B2B

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: Forrester Analytics: B2B eCommerce Forecast, 2018 To 2023 (US)

    ForecastView Document

    December 14, 2018 Susan Wu

    Forrester estimates that B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023. At the end of 2018, Forrester expects eCommerce to reach $1 trillion, representing 12% of total B2B sales in the US. We're forecasting a compound annual growth rate (CAGR) of 10% in B2B eCommerce over the next five years. This report outlines the potential of the US B2B eCommerce space across 11 durable and non-durable product categories, with historical data going back to 2008.

  • For B2B Marketing Professionals

    REPORT: Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Marketing Playbook

    December 12, 2018 Lori Wizdo

    To help you assess the maturity of your lead-to-revenue management (L2RM) program, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure, process, measurement, and technology. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps. This is an update of a previously published report; we revised this edition to factor in new data and introduce a new tool.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Organize And Staff For B2B Digital Transformation

    Organization: The B2B eCommerce Playbook

    December 7, 2018 John Bruno

    Today's B2B eCommerce organizations must balance executing on a digital strategy with transforming a business. Individually, each priority represents a difficult challenge. Combined, they represent a once-in-a-generation test of the people called upon to lead an organization in the age of the customer. This report explores how leading eCommerce entities are structuring, hiring, and staffing for such an important and pervasive business transformation. It also provides a useful RASCI chart for digital business professionals. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Credible, Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention

    December 7, 2018 Laura Ramos, Matthew Camuso

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from producing content that focuses on what they do and step up to showing customers that they understand their problems and can help solve them. Read this report to learn how to ensure your marketing content better demonstrates empathy and credibility to win over reluctant buyers.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    December 7, 2018 John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Forrester partnered with B2BecNews to survey B2B digital business professionals to understand B2B budget and spending plans; feature, function, and site component priorities; and site measurement and metrics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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