Marketing Operations
Executing on B2B marketing objectives requires optimal performance from people, processes, and technology. Marketing operations leaders and teams must stay focused on marketing and business strategy, but also be agile to adapt to changing conditions. Explore our insights to strengthen and streamline marketing operations.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
Five Ways That Generative AI Brings Superpowers To Portfolio Marketers
Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Learn five ways generative AI can help portfolio marketers automate tasks and increase productivity and creativity.
Blog
Call For Entries: Forrester B2B Summit APAC 2024 Awards
APAC B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards.
Blog
Peer Discussion Highlights Best Practices In Marketing Data Strategy
At a recent peer discussion with Forrester clients on the topic of best practices in marketing and sales data strategy and management, we discovered that data quality, ownership, and aggregation, among others, are common issues and shared experiences for their resolution.
Blog
What Salesloft’s Acquisition Of Drift Means
Salesloft’s acquisition of Drift is a first step into marketing technology for sales tech vendors.
Blog
What Ninth-Grade Biology Has In Common With Optimizing B2B Content
Apply scientific experimentation to achieve the best B2B content personalization results.
Blog
Understanding The Real-Time Revenue Execution Platform Landscape
Real-time revenue execution platforms strengthen prospect identification and digital engagement while also providing capabilities that ensure the best buyer experience. Learn more about how they can improve business outcomes.
Blog
Seven New Year’s Resolutions To Maximize The Value Of Your Event Data
Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.
Supercharge Your APAC B2B Success — And Save $200
Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
Blog
What Content Actually Matters? Find Out With A Touch Analysis.
Gain a better understanding of content engagement.
Blog
Revenue Operations Past, Present, And Future
A recent trip to see Charles Dickens’ “A Christmas Carol” leads to considering the past, present, and future of revenue operations ...
Blog
Event Data Could Be The Best Gift To Your Organization This Holiday Season
Access to audience data is becoming more restrictive and B2B events represent an underutilized yet invaluable source of first party data.
Blog
The State Of B2B Marketing Measurement In 2023: Five Key Observations
When it comes to insight-driven decision-making, too many B2B organizations are simply falling short. Forrester survey data points to opportunities for improvement.
Blog
Saying Goodbye To MQLs: A Parting That Is All Sweet And No Sorrow
Adopting the revenue waterfall for demand management brings many benefits, meaning that parting with leads can be all sweet and no sorrow.
Blog
Planning Season Is The Time To Revisit Your CMO Dashboard
Planning season is that time of year when B2B marketing objectives get set, tweaked, and reestablished. It’s also the perfect time to revisit your CMO dashboard to ensure that it’s up to the task — here’s how.
Blog
Revenue Operations: Hot Topics From B2B Summit EMEA 2023
Providing delegates at Forrester events with the opportunity to speak to analysts always proves popular. Here are some of the revenue operations hot topics that came up this year at B2B Summit EMEA 2023.
Blog
Customer Community Platforms: A Little More Conversation, A Lot More Action
Have you ever heard a leader of a successful business proudly announce that they don’t much care about understanding their customers’ needs? Yeah, me neither. The data from Forrester’s recent report, The State Of Customer Obsession In B2B, 2023, is clear on the value of knowing what drives your customers. Customer-obsessed organizations outperform their peers […]
Blog
Incrementality Testing Boosts Marketing ROI
Incrementality testing is a game-changing measurement approach for marketers. In the ever-evolving marketing landscape, this method holds the key to smarter decision-making, better allocation of resources, and, ultimately, greater ROI. Our most recent report, Testing, Testing: Use Incrementality Tests To Lift Your Marketing ROI, has best practices to get started with building an incrementality testing […]
Blog
Revenue Waterfall Functionality To Look For When Choosing Revenue Technology
Here’s what to consider when evaluating platforms as part of adopting an opportunity-based waterfall.
Adapt To EMEA B2B Buyer Change — And Save £200
Register by July 19 to save £200 on B2B Summit EMEA in London. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.
Blog
Revenue Operations: Nine Myths And Two Realities
Revenue operations has exploded in popularity, but misconceptions about it abound. Here, we reveal nine common myths and highlight two key realities.
Blog
How To Overcome Revenue Operations Constraints And Boost The Growth Engine
Learn how revenue operations leaders can achieve more with less in the face of executive constraints and still deliver for the growth engine.
Blog
Is Your B2B Organization Insights-Driven?
Few organizations argue with the need to become insights-driven, but they may not fully understand what that requires.
More posts