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
New study released into the state of buying in the public sector in 2026
Our brand new global study into public sector purchasing reveals a market full of opportunity, but also increasing complexity. One of the most striking findings is just how large and distributed public sector buying groups have become. Typical purchase decisions now involve 14 internal stakeholders (rising to 18 in APAC). When the broader buying network […]
Blog
AI Is Reshaping Marketing, And CMOs Must Lead The Transformation
AI represents an unparalleled opportunity to drive innovation, efficiency, and scale. But it isn’t a shortcut to progress — rather, it’s a stress test for leadership clarity.
Blog
The Future Of B2B GTM Isn’t Human Versus AI
AI has long been embedded in the B2B tech stack and go-to-market workflows. The sudden ubiquity of generative AI and, now, the promise of agentic AI have catalyzed rapid, intensive change — and driven the need for a harmonious human-AI coexistence.
Blog
Beyond The Ballroom: How To Make The Most Of Phoenix While You’re At B2B Summit North America
B2B Summit North America fills your days with ideas worth acting on. Phoenix offers the space to reflect, connect, and carry those ideas forward — whether over coffee, on a walk, or at dinner after sessions end.
Blog
Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are researching you long before they ever click on your site — and increasingly, they’re not clicking at all. Zero‑click behavior is surging, with buyers relying on answer engines and genAI tools as their first stop for gathering information, comparing vendors, and evaluating solutions. Marketers are stuck guessing how they influence buyers through […]
Blog
When Fixing Security Vulnerabilities Breaks Your Customer Email Program
In January 2026, Salesforce changed how its Marketing Cloud Engagement platform encrypts tracked email links. The fix addressed a vulnerability that could have exposed CloudPages content, such as landing pages, microsites, forms, subscriber data from preference and unsubscribe centers, and email content via web view links. But the fix created a new problem: All tracked […]
Blog
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.
Blog
Building Preference Is The Key To Winning B2B Buyers
B2B brand and demand teams have long operated independently of one another. But at a time when buying decisions are made before a formal purchase process even begins, that separation is a major obstacle to growth.
Blog
Three Realities About B2B Buying Networks
B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, […]
Blog
AI Pricing Is Product Strategy: Five Questions Every Product Manager Must Answer Early
AI pricing isn’t something you bolt on after the product is built. It is product strategy — shaping adoption, ROI, and long-term monetization. Yet most B2B teams still treat pricing as a late-stage deliverable instead of an early design decision. This blog outlines the five dimensions every PM and marketer must consider when pricing AI […]
Blog
Putting The Market Back In Marketing
Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]
Blog
Partner Marketing Automation Platform Investment On The Rise
In Forrester’s Partner Ecosystem Marketing Survey, 2026, 75% of partner ecosystem marketing decision-makers reported their overall technology investments will increase in the next 12 months. Among organizations already investing in a partner marketing automation platform (PMAP), 65% plan to increase their investment. Even more telling, nearly 60% of organizations not currently using partner marketing automation […]
Stop Losing B2B Buyers Before They Ever Reach Your Site
Watch this on-demand webinar to learn how AI search, answer engines, and answer engine optimization (AEO) are rewriting B2B buyer journeys — and get plays to protect your pipeline, boost visibility, and earn trust.
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
Blog
Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Watch now and learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
AI Can Make You Multilingual Overnight — Or Create Chaos Just As Fast
GenAI and machine translation promise instant multilingual reach across websites, apps, support flows, and internal tools. But when leaders treat localization AI as a switch to flip rather than a strategy to design, they quickly erode quality, safety, and brand trust. Research shows that large language model (LLM) safeguards don’t reliably carry over beyond English, […]
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
Blog
Rules In The Agentic Shipyard: Desired Agents Must Twist-Lock
Forward-looking companies aren’t necessarily choosing among AI agent vendor offerings — they’re building their own agentic frameworks in house. This has significant implications for CMOs, marketing teams, and vendors.
Blog
A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
Blog
Customers Hold The Key To Your New AEO Strategy
B2B buyers turn to AI answer engines to inform their purchasing decisions. These answer engines are one of their first stops. If your company doesn’t show up there, it’s likely to be your last stop. Your customers hold a key to your answer engine optimization strategy.
More posts