B2B Marketing

Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]

The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]

In this fast-moving sales technology environment, the sales engagement feature set has never been more valuable. Our new research provides insight into what the future may hold.

A top priority for B2B CMOs is addressing changing buyer behaviours. In this webinar, learn how to understand them and respond quickly to these changes to remain competitive and drive organisational growth.

Believe it or not, I love getting unsolicited emails from a vendor. These messages keep me informed about developments in the areas I cover. They’re part of how I learn. A good email tells me a lot, and I’ll take what I’ve learned to Forrester’s clients. A not-so-good email will — at best — do […]

Whether you refer to digital transformation, customer experience transformation, or sustainable transformation, the most important success factor is often the same, whatever the industry. It is all about the role leaders play in evolving the culture of their organisation. As my colleague Katy Tynan sums it up, this is more about leadership change than about […]

Audience insights are more critical than ever for B2B marketers. Business decision-makers are making the shift to anywhere work and spending more of their time with digital media. How much time are B2B buyers spending with digital media? About half of the business decision-makers in Forrester’s Q4 2021 B2B Advertising Trends Survey said they spend […]

Revamping a marketing organization inevitably requires leaders to contend with forces outside of their control. Here’s how to manage them.

Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]

Forrester’s Marketing Survey, 2022, revealed insights that can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]

Forrester’s B2B Summit North America drew thousands of marketing, sales, and product leaders for three days of data-driven learning and discussions that invigorated and inspired.

Marketing leaders understand that enablement drives better business outcomes, yet companies are spending only about 10% of what they spend to enable sales on marketing enablement, based on our benchmark studies and Forrester’s Q1 2022 Sales Learning And Development Professionals Survey. A large part of the challenge is that marketing leaders struggle to clearly establish […]

Is the metaverse your ticket to marketing innovation or a quagmire into which marketing dollars will sink, never to be seen again? What is the metaverse, anyway? Join VP, Research Director Mike Proulx and VP, Principal Analyst Julie Ask as they explore what the metaverse means for marketers.

Customer-centered B2B organizations outperform their peers in nearly all the metrics that matter. Leaders set the tone in shaping a culture focused on the customer.

Learn essential components to successful marketing orchestration.

The Joe Rogan controversy that rocked Spotify this February now feels like a hiccup on the company’s ascension to top global streaming audio platform. As of January 2022, Spotify commanded the largest global market share of streaming audio services at 31%, which is close to double that of Apple Music (15%). All signs point to […]

From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]

A few mind shifts can help portfolio marketers identify and capitalize on growth sources that they may have overlooked.

Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.