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Articles by Daryl Wright
Want to Win in Complex Buying Networks? Start with Analysts
Marketing leaders face a critical reality: industry analysts hold significant influence over buying decisions. Buyers trust analysts more than they trust vendor executives or sales teams, and that trust shapes every stage of the purchase journey. Ignoring Analyst Relations (AR) as part of your growth strategy means forfeiting a powerful lever for market impact. Buying decisions today are complex and rarely made in isolation.
Field Marketing In 2025: Time to Break the Cycle Of Misalignment
The findings from our 2025 State of B2B Field Marketing Report are both illuminating and alarming. Field marketing is undergoing a shift, but not necessarily in the right direction. Strategic responsibilities are expanding, yet performance metrics remain stubbornly anchored in outdated demand-generation models. If field marketing leaders don’t act now, they risk being trapped in a downward spiral of misalignment, inefficiency, and underperformance.
Search Is Changing — Is Your Content Strategy Ready?
B2B buyers no longer rely solely on traditional search engines for information. Instead, they use generative AI tools such as ChatGPT, Claude, Gemini, and Perplexity to ask questions, gather insights, and make decisions. These tools deliver instant, synthesized answers, often without directing users to click through to websites. Your content may influence a buyer’s decision without ever appearing in your analytics. This shift has redefined the buyer’s journey.
Webinar: Simplify CX Tech Buying With Function-First Thinking
Across Asia-Pacific, organizations are rapidly adopting AI to drive innovation and efficiency. But when AI is implemented without a clear customer focus, the results can be damaging — from broken trust to disconnected experiences. In this live webinar, Forrester experts will challenge the AI-first mindset and offer a smarter path forward: becoming AI-powered.
Revenue Operations Archives
Blog According to Forrester’s Marketing Survey, 2025, only 21% of marketing leaders report that a “transition from lead-focused efforts to buying groups and opportunity management” is among the most important priorities for their marketing strategy in the next 12 months. But with buyers becoming more autonomous, buying groups increasingly more complex, and customer expectations higher than […] Blog Attention, all B2B leaders! The stage is set, and the spotlight is on you.
Marketing Operations
Blog Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns. Our attention often focuses on the technology itself, with a tendency to overindex on features and functionality. But raw technology is not the arbiter of success.
Shine Bright At The B2B Summit APAC 2025 Marketing Awards!
Attention all marketing leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Marketing Awards are calling for entries, and this is your golden opportunity to showcase your extraordinary achievements. Have you driven remarkable milestones with a customer-obsessed growth strategy, process, or initiative? Have you been the driving force behind your company’s marketing strategy driving phenomenal growth?
Shine Bright At The B2B Summit APAC 2025 Awards!
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements. Have you driven remarkable milestones with a customer-obsessed growth strategy, process, or initiative? Have you been the catalyst behind your company’s marketing, sales, or product strategy driving phenomenal growth?
marketing measurement & optimization Archives
Blog Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements. Blog While B2C marketers are confident in their ability to measure impact, trends in marketing analytics aren't making it any easier. Find out why in this preview of a new report on the state of B2C marketing measurement.
Get Account-Based Marketing Insights from Forrester
Webinar This is your chance to elevate your content performance and stay ahead in a rapidly changing landscape. Don’t miss out. Webinar Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks. Blog Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
What Is Top Of Mind For B2B CMOs In Asia-Pacific
Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer discussion session with a small group of CMOs from enterprises across the Asia-Pacific region. The private event format allowed an open and honest exchange about the challenges and opportunities these leaders were facing as they started planning their marketing budgets for 2025. It was an engaging conversation with a lot of interesting insights and perspectives.
2024 NPS Rankings For 60 European Banks
Forrester just published The European Net Promoter Rankings, 2024 with Net Promoter Scores℠ (NPS) for 60 banks across France, Germany, Italy, Spain, Sweden, the UK, Poland and the Netherlands. We collected the scores by asking 18,058 European banking consumers in our annual Customer Experience Benchmark Survey about their likelihood to recommend brands they interacted with in the past 12 months. We found that: Scores declined across the board.
Improving CX Can Drive More Than 1 Billion Dollars In Revenue (2023)
Each year, we calculate the business impact of improving CX Index by one point. For 2023, we published the results in the report How Customer Experience Drives Business Growth, 2023. The report includes the dollar upside of improving CX Index by 1 point for 12 industries: airlines, luxury auto manufacturers, mass market auto manufacturers, auto/home insurers, multichannel banks, direct banks, credit card issuers, health insurers, midscale hotels, upscale hotels, investment firms, and retailers.
Your buyer changed, you didn't. It's time for a revenue process transformation.
What I’m going to tell you is something that you already know. It’s not a surprise, it’s not a secret, and it’s something that we in B2B marketing have known for many years – the buyer has changed. We know that buyers buy in groups, we know that buyers are getting younger, we know they want to engage with us much later in the buying process, and we know that we have a gap between our old leads-based processes and what the customer is telling us that they want, and need, to buy from us.
Change Is In The Air For B2B Content Strategy
Lilacs, daffodils, and other spring flowers are blooming, and the moss between the rocks under the old magnolia tree is verdant and bright green. Similarly, change is in the air for content strategy. I found myself ruminating about content strategy while admiring the flowers in my yard upon my return from Adobe’s annual Summit in Las Vegas last week. The company released a slew of Adobe Experience Cloud and Adobe Creative Cloud announcements.
Calling all B2B Leaders; Forrester's B2B Summit Awards are here.
It’s hard to believe, but we are already hard at work preparing for Forrester’s B2B Summit EMEA — and now it’s time for B2B marketing, sales, and product leaders to get involved. Each year, Forrester recognizes outstanding achievements from organizations in our B2B Summit EMEA Awards. On April 2, submissions will be opened.
Call For Entries: Forrester B2B Summit APAC 2024 Awards
Attention, B2B marketing leaders in the APAC region! It’s time to showcase your remarkable success through Forrester’s B2B Summit APAC awards. We are looking for submissions that highlight strong cross-functional alignment or exceptional results from a single function, demonstrating a positive impact on company performance and growth.
Get Ready to Shine on the Red Carpet: B2B Summit APAC Marketing Award Submissions Open
Attention B2B Marketing Leaders in the APAC region! It’s time to showcase your remarkable success at the B2B Summit APAC Marketing Awards. The Call for Submissions opens on April 2nd, so get ready to take center stage. We are looking for submissions that highlight strong cross-functional alignment or exceptional results from a single function, demonstrating a positive impact on company performance and growth.
Younger Generations Are Shaking Up B2B Buying — Are You Prepared?
A generational shift is underway in B2B buying. Forrester’s Buyers’ Journey Survey, 2022, revealed that Millennials and Gen Zers (born after 1980) had become the majority of B2B buyers, at 64%. One year later, our annual survey showed that the share had climbed to 71%. While this shift is, of course, inevitable, it’s forcing a reckoning among B2B companies.
Frontline Marketing: The Evolution Of B2B Growth Teams
In recent years, B2B companies have witnessed a profound shift in the way business buyers engage with them. Today’s buyers make decisions in groups and are inclined to maintain their anonymity for longer periods, avoiding contact with salespeople until they are ready, or sometimes entirely. These changes have major implications for B2B marketers.
Unleashing Field Marketing To Drive Growth In Asia Pacific
Field marketing in the Asia Pacific market has driven significant revenue growth. To fully unlock its potential, however, organizations must confront and overcome a multitude of operational challenges. In the recent report, The State Of Field Marketing In Asia Pacific, I dive into Forrester’s 2023 State Of B2B Field Marketing Survey to shed light on the weaknesses and missed opportunities within APAC’s field marketing landscape.
Data Quality Is Now The Primary Factor Limiting GenAI Adoption
When generative artificial intelligence (genAI) burst into prominence with the release of ChatGPT in 2022, technically savvy business users quickly began experimenting. At that time, existing tools were limited to a fairly select set of use cases, and trustworthiness was low. With few ready-to-use genAI apps available, a lack of know-how was a primary impediment to pursuing genAI solutions, especially for more specialized business cases.
Saying Goodbye To MQLs: What’s The Big Deal About Getting Rid Of MQLs?
Saying goodbye to MQLs (marketing-qualified leads) and hello to opportunities has practically become a mantra at Forrester, one that undoubtedly turns heads and raises eyebrows. Making the shift from MQLs to buying groups and opportunities continues to be a hot topic that boils up many questions — that’s what we’re here for! To support your organization’s transformation, Forrester is publishing the Saying Goodbye to MQLs multipart blog series.
Market Limbo Requires B2C Marketing Budgets To Remain Limber
In good times and bad, businesses rarely waver in their pursuit of growth. Investors expect it, and C-suite success depends on it. According to Forrester’s Q4 B2C Marketing CMO Pulse Survey, 2022, revenue growth is the single most important outcome that defines CMO success.
How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024
After muddling through a global pandemic and ongoing threats of recession, business leaders are hungry for growth. Many expect at least some level of budget increase in 2024; our recently published Planning Guides provide insight into the investments business and technology leaders should make to drive growth in the coming year. Yet another level of planning is required as well: one that spans and aligns B2B functions to focus on customer value.
Field Marketing In Crisis? New Forrester Study Reveals The State Of Field Marketing In 2023
Five years ago, we published research calling for an urgent re-evaluation of the role of field marketing. The generalist role of old was not keeping up with the needs of the sales organisation or the customer. Evidence from our recent engagement with clients suggested the continued evolution of buyer behaviour was fomenting a growing crisis with the purpose and effectiveness of these teams. In that earlier research we made several recommendations.
Navigating Centralized Operations: A Guide for B2B Regional Leaders
In response to economic headwinds around the globe, many global B2B companies are exploring various options to optimize their costs and stay competitive. Centralizing operations is one such effort seen across industries. Forrester has outlined four states of alignment between corporate and regional marketing functions.
Where Does Marketing Measurement Fit In A B2B Revenue Operations Org?
The consideration to combine marketing, sales, and customer operations resources into a centralized Revenue Operations structure has long been a subject of research for Forrester (and, earlier, SiriusDecisions) B2B analysts. We help our clients grapple with these questions on a regular basis, and we structure our advice to the specific needs of their business.
Call For Entries: Forrester APAC B2B Marketing Awards 2023
Forrester is excited to announce the opening call for entries to our annual APAC B2B Marketing Awards in two categories: B2B Program of the Year and Return on Integration Honors. The Awards recognize outstanding achievement at the organization and function level from B2B marketing initiatives.
Announcing The Forrester Wave™: B2B Advertising Solutions, Q3 2022
B2B organizations and their media agencies have more choices than ever for engaging business audiences with paid media advertising. To help B2B organizations decide which B2B advertising solutions to invest in, Forrester researched, analyzed, evaluated, and scored vendor platforms offered by 6sense, AdDaptive Intelligence, Adobe, Demandbase, Influ2, Jabmo, LinkedIn, Madison Logic, Marin Software, Metadata, RollWorks, StackAdapt, Terminus, and The Trade Desk.
Join me at Forrester’s Tech Leader Summit 2022 Singapore to learn about building successful co-innovation partnerships Original
I have previously written about co-innovation partnerships, outlining the basics here and sharing some key rules here. In this blog post, I would like to share some additional tips to get you started and invite you to learn more about building successful co-innovation partnerships at Forrester’s Tech Leader Summit, August 18, 2022, in Singapore.
Marketing Efficacy And Operations Hinge On Marketing Resource Management (MRM) Original
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost-effective, especially among pandemic-induced decentralized workforces.
Future Of Jobs Forecast: Looking Ahead At The Effects Of Automation On Top Asia Pacific Economies Original
In Forrester’s recently published Future Of Jobs Forecast, 2020 To 2040 (India, China, South Korea, Australia, And Japan), we predict that 20% of jobs are at risk from automation and that 5% of jobs will be lost to automation by 2040. Over the next 20 years, the five largest Asia Pacific economies — India, China, South Korea, Australia, and Japan — will see large changes to their workforces Working populations: Worker demographics and overseas migration drive changes to worker populations.
Accelerate Demand Generation And Account-Based Marketing Success
Skip to content Deliver Pipeline Momentum Forge A Strong Partnership With Sales Define a demand generation strategy that aligns to and supports the needs of the sales organization. Optimize Pipeline Performance Manage the intersection of marketing and sales to optimize pipeline pathways. Execute Programs That Convert Engineer campaigns and programs to detect buying groups and enable buying group members.
From Jugaad To Reverse Innovation
Next month, I will be relocating to Singapore after two years in India. These two years have been an amazing learning experience for me, both from a personal and professional point of view.
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