What does buyer-driven really mean?
In the words of Lori Wizdo, Forrester analyst – it’s a great time to be a B2B marketer. In these 3 videos, Lori Wizdo digs into marketers’ strategic opportunity as go-to-customer experts and what it truly means to move to a buyer-driven approach.
Introduction
2020 was a year of extraordinary disruption, exposing critical weaknesses. In businesses and industries worldwide, including B2B marketing. Overnight, everything shifted to remote, to digital, to a new way of researching and conducting business. This new world underscored that there is only one process: it’s the buyer’s process. And B2B marketers must shift their effort to organizing around the buyer and the organizations they represent.
Buyers are our new boss
A 3-Part Series on How B2B Marketers Can Thrive in a Buyer-Driven World
We talked with Lori Wizdo, VP and Principal Analyst at Forrester, to learn more about what this shift means for marketers. Watch these 3 short videos to dive into:
- Why B2B marketers must become buyer-driven
- How to adapt in the new era of B2B marketing
- The 10 essential elements of a buyer-driven B2B strategy
Part 1
Why B2B Marketing Must Become Buyer-Driven
Understand the shift in the B2B marketing landscape and what that means for how marketers interact with the buyer.
Part 2
Adapting in the New Era of B2B Marketing
Learn how today’s marketers are evaluating how to not only be buyer-driven, but create a strategy that is always-on, data-driven, and scalable.
Part 3
The Path Forward for a Buyer-Driven Marketing Strategy
Assess how marketers can begin to adopt a buyer-driven strategy by analyzing their efforts across 5 key pillars.
Featured Speaker: Lori Wizdo
VP, Principal Analyst at Forrester
Lori serves B2B Marketing Professionals in all industries who must power up their processes, technology, and teams to achieve new customer acquisition and revenue and retention goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management.
It’s the role of marketing to guide the buyer through the buyer’s journey.
Excerpt from “How B2B Marketers Can Thrive in a Buyer-Driven World” video series
Lori Wizdo
VP, Principal Analyst
Forrester
Engage Expert
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