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: Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook

    November 16, 2017 Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers provide insight on what matters most to execs and the board: growth in customers, revenue, and profit. While marketers do need to capture a wide range of metrics, this report shows them how to measure marketing's contribution to revenue as a function of customer acquisition and installed base growth. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy. This version factors in new ideas and new data — but most significantly, it includes an additional metric: engagement.

  • For Professionals

    REPORT: Lessons Learned From Lead-To-Revenue Pioneers

    Landscape: The Lead-To-Revenue Playbook

    November 16, 2017 Lori Wizdo

    After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers have had difficulty sustaining ongoing improvement. To learn why, we analyzed 120 inquiries that B2B marketing practitioners with L2RM programs submitted to Forrester's analysts in 2017. This report highlights the most common pitfalls on the road to sustained improvement so that you can optimize your L2RM initiative — whether you're implementing, automating, or refining your L2RM process. 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 insights and data.

  • For CIO Professionals

    REPORT: Vendor Landscape: B2B Business Networks, 2017 To 2018

    Leaders Exploit Scope And Scale, While Competitors Push Collaboration And Specialization

    November 15, 2017 Andrew Bartels

    Business networks play a key role in the age of the (business) customer, underpinning B2B eCommerce; connecting buyers and suppliers to exchange purchase orders (POs), invoices, and supply chain documents; and providing venues for collaboration. CIOs and their business partners face more network options as differences blur between networks in terms of industry focus, direct versus indirect goods, and transaction visibility. But new specialization in networks makes the choice of which to use more challenging. This report helps decision makers find the right networks for their firms.

  • For B2B Marketing Professionals

    REPORT: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Playbook

    November 15, 2017 Lori Wizdo

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. Lead-to-revenue management (L2RM) isn't demand generation on steroids. It's an opportunity to create a new customer engagement model that will first disrupt, then transform, your marketing organization as you re-engineer sales and marketing processes and leverage new marketing automation software. This playbook provides practical guidance for B2B professionals, whether they're implementing, automating, or refining their L2RM process. Forrester reviews and revises this report periodically for continued relevance and accuracy; we're now updating it to factor in new ideas and content.

  • For Customer Experience Professionals

    REPORT: Predictions 2018: The Crisis Of Trust And How Smart Brands Will Shape CX In Response

    November 8, 2017 Ryan Hart, TJ Keitt, Joana van den Brink-Quintanilha, Samuel Stern, Jennifer Wise

    CX quality has largely stalled. Why? Survey data shows that people interact with brands more, which means they have more experiences and form more perceptions. But the data also shows that trust in companies has dropped precipitously; customers say the way to build their trust is to listen to them more, offer higher-quality products and services, and treat employees better. Misleading and false statements amplified by internet technologies further damage trust. This report examines this trust crisis and predicts how smart companies will respond in 2018.

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