John Buten: How to Build & Refine Your Messaging from Corporate to Field

John Buten, Principal Analyst – Portfolio Marketing, Forrester Research.

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As part of our marketing insights series, CSG’s Founder Russell Smith talks with Forrester Resaerch’s, Principal Analyst, John Buten. 

Forrester is one of the most influential research and advisory firms in the world. John works with business and technology leaders to drive customer-obsessed vision, strategy, and execution that accelerate growth. With the SiriusDecisions product line, John looks to deliver actionable intelligence, transformative frameworks, and expert guidance that equip executives to modernize and elevate sales, marketing, and product performance.

In this conversion, John and Russell discuss; 

  • How to build the right framework to help corporate marketing and field marketing to be effective. 
  • The importance of developing feedback loops from the field to all aspects of the organisation. 
  • Moving beyond localisation of content and evolving to ‘transcreation’. 
  • Some of the key priorities Forrester are working on from a portfolio marketing perspective. 

This is a great conversation if you’re working as a marketer globally or in the field, and looking to build an effective global to field relationship.
To learn more about John, you can connect with him on LinkedIn. To learn more about Forrester, visit here.

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