Forrester's B2B Marketing Planning Guide 2023

This one is for the CMOs, marketing executives, and marketing directors looking to move their B2B forward. Ryan Draving, Head of Strategy at The Moving Company, reviews Forrester's B2B Marketing Planning Guide for 2023 and shares the top insights for B2B marketing executives.

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As a B2B leader, you need to know how to achieve growth in today's uncertain economic outlook. That's why I'm sharing the latest insights from the 2023 edition of Forrester's B2B Marketing Planning Guide. Hey, I'm Ryan Draving and I'm coming to you from my bike and I'm ready to help you move your business forward. So let's get going. For starters, Forrester found that companies planning for cautiously optimistic growth are more likely to increase their personnel budget by 10% or more.

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However, it's not just about adding more people to the team. Companies seem to strike a balance between marketing, generalist and specialist headcount and capabilities. For example, 81% of high growth enterprises have a dedicated team solely focused on customer experience by hiring for specialized skills and experience. Companies can drive growth. Secondly, companies need to embrace the convergence of customer experience, employee experience and brand experience to drive buyer engagement.

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Forrester found that companies can create a consistent and productive relationship between company and customer, and when they do, they can ensure that their customer experience and employee experience align with the brand promise. By focusing on post-sale, customer engagement, and creating a dedicated team solely focused on customer experience, companies can improve their growth prospects. Lastly, Forrester found that companies need to shatter silos to drive growth.

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They found that companies that shatter silos have a better chance of growth. That really means breaking down the divide between different departments within your company. By fostering alignment between sales, product and marketing, companies can drive revenue growth and profitability. While Forrester doesn't get into enough details for our liking. In this agency, cross departmental collaboration includes effective lead scoring, implementation, sales and marketing playbooks, subject matter, expert interviews, and a continuous cycle of communication between teams.

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That's what we make sure happens when we work with our clients at the moving company. By investing in specialized talent, embracing the convergence of customer experience, employee experience and brand experience and shattering silos, your company can thrive in 2023 and beyond, even in uncertain economic times. So from my bike to your business, let's keep moving forward together.