B2C MarketingMarketing

How Portfolio Marketing Can Invest To Succeed In 2023 – Forrester

future-dyanmics





, Principal Analyst
Sailors approach the end of summer with relief and caution. As the days grow shorter, the high season draws to a close, leaving time to make delayed repairs and improvements but also signaling the approach of hurricane season.
As businesses prepare for 2023, the forecast is unusually uncertain. Global conflict and supply-side inflation threaten recession, even as many sectors thrive and employment remains high. While the economy captures companies’ immediate attention, their ultimate success will depend more on their ability to respond to changing post-pandemic buying behaviors. Addressing changing buying behaviors was the number one priority of B2B marketing decision-makers in Forrester’s Marketing Survey, 2022.
In the face of uncertainty, portfolio marketers need to return to their most essential function: providing the company with insights into markets and buyers. Facing uncertain seas, portfolio marketers can’t afford to head for shelter. Instead, they need to climb the lookout and guide their companies to open water where there’s room to maneuver around obstacles and find tailwinds.
In 2023, we recommend that portfolio marketing leaders invest in audience-centric approaches to help their organizations respond to economic uncertainty and build the efficiency and effectiveness that will guide their organizations in responding to changing buyer behaviors. Portfolio marketers need to:
Clients can access our complete set of recommendations for where to invest, where to pull back, and where to experiment in our 2023 planning guide for portfolio marketing. If you’re not yet a Forrester client and would like to learn more, please reach out.
Stay tuned for updates from the Forrester blogs.
Stay tuned for updates from the Forrester blogs.

source



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