Christina Schmitt
Principal Analyst
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Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
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A Fake PLG Strategy Is Exposed Through Your Digital Commerce Experiences
Most B2B companies claim product-led growth, but their digital commerce experience tells a different story. Here’s why PLG fails in execution — and how to fix it.
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Italy’s B2B Marketing Challenge Is Not Strategy — It’s Focus And Alignment
Italian B2B marketing has clarity on strategy but struggles to execute. Misaligned budgets, goals, and campaigns are limiting impact and preventing growth at scale.
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If Buyers Change How They Search, Marketing Must Change How It Shows Up
B2B buyers are not searching the way they used to. They rely less on traditional discovery paths and more on AI-driven answers, curated sources, and trusted signals. Evaluation is happening earlier, faster, and often without direct interaction. Marketing has not fully caught up. With 87% of B2B buyers selecting “generative AI conversational search tool” as a meaningful interaction, it ranks […]
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European B2B Marketing Has A Data Problem, Not A Vision Problem
European B2B marketing has a data problem, not a strategy gap. Weak data quality and low trust in analytics are slowing decisions and limiting growth and AI impact.
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Most B2B Marketing Organizations Are Not Short On Activity — They’re Short On Learning
Campaigns keep shipping. Dashboards keep glowing. But scratch the surface, and a harder truth emerges: Many teams repeat last year’s playbooks while markets, buyers, and channels move faster than they do. The risk is not doing too little. It is learning too slowly. That risk is rising. The majority of firms now default to playing it safe, […]
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Your Growth Strategy Isn’t Broken. The Problem Is That You’re Avoiding Decisions.
Many B2B growth strategies fail not because the ambition behind them is wrong, but because leaders avoid or defer making critical decisions.
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B2B Hyperpersonalization Is Not A Feature — It Is An Expectation!
A procurement manager logging in at 10:47 p.m. isn’t there to browse — they need to reorder the right SKU, at the right price, under the right contract terms, and get back to keeping operations running. Hyperpersonalization makes that possible by removing friction the buyer never asked for, using AI to surface only what they’re allowed to buy, what fits their context, and what matters now — so digital self‑service feels effortless instead of obstructive.
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Why Digital Commerce Is Your Fast Track To Global Market Entry
Digital commerce is reshaping how B2B companies enter new markets by delivering speed, flexibility, and data‑driven decision-making. Instead of relying on slow, traditional setups, leaders can test demand, refine pricing, and reach new buyers in weeks while competitors are still getting started.
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AI In B2B Digital Commerce: The Fast Lane Is Open — Are You Ready To Drive?
AI has moved from hype to practical impact in B2B digital commerce, with real gains coming from proven use cases that enhance customer experience and operational efficiency. The leaders pulling ahead are those who pilot, learn, and scale — tying AI investments to business outcomes while upskilling teams and adopting ethical, customer‑centric practices.
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GenAI In European B2B Marketing: Why Hesitation Is The Real Risk
European B2B marketers see the promise of generative AI, but strict regulations and technical hurdles often slow progress. Gaining a competitive advantage requires moving forward — thoughtfully yet decisively.
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Reflecting On European B2B Marketing Trends From 2025: Why Alignment Is Your Growth Engine
European B2B marketers enter 2026 with both optimism and urgency. The organizations that win will be those that master the fundamentals — turning data into decisions, strengthening partner networks, and unifying teams around customer value.
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Sales Leadership: Why Now Is The Time To Embrace Revenue Process Transformation
Discover why outdated sales models are holding businesses back and how embracing revenue process transformation can unlock faster growth, better buyer engagement, and stronger sales leadership. Join us at Forrester’s B2B Summit EMEA to explore bold strategies for leading change.
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The Digital Frontier: Acing B2B E-Commerce
A capability gap, characterized by weak customer insights and overlooking key capabilities, is putting a damper on B2B e-commerce growth. Learn three ways that a new framework can help.
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E-Commerce Evolution: Beyond The Horizon
The architecture of your e-commerce ecosystem could decide your B2B organization’s success. Get tips on how to optimize it in this preview of a new report.
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Mastering The Digital Seas: A Guide To E-Commerce Precision
Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.
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Embracing Local Flavors: Understand Regional Differences In B2B Marketing In Europe
European B2B marketing is conquering challenges as businesses navigate fluctuating economic climates, process inefficiencies, data management challenges, and recruitment difficulties. Forrester’s Marketing Survey 2024 delves deep into how France, Germany, Italy, Spain, and the UK each present unique markets with distinct regional needs. The insights reveal that: Investment enthusiasm is shifting across boarders but tech matters […]
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Keeping Ahead Of The Curve: How To Master European B2B Growth Amidst Challenges
European B2B marketers are charting their course through a multifaceted and shifting terrain. Confronted with fluctuating economic climates, inefficiencies in processes, data management hurdles, and recruitment challenges, these decision-makers are tasked with driving customer-obsessed growth through enhanced efficiency and a strong emphasis on innovation to stay ahead in the game. Delving into insights from Forrester’s […]
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Entfesselung der B2B-Revolution: Das große Potenzial des E-Commerce
Im Zeitalter des B2B-E-Commerce ist Stillstand gleichbedeutend mit Zurückbleiben. CMOs nehmen hier eine zentrale Rolle ein und müssen das Potenzial des E-Commerce in ihrem Unternehmen erschließen und maximieren.
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Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge
In the fast-paced world of B2B marketing, where change is the only constant, CMOs find themselves standing at a critical crossroads. The traditional playbook is becoming obsolete, and B2B buyers demand seamless online experiences. The landscape is shifting, and those who fail to adapt are bound to be left behind in the dust of their […]
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