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 Experience Professionals

    REPORT: The Top 10 CX Measurement Questions Answered

    June 6, 2018 Maxie Schmidt-Subramanian

    To measure customer experience (CX), CX pros need a framework that tells them not only how good their customers' experiences are but also how to improve them and what benefits to expect from doing so. They also need tools and processes to turn CX measurement insights into actions that improve CX. This report answers the 10 most common questions that CX professionals agonize over when it comes to CX measurement. This is an update of a previously published report; it reflects new naming of the types of CX metrics and levels of CX measurement, as well as new questions around the importance of CX measurement and how to build a measurement program.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Now Tech: B2B Commerce Suites, Q2 2018

    Forrester's Overview Of 18 B2B Commerce Suites Providers

    June 1, 2018 John Bruno, Bruce Eppinger

    You can use B2B commerce suites to digitize buying and selling processes, provide convenient engagement for customers, personalize the buying experience, and uncover valuable customer insights. 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. Digital business professionals should use Forrester's Now Tech report to understand the value they can expect from a B2B commerce suites provider and then select vendors based on functionality.

  • For B2B Marketing Professionals

    REPORT: The Forrester New Wave™: ABM Platforms, Q2 2018

    The 14 Providers That Matter Most And How They Stack Up

    May 31, 2018 Steven Casey

    In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers — 6sense, Demandbase, Engagio, Jabmo, Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminus, Triblio, True Influence, and ZenIQ — in the category 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 ABM needs.

  • For B2B Marketing Professionals

    REPORT: Anchor Sales And Marketing Alignment With Revenue Growth Analytics

    Best Practices To Collaborate On Analytics That Supports Growth

    May 30, 2018 Allison Snow

    Analytics programs can be linchpins to revenue growth. But, too often, marketing and sales teams, operating with different perspectives and practices, fail to optimize the ROI of analytics efforts. Salespeople remain unconvinced when analytics challenges their existing assumptions; marketers unveil early-stage sales metrics that miss the mark. This report provides B2B marketers with best practices for leveraging analytics as a basis of collaboration between sellers, marketers, and other stakeholders to drive revenue growth.

  • For CMO Professionals

    REPORT: Forrester Analytics: Marketing Automation Technology Forecast, 2017 To 2023 (US)

    ForecastView Document

    May 17, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to market effectively via multiple channels while automating repetitive tasks. This US data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management software; content marketing platforms; lead-to-revenue management automation platforms; marketing resource management software; real-time interaction management solutions; and through-channel marketing automation platforms.

View all research

Analysts Who Cover B2B

View all related analysts