B2B Marketing

B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Read our insights on increasing B2B marketing’s effectiveness.

Discover how Forrester supports B2B marketing leaders.

Insights

Blog

Tightening Budgets? Ensure That Your Business Case Stands Out

Stephanie Slate 3 days ago
Learn how to cut through the noise and build compelling business cases using Forrester's proven Total Economic Impact™ methodology — the same methodology we use to help our clients demonstrate a consistent, proven, and repeatable way to justify technology investments.
Blog

B2B Content: Experimentation Means Bold Bets And Cold Sweats

Phyllis Davidson 5 days ago
Optimizing the customer experience — a top priority for B2B organizations — requires dramatic improvements to the content engine. To build for the future, organizations will make bold bets, experimenting with AI to deliver contextual, personalized experiences.

Thrive In Economic Uncertainty

Get actionable advice to navigate the 2023 downturn. Explore our resources for tech, marketing, CX, sales, and product leaders.

Webinar

Navigating Economic Uncertainty: Insights From B2B Marketing Peers

Join us for a live webinar to explore the B2B marketing trends critical for thriving in 2023. 
Blog

Want Better Content Performance? Fix It At The Source.

Kathleen Pierce 7 days ago
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
Blog

Reconfiguring Reporting Lines Is No Quick Fix: Insights From Our B2B Marketing Predictions Webinar

Amy Hawthorne March 20, 2023
Our recent B2B marketing Predictions webinar explored how some organizations will try to strengthen marketing-sales alignment. Learn how that could fall short — and what the better alternatives are.
Blog

What’s Wrong With Your CMO Dashboard?

Subhendu Pattnaik March 19, 2023
At the recent NASSCOM event in Mumbai, I had some great conversations with CMOs from many B2B organisations. In those discussions, a few topics bubbled up to the top more often than others. The unpredictability of the business landscape and changing buyer behaviours challenge every organisation; it does not matter what growth goals they’re pursuing. […]
Blog

Marketing Operations Must Rationalize Revenue Technology To Achieve Customer Experience Goals

Simon Daniels March 17, 2023
Marketing operations must rationalize revenue technology by removing point solutions to both reduce costs and achieve customer experience goals.

How B2B Marketing Can Thrive In An Economic Downturn

Learn what decisions will equip marketing leaders and organizations for success this year. Explore our complimentary report.

Blog

Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023
Learn how smart B2B marketers are navigating the hype around generative AI and achieving quality content at scale.
Blog

Transformation Ahead For Channel Marketers: Insights From Our B2B Marketing Predictions Webinar

Kathy Contreras March 15, 2023
Channel organizations are at a pivotal moment. As partner networks have grown more complex, a more holistic, ecosystem-oriented approach is needed.
Blog

How B2B Companies Will Win The Competition For Growth

John Arnold March 14, 2023
The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.
Video

Start With Customer Insights To Determine Your Highest-Fit Opportunities

Nora Conklin March 14, 2023

Blog

Sales Content Solutions: A Lid For Every Pot

Kathleen Pierce March 9, 2023
The Forrester Wave™: Sales Content Solutions, Q4 2022, revealed a market that has radically expanded its capabilities, truly providing a lid for every pot. Modern sales content solutions (SCS) are multifaceted, highly integrated keystones of the sales/marketing tech stack and are table stakes for most companies past the startup stage. Providers are focusing their innovation […]

Align B2B Marketing With our 2023 Predictions

Attend our live webinar on the two top B2B marketing predictions impacting your marketing organization and structure.

Podcast

Social Media Turmoil Drives New Ad Strategies

What It Means March 9, 2023
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
Blog

How Are Post-Sale Customer Engagement Responsibilities Changing?

Laura Ramos March 8, 2023
How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]
Blog

Launch Your B2B Customer-Obsessed Growth Engine

Srividya Sridharan March 7, 2023
Short-term strategies aimed at extracting value from your customers will fail. Learn why you need — and how to build — a growth engine that drives value for your customers and your company.
Blog

Resist Short-Termism To Avoid Brand Budget Cuts

Karen Tran March 2, 2023
High-growth companies see brand activation as a vital part of their strategy — even in economic uncertainty. Here are some of the ways that these organizations prioritize it.
Blog

Optimizing Product Launches In Regions: Four Steps

Mavis Liew February 24, 2023
Launching multiple products in a region can be complex due to variations in language, culture, maturity, and buyer needs across countries. On top of this, tailoring the launch to each market increases the complexity and need for resources. In addition, regional marketers are often faced with three critical challenges: lack of visibility and information about […]

B2B Summit North America

Discover research-based insights, tools, and frameworks to power your success in a tumultuous 2023. Join us for the year's premier event for B2B marketing, sales, and product teams.

Blog

Techniques For Revenue Technology Requirements Discovery

Simon Daniels February 23, 2023
Learn about approaches for conducting revenue technology discovery, depending on the situation, timescales, available resources, and solution type.
Blog

The Focus On Value

Mavis Liew February 22, 2023
It is essential for B2B CMOs to develop strategies that align with the projected economic growth of Indonesia in 2023. While the country’s growth is predicted to be positive, CMOs must consider the impact of external factors such as the threat of recession, rising inflation rates, and fluctuating oil prices. These factors could influence the […]
Blog

The Top Five Reasons To Attend B2B Summit North America 2023

Srividya Sridharan February 22, 2023
Over 100 analyst-led sessions, detailed case studies and success stories, and unparalleled networking opportunities are just a few of the things that B2B marketing, sales, and product leaders can expect at this year’s event.
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