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 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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Ask Again Later? No Thanks — The Future Of Customer Success Is Now
It’s no longer about customer happiness or satisfaction — it’s about anticipating needs, enabling value, and fostering long-term growth. Learn about the smarter, more strategic approaches CS teams should embrace.
Summer Team Up: B2B Summit EMEA
From 1 July to 29 August, purchase passes for B2B Summit EMEA and get two tickets for the price of one with the voucher code SUMMER2FOR1.
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AI, Assistants, And Analytics: What Stood Out At Cvent CONNECT 2025
I’ve just finished reviewing the product announcements from this year’s Cvent CONNECT, and there was a lot to digest. AI was the big story with the launch of CventIQ, a suite of integrated AI capabilities across the entire Cvent ecosystem. Rather than present Cvent IQ as a standalone product, the team looked at it through […]
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Low Survey Response Rates: Are You Asking The Wrong Question?
Learn the right questions to ask and the right tactics to employ to improve customer survey response rates.
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AI In Events: A Promise Waiting To Be Realized
AI has the potential to remake how we plan and execute B2B events. Yet despite its potential, Forrester data shows that current uptake is low. Get some insight and analysis of the data from our recent survey on B2B events.
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Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey
Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. […]
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B2B Summit EMEA Awards — Call For Entries
The deadline for submissions into the Forrester B2B Summit EMEA Awards is July 14, 2025. Read this blog to find out how to apply, what makes a strong entry, and what set our past winners apart.
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(Re-)Focus On Customer Retention And Growth During Volatile Times
Earlier this month, my colleagues Matt Selheimer, Srividya Sridharan, and Katy Tynan advised B2B leaders on how to weather market volatility and navigate current economic storms (subscription required). One of six actions they recommend is using customer insights to improve understanding and empathy in communications and reduce high-friction processes. This is especially important when it […]
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The End Of Sales Force Automation As A Tech Category
Sales force automation (SFA) has outgrown its original tech category, becoming increasingly ambiguous as it evolves into more of an umbrella term for an ever-widening array of sales tech. As a result, Forrester will no longer be evaluating SFA as a category. Find out more and learn why sales tech buyers need to decouple their CRM and sales tech investment decisions.
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Firing On All Cylinders: Turning Product Launches From A Whimper To A Bang
At Forrester, we frequently hear from clients struggling with product launches. Common issues include an overwhelming volume of minor launches that fail to make an impact, marketing teams receiving last-minute notifications about launches, or a lack of innovation — often relying on recycled spreadsheets from previous launches.
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Seven Insights From Our Postsale Strategy Workshop At B2B Summit
A hands-on exercise with workshop participants at B2B Summit North America revealed interesting learnings for customer engagement leaders and teams.
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To DOGE Or Not To DOGE — Tesla Hits A Roadblock
Tesla’s blazing-hot growth trajectory has come to a screeching halt. These three areas will indicate whether or not it regains its momentum.
Stand Out In A Zero-Click World
Watch our on-demand webinar with Principal Analyst Lisa Gately. Learn breakthrough strategies to reshape your B2B marketing for AI-driven search and complex buying networks.
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The Verdict Is In: It’s Buying Groups For The Win
MQLs are a barrier to your organization’s progress. Discover how you can begin your shift to buying groups with just three steps.
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Leaders Need To Review Event Plans Amid Economic And Political Uncertainty
The political environment is impacting the appeal of US-based events for international attendees, with Tourism Economics, a subsidiary of Oxford Economics, predicting a 15.2% decline in inbound international travel due to a combination of shifts in pubic sentiment, travel advisories, and visa delays. At the same time, events focused on the US government sector are […]
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Apple Gets Tariff Relief — Just Kidding!
As tariff volatility is dialed up a notch, companies like Apple will find it best to hunker down and do nothing until the dust settles. Get five predictions on what happens next.
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Navigating The Storm: How B2B Leaders Can Weather Volatility And Thrive
Doubling down on customer insights, leaning into stability where it exists, and staying empathetic and adaptable will help B2B leaders stay on course.
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Stuck Stage-Zero Opportunities Expose Critical Gaps In Sales Processes
Expose the root cause behind stuck stage-zero opportunities and whose responsibility it is to progress them.
Turn Buying Groups Into Revenue Machines
Ready to close bigger deals faster? Learn how with Forrester’s B2B Revenue Waterfall™ and master the six steps to identifying, engaging, and converting buying groups.
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Brands, Take Cover: The Tariffs Have Hit The Fan
Consumers have begun to take several steps to manage the impact of tariffs on their pocketbooks. Learn the five buying behaviors to look out for among your customers and what steps to take in response.
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E-Commerce Evolution: Beyond The Horizon
The architecture of your e-commerce ecosystem could decide your B2B organization’s success. Get tips on how to optimize it in this preview of a new report.
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To Thrive Through Volatility, Master These Three Areas
There’s no end in sight for the current disruption, but making the right strategic moves will help you come out ahead.
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