This quarterly peer discussion brings together senior B2B marketing leaders to exchange perspectives, compare approaches, and learn from one another’s experiences. Facilitated by a Forrester expert, each session focuses on a timely area of interest while creating space for candid conversation, practical problem-solving, and the sharing of lessons learned among peers facing similar opportunities and challenges. Discussions may touch on topics such as go-to-market strategy, AI adoption, building brand preference, integrated campaign strategy, measurement and communication of marketing’s value, partner growth strategies, organizational design and operating models, and more depending on the priorities most relevant to participants. This peer discussion will explore how marketers are getting the most from AI and surface lessons learned for training on your go-to-market context.This conversation will be hosted by Matthew Selheimer and Mark Ogne and will include open discussion with participants, so please bring your questions, experiences, and perspectives to share with the group.Questions For Discussion: Where have you seen AI create the most value in your marketing organization, and what made those use cases successful?How are you training AI on your company’s go-to-market context, and what lessons have you learned about improving the quality and relevance of outputs?What has surprised you most, positively or negatively, about AI’s impact on your team’s work so far?

Since Everyone Has Access To Increasingly Capable AI, Where Is Your Differentiation? When it comes to AI, B2B marketing leaders often focus on chatbots, prompts, content creation and agentic use cases, and model selection. Those topics are understandably relevant and where most of my AI client conversations begin. But in my experience, they aren’t usually […]

AI has reshaped how buyers discover, evaluate, and select providers, amplifying challenges with buyer visibility, organizational preparedness, decision-making, and growth execution. The role of the demand leader is evolving from hand-crafting campaigns and programs to interpreting buyer signals and guiding adaptive engagement strategies. Organizations that pursue AI adoption without strengthening the people, processes, data, knowledge, and partnerships supporting demand risk scaling inefficiency, fragmentation, and poor buyer experience. This report explains how current and aspiring leaders can prepare by strengthening their judgment, adaptability, and decision discipline.

How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.

B2B marketing leaders are working through a 2027 planning cycle where persistent volatility, AI-driven disruption, and changing buyer behavior are breaking the direct link between budgets and better outcomes. Redistributing investments across existing allocations or scaling activity uniformly will reinforce legacy approaches and drive fragmentation, not impact. Growth and resilience now depend on using budget as a prioritization tool, making explicit decisions about where to concentrate investment and what to stop funding. New capacity will come from aligning resources with market realities and strategic priorities, concentrating investment, strengthening execution, and driving measurable impact. Join Forrester for this webinar as we navigate the best course to take when planning your 2027 budgets.Key takeaways: Learn how to calibrate investments to better balance revenue and customer obsession.Explore how to invest with focus to foster resilience.Understand what budget items to divest from.Discover how to avoid two common budgeting pitfalls.Target audience level: all levels

Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]

Forrester’s B2B Marketing Executive Needs Assessment helps marketing executives gauge the performance of their marketing function against six priorities. The assessment comprises 20 questions and takes approximately 15 minutes to complete. It provides a baseline for marketing leaders as they elevate essential capabilities, forge tighter bonds with their peers, and strengthen cross-functional alignment to drive customer-obsessed growth and instill a new mindset inside and outside of marketing.

B2B marketing leaders entering the 2027 planning cycle must rethink traditional budget planning and shift toward focused, outcome-driven investment strategies. In an era of AI-driven disruption and market volatility, success will depend on where organizations concentrate spend, divest low-impact initiatives, and invest in resilience-building capabilities.

B2B marketing leaders are entering a planning cycle where persistent volatility, AI-driven disruption, and changing buyer behavior are breaking the direct link between larger budgets and better outcomes. Simply redistributing investments across existing allocations or scaling activity uniformly reinforces legacy approaches and drives fragmentation, not impact. Growth and resilience now depend on using budget as a prioritization tool, making explicit decisions about where to concentrate investment and what to stop funding. Today, new capacity comes from aligning resources with market realities and strategic priorities, concentrating investment, strengthening execution, and driving measurable impact.

Demand and frontline marketing leaders must confront a hard truth: Growth is no longer constrained by funding, but by focus. The strongest plans prioritize durable growth by anchoring investment in buyer preference, visibility in AI‑mediated channels, and disciplined AI and human execution. Leaders who rationalize programs, make explicit trade-offs, and rethink engagement models will outperform those using AI to scale the same old activities. This report helps marketers decide where to invest, what to cut, and how to align demand and account-based marketing (ABM) budgets to sustain growth in a buying environment disrupted by AI.