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.
Insights
Blog
Your Buyer Changed, You Didn’t: It’s Time For A Revenue Process Transformation
What I’m going to tell you is something that you already know. It’s not a surprise, it’s not a secret, and it’s something that we in B2B marketing have known for many years – the buyer has changed. We know that buyers buy in groups, we know that buyers are getting younger, we know they […]
Podcast
The CMO Role Is Alive And Well
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.
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
Younger Generations Are Shaking Up B2B Buying In APAC — Are You Prepared?
The generational shift is forcing a reckoning among B2B companies. Understanding younger buyers' preferences is key to sustaining growth.
Blog
SaaStr 2024 Shines A Spotlight On Customer Success
Last week I attended the 10th annual SaaStr conference in San Mateo. For those unfamiliar, SaaStr is a community and resource hub that covers the building and scaling of software-as-a-service (SaaS) companies. The conference brings together industry leaders, entrepreneurs, and investors to network and share insights. It’s a valuable resource for anyone involved in the […]
Blog
Let’s Get Our Hands Dirty: Workshops At Forrester’s B2B Summit EMEA
Roll up your sleeves because there’s work to be done at Forrester’s upcoming B2B Summit EMEA, taking place on October 7–9 in London. Last year’s delegates told us that they wanted to see much more practical, hands-on application of the research showcased; we listened, we heard, and we’ve taken action. This year there are no […]
Blog
Leaders Face Five Challenges When It Comes To Event Measurement
Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]
Blog
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 […]
Generate Demand With Forrester
Partner with our experts to create objective, thought-leading content backed by rich market insights and cutting-edge research.
Blog
Announcing The Winners Of Forrester’s B2B Return On Integration Honors And Program Of The Year Awards For EMEA
Hear from the winners of the Forrester B2B Return On Integration Honors and Program Of The Year Awards at our upcoming B2B Summit EMEA for inspiring stories of business transformation and value delivery.
Blog
Seven Ways To Use GenAI For B2B Personalization
Learn the new capabilities genAI brings to B2B personalization and how to start delivering more impactful personalization throughout the customer lifecycle.
Blog
What’s Next For GenAI In Marketing
Forrester’s B2B Summit APAC 2024 for CMOs and marketing leaders is just a few weeks away. I’m excited to meet you in Singapore on October 1, 2024, and together, we will discuss the latest data, trends, and insights shaping the marketer’s remit in a tech-disrupted world. At the Summit, you will get the opportunity to […]
Blog
Don’t Miss Out: Keynotes At Forrester’s B2B Summit EMEA 2024
In today’s fast-paced B2B landscape, staying ahead requires more than just traditional strategies. At the upcoming B2B Summit EMEA 2024, our keynote sessions will equip you with the insights and tools needed to drive meaningful change and achieve sustained growth. Here’s a sneak peek into the value-packed sessions you won’t want to miss. It’s Time […]
Blog
European Leaders: Align Budget Planning To Accelerate Performance In 2025
Upbeat budget expectations for 2025 will serve European leaders well, but placing the right bets will be critical to securing a competitive edge. Read a few of our top recommendations.
Make The Right Marketing Budget Moves In 2025
Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.
Blog
Fifteen Common B2B Customer Advisory Board Mistakes
Learn where customer advocacy programs can fall short — and how B2B marketers can keep the focus on value.
Blog
Designed By (And For) You: Analyst Picks For Forrester’s B2B Summit EMEA
Based on attendee feedback, we’ve retooled this year's event to focus more on practical, hands-on learning and increased peer interaction. Discover some of what's in store.
Blog
CMOs: Prevent The Collapse Of The B2B Revenue Process
Changing buying behaviors are pushing traditional ways of marketing into irrelevance. It’s time for CMOs to step up, make changes, and take ownership of the entire revenue cycle before it’s too late.
Blog
Why You Can’t Afford To Miss Forrester’s B2B Summit EMEA 2024
Learn how to uplevel B2B strategy and sharpen your competitive edge at Forrester's premier event for B2B marketing, sales, and product leaders this October.
Blog
Why Revenue Operations (RevOps) Should Be On Your Radar
Does “revenue operations” seem like someone else’s responsibility? Think again! Your Organization’s Operational Capabilities Alignment Impacts Its Revenue Ecosystem Marketing ops, sales ops, and customer success ops are integral components of a B2B organization’s revenue operations (RevOps). Traditionally, these teams have developed their capabilities to support their specific domain, but in today’s challenging economic landscape, […]
Blog
Look Around: You’re Missing A Big Benefit Of Customer Obsession
When successful customers share their experience with your company, they support your brand, reach, and reputation. To ensure that those successful customers are ready, willing, and able to provide references and success stories to support your brand, invest in strategic customer advocacy.
Blog
Is GTM The New ABM? Or Is It Just The Latest B2B Land Grab?
Platform vendors and service providers previously associated with ABM are now adopting a different acronym. Attempting to profit on the GTM buzz could backfire.
Blog
2025 Planning: Align Tech And Talent To Accelerate Customer Value Delivery
As portfolio marketing and product management leaders head into budget planning season, use these four action items to guide your work.
More posts