‘Welcome To The B2B Marketing Role’ – Forrester
Peter O’Neill says, “Welcome to our new B2B Marketing role pages. Our research and advisory work will focus on the sharp end of B2B marketing (see below). By that I mean all the work that marketers do to generate and accelerate revenue for their company. You’ll find our reports useful if you do demand generation, lead-to-revenue management, field marketing, content marketing as it is related to buyer engagement, and, of course, all aspects of sales and channel enablement.
B2B companies must rapidly adjust their go-to-market strategies, as they face disintermediation from the B2B buyer — because of the increase in digital and mobile channels and the ubiquity of information”.
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