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
Reflecting On European B2B Marketing Trends From 2025: Why Alignment Is Your Growth Engine
European B2B marketers enter 2026 with both optimism and urgency. The organizations that win will be those that master the fundamentals — turning data into decisions, strengthening partner networks, and unifying teams around customer value.
Blog
Six Essentials For Managing Platforms And Portfolios
Learn the key steps to managing platforms and portfolios and see how Forrester’s Portfolio Model helps vendors grow using integrated solutions.
Blog
Enterprise Architecture Tools Become A $1 Billion Strategic Battleground
Enterprise architecture (EA) is having a moment. After years of being dismissed as slow, rigid, or misaligned with agile ways of working, EA is now at the center of one of the fastest‑growing, most strategic software markets. Our latest research confirms that the EA management suite market has surpassed $1 billion and its momentum is transforming […]
Blog
Five Practices That Make The CMO-CPO Partnership Work
When marketing and product align around buyer needs and shared commercial priorities, growth follows. Learn how to strengthen this alliance.
Blog
Prédictions 2026
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prédictions que Forrester anticipe pour l’année qui vient. Début 2025, j’en avais partagé une dizaine ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – en a analysé la pertinence en revenant de manière objective sur celles […]
Blog
In The AI Era, The Value Of A Research Firm Is Still Largely Human
The critical thinking, empathy, ingenuity, and courage that analysts bring to client relationships is critical — especially now. That’s why, along with harnessing AI’s potential, we’re doubling down on the unique value our analysts offer.
Blog
Your Secret Weapon For Your Win/Loss Program: Three Ways To Get Buyer Feedback And Make It Actionable
Most B2B firms track win rates but rarely uncover the real reasons behind wins and losses. Learn three ways to capture buyer feedback that can be used to boost win rates and drive growth.
Apply For Forrester’s 2026 B2B North America Awards!
Got a great story to share about driving alignment or achieving outstanding results within a specific B2B function? Share your story by February 2 for a chance to join us live at B2B Summit 2026 in Phoenix.
Blog
Make Internal Communications A Strategic Lever For Employee (And Brand) Experience
Internal communications is more than pushing information to employees. It is a strategic function that includes messaging and channels for communications, engagement, and feedback as a critical driver of employee experience.
Blog
Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Blog
Predictions 2026: Trust Will Be The Ultimate Currency For B2B Buyers
As buyers become both more empowered and more skeptical, they’re demanding transparency and measurable outcomes. Providers that fail to adapt will not only find themselves sidelined — they’ll also face risks.
Podcast
Predictions 2026: Breaking Down Three Of Our Boldest Predictions
It’s Predictions season here at Forrester. We recently published our 2026 predictions across a variety of business functions, industries, and geographies. In this episode, we take a detailed look at three of our boldest calls for the coming year.
Blog
It’s Time To Reinvent B2B Influencer Relations
Today’s B2B buyers are often armed with clear insights about the products or solutions they need and the providers they prefer before they directly engage. And it’s frequently the growing impact of external influencers — independent third-party organizations and individuals such as the business press, review sites, industry analysts, and academics — that reshape the decision-making process.
Plan & Prosper — Together
Register for B2B Summit North America 2026 with our 2-for-1 Plan & Prosper offer. Bring a teammate, stretch your budget, and start 2026 with the tools to align your team and accelerate your strategy.
Blog
It’s Time To Put AI To Work In Postsale Engagement
Postsale teams responsible for customer retention, growth, and advocacy gain from adopting AI to automate tasks and support interactions. They should start preparing now for the inevitable changes AI represents for postsale engagement. Our recently published research outlines common starting points and more advanced ways to put AI to work. Here is some of what […]
Blog
Forrester’s B2B Summit EMEA Reconfigured And Reenergized
At Forrester’s recent B2B Summit EMEA, leaders from across marketing, sales, product, and demand didn’t just observe change — they confronted it. From generative AI and shifting buyer expectations to the rise of dynamic buying networks, the event delivered the frameworks and clarity needed to thrive in a rapidly evolving landscape.
Blog
Predictions 2026: Trust Gets Tested For B2B Marketing, Sales, And Product Leaders
AI adoption, changing buying dynamics, and persistent volatility are rewriting go-to-market playbooks. Learn what B2B leaders and teams must do to navigate the year ahead.
Blog
Introducing The Forrester Wave™: Human Capital Management Solutions, Q4 2025
The human capital management (HCM) solutions market is experiencing one of its most transformative cycles in decades. Learn eight key trends driving that transformation to better understand which platform will help unlock the full potential of your workforce.
Blog
Reimagine Your Event Strategy With AI At Forrester’s B2B Summit APAC
AI presents real opportunities for event marketers to do more with less. Learn how to get started at our upcoming B2B Summit APAC.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Personalization Makes Every Postsale Journey Your B2B Customers’ Own
We have such high hopes for customers, don’t we? They’ll breeze through onboarding like champions. Collaborate on a success plan with a level of excitement appropriate to the new season of “The Pitt.” Explore every feature, deploy every asset, exceed all expectations, and attain ROI in record time. That would be wonderful, but perfection is […]
Blog
From Scattered Tools To Strategic Systems — Three Themes From The Forrester Wave™: Customer Success Platforms, Q4 2025
The charter for customer success has changed. It’s no longer about “customer happiness" and retention; it’s about driving measurable customer value, commercial impact, and operational scale. Learn how the latest CS platforms unify data and and leverage AI in this preview of our new Wave report on customer success platforms.
Blog
Predictions 2026: Europe’s Push For Simplification And Sovereignty Won’t Dislodge US Tech Dominance
Despite a desire to reduce dependencies on non-European firms, a break from the tech giants will be impractical in the near term. Learn what else we foresee for Europe in the year ahead.
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