Recent Research
B2B buyers choose vendors early: 68% start with a front-runner, which often wins — showing decisions happen before formal buying.
Workday improved GTM execution by adopting Forrester’s Campaign Implementation Process to streamline planning and align global and regional teams.
Workday reinvented its strategy for measuring marketing effectiveness and ROI, uncovering new ways to drive growth and efficiency.
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.
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.