Featured Blogs

For years, B2B marketers have been taught to draw lines around their audiences: “These are our strategic accounts. Those are tier two. Here’s our vertical program. Everyone else goes into broad-based demand.” There was good reason for this. When insights are scarce, customization is expensive, and teams struggle to coordinate across systems and functions, marketers […]

It’s been a busy few weeks for Qualtrics. Two weeks after announcing its XM Data & AI platform — coming in 2027 — it held an (understandably) long-delayed coming-out party for its plans to dominate the healthcare industry. Although Qualtrics announced its intention to acquire PG Forsta last year, the deal didn’t close until May […]

The Forrester Wave™: Revenue Orchestration Platforms For B2B, Q3 2026 just published. We evaluated 12 providers, conducted customer reference interviews, reviewed detailed product demonstrations, and analyzed how providers are evolving their platforms in response to rapid advances in AI. While providers differ significantly in strategy and execution, here we’ll highlight three key findings that consistently emerged […]

All B2B companies tout their focus on customers. But not all reflect customer obsession in their priorities, actions, and metrics. Call it “lip service” or “all hat, no cattle.” Data from Forrester’s new State Of Customer Retention, Growth, And Advocacy Survey, 2026 shows that customer marketers see the gap. Customer Value: Many Say It; Not […]

Technology leaders across Europe, the Middle East, and Africa are under pressure to deliver more than just resilient technology systems and efficient IT operations. They are also expected to help their organisations grow, adapt, earn trust, and turn emerging technologies, especially AI, into measurable business outcomes. Forrester’s Technology & AI Award recognises an organisation that […]

AI agents are putting traditional identity and access management approaches to the test. Discover why identity context will be essential to securing autonomous agents and scaling agentic AI with confidence.

Why do some B2B experiences change behavior while others are ignored? The answer lies less in gamification mechanics and more in the value an experience creates for buyers and customers.

Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand […]

Much of this year’s agentic payments discussion has focused on protocols. At its merchant-focused Voyage event on September 9 in Shanghai, Ant International took a broader view. Its senior executives argued that the most immediate AI opportunities lie in automating merchants’ existing payment and finance workflows. At the same time, the company is building the […]

The subtext of Meta Connect 2026 was in some ways more interesting than the text: How much access are consumers, willing and unwilling, going to give Meta to their private lives — and at what price? Meta Connect 2026 launched an expected camera-free glasses product as well as a handheld device for accessing Muse, which […]

Payments companies often describe themselves as global platforms. But in Asia Pacific, global reach matters little if a provider can’t make local payments work reliably. That was my main takeaway from Xendit’s recent analyst day in Kuala Lumpur. The company presented a platform spanning payment acceptance, payouts, treasury, and embedded finance. It reported processing more […]

California’s recently enacted AI legislation may ultimately matter for a reason that has received relatively little attention. Senate Bill 813 and Assembly Bill 1405 are not just about governing AI systems. They begin to formalize expectations for the organizations that assess, verify, and audit those systems. The state’s subsequent executive order reinforces that direction by […]

Most enterprises have at least one application that refuses to retire. It solves an indispensable business problem, depends on obscure integrations, and runs on code that few people fully understand. Its interface may be decades old, but the business still cannot function without it. These applications persist for legitimate reasons. Replacing them can be costly, […]

Visit the hub at B2B Forum EMEA to learn how Forrester AI, paired with Forrester’s Total Economic Impact™ content, can help marketers identify the questions shaping buyer preference and answer them with credible economic evidence.

Shopify CEO Tobi Lütke recently warned employees against tossing “AI slop grenades” to coworkers: using AI to generate something quickly, then shifting the burden of reviewing, interpreting, or fixing it to someone else. Marketing leaders should pay attention. It’s not enough to worry about AI slop reaching customers and burying editors, creative teams, and other […]

For many B2B organizations, partner incentives have historically centered on market development funds (MDFs) and co-op funding. Although funding programs remain essential, new data from Forrester’s Partner Ecosystem Marketing Survey, 2026 suggests that partner incentive strategies are becoming broader, more strategic, and increasingly tied to business outcomes. Partner ecosystem leaders are expanding beyond traditional funding […]

Last week, Forrester published The Forrester Wave™: External Threat Intelligence Service Providers, Q3 2026. Since our last evaluation in 2023, the market has undergone a significant transformation. This transformation has been driven not only by the growing sophistication and breadth of threat intelligence requirements but also by the rapid adoption of agentic AI as organizations […]

Make no mistake: We are not in the next feature cycle for enterprise applications. We are in the largest shift in business software since cloud computing. For decades, apps like customer relationship management (CRM), enterprise resource planning (ERP), human capital management (HCM), and supply chain systems have operated as digital systems of record, where employees […]

Most partner demand strategies were built for a buying environment that no longer exists. Buyers increasingly use AI to discover solutions, evaluate options, and inform decisions. Buying groups now dominate B2B purchases, involving, on average, about a dozen internal stakeholders and approaching 10 external influencers. Expectations for digital experiences continue to rise, and partner ecosystem […]

When Spain’s women’s and men’s national soccer teams won consecutive FIFA World Cup titles in 2023 and 2026, their victories were not just the result of a single brilliant goal over England and Argentina, respectively. La Roja’s historic back-to-back World Cup wins reflect a disciplined system ingrained early in Spain’s youth soccer academies: a clear […]