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: B2B Digital Sales Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset

    August 14, 2018 Mary Shea, Meredith Cain

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. We gleaned best practices from three global digital sales leaders at Cisco Systems, General Electric, and IBM to reveal three unifying elements of success. We also provide recommendations for how B2B firms of various shapes and sizes should move their sales forces forward. This is an update of a previously published report; Forrester reviews and updates reports periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Now Tech: Sales Performance Management Solutions, Q3 2018

    Forrester's Overview Of 15 Sales Performance Management Providers

    August 1, 2018 Mary Shea

    You can use sales performance management (SPM) solutions to better align sales execution to your business strategy, to increase sellers' motivation and effectiveness, and to optimize business planning cycles. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. Sales and finance leaders should use Forrester's Now Tech report to understand the value they can expect from an SPM provider and select vendors based on size and functionality.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The 3D Connected Consumer

    The Combination Of Devices, Platforms, And Channels Redefines How Connected Consumers Are

    August 1, 2018 Julie A. Ask, Gina Fleming, Adrian Chapman, Nicholas Chao, Mike Chirokas

    Historically, internet speed and device type have defined how connected consumers are. This representation is too simplistic today. Three dimensions — devices, platforms, and channels — now define how connected consumers are, and brands must serve their customers wherever they are in these complex ecosystems. Digital business professionals must take a fresh look at how their consumers connect as they craft their technology and platform portfolios.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Online Marketplaces Tracker, 2015 To 2018 (Global)

    ForecastView Document

    July 25, 2018 Michael O'Grady

    Marketplaces take an increasing share of online retail sales: 56% of B2C online retail spend came from marketplaces in 2017. This report uses the Forrester Analytics Online Marketplace Tracker methodology to examine 11 marketplaces across 16 countries to understand their share of the B2C eCommerce market and their growth trajectories from 2015 to 2018. This report also looks at marketplace expansion and brick-and-mortar stores' increasing investment in and sales through marketplaces.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Make Omnichannel Real In B2B Commerce

    Business Case: The B2B eCommerce Playbook

    July 20, 2018 John Bruno

    Disruption is turning B2B buying and selling on its head. Quick and efficient B2C buying journeys have reshaped B2B buyers' expectations. We've known for years that buyers prefer to self-serve, but the nuances and complexities of B2B often get in the way. That's why digital business leaders need to focus on delivering a consistently high-quality buying experience to their customers, regardless of their preferred interaction channel. Read this report to understand the business benefits of embracing an omnichannel approach and learn the seven ways to get you there. This is a major update of a previously published report.

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