B2B Research

Explore our latest insights for B2B marketing, product, and sales leaders to facilitate sound decision-making, execute with precision, and accelerate growth. Find guidance to help drive alignment across B2B marketing, sales, and product functions and power growth.

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Insights

Blog

Call For Entries: Forrester B2B Summit APAC Awards

Meta Karagianni 1 day ago
After two years of working and connecting with our colleagues and peers remotely, we are so excited to bring our B2B Summit APAC event back to Singapore. Our analyst teams have been working intensely to stand up an agenda that is relevant and unique to our APAC clients, addressing the most pressing issues we hear […]
Blog

The Ukraine War Galvanizes Consumers Into Demanding Action

Dipanjan Chatterjee 3 days ago
We are about three months into a conflict that has shaken the world. Many, such as the people of France and the UK, are on edge as the specter of war returns to haunt the European continent. For others, like those in the United States, virtual proximity has brought a war being fought far away […]

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.

Blog

The Sales Engagement Landscape And The Case For The Single Pane Of Glass

Seth Marrs May 19, 2022
In this fast-moving sales technology environment, the sales engagement feature set has never been more valuable. Our new research provides insight into what the future may hold.
Blog

Change And A New Forrester Analyst’s Perspective

Fernando Pena May 13, 2022
Organizations should be positioned to recognize change as a new opportunity, not a daunting task. But we know that's not always easy.
Blog

Marketing Enablement Improves Business Outcomes — Show Me The Value

Matt Papertsian May 6, 2022
Marketing leaders understand that enablement drives better business outcomes, yet companies are spending only about 10% of what they spend to enable sales on marketing enablement, based on our benchmark studies and Forrester’s Q1 2022 Sales Learning And Development Professionals Survey. A large part of the challenge is that marketing leaders struggle to clearly establish […]
Blog

Doing, Selling, And Being Headless Commerce

Joe Cicman May 3, 2022
Different roles have different relationships to headless commerce. Yet the concept is easier explained when you can settle on a frame of reference.
Blog

Six Things B2B Leaders Can Do To Create A Customer-Obsessed Culture

Jennifer Ross May 2, 2022
Customer-centered B2B organizations outperform their peers in nearly all the metrics that matter. Leaders set the tone in shaping a culture focused on the customer.

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

Blog

Why Headless Commerce Is A Pain In The Neck

Joe Cicman April 29, 2022
It’s not your fault you don’t understand “headless commerce.” Great products have great names that express what they are and why they’re good. Like “doghouse” or “sugar-free gum.” But headless commerce … that’s confusing, and it’s poorly messaged. Let’s run two tests to illustrate this. (Full disclosure: This is a roast of headless commerce.) Round […]
Blog

The Top Three Solutions For B2B Commerce In 2022

Joe Cicman April 28, 2022
The Forrester Wave™: B2B Commerce Solutions, Q2 2022 surfaced a significant shift in the market, which we predicted but did not expect to see so quickly or so clearly. So What Did The Results Reveal About The Market? Three solutions scored higher than more broadly adopted solutions. In all three cases, these solutions take a […]
Blog

Sales Leaders Can Improve Sales Productivity By Focusing On Four Wellness Steps

Nancy Maluso April 20, 2022
Sales leaders want to continuously improve sales productivity. What many may not realize is that high seller engagement and wellness directly correlate with higher productivity. However, evidence from Forrester’s Q3 2020 US Future Of Work Survey shows that B2B sellers feel fatigued, less engaged, and more frustrated at work compared with other B2B professionals. This […]
Video

The Quantum Physics Of Future-Ready B2B Content

Christine Polewarczyk April 18, 2022

Blog

The Revenue Process Alignment Series, Part 4: An Opportunity-Centric Revenue Process Is All About Context

Terry Flaherty April 14, 2022
The key to an optimized revenue process is context. As discussed earlier in this blog series, both the marketing qualified lead (MQL) and the marketing qualified account (MQA) suffer from context issues. But if you use the opportunity-centric approach, you can leverage this context and optimize the revenue process between marketing and sales throughout the entire revenue process.

European Predictions 2022

Visit our resource hub to discover the key trends impacting European businesses in 2022.

Blog

The Revenue Process Alignment Series, Part 3: Why Marketing Qualified Accounts Are Not The Answer

Terry Flaherty April 14, 2022
In part 1 and 2 of this blog series, we explored why the focus on MQLs is a restrictive approach. Just as B2B buying decisions are not made by an individual person or lead, the buying decision is also not made by an account. In this blog, we explore why shifting the focus to the MQA (marketing qualified account) is equally problematic.
Blog

The Revenue Process Alignment Series, Part 2: More Reasons To End Your Addiction To MQLs

Terry Flaherty April 14, 2022
In part 1 of this blog series, we looked at reasons why organizations need to end their focus on individual MQLs (marketing qualified leads) as the focus of their revenue process. In part 2, we look at more reasons why the transformation away from MQLs is necessary.
Blog

The Revenue Process Alignment Series, Part 1: The End Of MQLs

Terry Flaherty April 14, 2022
For more than 20 years, the MQL (marketing qualified lead) has been the focus of most B2B revenue processes. But it fails in providing actionable insight and drives misalignment across various functions in the process. In part 1 of a four-part blog series, we explore why the MQL era is antiquated and needs to end immediately.
Blog

Integrate Sustainability Into Your Value Proposition

Jan Sythoff April 12, 2022
Environmental considerations are increasingly important for organizations when deciding on IT and technology-related investments. Many IT and technology solutions can have a positive environmental impact, which bears underscoring to stakeholders — most notably, to customers.
Blog

How Does B2B CX Quality Impact Loyalty? — A Forrester B2B Summit 2022 Session Preview

Laura Ramos April 11, 2022
Assessing the CX of B2B companies is trickier than in the B2C space. At Forrester's B2B Summit North America, we'll unveil the first B2B CX Index™ and reveal which aspects of CX matter most for two popular solution types.

See the future and gain a competitive advantage for 2022

Discover 12 trends our research reveals will matter most this year. Download our Predictions 2022 Guide.

Blog

Customer-Obsessed B2B Leaders Give More And Get More — Do You?

Caroline Robertson April 6, 2022
Explore three traits that separate truly customer-centric leaders from the rest of the pack
Video

Are You An Effective Change Catalyst?

Meta Karagianni April 5, 2022

Blog

Let’s Chat About Conversation Automation Technology In B2B Marketing

Jessie Johnson April 5, 2022
Conversation automation technologies help B2B marketing and sales leaders holistically approach the design, deployment, and optimization of conversational interactions to deliver relevance and value in the moment while informing the timing and treatment of the next action.
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