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

CPQ: Empowering Buyers To Buy With Omnichannel Sales

Robert Muñoz 2 days ago
Learn how your organization can leverage CPQ solutions to win, retain, and grow customers, This blog will highlight trends uncovered during research for The Configure, Price, Quote Solutions Landscape, Q1 2023.
Podcast

Why CSR Must Be More Than Purpose Beyond Profit

What It Means 2 days ago
B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs. 
Blog

Is Your Revenue Tech Strategy Beach-Ready?

Anthony McPartlin March 17, 2023
Despite heavy investment in tech, many B2B organizations struggle to show related business impact due to implementation, integration, and adoption issues. It’s time for revenue technology management to be elevated as a strategic capability to drive sustainable business value from tech.
Blog

How B2B Companies Will Win The Competition For Growth

John Arnold March 14, 2023
The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.
Blog

How Are Post-Sale Customer Engagement Responsibilities Changing?

Laura Ramos March 8, 2023
How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]
Blog

Leverage Data In Your Sales Strategy To Win 2023

Alex Schanne February 23, 2023
Attention, sales leaders! In case you missed it, to win in 2023, your reps must leverage digital selling tactics and listen to buyer signals. Today’s buyer is empowered and increasingly reliant on self-discovery through digital experiences. Sales leaders need to adapt fast to win, retain, and grow revenue in this increasingly turbulent market, but the […]
Blog

The Top Five Reasons To Attend B2B Summit North America 2023

Srividya Sridharan February 22, 2023
Over 100 analyst-led sessions, detailed case studies and success stories, and unparalleled networking opportunities are just a few of the things that B2B marketing, sales, and product leaders can expect at this year’s event.
Blog

Three Questions To Ask When Navigating The New B2B Event Management Technology Landscape

Conrad Mills February 6, 2023
B2B events have undergone the most profound change imaginable over the past three years. Marketers now need to manage a much more complex event landscape, planning and executing a range of events across in-person, virtual, and hybrid formats. Selecting the right B2B event management technology provider is a critical part of this process but one […]
Blog

Practitioner To Analyst: What I Would Have Done Differently If I Had Access To The Research I Have Now

Jerry Zhao January 19, 2023
Being a Forrester marketing operations analyst for 60+ days, my learning journey has been quite informative. Check out what I have discovered so far. From the view of an ex-marketing operations practitioner, I highlight what I would have done differently if I had access to the Forrester assets when I was a practitioner. This blog shares recommendations for marketing operation leaders.
Blog

Gaining Alignment On Martech Decisions

Katie Linford December 21, 2022
Regularly evaluating your martech stack helps ensure that your technology continues to provide value and supports business objectives. Ask five key questions to help bring clarity to your decision-making.
Blog

Marketing Enablement Improves Business Outcomes — Show Me The Value

Matt Papertsian December 16, 2022
Marketing leaders understand that enablement drives better business outcomes, yet companies spend only about 10% of what they spend to enable sales. Learn what it takes to establish and communicate the value of marketing enablement efforts.
Blog

We Have Liftoff! Effective Customer Onboarding Is The Launchpad To Customer Value

Shari Srebnick December 13, 2022
Customer onboarding is critical for successful adoption, revenue retention, and growth.

It Was Never About Leads: Why Adapting To Buying Groups Is A Must

Find step-by-step guidance for identifying, engaging, and winning opportunities based on how buyers actually buy.

Blog

How Marketing Operations Leaders Set Clear Boundaries Using Project Acceptance And Prioritization Strategies

Laura Cross November 17, 2022
B2B marketing depends on processes to develop and execute marketing activities efficiently and effectively. To succeed, B2B marketing functions must manage various processes, each delivering specific outputs for stakeholders.
Blog

Forrester’s Buyer Insights Reports Reveal Current Business Drivers And Buying Behaviors

Amy Hayes November 17, 2022
The key to becoming truly audience centric and more effective as a marketing org is to deepen your buyer insights. Forrester has just
Blog

Sales Tech Innovation Is Declining — And That’s A Good Thing!

Seth Marrs October 27, 2022
From 2020 to 2021, we saw a renaissance in sales technology. COVID-19 forced sellers to work from home, leaving no choice but to adopt new technologies to do their job. In addition, low interest rates provided an almost unlimited supply of funding to help sales technology companies solve this challenge. Investors funneled almost a billion […]
Blog

Gain Insight Into B2B Martech Decisions And Trends

Fernando Pena October 25, 2022
Have you wondered what other B2B leaders think of martech solutions? Here’s your chance to help shape the future of B2B marketing technology decisions.
Blog

Overcoming The Insights Gaps Of The B2B Revenue Engine

Ross Graber October 21, 2022
Advanced insights-driven B2B orgs are 2.2 times more likely to drive growth of 10% or more than peer organizations. Find out why in this preview of our Data Strategy & Insights event.

Sales Activity Study

Identify productivity roadblocks for your sales reps and start paving the way to greater efficiency.

Blog

The B2B CMO And Marketing Operations: A Symbiotic Relationship

Cristina De Martini October 13, 2022
CMOs and marketing operations teams benefit greatly by partnering and working together.
Blog

How A Strong Collaboration Between CMO And CIO Accelerates Businesses’ Success

Christina Schmitt September 29, 2022
Technology is not the exclusive core expertise of IT anymore. For many years, technology has had a place in the B2B marketing strategy and represents a big part of marketing’s responsibility. In addition to implementing and running the relevant marketing technology, marketing requires the knowledge to use it effectively to drive the revenue engine, create […]
Blog

Oh, How I Love Thee — Brand Preference Measurement Goes Deeper Than Awareness

Karen Tran September 12, 2022
Before launching programs to improve brand health, you need to understand the sentiments and associations of your brand in the market and where your brand stands in terms of preference.
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