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

The Essential Role Of Process In Executing Your B2B Strategy

Cristina De Martini 18 hours ago
Process is not merely a conduit for efficiency; it’s the backbone for converting strategy into results. Without a robust process in place, reaching your goals becomes almost impossible. Learn a four-step method to turning process into a powerful execution tool.
Blog

If Process Is So Important, Why Isn’t Process Prioritized?

Laura Cross 1 day ago
In today’s unstable market driven by shifting buyer expectations and AI disruption, strong processes are an organization’s lifeline, ensuring predictability, consistency, and scalability, yet many organizations overlook their importance. Investing in process improvement isn’t a nice-to-have — it’s essential. It boosts innovation, creates competitive differentiation, improves efficiency, cuts waste, and makes an organization agile.
Blog

“Learn Best Practices, Hear Ideas, And Just Get Motivated” — B2B Summit Attendees Share Why You Should Attend

Dave Frankland 2 days ago
What makes Forrester’s B2B Summit the premier gathering for marketing, sales, product, and customer success pros? We asked past attendees to find out.
Blog

’Tis The Season … For B2B Summit

Peter Ostrow 7 days ago
Our B2B research team is preparing feverishly for this year’s event, which starts March 31. Get a sneak preview here of a few of the sessions and panel discussions in the works.
Blog

Participate In Forrester’s 2025 State Of B2B Events Survey And Unlock Valuable Insights For Your Organization

Conrad Mills 7 days ago
Participate in the Forrester 2025 B2B event trends survey and gain access to the latest trends to help shape your event strategy this year.
Blog

Revitalizing Deals That Detour With Adaptive Programs

Kelvin Gee January 28, 2025
In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s Demand, ABM, And Customer Marketing Survey, 2024, 56% of opportunities handed off to sales fail to close successfully.
Blog

Take An Audience-Centric Approach To Create Compelling B2B Event Content

Conrad Mills January 28, 2025
Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives.

Couldn’t Join Live? Catch The B2B Predictions Webinar Replay

Watch it now to explore the impact of our 2025 predictions on your B2B marketing and sales strategy. Hear advice from our analysts on how to prepare for what’s ahead.

Blog

From Sprint To Marathon: Passing The Baton From Sales To CS For Seamless Account Transitions

Shari Srebnick January 23, 2025
You can have great sales and customer success (CS) teams, but if you don’t have smooth account handoffs from one team to the next, you will fail your customers and lose speed in the race to retention and growth. Learn how to get an edge.
Blog

Introducing Forrester’s Brand Experience Index — Drive Growth With Both Brand And Customer Experience

Dipanjan Chatterjee January 16, 2025
Enhancing brand and customer experience in tandem has a multiplicative revenue impact. Learn about our new approach for measuring and analyzing the two — and how it can point you toward avenues for growth.
Blog

Align B2B Strategy, Planning, And Execution To Achieve Growth With Precision And Purpose

Laura Cross January 13, 2025
Translating corporate strategy into actionable plans at the product, revenue, functional, and operational levels is no easy feat. Learn how teams can do this successfully.
Blog

Look For These Five Brand And Customer Experience Themes At CES 2025

Dipanjan Chatterjee January 2, 2025
CES 2025 will be defined by five brand and customer experience themes ranging from brands searching for salience to companies finding realistic and pragmatic applications for AI-fueled experiences. Find out what to expect at CES 2025 in this preview.
Blog

Buyer Enablement — Five B2B Companies That Do It Well

Rick Bradberry December 30, 2024
Helping buyers complete more tasks on their own may seem counterintuitive to selling, but the resulting hybrid approach works better for both buyer and seller. Read five examples of companies that effectively help prospects complete self-service buying tasks.
Webinar

Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups

B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs.
Blog

Prédictions 2025

Thomas Husson December 17, 2024
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prévisions que Forrester anticipe pour l’année qui vient. Début 2024, j’avais partagé une dizaine de prévisions ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – a analysé la pertinence de nos prévisions en revenant de manière […]
Blog

B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction

Ross Graber December 6, 2024
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
Blog

Five Steps To Drive Customer Growth With PLG

Beth Caplow December 5, 2024
Product-led growth (PLG) has been touted as one of the fastest ways for B2B firms to grow and lower cost of sales. Get five steps to adopting PLG strategies that complement your sales efforts.
Podcast

It’s Time To Think Beyond Marketing-Sales Alignment

What It Means December 5, 2024
Is alignment between B2B marketing and sales teams overrated? The concept may be in need of a rethink, say Principal Analysts John Arnold and Rick Bradberry. This week on What It Means, they describe what more productive marketing-sales relationships might look like.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

Blog

Data And Insights For Smart Go-To-Market Decision-Making

Katie Fabiszak November 25, 2024
Learn how the Forrester Go-To-Market Architecture can help portfolio marketers find the right mix of data and insights for smarter go-to-market decisions.
Blog

Better Your Brand Measurement With These Best-In-Class Providers

Dipanjan Chatterjee November 12, 2024
If you’re looking to implement a new program or fine-tune your existing brand measurement, we have both bad news and good news for you. Learn what it is and how Forrester's new landscape can help.
Blog

Call For Entries: Forrester 2025 B2B Summit North America Awards

Matthew Selheimer October 30, 2024
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
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