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
Build Your Foundation First: The Hard Truth About Successful AI Deployments
AI can improve efficiency for go-to-market teams but only if core processes are in place. This blog explores how to identify and fix issues such as siloed workflows, disconnected systems, and inconsistent data so that AI can deliver real impact instead of amplifying inefficiencies.
Blog
Everyone Wants To Grow — Few Want To Do The Work
Portfolio marketers at high-performing organizations are 65% more likely to spend at least 40 hours a year on professional development and more than twice as likely to dedicate 100 hours annually. Learn about a four-step model that can help your organization create real opportunities to practice, collaborate, and apply new skills.
The Countdown To 2026 Predictions Has Begun
Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.
Blog
The Implications Of Salesloft’s Drift Data Breach
The incident is not just a cybersecurity failure — it’s a business crisis and a wake-up call for the broader sales technology market.
Blog
Sales Leadership: Why Now Is The Time To Embrace Revenue Process Transformation
Discover why outdated sales models are holding businesses back and how embracing revenue process transformation can unlock faster growth, better buyer engagement, and stronger sales leadership. Join us at Forrester’s B2B Summit EMEA to explore bold strategies for leading change.
Blog
Revolutionizing B2B Practices: Bridging Generational Gaps To Accelerate Revenue Growth
Millennials and Gen Zers are reshaping B2B buying with digital-first expectations, leaving traditional sales and marketing tactics behind. If your revenue is flatlining, it might be time to rethink your approach.
Blog
Raise Your Revenue Process Transformation IQ At B2B Summit EMEA
Forrester’s B2B Summit EMEA will explore different facets of revenue process transformation and how to fast-track customer-centered growth.
Blog
Search Is Changing — Is Your Content Strategy Ready?
The traditional search-to-click path has collapsed — yet many B2B marketing teams still rely on outdated content strategies. APAC marketers: Learn a better path forward at Forrester’s B2B Summit APAC this November.
AI, Buying Networks, Revenue Growth — Master It All
Forrester’s B2B Summits connect you with analysts and insights to help you navigate buying shifts, win with AI, accelerate growth, and transform revenue.
Blog
Three Takeaways From HubSpot’s INBOUND 2025
Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote.
Blog
Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
Blog
Advance Your B2B Content Engine Maturity In The Age Of AI
As AI transforms all phases of the content lifecycle, it’s critical for organizations to perform a status check. Our B2B Content Engine Maturity Assessment offers a starting point.
Blog
Your Postsale Customer Data Unwrapped
Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.
Blog
Ready To Master Buying Mayhem? Join Us At One Of Our Upcoming B2B Summits
B2B buying dynamics require new marketing approaches. Join us in London or Singapore for actionable strategies on how to address them.
Get Trusted Advice — In Seconds
AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.
Blog
Adaptive Growth Strategy, Our AI Hackathon: My Highlights For Forrester’s B2B Summit EMEA
This October in London, I'll explain how to lead through change, hit aggressive targets, and guide execution teams with clarity — even when resources are tight. Here's a quick peek at what to expect at the event.
Blog
Fueling Revenue Process Transformation Through B2B Events
Events are not an add-on. For B2B organizations, they can play a critical role in revenue process transformation. Learn how.
Podcast
AI Pricing, Outcome-Based Pricing, Developer Productivity
As the annual budgeting and planning season comes into full swing, we drill down into two unique pricing trends. We then take a detailed look at how to measure developer productivity.
Blog
Meet The AI Agents Redefining B2B GTM Strategies And Approaches At B2B Summit EMEA
AI agents are augmenting the B2B GTM workforce — and workflows — at a rapid pace. Get to know them and their capabilities better at our B2B Summit EMEA event.
Blog
Shrinking Budgets And Rising Expectations Challenge B2B Agency Partnerships
In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver […]
3 Common B2B Marketing Budget Mistakes & How To Fix Them
Download our guide to strategic budgeting to dodge common pitfalls, break bad budgeting habits, avoid zombie projects — and turn your marketing budget into a powerful growth accelerator.
Blog
Economic Volatility And GenAI Are Forcing A Rethink Of B2B Brand And Communications Budgets In 2025
In Forrester’s 2025 B2B Brand And Communications Survey, CMOs and marketing leaders revealed how economic pressures and the rapid adoption of generative AI (genAI) are reshaping expectations for brand and communications investments. The budget expectations shared by our survey respondents indicate a planned strategic rebalancing — driven by AI-enabled efficiencies and a push for leaner […]
Podcast
Fear In B2B Buying, Future Of Experiences, Cisco Live Recap
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog
How To Evaluate Intent Data Providers
While most B2B organizations have an established process for evaluating traditional data providers, many have less practice in the evaluation of second- and third-party intent sources. The diversity of collection methodologies, complexity of keyword mapping, and rapid decay of insight value present unique challenges for comparing providers of these data types. Balancing Insight Potential, Data […]
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