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 Verdict Is In: It’s Buying Groups For The Win

Amy Hawthorne 2 days ago
MQLs are a barrier to your organization’s progress. Discover how you can begin your shift to buying groups with just three steps.
Blog

The Digital Frontier: Acing B2B E-Commerce

Christina Schmitt 3 days ago
A capability gap, characterized by weak customer insights and overlooking key capabilities, is putting a damper on B2B e-commerce growth. Learn three ways that a new framework can help.

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

How Well Are You Protecting Existing Customer Revenue?

Amy Bills April 17, 2025
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.
Blog

Leaders Need To Review Event Plans Amid Economic And Political Uncertainty

Conrad Mills April 17, 2025
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

What It Means April 17, 2025
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?

Laura Ramos April 14, 2025
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

Dave Frankland April 11, 2025
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.

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

Four Signs That Portfolio Marketers Are Evading Messaging Responsibilities

Katie Fabiszak April 11, 2025
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.
Blog

Campaign Tycoons, Assemble! Highlights From A Forrester B2B Summit Workshop

Phyllis Davidson April 10, 2025
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

Matthew Selheimer April 10, 2025
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

Naomi Marr April 9, 2025
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?

Dipanjan Chatterjee April 9, 2025
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 […]

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

The Sudden Silo Breaker: GenAI Converges Search Experiences And Disciplines

Nikhil Lai April 1, 2025
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 April 1, 2025
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

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.
More posts