marketing strategy
A sound marketing strategy is essential for ensuring marketing delivers on business objectives. Read our insights for developing a long-term marketing strategy that sets a clear course of action and drives results.
Insights
Podcast
Anthropic Lawsuit, AI And Energy, CMO Trends
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.
Blog
The Dawn Of A New B2B Sales Supercycle
A new era in B2B sales is unfolding, driven by generative and agentic AI. As seller roles merge and AI agents become co-sellers, organizations must rethink how they structure teams, engage buyers, and compete in increasingly networked ecosystems. Learn how AI is reshaping the future of sales.
Blog
The Secret To Martech Success? Think Like A Product Manager
Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns.
Webinar
Retool Your B2B Marketing Budgeting For 2026 Success
Discover strategies and tools to optimize 2026 B2B marketing budget planning with Forrester. Build adaptable, goal-driven plans that align with business objectives.
Blog
Beyond The Metrics: How B2B Marketing Pros Should Use Storytelling Techniques To Communicate Value
To truly resonate with stakeholders, B2B CMOs and other marketing leaders must do more than recite KPIs off their dashboards. They need to tell a compelling story. Learn more about Forrester’s five-step framework to help CMOs and marketing leaders craft compelling, data-informed narratives that elevate their role and marketing’s contribution.
Blog
B2B Brand Measurement Is Broken, But There’s A Way To Fix It
While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — is being neglected, misunderstood, and (very likely) grossly undervalued.
Blog
GenAI Reshapes Shopping And Revives SEO
The multibillion-dollar question I’m often asked is: Will a critical mass of consumers shop and check out on Google’s AI Mode, ChatGPT, and Perplexity? Consumers’ loyalty to convenience makes a “yes” most likely. Thirty-eight percent of US online adults, according to Forrester’s Retail Topic Insights 1 Survey, 2025, checked how fast products would arrive before […]
Blog
A B2B CMO’s Imperative To Drive Growth: Champion Revenue Process Transformation
According to Forrester’s Marketing Survey, 2025, only 21% of marketing leaders report that a “transition from lead-focused efforts to buying groups and opportunity management” is among the most important priorities for their marketing strategy in the next 12 months. But with buyers becoming more autonomous, buying groups increasingly more complex, and customer expectations higher than […]
Blog
Why “Performance Marketing” Falls Short
Many B2B organizations overrotate toward marketing tactics that engage buyers long after they have formed preferences. Instead, they must try to influence buyers before they enter a purchasing process.
Blog
Will Zero-Click Search Kill My B2B Website?
In the fall, we announced that B2B buyer adoption of generative AI was outpacing expectations, with 89% of buyers using genAI in their buying process. Six months later, B2B providers are starting to see the impact in their metrics and facing urgent questions from their executive teams.
Webinar
Accelerate Reach, Authority, And Relevance With Third-Party Content
This is your chance to elevate your content performance and stay ahead in a rapidly changing landscape. Don’t miss out.
Blog
The State Of Business Buying In Asia Pacific, 2024: What Marketers Need To Know
The diversity and complexity of the APAC region is reflected in its B2B buying landscape. Understanding these complexities is critical for marketers operating in this region. Learn five key points about B2B buyers in APAC and how to address them.
Smarter Marketing Budgeting For 2026 Starts Here: Future-Proof Your 2026 Marketing Strategy
Join Forrester analysts live on Aug. 27, 2025, to learn how to retool budgets, avoid pitfalls, and stay adaptable. BONUS! Get early access to our B2B Marketing Leader’s Guide to Strategic Budgeting.
Webinar
How To Create Stand-Out B2B Content In A Zero-Click World
Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks.
Blog
Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
Blog
Five Ways To Engage The B2B Buying Network With Messaging
Messaging in the era of the buying network requires a more thoughtful approach — one that prioritizes building connected messaging that engages not only our buyers but all of the stakeholders and AI tools that they are increasingly turning to.
Blog
Shine Bright At The B2B Summit APAC 2025 Awards!
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
Blog
The 95-5 Rule Is Not A Rule, But It’s Not A Myth Either
Can you trust the so-called 95:5 rule when you target B2B buyers with your brand and demand marketing mix? Here's what we found.
New For 2026! B2B Marketing Budget Planning Guide + Workbook
Get our new budget planning guide for benchmarks and tools to help you adjust your 2026 marketing budget to boost buyer networks, drive engagement, and make your brand stand out to buyers and AI.
Blog
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.
Blog
Four Ways To Mitigate The Impact Of Falling Traffic On Retail Websites
Learn four ways to proactively mitigate the impacts of falling traffic on retailer websites.
Blog
Campaign Tycoons, Assemble! Highlights From A Forrester B2B Summit Workshop
Learn about the workshop “Become The Ultimate Campaign Tycoon” that was conducted at Forrester’s B2B Summit in Phoenix on April 1.
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