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
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AI Search Will Crack The Foundation Of B2B Marketing’s Accountability Model
B2B marketers have long relied on engagement metrics to demonstrate marketing’s value. AI is making this practice untenable.
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Volatility Isn’t Temporary — Account For It In Your Leadership Playbook Going Forward
For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]
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It’s Time To End Disconnected GTM Efforts
Growth is hard. It’s even harder when leaders are too slow to transform their go-to-market (GTM) approaches. And that’s where things are now. GTM efforts look fine on paper. There is a strategy and a plan. Budgets and headcounts are approved. Activity is high. But below the surface, there is no connected GTM approach, and everyone feels the impact. Buyers feel […]
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Your Customer Advocates Are Not Your Crisis Communications Plan
Loyal customers can help in a crisis, but don’t make customer advocates your crisis communications plan.
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Why Marketing Plans Fail And How A Plan Of Record Fixes It
Marketing teams invest heavily in annual planning — but once execution begins, reality starts to drift from it. Learn how a marketing plan of record can help teams stay focused.
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Most Content Doesn’t Build Credibility: Let’s Fix That
The gap between what buyers need and what content delivers is becoming more consequential. Learn how leading teams build credible, proof-based content in an AI-driven buying environment.
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
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Announcing The Winners Of Forrester’s 2026 B2B Return On Integration Honors For North America
Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.
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What Oracle’s Layoffs Really Signal For B2B Marketing, Sales, And Revenue Operations
The framing of Oracle’s recent layoffs as an “AI replaces jobs” story is too simple. The real lesson for operations leaders isn’t to brace for AI disruption; it’s be ready when the operating model gets stress‑tested.
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Agentish Vs. Agentic In GTM: Choose Control Over Autonomy
As AI agents move from assisting go‑to‑market teams to executing revenue workflows, B2B leaders and revenue technology providers face a fundamental design tension: How much autonomy is safe when revenue, compliance, and trust are on the line? In revenue-focused systems, the distinction between “agentish” and fully agentic AI isn’t academic. It’s existential. AI is rapidly […]
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Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.
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.
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Confident Power Moves: How Marketing Leaders Design Organizations With Clarity
Great leaders win by seeing the whole board, not by reacting faster. This post shows how marketing org design clarifies roles, capabilities, and decision rights so teams can move with confidence.
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Virtual Event Platforms In 2026: The Live Event Is No Longer The Product
Questionnaire responses submitted by vendors for The Virtual Event Management Platforms Landscape, Q1 2026, show a clear transformation in the market. During (and following) the COVID-19 pandemic, vendors primarily focused their differentiation efforts on the ability to deliver. In 2026, buyers simply assume that this capability exists and competition has shifted to what platforms enable […]
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End The Corporate-Regional Tug-Of-War Over Campaign Control
End the corporate-regional tug-of-war over campaign control. Explore four operating models that clarify decision rights and speed execution.
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Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams are operating under sustained pressure. Budgets are constrained, audience expectations are evolving, and large volumes of event content and data remain underused. At the same time, leaders are under pressure to demonstrate clearer impact from every event they run. AI offers a way to respond to these pressures. It can improve team […]
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New Report Released On The State Of Buying In The Public Sector In 2026
Our new report on global public sector purchasing, based on data from Forrester’s Buyers’ Journey Survey, 2025, 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, on average, 14 internal stakeholders […]
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.
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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.
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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.
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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.
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