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.

Discover how Forrester supports B2B marketing leaders.

Insights

Blog

New Agile Messaging Cycle Helps B2B Marketers Respond Faster To Buyer Needs

Barry Vasudevan 4 days ago
The Messaging Gap: Why B2B Teams Feel Behind Every year, I speak with dozens of clients about their messaging. And every year, I hear the same refrain: “We’re behind.” Whether it’s new buyers, changing regulations, shifting tariffs, or the latest genAI model, something is always changing — and messaging is always out of date. The […]
Blog

Zero-Click Search Comes For Checkout: Agentic Commerce Automates Retail’s Next Frontier

Nikhil Lai 5 days ago
Agentic commerce is spreading as OpenAI launches Instant Checkout offering shoppers conversational shopping from curiosity to checkout without redirecting consumers to merchants’ sites. Find out what this means and how B2C marketers are responding in this post.

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

Build Your Foundation First: The Hard Truth About Successful AI Deployments

Katie Linford 5 days ago
AI can improve efficiency for go-to-market teams but only if core processes are in place. This blog explores how to identify and fix issues such as siloed workflows, disconnected systems, and inconsistent data so that AI can deliver real impact instead of amplifying inefficiencies.
Blog

From Keywords To Context: Impact And Opportunity For AI-Powered Search In B2B Marketing

Jessie Johnson 5 days ago
AI-powered search is rapidly reshaping how B2B buyers discover, evaluate, and engage with providers during the purchasing process and postsale experience. Today’s buyers ask questions that require more than simple keyword matches. They expect modern search environments — from generative AI-based answer engines to AI agents — to understand their intent and deliver responses that […]
Podcast

H-1B Visa Changes, Agentic Commerce, Optimizing Customer Reviews

What It Means 6 days ago
Heading into the fourth quarter, there are no signs of a slowdown in developments that will keep business and technology leaders on their toes. This episode dives into the latest impacts of geopolitics on the tech industry and AI’s impact on commerce and buying networks.
Blog

Everyone Wants To Grow — Few Want To Do The Work

John Buten September 25, 2025
Portfolio marketers at high-performing organizations are 65% more likely to spend at least 40 hours a year on professional development and more than twice as likely to dedicate 100 hours annually. Learn about a four-step model that can help your organization create real opportunities to practice, collaborate, and apply new skills.
Blog

Sales Leadership: Why Now Is The Time To Embrace Revenue Process Transformation

Christina Schmitt September 25, 2025
Discover why outdated sales models are holding businesses back and how embracing revenue process transformation can unlock faster growth, better buyer engagement, and stronger sales leadership. Join us at Forrester’s B2B Summit EMEA to explore bold strategies for leading change.

The Countdown To 2026 Predictions Has Begun

Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.

Blog

Revolutionizing B2B Practices: Bridging Generational Gaps To Accelerate Revenue Growth

Naomi Marr September 23, 2025
Millennials and Gen Zers are reshaping B2B buying with digital-first expectations, leaving traditional sales and marketing tactics behind. If your revenue is flatlining, it might be time to rethink your approach.
Blog

Your Successful Customers Have Power Over Buyers — Don’t Leave It To Chance

Amy Bills September 22, 2025
A new report, “Amplify Customer Voices To Support Buying Decisions,” helps organizations understand their customers’ influence on B2B buying decisions and provides guidance on nurturing knowledgeable customers to share their experiences with buyers.
Blog

Raise Your Revenue Process Transformation IQ At B2B Summit EMEA

Naomi Marr September 18, 2025
Forrester’s B2B Summit EMEA will explore different facets of revenue process transformation and how to fast-track customer-centered growth.
Blog

Announcing The Forrester Wave™: Translation Management Systems, Q3 2025, Our Inaugural Evaluation Of The Market

Kathleen Pierce September 10, 2025
Localization in 2025 is about delivering personalized, context-aware experiences at every touchpoint. It’s more outcome-oriented than ever, aimed at helping businesses thrive in multilingual, multicultural global markets.
Blog

Search Is Changing — Is Your Content Strategy Ready?

Daryl Wright September 9, 2025
The traditional search-to-click path has collapsed — yet many B2B marketing teams still rely on outdated content strategies. APAC marketers: Learn a better path forward at Forrester’s B2B Summit APAC this November.

AI, Buying Networks, Revenue Growth — Master It All

Forrester’s B2B Summits connect you with analysts and insights to help you navigate buying shifts, win with AI, accelerate growth, and transform revenue.

Blog

Partner Attribution Is Broken — Here’s Why B2B Executives Must Lead The Fix

Kathy Contreras September 9, 2025
Partner attribution is broken in most B2B organizations, creating executive blind spots that undervalue the strategic impact of partnerships across the ecosystem. My latest report, “Plotting The Path For Partner Attribution,” highlights the urgent need for precise measurement to unlock partner-driven innovation, growth, and competitive advantage.
Blog

Three Takeaways From HubSpot’s INBOUND 2025

Shari Srebnick September 9, 2025
Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote.
Blog

Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast

Carrie Johnson September 9, 2025
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
Blog

Advance Your B2B Content Engine Maturity In The Age Of AI

Phyllis Davidson September 5, 2025
As AI transforms all phases of the content lifecycle, it’s critical for organizations to perform a status check. Our B2B Content Engine Maturity Assessment offers a starting point.
Blog

Your Postsale Customer Data Unwrapped

Shari Srebnick September 2, 2025
Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.

Get Trusted Advice — In Seconds

AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.

Blog

Ready To Master Buying Mayhem? Join Us At One Of Our Upcoming B2B Summits

Paul Ferron September 1, 2025
B2B buying dynamics require new marketing approaches. Join us in London or Singapore for actionable strategies on how to address them.
Blog

Adaptive Growth Strategy, Our AI Hackathon: My Highlights For Forrester’s B2B Summit EMEA

Nicky Briggs August 28, 2025
This October in London, I'll explain how to lead through change, hit aggressive targets, and guide execution teams with clarity — even when resources are tight. Here's a quick peek at what to expect at the event.
Webinar

How To Gain AI Advantage And Not Lose Your Customers

Learn how to use AI to enhance customer relationships, preserve the human connection, and build long-term trust — all while gaining a competitive edge.
More posts