Skip to main content

GB320 -- Spring 2018 -- Sections 004, 005, 006, 007, 008, 009 (Aroian, Matthews, Zampello, Tracey) Marketing: Read Me First

This guide has been designed to support the secondary research needs of students in GB320 -- 004, 005, 006, 007, 008, 009, Spring 2018.


The resources and documents listed in this section of the guide will provide you with a starting point for your research.  They were selected to provide background information on the industry and markets for this semester's client.

Gartner Group Resources

Gartner Group Resources provides expert analysis and opinion on IT-related topics at the intersection of business and technology. Users can search Gartner’s proprietary research by market area, topic, or industry. Gartner also offers blogs and podcasts. Access to Gartner is via your  Bentley University email address and network password.

Gartner Group Resources has the potential to provide a great deal of secondary research for use in completing Assignment 1.  Log-in to Gartner and use the search box to find the following article: "Market Guide for SaaS-Based Predictive Analytics Applications for B2B Sales and Marketing".


Forrester Research

Forrester Research is an independent technology research company. Forrester analysts provide timely, in-depth information for business, marketing and IT professionals working at the intersection of technology investment and overall business goals. Students: contact or call 781-891-2300 for login credentials.  Yiu must use your Bentley email address when contacting the Reference Desk for a Forrester account, as your Bentley email address will be your Forrester username.  When contacting the Reference Desk to request a Forrester account please include your section (004, 005, 006, 007, 008, or 009).  The number of Forrester accounts to which Bentley University subscribes is limited, so we request that each group only request one Forrester account.  Accounts will expire at the end of the semester.

After logging in to Forrester use the search box to find the following content: B2B Marketing Technologies, Q3 2016 
Tools And Technology: The B2B Marketing Playbook. 
Please note that this report was update in late 2017 by the publisher.