Principal Analyst, B2B Marketing Executives

Principal Analyst

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About This Role: Principal Analysts will conduct innovative research and deliver advice through written reports, consulting, client inquiries, guidance sessions, and speeches. This position will sit at the intersection of two research teams: B2B marketing executives and demand and ABM. The role will support research to help CMOs/heads of marketing envision and execute a long-term marketing strategy that focuses their business on customer value and drives measurable impact on growth, retention, and advocacy as well as help demand and ABM leaders develop strategies that encompass the entire customer lifecycle and the full range of buying motions and opportunity types. The Principal Analyst will also play a key role in creating research to improve alignment and engagement between the CMO and other B2B C-suite leaders. This individual will develop new ideas and differentiating thought leadership that helps marketing leaders see around the corner on key customer, technology, and market trends. The successful candidate will write for, present to, and advise on Forrester's B2B marketing executive and demand and ABM leader research.

Job Description:

• Demonstrate a relentless pursuit in producing research that is bold, connected, and embedded.
• Define the forward-thinking vision for B2B marketing strategy at the CMO-level, demand and ABM strategy, and C-suite collaboration.
• Develop new research ideas and hypotheses through cultivating a deep understanding of what is required to establish a transformational strategy that elevates marketing as a growth catalyst.
• Analyze trends and curate best practices for improving the effectiveness of marketing strategy, and its connection to business planning, through primary and secondary research coupled with strong engagement with the broader Forrester research community.
• Closely partner with research analytics on survey data collection strategies in support of the marketing strategy research agenda.
• Lead several research projects and deliverables that convey new ideas annually. These research deliverables typically: introduce new thinking about successful strategies and best and next practices; present strategic maturity assessments and improvement roadmaps; compare new technologies or services and their potential to help clients solve their business challenges; or identify best practices that affect customer value.
• Collaborate with experts in different focus areas from across Forrester's roles and geographic teams to develop a complete context, both providing input to their research reports and writing reports incorporating their expertise to provide a big-picture view.
• Support consulting engagements as a subject-matter expert to apply Forrester's research in the context of a client's specific business environment.
• Present at Forrester-sponsored and industry-related events and deliver client/market-facing webinars.
• Establish, or further develop, an industry presence as an influential speaker and thinker; build relationships with senior marketing leaders as well as journalists who cover the area; and participate in press inquiries as necessary.
• Support team members in research collaboration, idea development, and higher-order strategic thinking. Actively develop new and more junior colleagues to contribute to and deliver their own high quality research deliverables and client engagements.
• Embrace social tools and build a market presence via social media.
• Support sales in client development discussions.

Job Requirements:

• A strong record of academic achievement: BA or BS degree as a minimum; MBA or MS in a related field is preferred.
• A minimum of 15 years of work experience and eight to 10 years of marketing leadership experience (with at least three to five years at the VP-level or above) with a proven track record of leadership in B2B marketing strategy and transformation. Experience with B2B2C business models a plus.
• A profound spirit of team collaboration. We work as an integrated team that supports all team members.
• Deep intellectual curiosity about the evolving nature of B2B marketing; solid marketing instincts and a practical understanding of what makes marketing work; and a creative view of markets, technologies, and attitudes combined with a fascination with the future.
• Superior listening, critical thinking, and writing skills as well as memorable presentation skills. Analysts are expected to take complex, disparate ideas (the big answers almost never come from one source) and distill them into simple, provocative concepts — and be willing to take a stand on what marketing leaders must envision and do.
• Adhere to project and deliverable timelines and deadlines.
• The ability to travel up to 25% of the time.

The base salary range for this position is $141,000 - $229,000. The offered compensation may vary within this range and is dependent upon the successful candidate's primary work location, experience, training, education, and credentials. The application deadline is September 30, 2025.