Recent Research
B2B organizations must shift from tracking individual leads to engaging buying groups, which requires alignment across marketing, sales, and operations teams.
In this report, we describe the three core B2B demand types and key considerations for effective planning and deployment.
Sellers must identify and engage various buyer roles throughout the buyer’s journey that affect the outcome of final purchase decisions.
This toolkit directs clients to research, tools, and resources that will help them understand, develop, and deploy best-in-class B2B buyer journey maps.
This report identifies the similarities and differences in buying behaviors and preferences among various buyer personas.
The report links to six buyer insights reports for specific personas, industries, tech categories, company sizes, purchase sizes, and regions to help B2B organizations see how their buyers want to buy.
Planned Research
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.