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B2B Customer Centricity: Measuring centric-approach performance

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by Mark Eardley. This final Q&A looks at measuring — and proving — the contribution to producing those paramount results.

B2B Customer Centricity: Defining, targeting content that creates sales

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by Mark Eardley. In this fourth Q&A with Forrester’s Laura Ramos, we’re going to look at targeting.

B2B Customer Centricity: Why it’s vital for needs-based segmentation

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by Mark Eardley. In this third Q&A with Forrester’s Laura Ramos, we look at centricity in the context of market segmentation.

B2B Customer Centricity: Why competitor differentiation matters

by Mark Eardley. In this second Q&A with Forrester’s Laura Ramos, we’ll examine how a centric approach may be used to differentiate a B2B enterprise from its competitors.

B2B Customer Centricity: Moving from lip-service to full service

Forrester Research - Customer Obsession Maturity Index

by Mark Eardley. In my next few columns, I’ll be asking Laura Ramos, Forrester’s VP and principal analyst serving B2B marketing professionals, about customer-centricity.

Thinking B2B: B2B marketers are getting CX all wrong

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by Warren Moss. Keeping an eye on the whole CX process and adjusting it accordingly may make a major difference to a business — yet it’s amazing how often it’s neglected by B2B marketers.