Customers have radically changed their buying behavior in the post-digital world – and their expectations have skyrocketed. Yet, too many B2B marketers have failed to keep pace with their buyers. Marketing leaders must evolve – and quickly – from their traditional role of brand steward, lead-generation machine and sales supporter to become an architect of customer engagement across the entire customer life cycle.
In this session, Forrester analyst Lori Wizdo will examine the current landscape of B2B practice, explore how changing buying behavior has created new challenges for marketers, and walk through a seven-step change agenda to help B2B marketers lead the transformation to customer-obsessed marketing. Attendees will also hear examples of marketing leaders who've successfully made this shift and the impact on their organizations.