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
The Digital Frontier: Acing B2B E-Commerce
A capability gap, characterized by weak customer insights and overlooking key capabilities, is putting a damper on B2B e-commerce growth. Learn three ways a new framework can help.
Blog
How Well Are You Protecting Existing Customer Revenue?
We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.
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
Leaders Need To Review Event Plans Amid Economic And Political Uncertainty
The political environment is impacting the appeal of US-based events for international attendees, with Tourism Economics, a subsidiary of Oxford Economics, predicting a 15.2% decline in inbound international travel due to a combination of shifts in pubic sentiment, travel advisories, and visa delays. At the same time, events focused on the US government sector are […]
Podcast
Oracle’s Data Breach Silence, Tariff Impacts, Homegrown Social Influencers
In this episode, we look at the ongoing fallout from two healthcare data breaches involving Oracle servers and what the on-again, off-again tariffs could mean for CIOs. Then we discuss the rising prominence of social media influencers in the B2B space — and why tapping your own employees could be a smart move.
Blog
Is There More Potential For Adobe’s Agentic Roadmap In The B2B Postsale?
At its recent summit, Adobe made it clear that it's serious about ensuring that its B2B customers achieve their goals and get value from Adobe investments. So why not focus some of its AI and agentic innovation on the postsale, as well?
Blog
Five Takeaways From B2B Summit North America 2025 To Help You Master Buying Mayhem
The B2B buying game has changed, and as marketing, sales, customer, and product leaders scramble to keep up, the mayhem is real. Get five key takeaways from the event mainstage that can help B2B professionals as they head into planning for the rest of the year.
Blog
Four Signs That Portfolio Marketers Are Evading Messaging Responsibilities
What in the world is going on with messaging? Over the past few months, I have had numerous conversations where it seems that the responsibility for creating messaging has been upended.
Turn Uncertainty Into Opportunity
Market volatility isn’t a roadblock — it’s your launchpad. With Forrester’s expert resources, you can optimize costs, lead with confidence, and turn challenges into growth.
Blog
Campaign Tycoons, Assemble! Highlights From A Forrester B2B Summit Workshop
Learn about the workshop “Become The Ultimate Campaign Tycoon” that was conducted at Forrester’s B2B Summit in Phoenix on April 1.
Blog
Navigating The Storm: How B2B Leaders Can Weather Volatility And Thrive
Doubling down on customer insights, leaning into stability where it exists, and staying empathetic and adaptable will help B2B leaders stay on course.
Blog
Stuck Stage-Zero Opportunities Expose Critical Gaps In Sales Processes
Expose the root cause behind stuck stage-zero opportunities and whose responsibility it is to progress them.
Blog
Apple Is In The Tariff Crosshairs. What Should It Do?
The US administration is convinced that Apple, one the biggest and most valuable brands in the world, can and should move its manufacturing infrastructure to the US. The reality, however, is far murkier. Let’s dissect what puts Apple in a precarious situation and how it might hope to manage through this volatility. Apple is in […]
Blog
The Sudden Silo Breaker: GenAI Converges Search Experiences And Disciplines
Generative AI search experiences are increasingly conversational, assistive, and agentic. As a result, distinctions between search experiences are disappearing. Our latest report helps marketing, digital, and technology leaders and processes adapt to genAI-integrated search.
Turn Uncertainty Into Opportunity
Market volatility isn’t a roadblock — it’s your launchpad. With Forrester’s expert resources, you can optimize costs, lead with confidence, and turn challenges into growth.
Blog
Buying Networks Are Changing The Game For B2B Companies
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
Blog
E-Commerce Evolution: Beyond The Horizon
The architecture of your e-commerce ecosystem could decide your B2B organization’s success. Get tips on how to optimize it in this preview of a new report.
Blog
To Thrive Through Volatility, Master These Three Areas
There’s no end in sight for the current disruption, but making the right strategic moves will help you come out ahead.
Blog
Explore Five Ways To Improve Personalization At Forrester’s B2B Summit
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
Blog
B2B Brand Safety Must Transcend Digital Boundaries
Companies’ reputations aren’t just built (or destroyed) online. Marketing leaders must stay mindful of the vast ecosystem influencing their brand’s reputation.
Blog
B2B Buyers Rate Their Most Trusted Information Sources
B2B buyers rarely act alone. They are part of large, complex buying groups that rely on a network of trusted sources throughout the decision-making process. Forrester’s B2B Trust research delves into these preferences, offering insights that are invaluable for shaping marketing and sales strategies and influencer relations programs. We find that B2B buyers have distinct […]
Blog
In A World Of Buying Mayhem, All Leaders Must Be Change Leaders
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
Blog
Align Product Management And Portfolio Marketing To Create Three Growth Trajectories
Portfolio marketers and product managers can work together to build a unified approach to growth that identifies the most attractive market opportunities while determining the best product strategies to capitalize on them.
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