COVID-19 Update

Forrester Introduces Forrester Decisions Services For B2B Marketing Leaders

Forrester revealed new services for Forrester Decisions that speaks specifically to B2B Marketing ExecutivesMarketing OperationsDemand & ABMPortfolio Marketing and Channel Marketing. This builds on the release of Forrester Decisions, which launched in May.

The service seeks to provide teams with the information needed to move quickly, “de-risk” decisions and save time and money when tackling high-priority items across technology, marketing, customer experience, sales and product management. It offers a personalized digital experience to help users intuitively navigate and share content, consisting of three core components:

  • Boldvision research that showcases the latest insights, trends, predictions and market forecasts to stay ahead of changing customer and market dynamics;
  • Curated tools and frameworks to tackle priorities with strategic models and plug-and-play templates; and
  • Hands-on guidance sessions and events to educate users on the best applications of Forrester research.

“The pandemic dramatically altered B2B buying behaviors, spurring the need for new approaches,” said Sharyn Leaver, SVP of Research at Forrester, in a statement. “In 2021, 43% of B2B buyers are involved in large, complex buying scenarios affecting multiple departments with executive oversight, up from 28% in 2019, indicating increased scrutiny and due diligence on B2B purchases. As a result, B2B CMOs must move fast, build a strong coalition among their peers and proactively engineer cross-functional alignment to better engage with buying groups. Forrester Decisions equips B2B marketing leaders with the resources to better understand their customers’ changing behaviors, navigate complex buying scenarios and ultimately achieve business outcomes faster.”