B2B Research

The key to becoming truly audience centric and more effective as a marketing org is to deepen your buyer insights. Forrester has just

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 […]

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.

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.

CMOs and marketing operations teams benefit greatly by partnering and working together.

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 […]

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.

Advances in AI, automation, and analytics paired with growing expectations from buyers will fundamentally change the way we think about content and how it’s used.

Marketing operations professionals have a tremendous opportunity coming up to drive their strategic impact by attending Forrester’s B2B Summit EMEA. With a dedicated Operations track, this year’s Summit offers content for everyone, from beginners looking to learn the ropes all the way to established leaders who are transforming their organisations. Attend sessions geared toward your […]

Learn about the the primary carbon reduction levers from being on the public cloud vs. being on premise from Christopher Wellise, director of sustainability and carbon at Amazon Web Services.

Despite an economic downturn, demand and ABM leaders should resist blanket cuts and instead, prioritize thoughtfully.

Data-driven, actionable insights will be critical for weathering economic turbulence. Providing these insights ranks high among marketing operations teams’ priorities in the year ahead.

In times of extraordinary political and social instability, consumers turn to brands they trust. Get a data-driven look at why that is and how to make the most of it.

Learn what's in store for demand and ABM professionals at this year's event.

Artificial intelligence has fundamentally changed our ability to understand and empower our audiences, whether customer or employee. Discover three ways B2B marketers are leveraging AI now.

In reviewing the new Forrester Marketing Survey, 2022, where we have asked marketing executives globally about their opinions on marketing strategy, interesting insights have been captured. Looking at the growth strategies and marketing priorities of B2B organisations for 2022, differences in their marketing strategies are clearly displayed, especially when comparing regions or industries. Putting a […]

Spies. Secret agents. They represent a world of intrigue. When major change is disrupting some portion of humanity, a government force quietly sends in their top agent to resolve the issue, mitigate the risk, and get things back on track. But even in movies and books, the best agents accomplish nothing without a great supporting […]

From leadership strategies to planning best practices to elevating marketing's role, here's a look at what to expect at Forrester's B2B Summit EMEA this fall.

This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.