Portfolio Marketing Mgr

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About This Role:
Forrester seeks a Portfolio Marketing Manager to support our go-to-market strategy and planning for target audiences, driving growth for all relevant offerings that meet buyers’ needs. The ideal candidate exhibits a solid understanding of markets, buyers, and buying groups. This role must work cross-functionally to align product management, sales enablement, research, marketing, and customer success functions. The Portfolio Marketing Manager must have a deep understanding of buyer needs and often acts as a subject matter expert (SME) to transfer knowledge about markets, buyers, and products across marketing and sales functions.

Job Description:
Market and audience insights gathering

• Outline and participate in market and customer research to synthesize data and insights about target personas, buying group members, buyer needs, and the purchasing decision process.
• Inform 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.

Job Requirements:

• Minimum of three to five 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.
• High clock speed and ability to work independently without constant oversight or a support team.
• Familiarity with Forrester’s portfolio marketing tools and frameworks is a plus.
• Demonstrated project management and collaboration skills across functional groups.
• Excellent Microsoft Office skills and advanced proficiency in PowerPoint and Excel.

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FLSA Status:

Exempt

Here at Forrester, we welcome people from all backgrounds and perspectives. Our aim is for all candidates to be able to fully participate in Forrester’s recruitment process. If you would like to discuss a reasonable accommodation, please reach out to [email protected].

Forrester Research, Inc. is an Equal Opportunity/Affirmative Action Employer that is committed to equal employment opportunity for all qualified individuals without regard to race, color, religion, national origin, ancestry, sex, age, disability, sexual orientation, gender identity and expression, marital status, genetic information, military service, veteran status, or any other status protected by applicable law. Minorities, Women, Individuals with Disabilities, and Veterans are especially encouraged to apply.

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