Insights From A Panel Of B2B Marketing Powerhouses That Convened Last Week At Forrester’s Marketing Forum

Last week at Forrester’s Marketing Forum, I had the pleasure of sitting three rows back from a panel discussion comprised of a who’s who of B2B marketing executives: Chris Bradshaw, Senior Vice President and Chief Marketing Officer, Autodesk; James K. Cornell, Senior Vice President and Chief Marketing Officer, Prudential Retirement; Deborah Nelson, Senior Vice President of Marketing, Enterprise Business, Hewlett-Packard; Marjorie Tenzer, Vice President, Marketing & Communications, IBM Americas, IBM.  The panel was moderated by Forrester’s own Peter Burris, Principal Analyst and Research Director. 

Here’s 45 minutes of discussion distilled into four key takeaways:

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The Mathematical Inevitability Of The SMB-led Economic Recovery

[Co-authored with Zachary Reiss-Davis]

Back in February 2009, I wrote a report titled “A New SMB Market Phoenix Is Rising” which examines how small and medium businesses (SMBs) will be the initial source of job growth and creation which leads us out of the current recession, as they have in most previous recessions. The report also examines how SMBs use technology, and how technology vendors can best market to them - this figure highlights my conclusions.The Historic Employment Rate Performance Of Small Businesses And Enterprises

Today, Paul Kedrosky, who has a Ph.D. in the economics of technology and writes extensively on macro-economic trends, wrote a piece I found very insightful about why young firms (small businesses) not only historically account for most of the job growth in the United States, but that their doing so is mathematically inevitable. 

My upcoming report, “Fueling the New SMB: Marketing Services-as-Software” on this topic, will work its way through our editing process in the next week.  In the meantime, I encourage you to read his post and my older report and let me know if they match what your marketing team is seeing today.