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Skip to main content </span> </a><nav aria-label="Main Navigation"class="forrester-gs-navbar navbar navbar-expand-lg navbar-dark bg-dark"id=forrester-gs-navbar><div class="container-xl h-100"><button aria-label="Toggle navigation"aria-controls=navbar-supported-content aria-expanded=false class=navbar-toggler data-target=#navbar-supported-content data-toggle=slide-collapse id=nav-bar-toggle-button type=button><span class=navbar-toggler-icon> </span> <span id=mobile-nav-menu-text> Menu </span></button><a class="navbar-brand d-none mr-2"href=/ id=nav-logo-desktop> <img alt="Forrester Logo"class=img-fluid src=https://go.forrester.com/wp-content/themes/forrester/assets/static/forrester_logo.svg> </a><div class="collapse navbar-collapse"id=navbar-supported-content><div id=mobile-nav-slider><ul class="navbar-nav mr-auto"><li class=mobile-dropdown-only-content><h3 class=mobile-nav-text-header>Main Menu</h3></ul></div></div><div id=mobile-nav-scrim><a aria-label="Close 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become-client-btn"href=https://go.forrester.com/become-a-client/ id=nav-item-become-a-client role=button> Become A Client </a><nav aria-label="Me Menu"class="me-container dropdown ml-1 mr-2"id=me-container><a class="navbar-icon-link dropdown-toggle"aria-expanded=false aria-haspopup=true data-toggle=dropdown href=# id=navbar-me-menu role=button> <img alt class=navbar-icon src=https://www.forrester.com/assets/img/gs/user.svg> <span class=navbar-icon-text-me> Me </span> <div class=down-caret></div> </a><div class="dropdown-menu me-dropdown-menu"aria-labelledby=navbar-me-menu id=me-nav-dropdown-menu></div></nav></div></div></nav></header><div class=fullPage id=rolehubContainer><section id=leftNav><h2>Marketing & Strategy</h2><ul class="filter-main-nav filter-nav-small"><li><a href=/B2B-Marketing> B2B Marketing </a><li><a href=/B2C-Marketing> B2C Marketing </a><li><a href=/CMO> CMO </a><li><a href=/Customer-Experience> Customer Experience </a><li><a href=/Customer-Insights> Customer Insights </a><li><a href=/eBusiness-&-Channel-Strategy> eBusiness & Channel Strategy </a></ul><h2>Technology Management</h2><ul class="filter-main-nav filter-nav-small"><li><a href=/Application-Development-&-Delivery> Application Development & Delivery </a><li><a href=/CIO> CIO </a><li><a href=/Enterprise-Architecture> Enterprise Architecture </a><li><a href=/Infrastructure-&-Operations> Infrastructure & Operations </a><li><a href=/Security-&-Risk> Security & Risk </a><li><a href=/Sourcing-&-Vendor-Management> Sourcing & Vendor Management </a></ul><h2>Technology Industry</h2><ul class="filter-main-nav filter-nav-small"><li><a href=/Analyst-Relations> Analyst Relations </a></ul></section><section id=rolehub_content><section id=rolehub_intro><p class=smallHead>Forrester research for:<h1>B2B Marketing Professionals</h1><div id=introLeft><p>Today's buyers are more demanding, informed, and value-sensitive, and they have more choices than ever before.<p class=marTopMed>To succeed, B2B marketers must recognize the different types of buyers and understand the problems they are trying to solve, be able to demonstrate clear value to the buyers, and infuse outside-in thinking in all teams that support the selling system.<h2>Who this role is for:</h2><p>VP/Director of Marketing <br> VP/Director of Sales Enablement <br> VP/Director of Channel Marketing <br> VP/Director of Demand Generation <br> VP/Director of Product or Solutions Marketing</p><script>if("" == "CA") {
		$("input:checkbox[title=interestChecked]").prop('checked', false);
	}</script></div></section><div class=clr></div><section id=rolehub_latestRes><h2>Latest Research For This Role</h2><h3><span> Report: </span> <a href=/report/The+Forrester+Tech+Tide+Sales+Technologies+Q1+2021/-/E-RES161395> The Forrester Tech Tide™: Sales Technologies, Q1 2021 </a></h3><p class=sub>15 Technologies That Underpin Sales<p>February 16, 2021 <span class=authPipe> | </span> <a href=/go?objectid=BIO9904> Mary Shea, PhD </a><p class=preview>Sales technologies are increasingly critical to firms' ability to win, serve, and retain customers. To accelerate revenue performance, companies are evaluating and adopting a range of contributing...<h3><span> Report: </span> <a href=/report/Now+Tech+B2B+Marketing+Data+Providers+Q1+2021/-/E-RES161731> Now Tech: B2B Marketing Data Providers, Q1 2021 </a></h3><p class=sub>Forrester's Overview Of 36 B2B Marketing Data Providers<p>January 11, 2021 <span class=authPipe> | </span> <a href=/go?objectid=BIO10805> Steven Casey </a><p class=preview>You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these benefits,...<p><a class=viewMore href=/search?sort=3&N=10001+200503&searchOption=10001> View more research </a></section><div class=clr></div><section id=rolehub_analysts><h2>Analysts Serving This Role</h2><ul><li><a href=/Lori-Wizdo> <img alt="Lori Wizdo photo"src=/staticassets/forresterDotCom/NEOanalyst/Lori-Wizdo.png> </a> <div class=role_serving_content><h3 class=name><a href=/Lori-Wizdo> Lori Wizdo </a></h3><p></div><li><a href=/Caroline-Robertson> <img alt="Caroline Robertson photo"src=/staticassets/forresterDotCom/NEOanalyst/Caroline-Robertson.png> </a> <div class=role_serving_content><h3 class=name><a href=/Caroline-Robertson> Caroline Robertson </a></h3><p></div><li><a href=/Jay-McBain> <img alt="Jay McBain photo"src=/staticassets/forresterDotCom/NEOanalyst/Jay-McBain.png> </a> <div class=role_serving_content><h3 class=name><a href=/Jay-McBain> Jay McBain </a></h3><p></div></ul><p><a class=viewMore href=/analysts?N=10011+5053+200503> View more analysts </a></section><div class=clr></div><section id=rolehub_events><h2>Upcoming Events For This Role</h2><h3><span> Webinar: </span> <a href=/webinar/Creating+Engaging+Virtual+Events+Lessons+From+The+Forrester+Wave/-/E-WEB33126> Creating Engaging Virtual Events: Lessons From The Forrester Wave™ </a></h3><p>March 24, 2021<h3><span> Webinar: </span> <a href=/webinar/What+We+See+Coming+For+Channels+Partnerships+And+Ecosystems+In+2021/-/E-WEB33066> What We See Coming For Channels, Partnerships, And Ecosystems In 2021 </a></h3><p>March 10, 2021<p><a class=viewMore href=/search?N=10006+505002+200503> View more events </a></section><div class=clr></div></section></div><div class=footer-background><div class=container-xl><footer class=footer id=forrester-gs-footer><div class="row mx-3 mx-lg-0 mx-xl-0 pt-3 mt-3 px-xl-0 footer-link-container"><div class="col column-left col-xl-3 col-lg-3 col-md-4 col-sm-4 col-12 mt-2 px-xl-0"><div class=row><ul><li><h5>Who We Are</h5><li class=my-3><a 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