concern because they think the GDPR doesn’t apply to business […]
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Salesforce Acquires B2B eCommerce Platform CloudCraze

John Bruno March 12, 2018
Salesforce decided to round out its suite of CRM applications by acquiring an eCommerce platform. Sound familiar? Well, it should. In fact, it was less than two years ago that Salesforce acquired Burlington, Massachusetts-based Demandware. For those of you following at home, you might find yourself asking the very appropriate question of “why would Salesforce […]
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Sales Digital Transformation: It’s Now Or Never!

Mary Shea January 8, 2018
Where is your company on this continuum of sales digital transformation? After writing about, speaking about, and advising clients on this topic for more than two and a half years, I believe we have crossed the chasm where it’s now a business imperative for companies of all shapes and sizes to move forward. Sales digital […]
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