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: Evaluate Your Approach To Successful B2B Content Marketing

    Five Areas Create And Deliver More Customer Value

    April 13, 2018 Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five dimensions. When taken together, these help marketers not only attract the right audience but also increase engagement with them across the entire customer life cycle.

  • For CIO Professionals

    REPORT: Mapping The $9 Trillion US B2B Online Commerce Market

    Expect Shifting Channels For Goods And Lagging Use For Services

    April 13, 2018 Andrew Bartels, John Bruno

    eBusiness and channel strategy professionals tend to focus on sales coming through the enterprise B2B website. But this is just one channel for B2B online commerce. CIOs need to support all the channels through which their firms' sales and purchases flow. In this report, we show the value of US B2B purchases flowing through different online channels. This report can help eBusiness and channel strategy professionals and CIOs understand these complex spaces and deliver the right business outcomes to users and customers.

  • For B2B Marketing Professionals

    REPORT: Use A Results Chain To Model Your Lead-To-Revenue Process

    April 12, 2018 Lori Wizdo

    Forrester recommends that B2B marketing leaders use a results chain model to frame and scope the optimal lead-to-revenue (L2R) process. This document and its companion toolkit provides templates and instructions you can use with your team to apply this method. 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: Success With Bots And Virtual Assistants Depends On The Human Element

    Use These AI-Powered Solutions To Optimize Engagement With Early-Stage Buyers

    April 9, 2018 Steven Casey

    Chatbots and virtual assistants (VAs) may be built on artificial intelligence (AI) and deliver digital experiences through virtual personas — but the success B2B marketers realize from them will depend on the real and human aspects of their deployment, intraorganizational impact, and customer obsession. Properly oriented bots and VAs can help B2B marketers remove friction from the earliest stages of the buying process, automate administrative tasks, and enable sellers to be more consultative.

  • For B2B Marketing Professionals

    REPORT: Focusing Your B2B Messaging On Customers' Outcomes Intensifies Engagement

    Build Messaging That Gives Your Audience A Reason To Change

    April 5, 2018 Laura Ramos

    B2B marketers struggle to make their messaging customer-centric and relevant. Forrester believes organizations should adopt a strategic messaging discipline to address this challenge. By building on Forrester's strategic messaging architecture (SMA), this report helps you ensure your messaging thrives at the intersection of: 1) what different customers want or need; 2) how your firm can solve those problems; and 3) why your customers should adopt a better approach. This is an update of a previously published report. Forrester aligned and added references to more recent research.

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