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

Standing Out In A Zero-Click World Starts With Stronger Collaboration

Lisa Gately 15 hours ago
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

What It Means 24 hours ago
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.

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

Are You Ready To Grow Your B2B Business With Product-Led Sales?

Lisa Singer 1 day ago
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

Conrad Mills 7 days ago
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

Lisa Gately May 19, 2025
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
Blog

Five Ways A Postsale DX Reduces Risk During Volatile Times

Laura Ramos May 16, 2025
Customer-led B2B companies make postsale digital experiences more streamlined and self-directed without much additional investment.

Adapt And Thrive In A Zero-Click World

Attend our live 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 To Engage The B2B Buying Network With Messaging

Barry Vasudevan May 15, 2025
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!

Daryl Wright May 13, 2025
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

Amy Bills May 13, 2025
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

John Arnold May 12, 2025
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.
Blog

B2B Summit EMEA Awards — Call For Entries

Nicky Briggs May 7, 2025
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

Kathy Contreras May 6, 2025
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

Laura Ramos May 5, 2025
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 […]
Podcast

Google’s Monopolies, Microsoft’s AI Agents, Intel’s Latest Deal

What It Means May 1, 2025
In this episode, we look at a major legal ruling that could shake up the adtech market, some new capabilities to make AI agents even smarter, and a tech industry deal that could breathe new life into a struggling giant.
Blog

Firing On All Cylinders: Turning Product Launches From A Whimper To A Bang

Nicky Briggs April 30, 2025
At Forrester, we frequently hear from clients struggling with product launches. Common issues include an overwhelming volume of minor launches that fail to make an impact, marketing teams receiving last-minute notifications about launches, or a lack of innovation — often relying on recycled spreadsheets from previous launches.
Webinar

Leading Through Volatility: B2B Marketing, Sales, And Product Expert Panel

Shifting buyer behaviors, global turbulence, and tech disruptions are changing go-to-market strategies. Watch this webinar to learn how to focus on stable markets, reduce costs, and adapt to customer needs. See how smart planning can help your marketing team thrive in uncertain times.

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

The Verdict Is In: It’s Buying Groups For The Win

Amy Hawthorne April 23, 2025
MQLs are a barrier to your organization’s progress. Discover how you can begin your shift to buying groups with just three steps.
Blog

The Digital Frontier: Acing B2B E-Commerce

Christina Schmitt April 22, 2025
A capability gap, characterized by weak customer insights and overlooking key capabilities, is putting a damper on B2B e-commerce growth. Learn three ways that a new framework can help.
Blog

How Well Are You Protecting Existing Customer Revenue?

Amy Bills April 17, 2025
We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.
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