Name: B2B Buying Has Changed. How Should Marketers Respond? by Forrester
Duration: 33 min
Description: The B2B buying process has changed dramatically in recent years, and especially 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.

The third-party cookie is riding off into the sunset, ending the Wild West era of digital advertising. What comes next? The answer is complicated, but the opportunities are many, explain VP, Principal Analyst Joanna O’Connell and Principal Analyst Tina Moffett in this week’s What It Means.

The “Wild West” Era Of Digital Advertising Is Ending

As the pressure to prove marketing’s ROI intensifies, marketing leaders should work to build a strong alliance with their finance counterparts. Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar went one step further, hiring a CFO to serve within marketing. He explains the benefits of this unconventional approach on this week’s What It Means.

A CFO Within Marketing? For Mastercard, The Move Paid Off

Quantitative data science and qualitative design research deliver richer, more accurate customer insights by working together. VP and Principal Analyst Brandon Purcell joins What It Means to discuss how blending these two types of research can solve customer mysteries.

Solve Customer Mysteries By Uniting Quant & Qual

Last year, US retail sales increased 8.3% year over year. What will 2021 bring? VP and Research Director Fiona Swerdlow explains what retailers need to know before the season starts on this episode of What It Means.

Retailers: Here’s What To Expect During The 2021 Holiday Season

To succeed in 2022 and beyond, B2B sales leaders need to transform and embrace the new digital normal. Vice Presidents Mike Pregler and Stephanie Sissler explain what that requires in this discussion of Forrester’s 2022 Planning Assumptions for sales executives.

Transformation, Not Adaptation, Will Be Key For B2B Sales Leaders In 2022

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.

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

The B2B buying process has changed dramatically in recent years, and especially 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.

B2B Buying Has Changed. How Should Marketers Respond?

“Shortage” will be the name of the game in 2022. CX leaders will have to help their organizations contend with out-of-stock products, understaffing, and unhappy customers. Senior Analyst Judy Weader and Researcher Sam Karpinski explain how CX leaders can shine during a difficult year.

Predictions 2022: How CX Can Shine In A Year Of Shortages

In 2022, B2C CMOs will either expand their remit and shine brighter than ever … or find themselves sidelined. The difference lies in whether a CMO can upskill and handle marketing’s new responsibilities or not, according to VP and Research Director Mike Proulx.

Predictions 2022: B2C CMOs Need To Adapt Or Get Sidelined

In the coming year, the Asia Pacific region will take decisive steps toward becoming a digital society. What does that entail, and what else is in store for the region's businesses and consumers? VP and Research Director Michael Barnes discusses Forrester’s APAC predictions on this week’s What It Means.

Predictions 2022: APAC Accelerates Into Its Digital Future

The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.

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B2B Buying Has Changed. How Should Marketers Respond?

Forrester

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