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.

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Insights

Blog

The State Of Consumer Usage Of Generative AI, 2024

Thomas Husson 4 hours ago
As is often the case with poorly understood tech that promises to change the world, consumers worry about its ethics and human impact. Yet a vast majority of these skeptics will use (and love) genAI during 2024, whether they know it or not. Like it or not, know it or not, genAI will seep into […]
Blog

Investing In Customer Success Delivers 107% ROI Within Three Years

Laura Ramos 15 hours ago
Explore the benefits of dedicating a team to customer success management, outfitting them with purpose-built technology, and enabling them to drive consistent experiences that lead to retention and growth.

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

Younger Generations Are Shaking Up B2B Buying — Are You Prepared?

Amy Hayes 3 days ago
Millennials and Gen Zers now comprise nearly three-quarters of B2B buyers. To succeed, B2B marketing, sales, and product teams must understand these buyers’ preferences.
Blog

Frontline Marketing: The Evolution Of B2B Growth Teams

John Arnold March 14, 2024
Learn about frontline marketing, the teams that it comprises, and why it’s essential to driving customer-centered B2B growth.
Webinar

Deepen Your B2B Buyer Engagement In The Era Of GenAI

Join us to discover insights into B2B buyer content preferences and learn how to appropriately leverage generative AI to scale content production, winning over today’s complex buyers.
Blog

Unleashing Field Marketing To Drive Growth In Asia Pacific

Daryl Wright March 11, 2024
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.
Blog

CMOs Need A Measurement Strategy That Connects To Business Outcomes

Tina Moffett March 7, 2024
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.

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

What Human And Technical Skills Will Matter Most To B2B Marketers?

What It Means March 7, 2024
What skills and competencies will B2B marketers need most to succeed in the future? In this episode, Principal Analyst Naomi Marr and VP and Principal Analyst Katy Tynan discuss what’s driving the need for new technical and human skills and how to close the gap.
Podcast

Will Digital Agencies Disappear?

What It Means February 29, 2024
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog

Peer Discussion Highlights Best Practices In Marketing Data Strategy

Simon Daniels February 28, 2024
At a recent peer discussion with Forrester clients on the topic of best practices in marketing and sales data strategy and management, we discovered that data quality, ownership, and aggregation, among others, are common issues and shared experiences for their resolution.
Blog

Customer Success Platform Consolidation Reflects Market Dynamism

Shari Srebnick February 28, 2024
Customer success platform vendors Totango and Catalyst have announced plans to merge. Is this the start of an acquisition trend in the space? Find out more in this analysis.
Blog

Participate In Forrester’s Q1 2024 State Of B2B Events Survey: Unlock Valuable Insights For Your Organization

Conrad Mills February 27, 2024
Forrester’s B2B event trends survey is back, and we’re inviting you to participate! Everyone completing the survey will gain access to the latest market trends and crucial information on building an audience-centric, integrated event strategy within their organization. Overview In the wake of the COVID pandemic, the B2B events landscape has undergone significant transformations. While […]

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

​Data Quality Is Now The Primary Factor Limiting GenAI Adoption​

Brett Kahnke February 26, 2024
With the rapid advancement of genAI technology available to businesses even without highly specialized skills, internal data quality is now the primary limiting factor standing in the way of genAI enablement.
Blog

Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge

Christina Schmitt February 26, 2024
In the fast-paced world of B2B marketing, where change is the only constant, CMOs find themselves standing at a critical crossroads. The traditional playbook is becoming obsolete, and B2B buyers demand seamless online experiences. The landscape is shifting, and those who fail to adapt are bound to be left behind in the dust of their […]
Blog

CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy

Jay Pattisall February 23, 2024
As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.
Blog

Your Predictions Questions Answered: Leveraging GenAI Successfully

Laura Ramos February 22, 2024
During Forrester’s Predictions 2024 webinar, we received a lot of great questions about how generative AI might affect customer-facing functions such as marketing, customer experience, and sales. Check out our answers.
Podcast

What Motivates B2B Customers To Become Advocates?

What It Means February 22, 2024
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 February 17, 2024
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 […]
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.
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