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 B2B Marketing Professionals

    REPORT: The Forrester New Wave™: Sales Social Engagement Tools, Q2 2019

    The Eight Providers That Matter Most And How They Stack Up

    April 18, 2019 Mary Shea

    In Forrester's evaluation of the emerging market for sales social engagement tools, we identified the eight most significant providers in the category — Dynamic Signal, EveryoneSocial, Facelift brand building technologies (BBT), Grapevine6, Hootsuite, PostBeyond, Sociabble, and Thought Horizon — 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 marketing and sales leaders can use this review to select the right partner for their sales social engagement needs.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Financial Services Firms Should Weave Online Video Into Every Customer Journey

    On-Demand Online Video Helps Digital Business Teams Engage, Win, And Serve Customers Efficiently

    April 4, 2019 Nick Barber

    Global video will make up a huge portion of online traffic in just a few years, but most financial services firms are missing an opportunity to engage customers and prospects with the format. In fact, only a sliver are using video strategically. Leading financial services firms use video because it makes products and services easy to understand, simplifies complex concepts, and drives brand affinity. This report for digital business leaders details how leading firms are using online video and what results they get across the customer life cycle.

  • For B2B Marketing Professionals

    REPORT: Now Tech: Channel Incentives And Program Management, Q1 2019

    Forrester's Overview Of 21 Channel Incentives And Program Management Providers

    March 26, 2019 Jay McBain

    You can use channel incentives to improve indirect sales performance, orchestrate partners' behavior, and engender channel loyalty. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2B channel marketers should use Forrester's Now Tech report to understand the value they can expect from a channel incentives provider and select one based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: Direct Mail Captures The Attention Of Buyers Overwhelmed By Digital Tactics

    Use Direct Mail To Complement And Amplify Digital And Human Touchpoints Throughout Your Buyer Journeys

    March 12, 2019 Steven Casey

    Today's attention economy is making it harder than ever for B2B marketers to connect with their prospects and customers. Many go-to engagement channels, such as email and cold calling, are becoming tired and ineffective. B2B marketers can use direct mail — old, analog, and novel again — to cut through the content clutter and spark more conversations with their digital-first buyers.

  • For Customer Insights Professionals

    REPORT: The Forrester Wave™: B2B Customer Analytics, Q1 2019

    The Six Providers That Matter Most And How They Stack Up

    March 11, 2019 Allison Snow

    In our 35-criterion evaluation of B2B customer analytics providers, we identified the six most significant ones — 6sense; CaliberMind; Datorama, a Salesforce company; Lattice Engines; Mintigo; and Sidetrade — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer insights (CI) professionals select the right one for their needs.

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