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
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 […]
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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.
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.
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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.
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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.
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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.
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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 […]
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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.
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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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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.
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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.
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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.
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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.
Are You Ready For The B2B Reckoning?
Join Forrester's live webinar to uncover our 2026 marketing predictions. Learn how to succeed with AI, win trust, and drive real value in a skeptical market.
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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.
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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.
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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.
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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.
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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.
2026 Predictions: 5 Shifts That Will Reshape B2B Strategy
AI agents. Influencer strategy. Pricing disruption. What’s next for B2B growth? Download the guide to uncover five bold predictions impacting marketing, sales, and product leaders in 2026.
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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.
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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.
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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.
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