B2B Research
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Insights
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.
Is Your Marketing Measurement Built For Today’s Buyer?
AI is changing how buyers discover and evaluate vendors, yet many teams still rely on measurement models built for a different buying journey. Join Ross Graber to learn what needs to change.
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.
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.
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
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.
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.
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
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, […]
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.
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
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.
Blog
Coupa’s Inspire 2026 Unveils A Strategy And Acquisition Spree To Build The Autonomous Spend Management “Network”
I recently attended Coupa’s Inspire 2026 in Las Vegas, the company’s flagship event bringing together C-suite executives and key decision-makers across procurement, finance, and supply chain operations. This year’s event focused on two core messages: driving Coupa’s vision and strategy around the “network effect,” in which buyers and sellers seamlessly interact with AI as the […]
Blog
Retention-As-A-Service Is An Intriguing Idea — Here’s What It Actually Means
At Gainsight’s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board: How do I use AI to drive higher retention? That framing was intentional, and it wasn’t set up to be a product announcement; it was a positioning statement for the company. And it set the stage for everything that followed. The company introduced a brand-new focus at […]
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