B2B Marketing
B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Success depends on marketers adapting — and quickly. Explore our B2B marketing insights to stay ahead.
Insights
Blog
Revitalizing Deals That Detour With Adaptive Programs
In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s Demand, ABM, And Customer Marketing Survey, 2024, 56% of opportunities handed off to sales fail to close successfully.
Blog
Take An Audience-Centric Approach To Create Compelling B2B Event Content
Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives.
Capture & Prove Marketing’s True Value Beyond Sourcing Metrics
Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.
Blog
From Sprint To Marathon: Passing The Baton From Sales To CS For Seamless Account Transitions
You can have great sales and customer success (CS) teams, but if you don’t have smooth account handoffs from one team to the next, you will fail your customers and lose speed in the race to retention and growth. Learn how to get an edge.
Blog
The Future Of B2B Marketing Programs Is Adaptive
Traditional demand generation strategies don’t accommodate the complex realities of B2B buying. Learn why adaptive programs are the answer.
Blog
The Unifying Power Of Rebranding: HCLTech’s Strategic Transformation
Get an inside look at how the winner of Forrester’s 2024 B2B Program Of The Year drove a 15.9% year-over-year increase in brand value and a 75% lift in brand recall.
Blog
Align B2B Strategy, Planning, And Execution To Achieve Growth With Precision And Purpose
Translating corporate strategy into actionable plans at the product, revenue, functional, and operational levels is no easy feat. Learn how teams can do this successfully.
Blog
Getting Smart On Content Intelligence
Content intelligence provides a data-based framework for marketers to harness predictive and generative AI to uncover buying signals and exchange value with buyers and customers through the differentiated experiences they demand.
Blog
Meta’s Content Moderation Pivot Reflects A New Political Climate
Meta's announced pullback in its content moderation policies reflects a growing shift in American sentiment around anti-censorship and free speech. What could it mean for the user experience and for ad dollars?
Blog
Mastering The Digital Seas: A Guide To E-Commerce Precision
Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.
Blog
The Forrester Wave™: All-In-One Event Management Platforms, Q4 2024 — Navigating The Evolving Event Tech Landscape
The B2B event technology landscape has continued to transform apace over the past two years. In this environment, standalone virtual event platforms have struggled as leading vendors have broadened their capabilities to support a wider range of event types. Despite these expanded capabilities, enterprises continue to run multiple, overlapping event technology platforms, with 22% of […]
Blog
Three Hallmarks Of High-Performance Portfolio Marketing
What are high-performing portfolio marketing teams doing that others are not? Find out in this preview of a new report digging into the behaviors and characteristics of high-performing portfolio marketing organizations.
Podcast
Encore Presentation: How Should Business And Tech Leaders Spend In 2025?
Business and tech leaders expect (slightly) bigger budgets this year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.
Drive Consensus To Win Over Complex Buying Groups
B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Join us live on February 12 for buyer insights and analyst Q&A.
Blog
Buyer Enablement — Five B2B Companies That Do It Well
Helping buyers complete more tasks on their own may seem counterintuitive to selling, but the resulting hybrid approach works better for both buyer and seller. Read five examples of companies that effectively help prospects complete self-service buying tasks.
Webinar
Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups
B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Join us live on February 12 for buyer insights and analyst Q&A.
Podcast
Marketers’ Data Deprecation Denial
Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.
Blog
AI Agents Are Your New Coworkers: Get To Know Them Better At B2B Summit
Within three years, agentic AI will impact every area of the business for both buyer and seller, transforming human and nonhuman interactions throughout the purchasing journey and post-sale customer experience. At this year’s B2B Summit North America, you’ll learn how to gain value from this powerful tech.
Blog
2025 B2B Marketing Predictions For Indian CMOs
Earlier this month, we wrapped up Forrester’s India Predictions 2025 event. I look forward to this event every year, and this year was no exception. This year’s event for India saw record turnout, with over 350 participants across three cities in India including marketing and tech leaders.
Blog
The Average B2B Firm Invests 8% Of Revenue In Marketing — But That’s Not The Whole Story
Global averages mask a great deal of nuance. Get an overview of our B2B marketing budget benchmark reports and find out how they can help you evaluate your marketing investment.
Blog
Prédictions 2025
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prévisions que Forrester anticipe pour l’année qui vient. Début 2024, j’avais partagé une dizaine de prévisions ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – a analysé la pertinence de nos prévisions en revenant de manière […]
Blog
Twelve Days Of Loc[alization] Mess — In The Age Of AI
❄ 🥂 🎇 🎀 🎄 🥳 Last year, I wrote a pastiche called the Twelve Days Of Loc[alization] Mess after a client asked about the root causes of localization problems. This week, I wondered if I should repost the blog, perhaps with a few updates — and was amazed to realize that, after one short […]
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