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

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

Explore B2B Marketing Shifts For 2023

Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.

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.
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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.
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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 […]

How B2B Marketing Leaders Will Chart New Paths To Growth

Explore key findings from Forrester’s 2021 Global Marketing Survey and discover how marketing leaders will guide their organizations’ recovery.

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.
Blog

The Quantum Physics Of Future-Ready B2B Content

Phyllis Davidson September 9, 2022
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.
Blog

Dive Deep Into Marketing Operations At B2B Summit EMEA, October 11–12 In London

Brett Kahnke September 8, 2022
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 […]
Blog

Forr The Planet: Sustainability Interview Series — Amazon Web Services

Abhijit Sunil September 7, 2022
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.
Blog

In 2023, Demand And ABM Leaders Must Stay Focused On Long-Term Success

Steven Casey August 30, 2022
Despite an economic downturn, demand and ABM leaders should resist blanket cuts and instead, prioritize thoughtfully.
Blog

For Marketing Operations Leaders, 2023 Brings Opportunity Amid Uncertainty

Fernando Pena August 30, 2022
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.
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What Happens To Trust In Times of Economic Volatility?

Ian Bruce August 25, 2022
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.
Blog

Three Reasons Why Demand Marketers Should Attend Forrester’s B2B Summit EMEA

Conrad Mills August 19, 2022
Learn what's in store for demand and ABM professionals at this year's event.
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Three Mindflaying Facts About AI For B2B Marketers

Jessie Johnson August 10, 2022
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.
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Productivity And Customer Focus Are Top Of Mind For German Manufacturers And Financial Services And Insurance Providers

Christina Schmitt August 5, 2022
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 […]

Sales Activity Study

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

Blog

First-Line Sales Managers Are Your Secret Agents Of Change

Jennifer Bullock August 4, 2022
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 […]
Blog

Getting Marketing Leaders Back Together At Forrester’s B2B Summit EMEA 2022

David Parry August 2, 2022
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.
Blog

What To Expect At Forrester’s B2B Summit EMEA 2022

Nicky Briggs July 19, 2022
This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.
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