Recent Research
Because B2B buyers form strong vendor preferences early, marketing must unite brand and demand to build lasting preference that fuels growth.
This is a snapshot of Forrester’s data on B2B brand and communications professionals’ evaluation of AI’s impact on employment in marketing.
The Forrester B2B Marketing Sourcing Decision Framework helps marketers evaluate which tasks are best performed in-house or outsourced to third parties.
External influencers play a critical role in the extended buying network and heavily influence B2B buyer purchase intent.
In 2026, brands face fragmented trust as consumers embrace genAI and VPNs, while enterprises invest in deepfake detection and privacy tech.
This report reveals Forrester’s 2026 predictions for B2B marketing, sales, and product teams — AI and market volatility will shape the coming year.
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.