The concept of responsive engagement is focused on getting marketing closer to the customer.
“Marketing organizations need to be more closely aligned with sales around this idea of what are the customer's needs,” Greene said. “Marketers become not channel-based communications experts but customer experts.”
For example, Verizon Business has aligned sales and marketing around customers' business objectives, according to an earlier Forrester Report released in January: “B2B Sales and Marketing Alignment Begins With the Customer.”
Finally, b-to-b marketers need to empower their staffs.
“This is about marketers—especially interactive marketers—becoming change agents within their companies and using their ideas to influence the rest of their organizations,” Greene said.
An example cited by Forrester is Black & Decker, whose sales trainers create how-to videos based on their own experiences with the products they sell.
To help companies begin to implement this strategy, Forrester has created a CORE B2B Diagnostic, which asks companies to rate themselves on topics such as marketing and sales alignment, digital strategy and creating relevant messaging for target audiences.
Based on their scores, companies are classified as skeptics, experimenters, practitioners or conductors of CORE principles.