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 eBusiness & Channel Strategy Professionals

    REPORT: Digital Ups The Stakes For B2B Sales Pros

    Vision: The B2B eCommerce Playbook

    February 13, 2019 Allen Bonde

    Nearly four years after forecasting that 1 million B2B salespeople would be displaced by 2020, Forrester sees B2B buyers both accelerating their shift to self-service and demanding higher-quality interactions with sales pros. This report explores how and why leading digital business pros are automating the order-taking process and digitally enabling sales reps for unified, full-spectrum B2B commerce.

  • For Customer Insights Professionals

    REPORT: The Untapped Opportunity For B2B Insights

    Firms Must Balance Growth And Efficiency With Four Insights Types

    February 4, 2019 Allison Snow

    B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus on a single source of advantage — such as growing faster or being more efficient. But shifting trends in the market mean that CI pros at B2B and B2B2C firms need high levels of analytics competency on both sides of the house.

  • For B2B Marketing Professionals

    REPORT: New Tech: B2B Marketing Data Management Solutions, Q1 2019

    Forrester's Landscape Overview Of 24 Providers

    January 31, 2019 Steven Casey

    The foundation of customer-obsessed marketing is the ability to collect, analyze, and manage the customer data to derive insights. But most B2B marketers have low confidence in the quality of their data and their own data management skills. This report reviews emerging vendors in B2B marketing data management. Marketers should use it to understand the capabilities within major market segments, inform their data management strategies, and guide their initial vendor research.

  • For B2B Marketing Professionals

    REPORT: New Roles, Skills, And Structures Are Needed For L2RM Success

    Organization: The Lead-To-Revenue Marketing Playbook

    January 29, 2019 Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales the practices to engage customers across the life cycle — from attraction to advocacy. This report helps B2B marketing leaders organize the lead-to-revenue (L2R) team, address the current marketing skills gap, and structure the marketing team to ensure L2RM success. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

  • For eBusiness & Channel Strategy Professionals

    REPORT: It Takes A Village To Deliver World-Class B2B Commerce

    Tools And Technology: The B2B eCommerce Playbook

    January 29, 2019 Allen Bonde

    Producing an effective B2B eCommerce technology strategy is like planning for a successful journey: You need a good map, a proper guide, and the right tools. In the age of the customer, B2B digital business pros must: 1) create a compelling strategic plan; 2) select world-class partners; and 3) choose a robust and scalable B2B eCommerce solution suite. This report distills Forrester's best thinking on how B2B digital business pros can create the right customer use cases, select key partners, and choose the best technology solutions. This document is an update of the report published on May 1, 2017, and includes new insights, data, and examples.

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