John Buten,

John Buten

Principal Analyst

John brings more than 20 years of experience as a B2B technology marketing executive to his portfolio marketing research. He has successfully launched new industry and platform solutions, built and executed go-to-market initiatives, and developed and implemented matrixed marketing models across product, industry, and regional field marketing teams.

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.

Download Planned Research
July 22nd, 2025 5:00 PM - 6:00 PM Webinar

Engaging B2B Buyers In The Age Of Zero-Click Search

B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate