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
Focus On Customer Value To Deliver B2B Customer Growth
Last week, I presented at my 10th, and final, Forrester B2B Summit North America. I say final not because the event is ending but because I’m retiring from Forrester in June of this year. One of my sessions introduced the Forrester Customer-Led Sales Growth Model, which was a perfect way to summarize my views on […]
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Brand Is A Long Game: The Tangible Value Of B2B Brand Investments
Brand investments are like retirement investments. The idea is to invest regularly and consistently starting as early as possible, knowing that by the time retirement hits, the value will have accrued over time and the investments will have compounding returns. When we begin the uphill climb of investing, the returns may feel modest. It’s difficult […]
Skyrocket Your Growth And Revenue With Our B2B Predictions
Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.
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Buying Signals Help B2B Organizations Reignite Revenue Interactions
Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In […]
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Harness The Power Of Buying Signals At Forrester’s B2B Summit
B2B organizations must know their buyers, anticipate their needs, and empower them with each interaction — or lose to providers that do. Signals help transform the way we interact with our audiences across functions, disciplines, and interaction types, helping B2B organizations deliver contextual interactions with immediate value throughout the customer lifecycle. Check out these sessions […]
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A New Supergroup For Revenue Technology Emerges: Revenue Orchestration Platforms
In the world of revenue technology, three distinct categories have converged to form a new supergroup of revtech capabilities. Learn more about revenue orchestration platforms in this preview of a new report.
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Five Ways That Generative AI Brings Superpowers To Portfolio Marketers
Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Learn five ways generative AI can help portfolio marketers automate tasks and increase productivity and creativity.
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“Change Now” For Sustainable And Profitable Solutions
Educating executives about the environmental impact of their business is still a challenge. Learn why and several other key takeaways from the recent ChangeNOW solutions summit in Paris.
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Call For Entries: B2B Summit EMEA Awards
EMEA B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results within a single function, we want to hear from you. Learn more about Forrester’s B2B Summit EMEA Awards.
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Customer Success Platform Consolidation Reflects Market Dynamism
Customer success platform vendors Totango and Catalyst have announced plans to merge. Is this the start of an acquisition trend in the space? Find out more in this analysis.
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Participate In Forrester’s Q1 2024 State Of B2B Events Survey: Unlock Valuable Insights For Your Organization
Forrester’s B2B event trends survey is back, and we’re inviting you to participate! Everyone completing the survey will gain access to the latest market trends and crucial information on building an audience-centric, integrated event strategy within their organization. Overview In the wake of the COVID pandemic, the B2B events landscape has undergone significant transformations. While […]
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Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge
In the fast-paced world of B2B marketing, where change is the only constant, CMOs find themselves standing at a critical crossroads. The traditional playbook is becoming obsolete, and B2B buyers demand seamless online experiences. The landscape is shifting, and those who fail to adapt are bound to be left behind in the dust of their […]
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Unleashing The B2B Revolution: The Bold Power Of E-Commerce
Drawing from my personal experience and passion for e-commerce, I am excited to share research on the compelling reasons and effective strategies for B2B organizations to harness this route to market that will propel their organizational growth. In parallel, this blog marks the commencement of a six-part series, set to be released over the next […]
Fuel Growth With Strong Marketing-Sales Alignment
Download our alignment handbook to thrive in a complex buyer landscape with teams, processes, and objectives aligned across the customer lifecycle.
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Marketers Must Embrace AI To Maximize B2B Event Success
Current adoption of AI for B2B events is low, but there is enormous untapped potential.
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Are B2B Buyers Cowards?
No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.
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How To Capitalize On Conversational Search
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
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What Content Actually Matters? Find Out With A Touch Analysis.
Gain a better understanding of content engagement.
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Three Key Findings From The Forrester Wave™: Sales Readiness Solutions, Q4 2023
The stakes are high for B2B seller enablement. As enterprise buyers tighten their budgets, the competency of B2B sellers is more critical than ever before. Sales readiness solution vendors are keenly aware of and focused on the challenges that sales leadership and revenue enablement teams face in equipping sellers with the knowledge, skills, and process […]
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
Saying Goodbye To MQLs: How Does Marketing’s Life Change?
There are five key ways that marketing’s role changes when making the shift to buying groups and opportunities. Find out what they are in this week’s Saying Goodbye to MQLs blog.
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Are Scaled And Digital-Led Customer Success The Same Thing? Inconceivable!
Decode the meaning of digital-led and scaled customer success.
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Evolving B2B Marketing Mindsets
Marketing has become a strategic function in driving revenue growth for B2B companies, but to continue improving, marketing leaders must challenge long-held beliefs and retool their mindsets to embrace the evolving customer lifecycle and complex buying journeys. Let’s explore the ingrained mindsets that B2B marketing leaders must abandon to evolve and thrive. The mythical B2B […]
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