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 Customer Insights Professionals

    REPORT: Now Tech: B2B Analytics And Measurement Providers, Q4 2018

    Forrester's Overview Of 29 B2B Analytics And Measurement Providers

    October 18, 2018 Allison Snow

    You can use B2B analytics and measurement solutions to gain insights, help grow the business, manage performance, and monitor customer health. But to access these benefits, you'll first have to select from a diverse set of offerings — vendors that vary by size, functionality, geography, and vertical market focus. B2B insights pros should use Forrester's Now Tech report to understand the value they can expect from a B2B analytics and measurement provider and select vendors based on size and functionality.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Analytics: Online Holiday Retail Sales Forecast, 2018 (US)

    ForecastView Document

    October 15, 2018 Susan Wu, Sucharita Kodali

    Forrester estimates that US online holiday sales will reach $151 billion in 2018, representing 14% growth over 2017. This 2018 forecast includes online holiday historical sales from 2008. It also includes key drivers and trends behind the forecast numbers.

  • For B2B Marketing Professionals

    REPORT: The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018

    The Six Providers That Matter Most And How They Stack Up

    October 15, 2018 Lori Wizdo

    In our 36-criteria evaluation of B2B marketing automation platform (MAP) providers, we identified the six most significant ones — Act-On Software, bpm'online, Marketo, Oracle, Salesforce, and SAP — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals make the right choice.

  • For Customer Insights Professionals

    REPORT: Humanize B2B Insights With AI

    Three Ways To Boost Buyer Experiences With Empathy, Engagement, And Emotion

    October 4, 2018 Allison Snow

    Your customers' technological superiority defines the age of the customer. Their source of power? The mighty mobile device — symbolic of their access to information. The main problem for firms? The extensive tech stack that has failed to enable firms to get to know their customers as well as their customers can get to know them. This is especially troublesome in the non-transactional, relationship-based exchanges inherent in B2B. But AI can help B2B insights pros understand their customers more deeply to build more empathetic and human experiences.

  • For B2B Marketing Professionals

    REPORT: Turn B2B Customer Goodwill Into Gold

    Use Four Advocate Marketing Personalities To Set Your Customer Engagement Strategy And Deliver Positive Outcomes

    October 3, 2018 Laura Ramos, Matthew Camuso

    Creating disjointed customer programs to tactically address demands for references, evidence, and feedback ends up confusing customers, burning them out, or creating less-than-ideal experiences. Read this report to learn how successful B2B marketers identify the key personality traits that their key customer influencers share and then design a more holistic program around those characteristics. This practice, and taking a long-term view of results, delivers program longevity and more tangible outcomes like qualified leads, brand awareness, and more loyal customers. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this version to factor in new data.

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