B2B Research
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Insights
Blog
From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing – but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multi-day, multi-session virtual events are long gone. Instead, marketers are focused on simpler virtual events with 43% planning to run more […]
Blog
Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
Blog
A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
Blog
Customers Hold The Key To Your New AEO Strategy
B2B buyers turn to AI answer engines to inform their purchasing decisions. These answer engines are one of their first stops. If your company doesn’t show up there, it’s likely to be your last stop. Your customers hold a key to your answer engine optimization strategy.
Blog
Social Media Takes Center Stage In B2B Buying — Even In The AI Era
Generative AI may dominate headlines, but when it comes to business buying, social media is shaping the journey in powerful ways. Forrester’s latest research shows that social media has become the second most meaningful source of information for buyers — just behind generative AI search tools.
Blog
Why Cvent Acquired ON24 And Goldcast — And What Comes Next
As the events industry continues to undergo rapid transformation, Cvent’s recent acquisitions of ON24 and Goldcast signal a strategic shift toward deeper enterprise engagement, as well as stronger alignment across marketing and events. While both deals strengthen Cvent’s position, they also raise important questions about integration, data strategy, and long‑term platform vision. This blog explores […]
Blog
Five Findings About Today’s Market And Competitive Intelligence Programs
Discover five key insights from our latest survey on market and competitive intelligence programs. Learn how teams deliver strategic value, leverage platforms and genAI, and overcome challenges in measuring impact.
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
Blog
When A Crisis Hits, Too Many B2B Companies Aren’t Ready
Crises are no longer rare, one-off events. Cyber incidents, operational failures, executive missteps, and external disruptions are becoming part of the typical operating environment for B2B organizations of every size. Yet Forrester’s 2025 B2B Brand And Communications Survey reveals that many companies remain dangerously unprepared when a crisis strikes.
Blog
AI In B2B Digital Commerce: The Fast Lane Is Open — Are You Ready To Drive?
AI has moved from hype to practical impact in B2B digital commerce, with real gains coming from proven use cases that enhance customer experience and operational efficiency. The leaders pulling ahead are those who pilot, learn, and scale — tying AI investments to business outcomes while upskilling teams and adopting ethical, customer‑centric practices.
Podcast
AI’s Impact On The B2B Buying Cycle, Healthcare, And US Jobs
Find out how AI is being used by B2B buyers and healthcare consumers, and get the latest forecast on the impact of AI on US jobs.
Blog
The State Of Business Buying: Risk-Averse Buyers Demand Proof, Not Promises
Our latest Buyers’ Journey Survey of nearly 18,000 global business buyers describes a buying climate in which AI is everywhere, scrutiny is the norm, and trust is paramount. Read about the key findings and how organizations can succeed with today’s wary buyers.
Blog
Participate In Forrester’s Q1 2026 State Of B2B Events Survey And Gain Critical Insights To Guide Your Event Strategy
B2B event teams are navigating a difficult environment — marked by flat or declining budgets, high inflation, resource constraints, and intensifying competition for attendees and sponsors. Registration is trending later, and audiences are looking for more immersive, interactive, and personalized experiences. Forrester’s annual event survey provides event leaders and planners with insights to negotiate this […]
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
Blog
Demystifying Latent Demand
In 1978, there was little to no evidence that people longed for a device to let them wander around playing cassette tapes through headphones. In 1997, there was little to no evidence that people were hankering for a company to send them DVDs by mail. And in the early aughties, there was little to no […]
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Blog
Is AI In Sales A Sustainable Competitive Advantage Or Just Table Stakes?
The uncomfortable truth is that AI in sales can quickly become table stakes, unless it fundamentally transforms how your organization learns and decides. Learn how leading orgs achieve sustainable advantage when they integrate AI into how they operate.
Blog
Reflecting On European B2B Marketing Trends From 2025: Why Alignment Is Your Growth Engine
European B2B marketers enter 2026 with both optimism and urgency. The organizations that win will be those that master the fundamentals — turning data into decisions, strengthening partner networks, and unifying teams around customer value.
Blog
Six Essentials For Managing Platforms And Portfolios
Learn the key steps to managing platforms and portfolios and see how Forrester’s Portfolio Model helps vendors grow using integrated solutions.
Apply For Forrester’s 2026 B2B North America Awards!
Got a great story to share about driving alignment or achieving outstanding results within a specific B2B function? Share your story by February 18 for a chance to join us live at B2B Summit 2026 in Phoenix.
Blog
Enterprise Architecture Tools Become A $1 Billion Strategic Battleground
Enterprise architecture (EA) is having a moment. After years of being dismissed as slow, rigid, or misaligned with agile ways of working, EA is now at the center of one of the fastest‑growing, most strategic software markets. Our latest research confirms that the EA management suite market has surpassed $1 billion and its momentum is transforming […]
Blog
Five Practices That Make The CMO-CPO Partnership Work
When marketing and product align around buyer needs and shared commercial priorities, growth follows. Learn how to strengthen this alliance.
Blog
Prédictions 2026
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prédictions que Forrester anticipe pour l’année qui vient. Début 2025, j’en avais partagé une dizaine ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – en a analysé la pertinence en revenant de manière objective sur celles […]
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