Recent Research
This report helps marketers decide where to invest, what to cut, and how to align 2027 demand and ABM budgets to sustain growth in a buying environment shaped by AI.
B2B buyers choose vendors early: 68% start with a front-runner, which often wins — showing decisions happen before formal buying.
Because B2B buyers form strong vendor preferences early, marketing must unite brand and demand to build lasting preference that fuels growth.
In our evaluation of B2B revenue marketing platform providers, we researched, analyzed, and scored the most significant ones.
This report introduces a program planning framework for an AI-powered, adaptive world, in which machines scale and humans steer strategy and creativity.
A well-defined ideal customer profile (ICP) aligns teams, sharpens focus, and drives targeted growth across the entire B2B customer lifecycle.
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.