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.

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Insights

Webinar

Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups

B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Join us live on February 12 for buyer insights and analyst Q&A. 
Podcast

Marketers’ Data Deprecation Denial

What It Means 4 days ago
Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.

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

AI Agents Are Your New Coworkers: Get To Know Them Better At B2B Summit

Jessie Johnson 4 days ago
Within three years, agentic AI will impact every area of the business for both buyer and seller, transforming human and nonhuman interactions throughout the purchasing journey and post-sale customer experience. At this year’s B2B Summit North America, you’ll learn how to gain value from this powerful tech.
Blog

2025 B2B Marketing Predictions For Indian CMOs

Subhendu Pattnaik 4 days ago
Earlier this month, we wrapped up Forrester’s India Predictions 2025 event. I look forward to this event every year, and this year was no exception. This year’s event for India saw record turnout, with over 350 participants across three cities in India including marketing and tech leaders.
Blog

The Average B2B Firm Invests 8% Of Revenue In Marketing — But That’s Not The Whole Story

Matthew Selheimer 5 days ago
Global averages mask a great deal of nuance. Get an overview of our B2B marketing budget benchmark reports and find out how they can help you evaluate your marketing investment.
Blog

Prédictions 2025

Thomas Husson 6 days ago
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prévisions que Forrester anticipe pour l’année qui vient. Début 2024, j’avais partagé une dizaine de prévisions ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – a analysé la pertinence de nos prévisions en revenant de manière […]
Blog

Twelve Days Of Loc[alization] Mess — In The Age Of AI

Kathleen Pierce 6 days ago
❄ 🥂 🎇 🎀 🎄 🥳 Last year, I wrote a pastiche called the Twelve Days Of Loc[alization] Mess after a client asked about the root causes of localization problems. This week, I wondered if I should repost the blog, perhaps with a few updates — and was amazed to realize that, after one short […]

Gain B2B Marketing Insights At Forrester’s Phoenix Summit!

Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.

Blog

The Twelve Days Of Revenue Operations Christmas

Simon Daniels December 13, 2024
What would you want your RevOps true love to give to you on the twelve days of Christmas?
Blog

What Omnicom’s Acquisition Of IPG Means For Marketers

Jay Pattisall December 9, 2024
Omnicom announced its plans to acquire IPG, creating the largest, global marketing services company. Find out what the deal could mean for your business or brand.
Blog

B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction

Ross Graber December 6, 2024
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
Blog

What’s The Difference Between The B2B Buyer’s Journey Map And B2B Revenue Waterfall™?

Barbara Winters December 5, 2024
Get a quick definitions of a buyer’s journey map and a revenue waterfall and find out how they work together in preview of a new report.
Blog

Five Steps To Drive Customer Growth With PLG

Beth Caplow December 5, 2024
Product-led growth (PLG) has been touted as one of the fastest ways for B2B firms to grow and lower cost of sales. Get five steps to adopting PLG strategies that complement your sales efforts.

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 Jan. 10, 2025, for the chance to join us on stage at B2B Summit North America 2025.

Podcast

It’s Time To Think Beyond Marketing-Sales Alignment

What It Means December 5, 2024
Is alignment between B2B marketing and sales teams overrated? The concept may be in need of a rethink, say Principal Analysts John Arnold and Rick Bradberry. This week on What It Means, they describe what more productive marketing-sales relationships might look like.
Blog

The State Of Business Buying: Companies Still Struggle To Meet Buyer Expectations

Barbara Winters December 4, 2024
Our latest survey of more than 16,000 global B2B buyers shows that they’re increasingly frustrated and dissatisfied. Learn where they experience friction and how companies can help overcome it.
Blog

Customer Marketers: Be Ambitious But Not Careless

Amy Bills December 2, 2024
A whopping 86% of customer marketers say their team has too many competing priorities. Get three tips on how to prioritize without creating unnecessary friction with other functions.
Blog

Data Provider Selection Depends On The Entire Revenue Ecosystem Working Together

Simon Daniels November 29, 2024
Selecting a new marketing and sales data provider requires planning and coordination across the revenue ecosystem and revenue operations has a key role to play.
Blog

Data And Insights For Smart Go-To-Market Decision-Making

Katie Fabiszak November 25, 2024
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

John Buten November 21, 2024
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.
Podcast

B2B Buying In The Age Of GenAI

What It Means November 21, 2024
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

Srividya Sridharan November 14, 2024
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.
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