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
AI Won’t Save RevOps — It Will Redefine It
AI is absorbing many of the activities that have traditionally defined revenue operations. That doesn’t make RevOps irrelevant — it makes its current mandate obsolete. Learn why RevOps leaders must shift from operating processes to architecting how people, data, technology, and AI make and execute revenue decisions.
Blog
As AI Adoption Surges In B2B Marketing, Work Is Changing
Across B2B marketing, AI is no longer an emerging technology for experimentation or being tested on the sidelines. It’s now a core part of how marketing organizations operate, and it is already reshaping marketing teams. AI Is Nearing Majority Adoption Across Marketing Use Cases Forrester’s latest research shows that AI is now widely in production […]
Missed It? Watch How B2B Measurement Is Changing
Most measurement frameworks were built for buying journeys that look very different today. See why Ross Graber says attribution is becoming less reliable and how marketing leaders are adapting.
Blog
If Everyone Has AI, Where Will Advantage Come From?
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
Blog
B2B Growth Is A Team Sport: Winning The Buying Group Era Requires Every Function To Play Together
Learn why B2B growth depends on cross-functional alignment, buying group strategies, and shared revenue goals to improve customer outcomes, accelerate pipeline, and drive growth.
Blog
How Leading Organizations Are Rethinking B2B Event Strategy
B2B event teams are operating under increasing pressure. Budgets remain constrained, audience expectations continue to rise, and CMOs want clearer evidence that events contribute to business impact — yet not all event programs respond in the same way. Our analysis of Forrester’s Q1 2026 State Of B2B Events Survey reveals that the highest-performing organizations set […]
Blog
The World That Spawned RevOps Is Unrecognizable
Over the past decade, B2B go-to-market (GTM) organizations have grown increasingly complex and fragmented. Revenue operations (RevOps) functions emerged to drive consistency, efficiency, and alignment across the GTM processes and systems that connect sales, marketing, and product functions. While never seamless, RevOps managed the mission. It standardized processes, improved data quality, drove common metrics, and brought much-needed discipline […]
Blog
Companies Get The Marketing They Expect
Marketing’s role is shaped less by strategy documents than by the expectations executives place on the function. New research reveals a significant gap between how companies currently view marketing and how marketing leaders believe the function should contribute to growth, strategy, and business performance.
ON-DEMAND WEBINAR
Move Beyond Content Metrics To Business Impact
Buyer journeys span websites, communities, social channels, and AI answer engines. Watch the webinar to learn how to identify the content that shapes preferences and contributes to revenue outcomes.
Blog
Meet The Winners Of The 2026 B2B Awards And Hear Their Stories Live At B2B Forum EMEA
In London, we’ll celebrate two organizations that have raised the bar for how to operate, collaborate, and grow. Get a preview of their stories and join us later this month to learn more.
Webinar
Rethinking B2B Marketing Contribution In The AI Era – APAC
AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.
Blog
Too Many AI Use Cases, Too Little Impact
Organizations are flooded with AI ideas, pilots, and proofs of concept, yet many struggle to translate them into measurable business outcomes. The problem is not a lack of AI use cases. The problem is prioritization. Learn how to evaluate AI opportunities through the lens of business value, impact, feasibility, and strategic alignment to focus investments where they deliver the greatest return.
Webinar
Rethinking B2B Marketing Contribution In The AI Era
AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World – APAC
Join us September 8: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Activate Buying Groups. Accelerate Growth.
Your buyers don’t make big purchase decisions as individual leads. Learn how to operationalize the Forrester B2B Revenue Waterfall™ and align marketing, sales, and revenue development teams around the buying-group opportunities that fuel growth.
Blog
B2B Marketing Is Moving Faster Than Its Foundations Can Handle
Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World
Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Blog
The Quiet Fix For Silos — Frontline Marketing’s Biggest Self-Inflicted Problem
When every marketing team plans independently, buyers experience the consequences: overlapping communications, competing priorities, and inconsistent journeys. The solution isn’t a new org chart. It’s a new approach to planning.
Blog
As AI Use Expands, B2B Marketers Become More Selective About Agency Spend
B2B marketers have long relied on agencies for scale, specialized expertise, and execution support across brand and communications. In fact, 93% of respondents to Forrester’s 2026 B2B Brand And Communications Survey use agencies in some capacity. What is changing is the relationship itself, as AI-driven efficiencies enable teams to bring more work in-house.
Blog
Net Zero In 2026: Why Pragmatism Drives Companies To Take Different Paths
Long‑term net-zero commitments, typically framed as emissions reductions aligned with a 2050 timeframe, were a fad across global companies in the past decade. It was the de facto way to signal virtue to both customers and investors. Recently, however, the signals have become more mixed. Some organizations have scaled back or stopped emphasizing these targets, […]
Real-World Buyer Data To Hone Your GTM Strategy
Discover Forrester's Buyer Insights research, built on survey responses from nearly 18,000 global B2B buyers. Understand how buying preferences, decision criteria, and purchase drivers vary by industry, role, region, and more.
Blog
Get Ready For The GTM Singularity At Forrester’s B2B Forum EMEA
The ground is shifting beneath B2B go-to-market strategies — and the old rules no longer apply. At B2B Forum EMEA, learn how to navigate the GTM singularity and turn disruption into a catalyst for growth.
Blog
The Next Era Of B2B Events: Eight Data-Backed Shifts Defining 2026
Tighter budgets, rising expectations, and increased competition are reshaping B2B events — driving a shift toward fewer, more targeted experiences, greater audience participation, and a renewed role for digital.
Blog
Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
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