‘B2B Marketing Is More Than Just Marketing’ – Forrester
Peter O’Neill says, “At the B2B Marketing 2016 forum last October, we had several sessions when we reflected on some external forces that affect our work as marketers. Trends included the movement toward as-a-service business models (our CEO once famously predicted that every business will eventually become a software business), the increasing use of video content in marketing, and the leverage of social channels. These sessions had great attendance, and the feedback was very positive. We had made attendees aware of possibilities that they may not have yet discussed in their own companies.
Similarly, we often pleasantly surprise our B2B marketing subscribers with research reports that appear on our landing page. We provide powerful buyer and buyer-journey data to technology vendors, and we continue to explore the as-a-service theme through a series of reports from Duncan Jones, vice president and principal analyst, who normally publishes for sourcing and vendor management (i.e., procurement) professionals”.
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