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
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.
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
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.
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.
Blog
Are You Ready To Grow Your B2B Business With Product-Led Sales?
Product-led sales (PLS) combines product-led growth and sales-led strategies to help B2B buyers discover, evaluate, and commit to offerings through self-service. Success requires strong alignment across product, marketing, and sales; robust data analytics; and a cultural shift toward product-assisted selling.
Blog
Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey
Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. […]
Webinar
How To Create Stand-Out B2B Content In A Zero-Click World
Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks.
Blog
Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
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
Five Ways A Postsale DX Reduces Risk During Volatile Times
Customer-led B2B companies make postsale digital experiences more streamlined and self-directed without much additional investment.
Blog
Five Ways To Engage The B2B Buying Network With Messaging
Messaging in the era of the buying network requires a more thoughtful approach — one that prioritizes building connected messaging that engages not only our buyers but all of the stakeholders and AI tools that they are increasingly turning to.
Blog
Shine Bright At The B2B Summit APAC 2025 Awards!
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
Blog
Choose Your Fighter: Customer Advocacy Tech Options In A Shifting Market
How can you make your customer advocacy program more proactive, more transparent, and more motivating to customers? With technology. Higher-performing customer advocacy programs lean on technology to scale customer advocate sourcing, management, activation, and measurement.
Blog
The 95-5 Rule Is Not A Rule, But It’s Not A Myth Either
Can you trust the so-called 95:5 rule when you target B2B buyers with your brand and demand marketing mix? Here's what we found.
Navigate B2B Volatility Like A Pro With Forrester
Struggling to adapt to shifting priorities and economic challenges? Our webinar reveals how to thrive with smart scenario planning, quick decisions, and solid compliance strategies.
Blog
B2B Summit EMEA Awards — Call For Entries
The deadline for submissions into the Forrester B2B Summit EMEA Awards is July 14, 2025. Read this blog to find out how to apply, what makes a strong entry, and what set our past winners apart.
Blog
Igniting Partner Advocacy: A Strategic Imperative For B2B Marketers
In today’s fast-evolving B2B landscape, partner ecosystems have emerged as a cornerstone of sustainable growth. Learn the benefits partner advocacy offers to suppliers, their partners, and customers.
Blog
(Re-)Focus On Customer Retention And Growth During Volatile Times
Earlier this month, my colleagues Matt Selheimer, Srividya Sridharan, and Katy Tynan advised B2B leaders on how to weather market volatility and navigate current economic storms (subscription required). One of six actions they recommend is using customer insights to improve understanding and empathy in communications and reduce high-friction processes. This is especially important when it […]
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