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
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams are operating under sustained pressure. Budgets are constrained, audience expectations are evolving, and large volumes of event content and data remain underused. At the same time, leaders are under pressure to demonstrate clearer impact from every event they run. AI offers a way to respond to these pressures. It can improve team […]
Blog
From Two Teams To One Conga Line: Conga And PROS Creating Momentum Together
Conga Connect 2026 demonstrated how momentum builds when coordination, connection, and customer focus come together. The event showcased the successful unification of Conga and PROS through a new brand, connected strategy, and clear product roadmap. Customer stories brought the vision to life, highlighting tangible business impact from a more integrated approach for configuring, pricing, and quoting. Like a well-run conga line, the organization is moving forward with purpose.
Blog
New Report Released On The State Of Buying In The Public Sector In 2026
Our new report on global public sector purchasing, based on data from Forrester’s Buyers’ Journey Survey, 2025, reveals a market full of opportunity but also increasing complexity. One of the most striking findings is just how large and distributed public sector buying groups have become. Typical purchase decisions now involve, on average, 14 internal stakeholders […]
Blog
The Future Of B2B GTM Isn’t Human Versus AI
AI has long been embedded in the B2B tech stack and go-to-market workflows. The sudden ubiquity of generative AI and, now, the promise of agentic AI have catalyzed rapid, intensive change — and driven the need for a harmonious human-AI coexistence.
Blog
How To Shape AI At B2B Summit: From Ideas To Execution
With The Fray joining as a featured performer, this year’s B2B Summit inspired a creative reimagining of “How to Save a Life” through a Forrester lens. This post reflects the real conversations B2B leaders are having right now: how teams align, how leaders decide what to change, and how AI is shaped into something useful, human, and measurable.
Blog
Agentic AI Is On The Cusp Of Transforming Financial Services
Many organizations have struggled to bridge the gap between vision on agentic AI and practical progress. Recent examples from the financial services industry — often mischaracterized as slow to adopt agentic— are defying the trend.
Blog
Building Preference Is The Key To Winning B2B Buyers
B2B brand and demand teams have long operated independently of one another. But at a time when buying decisions are made before a formal purchase process even begins, that separation is a major obstacle to growth.
Stop Losing B2B Buyers Before They Ever Reach Your Site
Watch this on-demand webinar to learn how AI search, answer engines, and answer engine optimization (AEO) are rewriting B2B buyer journeys — and get plays to protect your pipeline, boost visibility, and earn trust.
Blog
From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
Blog
Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Blog
A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
Blog
Customers Hold The Key To Your New AEO Strategy
B2B buyers turn to AI answer engines to inform their purchasing decisions. These answer engines are one of their first stops. If your company doesn’t show up there, it’s likely to be your last stop. Your customers hold a key to your answer engine optimization strategy.
Blog
Social Media Takes Center Stage In B2B Buying — Even In The AI Era
Generative AI may dominate headlines, but when it comes to business buying, social media is shaping the journey in powerful ways. Forrester’s latest research shows that social media has become the second most meaningful source of information for buyers — just behind generative AI search tools.
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
Blog
Why Cvent Acquired ON24 And Goldcast — And What Comes Next
As the events industry continues to undergo rapid transformation, Cvent’s recent acquisitions of ON24 and Goldcast signal a strategic shift toward deeper enterprise engagement, as well as stronger alignment across marketing and events. While both deals strengthen Cvent’s position, they also raise important questions about integration, data strategy, and long‑term platform vision. This blog explores […]
Blog
Five Findings About Today’s Market And Competitive Intelligence Programs
Discover five key insights from our latest survey on market and competitive intelligence programs. Learn how teams deliver strategic value, leverage platforms and genAI, and overcome challenges in measuring impact.
Blog
When A Crisis Hits, Too Many B2B Companies Aren’t Ready
Crises are no longer rare, one-off events. Cyber incidents, operational failures, executive missteps, and external disruptions are becoming part of the typical operating environment for B2B organizations of every size. Yet Forrester’s 2025 B2B Brand And Communications Survey reveals that many companies remain dangerously unprepared when a crisis strikes.
Blog
AI In B2B Digital Commerce: The Fast Lane Is Open — Are You Ready To Drive?
AI has moved from hype to practical impact in B2B digital commerce, with real gains coming from proven use cases that enhance customer experience and operational efficiency. The leaders pulling ahead are those who pilot, learn, and scale — tying AI investments to business outcomes while upskilling teams and adopting ethical, customer‑centric practices.
Podcast
AI’s Impact On The B2B Buying Cycle, Healthcare, And US Jobs
Find out how AI is being used by B2B buyers and healthcare consumers, and get the latest forecast on the impact of AI on US jobs.
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
Blog
The State Of Business Buying: Risk-Averse Buyers Demand Proof, Not Promises
Our latest Buyers’ Journey Survey of nearly 18,000 global business buyers describes a buying climate in which AI is everywhere, scrutiny is the norm, and trust is paramount. Read about the key findings and how organizations can succeed with today’s wary buyers.
Blog
Participate In Forrester’s Q1 2026 State Of B2B Events Survey And Gain Critical Insights To Guide Your Event Strategy
B2B event teams are navigating a difficult environment — marked by flat or declining budgets, high inflation, resource constraints, and intensifying competition for attendees and sponsors. Registration is trending later, and audiences are looking for more immersive, interactive, and personalized experiences. Forrester’s annual event survey provides event leaders and planners with insights to negotiate this […]
Blog
Demystifying Latent Demand
In 1978, there was little to no evidence that people longed for a device to let them wander around playing cassette tapes through headphones. In 1997, there was little to no evidence that people were hankering for a company to send them DVDs by mail. And in the early aughties, there was little to no […]
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