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
B2B Brand Measurement Is Broken, But There’s A Way To Fix It
It’s time to face a hard truth: B2B brand measurement is fundamentally broken and has been for many years. This failure is sabotaging the value of your entire marketing function. While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — […]
Blog
What Can I Do To Appear In Zero-Click Search?
With AI-powered search expected to drive at least 20% of B2B organic traffic before the end of 2025, providers want to redirect their efforts to ensure that they appear in zero-click search. Traditionally, SEO has been the responsibility of the digital and content teams. This was a satisfying process, as Google provided definitive reporting on […]
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.
Podcast
Fear In B2B Buying, Future Of Experiences, Cisco Live Recap
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
Get three key takeaways from Forrester’s recent Partner Ecosystem Marketing Survey in this preview of a new report.
Blog
A B2B CMO’s Imperative To Drive Growth: Champion Revenue Process Transformation
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?
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
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 […]
Summer Team Up: B2B Summit EMEA
From 1 July to 29 August, purchase passes for B2B Summit EMEA and get two tickets for the price of one with the voucher code SUMMER2FOR1.
Podcast
TV Options For B2C, GenAI For CRM, Data Centers Go Nuclear
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
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.
Blog
Why “Performance Marketing” Falls Short
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
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
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?
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.
Blog
Cannes Lions 2025: The AI Challenge For Brands And Agencies
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
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
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.
Stand Out In A Zero-Click World
Watch our on-demand webinar with Principal Analyst Lisa Gately. Learn breakthrough strategies to reshape your B2B marketing for AI-driven search and complex buying networks.
Blog
The State Of Business Buying In Asia Pacific, 2024: What Marketers Need To Know
The diversity and complexity of the APAC region is reflected in its B2B buying landscape. Understanding these complexities is critical for marketers operating in this region. Learn five key points about B2B buyers in APAC and how to address them.
Blog
Standing Out In A Zero-Click World Starts With Stronger Collaboration
Buyers may never click through to your content, even if it’s relevant, well structured, and aligned to buyer needs. This doesn’t mean your content is any less important — it’s just that the rules have changed.
Podcast
New AI Lessons In Coding, Marketing, And Product Design
In this episode, we look at how to avoid the risks of AI-enabled tools in three common business use cases: coding, marketing, and product design. The key takeaway from all three areas: There’s still a strong need to have a human in the loop to review your AI outputs.
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