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

The Sudden Silo Breaker: GenAI Converges Search Experiences And Disciplines

Nikhil Lai 3 days ago
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.
Blog

Buying Networks Are Changing The Game For B2B Companies

Steven Casey 3 days ago
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.

Capture & Prove Marketing’s True Value Beyond Sourcing Metrics

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Blog

E-Commerce Evolution: Beyond The Horizon

Christina Schmitt March 28, 2025
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

Sharyn Leaver March 27, 2025
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

Jessie Johnson March 25, 2025
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

Karen Tran March 24, 2025
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

Ian Bruce March 21, 2025
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

Katy Tynan March 20, 2025
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

Beth Caplow March 18, 2025
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.
Podcast

Taming B2B Buying Mayhem

What It Means March 6, 2025
Changing buying dynamics and generative AI are bringing already strained B2B buying processes to a breaking point. This week on What It Means, VP and Research Director Steven Casey and VP and Principal Analyst Barry Vasudevan discuss these forces and introduce the concept of buying networks as they preview new research debuting at Forrester’s B2B Summit North America.
Blog

It’s Time To Change The Rules For Defining The Value Of B2B Data

Brett Kahnke March 4, 2025
To prove that data investment should be a priority in your business, you need to adopt a rulebook that expands the definition of business value. Here's what to consider.
Blog

Reorganizing Your Frontline Marketing Teams Without Clear Purpose Is Marketing Malfeasance

Naomi Marr March 4, 2025
This blog dives into the pitfalls of team reorganizations without a core purpose. Learn how to identify root causes and ensure that your reorganization efforts hit the mark.
Blog

Announcing The Winners Of Forrester’s B2B Return On Integration Honors For North America

Matthew Selheimer February 27, 2025
This year’s winners stand out for their level of customer focus, cross-functional integration, and business results. Learn about this year’s B2B Return On Integration Honorees for North America, and hear their stories at our upcoming B2B Summit.
Blog

Announcing Forrester’s B2B Programs Of The Year Award Winners For North America

Matthew Selheimer February 27, 2025
Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.
Podcast

How Can B2B Marketers Adapt To Changing Search Behaviors?

What It Means February 26, 2025
As generative AI changes how buyers search for information, what should marketers do to adapt their content strategies? This week on What It Means, Principal Analyst Lisa Gately shares her advice and previews her session on the topic at Forrester’s B2B Summit North America.
Blog

X-tortion: How Advertisers Are Losing Control Of Media Choice

Jay Pattisall February 25, 2025
The platform's recent actions to appeal for increased advertising investment threaten media choice and the solvency of the advertising industry.
Blog

Sync Or Swim: Mastering B2B Processes

Vicki Brown February 25, 2025
In today’s fast-paced business environment, operational excellence is crucial. Successful organizations categorize and sequence every B2B process, identifying and addressing breakdowns effectively. The Forrester B2B Process Chain Framework provides seven categories — strategize, plan, design, build, deploy, measure, and optimize — that help visualize and synchronize interconnected B2B processes. This alignment ensures excellence and adaptability, supporting sales and marketing teams.
Blog

Customer Success Plays A Crucial Role In Revenue Process Transformation

Laura Ramos February 24, 2025
The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers: Share signals and create a common view of the customer — throughout the postsale. This is so you can achieve a true understanding of what makes customers succeed, as […]
Blog

GenAI Possibilities Become Reality When Leaders Tackle The Hard Work First

Lisa Gately February 21, 2025
Learn why well-meaning questions about generative AI adoption can become a distraction — and what to do first to reap real benefits.
Blog

Be Swift, Be Accurate, Be Empathetic: Three Pillars For Crisis Communications

Karen Tran February 13, 2025
The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO George Kurtz issued a specific, fact-based statement within hours of learning that there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and […]
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