B2B Marketing

B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Success depends on marketers adapting — and quickly. Explore our B2B marketing insights to stay ahead.

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Insights

Blog

Is AI Coming For Your Team Next? How AI Hype Is Becoming The Hot Layoff Excuse

Rani Salehi 1 day ago
The AI revolution has given corporate executives the perfect justification for workforce reductions that they’ve been planning all along. While 75% of business leaders admit that AI won’t replace employees, 58% have slowed hiring, citing AI uncertainty. From Amazon’s Andy Jassy to IBM’s mass HR layoffs, companies are using AI hype as cover for systematic workforce optimization that has little to do with actual technological capabilities. The disconnect is clear: Executives don’t believe that AI replaces workers, yet they’re cutting jobs in its name. For organizations and individuals to survive this shift, the strategy isn’t about fighting AI — it’s about documenting real value, tracking revenue contributions, and building data-driven cases that prove that human judgment, creativity, and relationship management remain irreplaceable. The AI downsizing wave is here, but preparation and strategic thinking can help you navigate it successfully.
Blog

B2B Marketing Budgets 2026: Markets Are Volatile, But Planning Needn’t Be

Craig Moore 4 days ago
Optimism about budget growth is high among B2B marketing leaders — but so is the pressure to deliver results. Focusing on resilience, changing buyers, and strategic use of AI will help these senior leaders thrive in an unpredictable climate.

Capture & Prove Marketing’s True Value Beyond Sourcing Metrics

Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.

Blog

Budget Boom Or Budget Bust? Be Ready For Both In 2026

Sharyn Leaver 4 days ago
Though volatility has tempered budget expectations, business and tech leaders should prepare for the unexpected. Forrester’s 2026 Budget Planning Guides can help you make the right strategic moves this budget planning season.
Blog

B2B Brand Measurement Is Broken, But There’s A Way To Fix It

Ian Bruce July 11, 2025
While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — is being neglected, misunderstood, and (very likely) grossly undervalued.
Blog

What Can I Do To Appear In Zero-Click Search?

John Buten July 10, 2025
Hint: Be mindful of the shift from source authority to a balance between authority and authenticity. Also, recognize that success will take a holistic, cross-team effort.
Podcast

Fear In B2B Buying, Future Of Experiences, Cisco Live Recap

What It Means July 10, 2025
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog

Continued Growth In Scale And Complexity: The State Of Partner Ecosystems In 2025

Kathy Contreras July 7, 2025
Get three key takeaways from Forrester’s recent Partner Ecosystem Marketing Survey in this preview of a new report.

New For 2026! B2B Marketing Budget Planning Guide + Workbook

Get our new budget planning guide for benchmarks and tools to help you adjust your 2026 marketing budget to boost buyer networks, drive engagement, and make your brand stand out to buyers and AI.

Blog

A B2B CMO’s Imperative To Drive Growth: Champion Revenue Process Transformation

Mavis Liew July 3, 2025
According to Forrester’s Marketing Survey, 2025, only 21% of marketing leaders report that a “transition from lead-focused efforts to buying groups and opportunity management” is among the most important priorities for their marketing strategy in the next 12 months. But with buyers becoming more autonomous, buying groups increasingly more complex, and customer expectations higher than […]
Blog

B2B Marketers: Are You Getting Everything You Can Out Of Intent Data?

Nora Conklin July 1, 2025
Most B2B organizations are making investments in intent data, but many still struggle to understand its impact in the sales pipeline. Not only do most experience challenges with leveraging intent in the B2B Revenue Waterfall™, but they also fail to leverage intent data fully across the opportunity lifecycle and the broader organization. By only applying […]
Blog

How To Evaluate Intent Data Providers

Brett Kahnke July 1, 2025
While most B2B organizations have an established process for evaluating traditional data providers, many have less practice in the evaluation of second- and third-party intent sources. The diversity of collection methodologies, complexity of keyword mapping, and rapid decay of insight value present unique challenges for comparing providers of these data types. Balancing Insight Potential, Data […]
Podcast

TV Options For B2C, GenAI For CRM, Data Centers Go Nuclear

What It Means June 26, 2025
From pickleball to nuclear energy, this week’s episode covers a lot of ground. Listen in as Forrester analysts put three recent business headlines into context for sales, marketing, and technology leaders.
Blog

Ask Again Later? No Thanks — The Future Of Customer Success Is Now

Shari Srebnick June 25, 2025
It’s no longer about customer happiness or satisfaction — it’s about anticipating needs, enabling value, and fostering long-term growth. Learn about the smarter, more strategic approaches CS teams should embrace.

Apply For Forrester's 2025 B2B EMEA Awards — Deadline 28 July

Apply for the 2025 B2B awards! Show off your excellence in alignment and framework use for performance gains. Winners earn recognition, exclusive perks, and access to our B2B Summit.

Blog

Why “Performance Marketing” Falls Short

Ian Bruce June 24, 2025
Many B2B organizations overrotate toward marketing tactics that engage buyers long after they have formed preferences. Instead, they must try to influence buyers before they enter a purchasing process.
Blog

Seven Launch Best Practices To Drive The Results You Want

Beth Caplow June 24, 2025
With clients struggling to nail their product launches recently, I thought it might be helpful to summarize a webinar I participated in a few months ago called Captain Your Launch: Mastering B2B Product Launches. Host Rowan Noronha was joined by Julien Sauvage, Tamara Grominsky, and myself. We covered the gamut on launches, sharing our experiences, […]
Blog

AI, Assistants, And Analytics: What Stood Out At Cvent CONNECT 2025

Conrad Mills June 23, 2025
I’ve just finished reviewing the product announcements from this year’s Cvent CONNECT, and there was a lot to digest. AI was the big story with the launch of CventIQ, a suite of integrated AI capabilities across the entire Cvent ecosystem. Rather than present Cvent IQ as a standalone product, the team looked at it through […]
Blog

Will Zero-Click Search Kill My B2B Website?

John Buten June 17, 2025
In the fall, we announced that B2B buyer adoption of generative AI was outpacing expectations, with 89% of buyers using genAI in their buying process. Six months later, B2B providers are starting to see the impact in their metrics and facing urgent questions from their executive teams.
Webinar

Accelerate Reach, Authority, And Relevance With Third-Party Content

This is your chance to elevate your content performance and stay ahead in a rapidly changing landscape. Don’t miss out.

Master Your 2026 Budget With Our Ultimate Guides And Tools

Plan smarter to thrive in 2026! Access planning guides, workbooks, webinars, and resources to invest wisely, cut costs, and maximize your budget impact — even in uncertain times.

Blog

Cannes Lions 2025: The AI Challenge For Brands And Agencies

Thomas Husson June 16, 2025
The marketing and advertising industry is gathering for a couple of days at the International Festival of Creativity in Cannes, France, from June 16 to June 20.
Podcast

Perplexity’s Strategy, B2B Influencers, Salesforce Buys Informatica

What It Means June 12, 2025
If there’s one constant in business today, it’s change. New partnerships, new strategies, and new risks are popping up in all areas. In this episode, we look at three major changes taking place in the B2C, B2B, and enterprise application spaces and tap our analysts for their guidance on how to manage these changes.
Blog

AI In Events: A Promise Waiting To Be Realized

Conrad Mills June 3, 2025
AI has the potential to remake how we plan and execute B2B events. Yet despite its potential, Forrester data shows that current uptake is low. Get some insight and analysis of the data from our recent survey on B2B events.
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