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
Data And Insights For Smart Go-To-Market Decision-Making
Learn how the Forrester Go-To-Market Architecture can help portfolio marketers find the right mix of data and insights for smarter go-to-market decisions.
Blog
The Future Of B2B Buying Will Come Slowly … And Then All At Once
In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.
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.
Podcast
B2B Buying In The Age Of GenAI
Just as B2B companies are adopting generative AI (genAI) to gain efficiencies, so are their buyers. This week on What It Means, Principal Analyst John Buten looks at how buyers are using genAI in the purchasing process and what marketers and sellers should do in response.
Blog
Learn How To Master Buying Mayhem At B2B Summit North America
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
Blog
Three Critical Steps Frontline Marketers Must Take To Support Pipeline Progression
To support pipeline deals, B2B marketers need to change their approach in fundamental ways. Discover three critical steps they must take.
Blog
AI Readiness Is Already High In Advanced Frontline Marketing Teams
Learn more about what is driving AI readiness and adoption in frontline marketing in this preview of a new report.
Blog
Building The Elements Of Your B2B Marketing Plan
Once you’ve gathered the input needed to create an annual marketing plan, the next step is to define the plan’s components. Learn how, step by step.
Share Your B2B Success Story In Phoenix
Have you achieved stellar B2B outcomes through cross-functional alignment or within a specific B2B function? Share your success story by December 16, 2024, for the chance to join us on stage at B2B Summit North America 2025.
Blog
How Customer Marketers Piece Together A Customer Advocacy Tech Stack
The Forrester Tech Tide™: B2B Customer Advocacy And Reference Technologies, Q4 2024, shows a fractured market. Yet while recent disruption has caused angst, it has also spurred innovation. Marketers have plenty of options.
Blog
The Three Key Inputs You Need For B2B Marketing Planning
For a B2B annual marketing plan to be meaningful, marketing leaders need the right information — and to know how to find it.
Blog
“AI Responsibly” With GenAI In Martech
Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech).
Blog
Revenue Operations: Hot Topics From B2B Summit EMEA 2024
Read this blog for revenue operations hot topics from the ever-popular analyst sessions at this year’s Forrester B2B Summit EMEA.
Blog
Annual Planning Season Is Here — Make It As Productive As Possible
Having a sound marketing planning process is critical to ensure efforts are aligned with company objectives. In this first post of a three-part series, we introduce a methodical approach to B2B marketing planning.
Blog
Call For Entries: Forrester 2025 B2B Summit North America Awards
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
Blog
Red Flags Revealed: Navigating The Path To B2B Operational Excellence
This blog explores the importance of effective process management in B2B organizations, highlighting common challenges and providing strategies to achieve operational excellence through the mitigation of six red flags. The full report offers a comprehensive analysis, detailed breakdowns, and actionable insights for preventing these red flags to improve business outcomes.
Blog
Predictions 2025: Younger Business Buyers And GenAI Will Upend The Status Quo
B2B organizations won’t succeed without adapting to the preferences of younger business buyers. Find out how they will shape the landscape in the year ahead.
Blog
The New Creative Stack: What Adobe MAX Reveals About Our Future
Adobe MAX 2024 announced several key developments that offer a window into creative work's future. Read the Forrester blog to learn about the opportunities creative teams have to step into a more satisfying, collaborative future.
Blog
ZERO-IN 2024 Aims To Elevate Customer Success
Last week, I attended the fourth annual ChurnZero conference, ZERO-IN (formerly Big RYG), in Washington, DC, and the energy and inspiration are still resonating.
Jan. 23 B2B Marketing & Sales Predictions Webinar
Join us live to explore the impact of our 2025 predictions on your B2B marketing and sales strategy. Get analyst advice on how to prepare for what’s ahead.
Webinar
Predictions 2025 Webinar: B2B Marketing & Sales
Join us for a live webinar on the human and tech-related challenges ahead for B2B teams. Explore our 2025 predictions for CMOs and CSOs that you’ll want to plan for now.
Blog
Predictions 2025: GenAI As A Growth Driver Will Put B2B Executives To The Test
In 2025, the true potential of generative AI as a growth driver will be tested. B2B marketing, sales, and product teams should prepare for the good, bad, and even ugly outcomes of trying to generate value from this hot technology.
Blog
Predictions 2025: Hard-Won Insights Drive Growth
Business focus is shifting from experimentation to bottom-line gains. Our Predictions 2025 resources reveal what’s next for your industry and role — and the moves that will set you up for competitive advantage.
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