Barbara Winters

Dec 6, 2024 | forrester.com | Ross Graber |Barbara Winters |Beth Caplow

Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor. Left unchecked it’s about to get 20% worse. The pain your organization feels surrounding B2B marketing measurement problem is real. Forrester’s 2024 Marketing Survey revealed that 64% of B2B marketing leaders feel their organization doesn’t trust measurement for decision-making.

Dec 5, 2024 | forrester.com | Beth Caplow |Barbara Winters

Long practiced in emerging companies, product-led growth (PLG) has been touted as one of the fastest ways for B2B firms to grow. Perhaps even more compelling than rapid growth is the lower cost of sales in PLG motions. Because the methodology is based on simplified products targeting individual users for self-serve purchase, initially, there is no need for BDRs or sales outreach.

Dec 5, 2024 | forrester.com | Barbara Winters |Beth Caplow

I recently had the opportunity to write a research report with Vicki Brown to tackle questions that we often get from clients: What is the difference between a buyer’s journey map and a revenue waterfall and do they work together? Buyer’s journey maps are developed to represent the buyer’s view of the purchasing process. They help us understand what information buyers seek, when they need it, and where they go to find it.

Dec 4, 2024 | forrester.com | Kelsey Chickering |Peter Wannemacher |Barbara Winters

Best-in-class creator marketing programs are multi-dimensional, with many different types of creators, content, and activations. As such, marketers should avoid looking for one “silver bullet” metric to determine the success of their creator partnerships.

Dec 4, 2024 | forrester.com | Barbara Winters |Amy Bills |Simon Daniels

Even with access to new, more advanced self-service tools (hello, generative AI), business buying remains a long and complex process. Tight budgets, complex buying committees, and drawn-out purchase cycles are still very much the norm. Buyers are frustrated — and as our latest global buyer research shows, companies are falling short in helping them. Forrester surveyed more than 16,000 global business buyers to better understand how they experience the purchase journey.