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.
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Putting The Market Back In Marketing
Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Win AI‑Era B2B Buyers Before They Ever Click
Join Forrester analysts John Buten and Renee Irion on March 11 to learn how AI search and answer engine optimization (AEO) can keep your B2B brand visible, credible, and chosen in zero‑click buyer journeys.
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
From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
A Front-Row Seat To Marketing Measurement’s Main Stage
I love festivals. Some of my favorite memories come from attending Lollapalooza, Coachella, SXSW, and Edinburgh Fringe. The chance to see the best and the newest in a field in one place and at one time is an invigorating thrill. Although some events award prizes, that isn’t the main objective. Instead, their primary purpose is […]
Blog
Multiply B2B Growth: Why Your Ideal Customer Profile Alone Isn’t Enough
If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.
Blog
Championing B2B Marketing Strategy To Help Clients Grow: Meet Mark Ogne
I’m thrilled to join Forrester as a principal analyst covering B2B marketing strategy. For years, I’ve looked to Forrester for smart insights and practical advice — now I get to be part of the team that delivers it. It’s a privilege, and I’m genuinely grateful for the chance to work alongside such talented people. Why […]
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Blog
Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
Blog
Semantic Shelf: The Dynamics Of Commerce Across Answer Engines
Black Friday and Cyber Monday shed light on how answer engine use affects shopping. Brands need to get ready.
Blog
Want To Win In Complex Buying Networks? Start With Analysts
Marketing leaders face a critical reality: Industry analysts hold significant influence over buying decisions. Buyers trust analysts more than vendor executives or sales teams, and that trust shapes every stage of the purchase journey.
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
SEO’s Hype-Fueled Move To The Center Of The Marketing Mix
AEO is significantly, but not fundamentally, different from SEO. Find out how the practices are aligned and where they have differences in this preview of an upcoming report.
Blog
How To Master Answer Engine Optimization
Consumers’ rapid shift to natural language and adoption of multimodal search, the voracity of answer engines’ bots, and answer engines’ ability to fill the top of the funnel require marketers to significantly adapt content, technical, and measurement practices. But how? Get answers to the three most frequently asked questions we get from clients around answer engine optimization.
Blog
It’s Time To Reinvent B2B Influencer Relations
Today’s B2B buyers are often armed with clear insights about the products or solutions they need and the providers they prefer before they directly engage. And it’s frequently the growing impact of external influencers — independent third-party organizations and individuals such as the business press, review sites, industry analysts, and academics — that reshape the decision-making process.
Blog
What Sets Leading B2B Marketers Apart?
Forrester’s most recent Marketing Survey revealed a sharp divide between leading and lagging B2B marketing organizations. Find out what why leading marketers report significantly stronger revenue and profit while lagging marketers fall short.
Blog
Health Insurers: Messaging Around Profit Status Isn’t Money Well Spent
Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? Find out in this analysis.
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
Field Marketing In 2025: Time To Break The Cycle Of Misalignment
Field marketing is undergoing a shift and not necessarily in the right direction. Strategic responsibilities are expanding, yet performance metrics remain stubbornly anchored in outdated demand generation models. Learn five key actions field marketing leaders can take now to avoid being trapped in a downward spiral of misalignment.
Blog
From Chaos To Clarity: How B2B Marketing Leaders Can Organize AI Responsibilities For Business Impact
In the rush to adopt AI, many marketing leaders assign resources on the fly, without a formal structure or accountability. This “just in time” approach may feel agile — but it creates silos, duplicates effort, and introduces governance risks.
Blog
Unstructured Data: Your Rocket Fuel For GenAI
Most B2C leaders are captivated by developing the newest generative AI tools or agentic solutions. But since AI models are only as good as the data they learn from, the real differentiator lies in the inputs — specifically, unstructured data. GenAI thrives on the messy stuff — images, video, speech, behavioral signals — and it’s […]
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