B2B

Business-to-business (B2B) buyers control the purchase process, informed by product specs, peer reviews, and competitive intelligence. A strong brand is essential for gaining a coveted place in customers' consideration set -- and building the brand requires leaders to invest differently in technology management. Forrester recommends prioritizing systems that help capture B2B customers before, and after, they seek help for a critical issue.​

Latest Research

  • For Enterprise Architecture Professionals

    REPORT: The Forrester Wave™: Operational Intelligence For B2B Integration, Q1 2018

    The Eight Vendors That Matter Most And How They Stack Up

    January 17, 2018 Henry Peyret

    In our 28-criteria evaluation of providers of operational intelligence (OI) for B2B integration, we identified the eight most significant ones — Axway, Cleo, Dell Boomi, IBM, Liaison Technologies, OpenText, Software AG, and TIBCO Software — and researched, analyzed, and scored them. This report shows how each provider measures up and helps enterprise architecture (EA) professionals make the right choice.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    January 12, 2018 John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Once again, Forrester partnered with Internet Retailer to survey B2B digital business professionals to understand B2B budget and spending plans; feature, function, and site component priorities; and site measurement and metrics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: The As-A-Service World Disrupts Traditional Sales Models

    Prepare In Advance To Avoid Missteps When Migrating B2B Sales

    January 11, 2018 Mary Shea, Liz Herbert

    While an X-as-a-service (XaaS) model has many benefits for vendors and customers alike, migrating from a traditional to an XaaS delivery model can wreak havoc on selling systems. When embarking on this journey, advance planning and preparation are critical. This report surfaces best practices gleaned from native and in-transition cloud companies and provides recommendations so that B2B marketing and sales leaders can avoid common pitfalls when migrating to XaaS.

  • For B2B Marketing Professionals

    REPORT: The Forrester Tech Tide™: Channel Software, Q1 2018

    Eight Technology Categories Automate Indirect Channel Programs

    January 10, 2018 Jay McBain

    Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate activities and integrate with back-end systems such as enterprise resource planning (ERP), CRM, and marketing automation platforms. This Forrester Tech Tide™ report presents an analysis of the eight technology categories that support channels. B2B marketers should read this report to shape their firm's road map and investment approach to these technologies.

  • For B2B Marketing Professionals

    REPORT: Evaluate Your Capacity For Customer-Obsessed Marketing

    Assessment: The B2B Marketing Playbook

    January 4, 2018 Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you identify the strengths and weaknesses that keep marketing from leading the charge toward customer obsession. After completing this self-assessment, B2B marketers can use the results to craft a strategy that moves marketing practices along the path from Customer-Naive to Customer-Obsessed.

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