B2B Marketing

B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Read our insights on increasing B2B marketing’s effectiveness.

Discover how Forrester supports B2B marketing leaders.

Insights

Podcast

What Motivates B2B Customers To Become Advocates?

What It Means 9 hours ago
Customer advocacy initiatives often leave a key question unanswered: How do customers benefit? On this episode of What It Means, VPs and Principal Analysts Laura Ramos and Amy Bills explain how B2B companies can get more value from customer advocacy by understanding what motivates customers to participate.
Blog

Unleashing The B2B Revolution: The Bold Power Of E-Commerce

Christina Schmitt 5 days ago
Drawing from my personal experience and passion for e-commerce, I am excited to share research on the compelling reasons and effective strategies for B2B organizations to harness this route to market that will propel their organizational growth. In parallel, this blog marks the commencement of a six-part series, set to be released over the next […]

Empower Your Marketing Org To Drive A Bigger Impact With GenAI

Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.

Podcast

The Trust Advantage For B2B Firms

What It Means February 15, 2024
Trust is paramount in high-stakes B2B buying relationships. How can B2B companies build and maintain trust among buyers? VP and Principal Analyst Ian Bruce explains on this episode of What It Means.
Blog

The Rise Of Experience-Fueled Growth

Rani Salehi February 14, 2024
Providing exceptional experiences is a winning growth strategy. Learn what’s needed from marketing, sales, and product teams to implement it.
Blog

Marketers: Choose GenAI Progress Over Perfection

Lisa Gately February 6, 2024
If getting up to speed on generative AI feels daunting, the good news is that many other B2B marketers are also still figuring it out. What's critical is to take action — and this is how to get started.
Blog

Avoid Three Traps For RevOps Success In 2024

Anthony McPartlin February 2, 2024
Beware of these functional design and implementation pitfalls that could derail your long-term efforts.
Blog

Marketers Must Embrace AI To Maximize B2B Event Success

Conrad Mills February 2, 2024
Current adoption of AI for B2B events is low, but there is enormous untapped potential.

Skyrocket Your Growth And Revenue With Our B2B Predictions

Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.

Blog

What Ninth-Grade Biology Has In Common With Optimizing B2B Content

Phyllis Davidson January 30, 2024
Apply scientific experimentation to achieve the best B2B content personalization results.
Blog

Are B2B Buyers Cowards?

Ian Bruce January 24, 2024
No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.
Blog

Understanding The Real-Time Revenue Execution Platform Landscape

Seth Marrs January 24, 2024
Real-time revenue execution platforms strengthen prospect identification and digital engagement while also providing capabilities that ensure the best buyer experience. Learn more about how they can improve business outcomes.
Blog

B2B Summit North America 2024: Your Ticket To Turning Disruption Into Growth

Srividya Sridharan January 23, 2024
Explore the strategies and tools needed to drive customer-obsessed growth at our premier event for B2B marketing, sales, and product teams.
Blog

What To Do Next About Your Customer Advocacy Platform

Amy Bills January 23, 2024
Where does the late December acquisition of customer advocacy and community platform Influitive leave current customers? Here we provide a plan for moving forward.
Blog

Call For Entries: Forrester B2B Summit North America Awards

Cristina De Martini January 9, 2024
Have a great B2B success story to share? Nominate it for a B2B Return On Integration Honor or Program Of The Year Award! Winners will take the stage at Forrester’s B2B Summit North America.
Blog

Seven New Year’s Resolutions To Maximize The Value Of Your Event Data

Simon Daniels January 5, 2024
Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.
Blog

What 2024 Has In Store For Indian CMOs

Subhendu Pattnaik January 4, 2024
Discussions at recent events in Delhi, Bangalore, and Mumbai revealed what's top of mind for Indian marketing leaders.
Blog

Winning At Digital: Building A Purposeful Digital Marketing Team

Rani Salehi January 4, 2024
Learn how to communicate the capabilities and competencies needed to deliver compelling digital customer experiences and advance your business strategy.
Blog

The $1M Mistake: Why Localization Prioritization Misses The Mark

Kathleen Pierce January 2, 2024
Companies waste millions when they don't prioritize localization based on customer preferences. Learn about a new Forrester tool that can bring needed clarity.
Blog

What Content Actually Matters? Find Out With A Touch Analysis.

Phyllis Davidson December 21, 2023
Gain a better understanding of content engagement.
Podcast

Predictions 2024: For B2B Teams, GenAI Will Yield Mixed Results

What It Means December 21, 2023
Generative AI will make B2B sales, marketing, and product teams more prolific in 2024 — but not always in ways that are desirable. VP and Principal Analyst Laura Ramos and Principal Analyst David Parry discuss this and other 2024 predictions for B2B teams on this week’s episode of What It Means. 
Blog

Very Human Takeaways From An AI Event

Phyllis Davidson December 20, 2023
Learn key takeaways from the 2023 Berkeley Business Analytics & AI Summit, which had the theme of “Analytics, AI, and Society: Towards a Wiser World?”
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