Responsibilities

• Market and audience insights gathering: - Conduct market and customer research to synthesize data and insights about target personas, buying group members, buyer needs and the purchasing decision process. - Define the market opportunity and requirements for a product or set of products; identify audience segments with the highest propensity to buy. - Recommend enhancements/changes to Forrester’s offerings or go-to-market strategy based on market and customer research.
• Positioning, messaging, and launches: - Create and maintain competitive product positioning, messaging, and go-to-market strategies that resonate with the buying audience. - Lead product naming and messaging exercises. - Initiate and orchestrate launch plans related to the commercial release of a product, enhancement, or new intellectual property for Forrester. - Identify targeted business goals and communicate the results of related sales and marketing efforts.
• Persona and buyer knowledge: - Create buyer personas, identify buying group patterns, and map buyer journeys using a defined process. - Provide market and buyer insights to support strategic reputation and long-term demand campaigns and content. - Collaborate on win/loss interviews and perform ongoing analysis to understand customer product adoption and provide feedback to the organization. - Contribute to cross-functional teams that include research, product, marketing, sales, consulting, and events team members.
• Storytelling, sales, and customer success enablement and support: - Collaborate with sales enablement and/or product managers to identify sales and customer success enablement needs and create internal and market-facing content. - Develop customer references, testimonials, and case studies for external and internal use in collaboration with customer marketing and content teams. - Drive product retention and upsell/cross-sell strategies. - Create high-impact assets and manage them in the global sales content management system. - Help design experiences that highlight audience-relevant offerings at Forrester events. - Reinforce a consistent approach to portfolio marketing at Forrester, leveraging Forrester best practices and frameworks.

Requirements

• Minimum of five to 10 years’ experience in portfolio or product marketing, or similar role with transferable skills.
• A proven writer and clear communicator with demonstrated capabilities to distill complex concepts into simple but powerful visuals and stories.
• Domain understanding of the marketing, sales, product, digital, and technology functions to which Forrester sells, with the ability to contextualize Forrester’s intellectual property.
• Comfort in marketing tangible and intangible products.
• Eager to deploy and use AI agents and tools to improve existing and create new workflows.
• High clock speed and ability to work independently without constant oversight or a support team.
• Demonstrated project management and collaboration skills across functional groups.
• Excellent Microsoft Office skills and advanced proficiency in PowerPoint and Excel.
• Data visualization or background in visual information design considered a plus.

Preferred

• Data visualization or background in visual information design considered a plus.