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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Mission Possible: Navigating The GTM Singularity
We’re doubling down on our mission to help B2B companies navigate the most complex buying dynamics many of us have ever witnessed. Embrace the opportunity to rethink how you grow — and emerge stronger.
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Digital Natives Are Rewriting B2B Buying — And It’s Impacting Your Revenue Performance
As Millennials and Gen Zers take the lead in B2B buying groups, traditional revenue assumptions are breaking down. This post explores how digital native behaviors are reshaping buyer journeys, why sales and marketing processes are falling out of sync, and the practical changes that teams can make to meet buyers where they are.
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Enterprise Content Moves From Tools To Systems: Adobe Summit Takeaways
Enterprise content leaders are under pressure on three fronts. They need faster time to activation as buyer behavior outpaces traditional campaign cycles. They need greater scale as content volumes rise across channels, formats, geographies, refresh cycles, and personalization needs. And most importantly, they need stronger returns. Improving relevance for priority audiences and increasing share of […]
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Canva Recasts Itself As An AI Platform For Enterprise Work
For years, Canva’s advantage was accessibility. It made design easier, faster, and available to more people. At its recent Canva Create 2026, the big story was a deliberate repositioning: Canva aims to evolve from a design platform with AI tools into an AI platform with design tools. That changes how buyers should evaluate Canva. For […]
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Your Growth Strategy Isn’t Broken. The Problem Is That You’re Avoiding Decisions.
Many B2B growth strategies fail not because the ambition behind them is wrong, but because leaders avoid or defer making critical decisions.
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Proof Is The Product: How Trials And POCs Have Become A Real Go‑To‑Market Motion
Why “Try Before You Buy” Has Become Mission‑Critical For Buyers And Sellers B2B organizations can no longer rely on promises alone. Today’s buyers expect vendors, especially those offering AI‑enabled products, to prove how their solutions deliver measurable outcomes aligned to real business priorities. As a result, proofs of concept (POCs) and trials have shifted from […]
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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.
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
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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
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
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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.
Explore Forrester AI Access For Faster, Smarter Decisions
Forrester AI Access delivers clear, credible answers from proprietary research, reports, and data — helping teams validate direction and plan next steps with confidence.
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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.
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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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