B2B Research
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Insights
Blog
I’m Digging Into Price Optimization And Management — Here’s What I’m Learning
I’ve spent much of my career thinking about B2B pricing. Before becoming an analyst, I managed global B2B businesses with lots of SKUs and channels and the pricing complexity that comes with a far-flung supply chain, transfer costs, and multitier distribution, and I’ve covered pricing strategy as an analyst for years. My Forrester landscape report […]
Blog
Predictions 2027: AI Takes Over Business Buying, But Humans Retain Control
AI will take on more of the B2B buying process in 2027, but buyers won’t hand over the final say. Discover how AI agents, human validation, and heightened risk scrutiny will reshape business buying.
Who Controls AI In 2027?
As AI transforms B2B go-to-market strategy, technology, security, and customer experience leaders must balance control with adaptation. Forrester’s Predictions 2027 guides, blogs, and webinars reveal what that requires.
Blog
The Next Generation Of CPQ Won’t Look Much Like CPQ
The CPQ market is shifting fast as AI changes what solutions can do and which providers lead. Three priorities, outlined in The Forrester Wave™: Configure, Price, Quote Solutions, Q4 2026, can help buyers choose for where the market is going, not where it has been.
Blog
Ten Rules For Building A Sustainable B2B Webinar Program
Webinars are one of the most effective ways to engage audiences at scale and should be a critical component of an integrated event strategy. Yet many B2B marketers still treat them as standalone broadcasts, focusing on delivery while underinvesting in audience development, follow-up, and content activation. In contrast, leading practitioners connect the live event to […]
Blog
Marketing’s Next AI Challenge: Scale What Works Without Losing Control
At this year’s Marketing AI Conference (MAICON), I noticed a shift in how marketing leaders are approaching AI transformation. The conversation is moving beyond AI literacy and individual productivity toward building repeatable workflows, developing AI agents, and making these capabilities part of everyday work. Many of the sessions highlighted marketing’s next challenge: empowering teams to […]
Blog
AI Won’t Save RevOps — It Will Redefine It
AI is absorbing many of the activities that have traditionally defined revenue operations. That doesn’t make RevOps irrelevant — it makes its current mandate obsolete. Learn why RevOps leaders must shift from operating processes to architecting how people, data, technology, and AI make and execute revenue decisions.
Blog
As AI Adoption Surges In B2B Marketing, Work Is Changing
Across B2B marketing, AI is no longer an emerging technology for experimentation or being tested on the sidelines. It’s now a core part of how marketing organizations operate, and it is already reshaping marketing teams. AI Is Nearing Majority Adoption Across Marketing Use Cases Forrester’s latest research shows that AI is now widely in production […]
Your Next Buyer Might Be An AI Agent
Agentic buying will touch 75% of B2B purchases by 2027. Explore Forrester's 2027 Predictions guide for B2B leaders to uncover five shifts needed to maintain trust and control.
Blog
If Everyone Has AI, Where Will Advantage Come From?
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
Blog
B2B Growth Is A Team Sport: Winning The Buying Group Era Requires Every Function To Play Together
Learn why B2B growth depends on cross-functional alignment, buying group strategies, and shared revenue goals to improve customer outcomes, accelerate pipeline, and drive growth.
Blog
How Leading Organizations Are Rethinking B2B Event Strategy
B2B event teams are operating under increasing pressure. Budgets remain constrained, audience expectations continue to rise, and CMOs want clearer evidence that events contribute to business impact — yet not all event programs respond in the same way. Our analysis of Forrester’s Q1 2026 State Of B2B Events Survey reveals that the highest-performing organizations set […]
Blog
The World That Spawned RevOps Is Unrecognizable
Over the past decade, B2B go-to-market (GTM) organizations have grown increasingly complex and fragmented. Revenue operations (RevOps) functions emerged to drive consistency, efficiency, and alignment across the GTM processes and systems that connect sales, marketing, and product functions. While never seamless, RevOps managed the mission. It standardized processes, improved data quality, drove common metrics, and brought much-needed discipline […]
Blog
Companies Get The Marketing They Expect
Marketing’s role is shaped less by strategy documents than by the expectations executives place on the function. New research reveals a significant gap between how companies currently view marketing and how marketing leaders believe the function should contribute to growth, strategy, and business performance.
The B2B GTM 2027 AI Challenge Isn't Scale. It's Control.
Join Forrester analysts on December 3, 2026, to learn which B2B GTM predictions could reshape buyer engagement, sales, marketing, and product strategy.
Blog
Meet The Winners Of The 2026 B2B Awards And Hear Their Stories Live At B2B Forum EMEA
In London, we’ll celebrate two organizations that have raised the bar for how to operate, collaborate, and grow. Get a preview of their stories and join us later this month to learn more.
Webinar
Rethinking B2B Marketing Contribution In The AI Era – APAC
AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.
Blog
Too Many AI Use Cases, Too Little Impact
Organizations are flooded with AI ideas, pilots, and proofs of concept, yet many struggle to translate them into measurable business outcomes. The problem is not a lack of AI use cases. The problem is prioritization. Learn how to evaluate AI opportunities through the lens of business value, impact, feasibility, and strategic alignment to focus investments where they deliver the greatest return.
Webinar
Rethinking B2B Marketing Contribution In The AI Era
AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World – APAC
Join us September 8: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Missed It? Watch How B2B Measurement Is Changing
Most measurement frameworks were built for buying journeys that look very different today. See why Ross Graber says attribution is becoming less reliable and how marketing leaders are adapting.
Blog
B2B Marketing Is Moving Faster Than Its Foundations Can Handle
Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World
Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Blog
The Quiet Fix For Silos — Frontline Marketing’s Biggest Self-Inflicted Problem
When every marketing team plans independently, buyers experience the consequences: overlapping communications, competing priorities, and inconsistent journeys. The solution isn’t a new org chart. It’s a new approach to planning.
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