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 Insights Professionals

    REPORT: The State Of Customer Analytics 2017

    Benchmarks: The Customer Analytics Playbook

    September 25, 2017 Brandon Purcell

    To assess the state of analytics adoption, including goals, challenges, and analytics sophistication, Forrester and Burtch Works fielded an online survey to 229 customer analytics and measurement pros. In this report, we give customer insights (CI) pros key benchmarks to plan their customer analytics capability. Compared with our 2016 benchmarks, we see firms adopting more analytics techniques for deeper customer understanding. We also uncovered three levels of analytics sophistication — leaders, followers, and laggards.

  • For CMO Professionals

    REPORT: Forrester Data: Commerce Platform Technology Forecast, 2016 To 2021 (Global)

    ForecastView Document

    September 25, 2017 Jennifer Adams, Andy Hoar

    eCommerce is critical for companies, both to acquire new customers and to grow existing customer relationships. Enterprise commerce suites support basic capabilities like running an online catalog, shopping carts, and promotions. Vendors continue to evolve their product offering to support order fulfillment and enable a seamless online customer experience. In the last few years, we've seen the emergence of low-cost easy-to-use platforms focusing on the SMB market. In this data-driven report, we examine the outlook for commerce platforms over the next five years.

  • For B2B Marketing Professionals

    REPORT: Virtual And Augmented Reality For B2B Marketers

    Overcome Real Barriers To Success With Virtual Solutions

    September 20, 2017 Steven Casey

    Virtual reality (VR) and augmented reality (AR) solutions are revolutionizing the way large and complex B2B products get marketed and sold — just as their 3D modeling precursors forever changed the way these products get designed and manufactured. In this report, we examine three emerging AR/VR vendors and explain why and how B2B marketing leaders should consider adding VR and AR solutions to their marketing arsenal.

  • For eBusiness & Channel Strategy Professionals

    REPORT: B2C Sets The Standard For B2B

    Road Map: The B2B eCommerce Playbook

    September 8, 2017 Andy Hoar

    Science-fiction writer William Gibson once said, "The future has already arrived; it's just not evenly distributed yet." Some B2B enterprises have been selling online for years, but most are new to online selling and have much to learn. Fortunately, their more experienced B2C brethren have much to teach them about standards for customer experience and eCommerce best practices. This report provides a road map for digital business professionals developing and executing their B2B eCommerce strategies. This is an update of a previously published report. We revised this edition with new data and customer examples for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Create A B2B eCommerce Plan That Wins Over Customers, Partners, And Colleagues

    Strategic Plan: The B2B eCommerce Playbook

    September 8, 2017 Andy Hoar

    Building a world-class B2B eCommerce business requires that digital business professionals define and prioritize key issues, allocate scarce resources, and avoid costly missteps. This report explores how B2B companies create industry-leading experiences by addressing five strategic issues: performing effective customer segmentation, adopting proper differentiation, defining clear goals, allocating sufficient resources, and cultivating a culture of excellence. This is an update of a previously published report. We revised this edition with new data and customer examples for continued relevance and accuracy.

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