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.

Discover how Forrester supports B2B marketing leaders.

Insights

Blog

Announcing The Forrester Wave™: Translation Management Systems, Q3 2025, Our Inaugural Evaluation Of The Market

Kathleen Pierce 2 days ago
Localization in 2025 is about delivering personalized, context-aware experiences at every touchpoint. It’s more outcome-oriented than ever, aimed at helping businesses thrive in multilingual, multicultural global markets.
Blog

Search Is Changing — Is Your Content Strategy Ready?

Daryl Wright 3 days ago
The traditional search-to-click path has collapsed — yet many B2B marketing teams still rely on outdated content strategies. APAC marketers: Learn a better path forward at Forrester’s B2B Summit APAC this November.

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

Partner Attribution Is Broken — Here’s Why B2B Executives Must Lead The Fix

Kathy Contreras 3 days ago
Partner attribution is broken in most B2B organizations, creating executive blind spots that undervalue the strategic impact of partnerships across the ecosystem. My latest report, “Plotting The Path For Partner Attribution,” highlights the urgent need for precise measurement to unlock partner-driven innovation, growth, and competitive advantage.
Blog

Three Takeaways From HubSpot’s INBOUND 2025

Shari Srebnick 3 days ago
Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote.
Blog

Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast

Carrie Johnson 3 days ago
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
Blog

Advance Your B2B Content Engine Maturity In The Age Of AI

Phyllis Davidson September 5, 2025
As AI transforms all phases of the content lifecycle, it’s critical for organizations to perform a status check. Our B2B Content Engine Maturity Assessment offers a starting point.
Blog

Your Postsale Customer Data Unwrapped

Shari Srebnick September 2, 2025
Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.

AI, Buying Networks, Revenue Growth — Master It All

Forrester’s B2B Summits connect you with analysts and insights to help you navigate buying shifts, win with AI, accelerate growth, and transform revenue.

Blog

Ready To Master Buying Mayhem? Join Us At One Of Our Upcoming B2B Summits

Paul Ferron September 1, 2025
B2B buying dynamics require new marketing approaches. Join us in London or Singapore for actionable strategies on how to address them.
Blog

Adaptive Growth Strategy, Our AI Hackathon: My Highlights For Forrester’s B2B Summit EMEA

Nicky Briggs August 28, 2025
This October in London, I'll explain how to lead through change, hit aggressive targets, and guide execution teams with clarity — even when resources are tight. Here's a quick peek at what to expect at the event.
Webinar

How To Gain AI Advantage And Not Lose Your Customers

Learn how to use AI to enhance customer relationships, preserve the human connection, and build long-term trust — all while gaining a competitive edge.
Blog

2026 Budget Planning: Keys To Success For B2B Marketing, Sales, And Revenue Operations Leaders

Ross Graber August 21, 2025
The coming year will test the resilience of B2B operations leaders. Here's how you can help your marketing organization get ahead.
Podcast

Anthropic Lawsuit, AI And Energy, CMO Trends

What It Means August 21, 2025
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.

Get Trusted Advice — In Seconds

AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.

Blog

Fueling Revenue Process Transformation Through B2B Events

Conrad Mills August 20, 2025
Events are not an add-on. For B2B organizations, they can play a critical role in revenue process transformation. Learn how.
Blog

Turn Marketing Planning From A Source Of Anxiety To A Source Of Clarity

Craig Moore August 12, 2025
There’s no textbook or course on how to build a marketing budget that aligns with business goals, supports cross-functional collaboration, and adapts to change. But instead of adapting last year’s plan and hoping for the best, marketing leaders can take these three proven steps.
Blog

Meet The AI Agents Redefining B2B GTM Strategies And Approaches At B2B Summit EMEA

Jessie Johnson August 6, 2025
AI agents are augmenting the B2B GTM workforce — and workflows — at a rapid pace. Get to know them and their capabilities better at our B2B Summit EMEA event.
Blog

Five Strategic CMO Moves Heading Into 2026

Matthew Selheimer August 5, 2025
The stakes for senior B2B marketing leaders are high heading into budget planning season. Learn how to navigate turmoil and come out ahead.
Blog

CMO Fortunes Falter Amid Economic And Role Uncertainty

Ian Bruce August 4, 2025
The past 12 months have seen a noticeable decline in the number of CMOs in the Fortune 500. While economics is partly to blame, we’re witnessing a deeper transformation for marketing leaders.

3 Common B2B Marketing Budget Mistakes & How To Fix Them

Download our guide to strategic budgeting to dodge common pitfalls, break bad budgeting habits, avoid zombie projects — and turn your marketing budget into a powerful growth accelerator.

Blog

Stop Reacting To GenAI Tool Requests And Lead With A Content Decision Framework

Lisa Gately July 31, 2025
Discover why B2B leaders must understand the current state of people and workflows in content before moving forward with investments in generative AI for content creation.
Blog

Shrinking Budgets And Rising Expectations Challenge B2B Agency Partnerships

Karen Tran July 23, 2025
In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver […]
Blog

Economic Volatility And GenAI Are Forcing A Rethink Of B2B Brand And Communications Budgets In 2025

Karen Tran July 23, 2025
In Forrester’s 2025 B2B Brand And Communications Survey, CMOs and marketing leaders revealed how economic pressures and the rapid adoption of generative AI (genAI) are reshaping expectations for brand and communications investments. The budget expectations shared by our survey respondents indicate a planned strategic rebalancing — driven by AI-enabled efficiencies and a push for leaner […]
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