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 B2B Marketing Professionals

    REPORT: The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019

    The 13 Providers That Matter Most And How They Stack Up

    June 17, 2019 Steven Casey

    In Forrester's evaluation of the emerging market for B2B customer data platforms (CDPs), we identified the 13 most significant providers in the category — Arm Treasure Data, BlueVenn, CaliberMind, Celebrus, Dun & Bradstreet, Evergage, FirstHive, Lattice Engines, Leadspace, Lytics, Radius Intelligence, Tealium, and Zylotech — and evaluated them. This report details our findings about how well each vendor scored against 10 criteria and where they stand in relation to each other. B2B marketers can use this review to select the right partner for their B2B CDP needs.

  • For B2B Marketing Professionals

    REPORT: Now Tech: B2B Event Management Software, Q2 2019

    Forrester's Overview Of 38 B2B Event Management Software Providers

    June 4, 2019 Laura Ramos, Matthew Camuso

    You can use event management software (EMS) to automate and scale events, personalize attendee experiences, and deliver positive ROI. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, and business objectives. B2B marketers should use this report to understand the value they can expect from an EMS provider and to select one based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: Partner-Based Marketing Accelerates Elusive Shadow Channel Engagement

    Model Your Partner-Based Marketing Program After ABM Best Practices

    May 22, 2019 Steven Casey, Jay McBain

    Today's empowered B2B customers demand a new level of specialization and sophistication from third-party firms that assist them. Choosing the wrong partners can have dire consequences on your business: increasing costs, limiting revenue growth, and ceding new markets to competitors. Channel leaders need a partner-centric approach to recruitment modeled on the best practices of account-based marketing (ABM). Forrester calls this partner-based marketing (PBM).

  • For Customer Insights Professionals

    REPORT: Your Go-To Portfolio Of B2B And B2B2C Insights And Analytics Methods

    Compete And Thrive With A Full Suite Of Analytical Techniques

    May 3, 2019 Allison Snow

    B2B and B2B2C firms have varying levels of sophistication and investment in analytics — and employ analytics for a variety of use cases. Firms that have concentrated analytics power (talent, process, and tech) in growth over efficiency initiatives — or vice versa — need to rebalance for a broader set of outcomes, including customer and consumer insights, revenue growth, cost control, and operational efficiency. This report will help customer insights (CI) pros uncover ways to use a broader portfolio of analytics methods for growth and efficiency goals.

  • For Application Development & Delivery Professionals

    REPORT: SaaS Marketplaces Are The New Frontier Of Enterprise Software

    Software-As-A-Service Buyers Get A Faster, Simpler Buying Experience As Well As Better Security And Integration

    May 3, 2019 Liz Herbert

    Clients tell us that software-as-a-service (SaaS) vendors are too numerous (and too small) for a formal sourcing process to apply in all cases. At the same time, the business-led, ungoverned model of "shadow" SaaS deployment has proven problematic — for cost, technology architecture, and security. SaaS marketplaces such as Salesforce AppExchange can alleviate this burden. This report helps application development and delivery (AD&D) pros use marketplaces to succeed with sourcing and governing the proliferating landscape of SaaS vendors. This report replaces our 2017 research on SaaS marketplaces.

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