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• Report Now Tech: B2B Marketing Data Providers, Q1 2021

  Forrester's Overview Of 36 B2B Marketing Data Providers

  January 11, 2021 | Steven Casey

  You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

• Report Q&A: A Dozen Questions To Answer Before Taking Your Marketing Event Virtual

  December 21, 2020 | Laura Ramos

  Events are an important tactic B2B marketers use to attract and interact with prospects and customers. This report helps marketing leaders, demand generation, and event managers weigh the...

• Report Chatbots And Virtual Assistants Can Help B2B Organizations Close The Digital Experience Gap

  Automated Conversational Engagement Meets The Modern B2B Buyer's Need For Immediacy

  December 11, 2020 | Steven Casey

  Social distancing has fast-forwarded the B2B buyer journey into an almost exclusively digital adventure. With face-to-face meetings all but impossible, buyers are seeking experiences and content...

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  Webinar B2B Sales Predictions 2021

  December 2, 2020 | Mary Shea, PhD, Laura Ramos, Jay McBain

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B Sales. During this conversation between our analysts — and with you — we dive into the...

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  Webinar B2B Marketing Predictions 2021

  A Conversation With The Analysts Who Made Them

  November 9, 2020 | Lori Wizdo, Laura Ramos, Steven Casey

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B marketing. During this conversation between our analysts — and with you — we dive...

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  Playbook The B2B Marketing Playbook For 2021

  A Guide To Surviving And Thriving In The B2B Marketing Renaissance

  Dramatic changes in buyers' behavior, digitally disruptive business models, and fast-paced technology evolution have changed the business landscape to such a great extent that B2B marketing is now...

  Read more of the Executive Overview >
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  Webinar Key Lessons To Perfect Your Sales Enablement Strategy

  Based On The Forrester Wave™: Sales Content Solutions, Q3 2020

  October 29, 2020 | Laura Ramos

  As marketers and sellers rely more on digital means to meet buyers’ changing expectations and to engage at a pandemic-induced distance, your ability to prep sellers to be more effective in...

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  Webinar Transitioning In-Person Events To Virtual: A Closer Look At The Technology Landscape

  September 16, 2020 | Laura Ramos, Meredith Cain

  The coronavirus pandemic is causing businesses to cancel or postpone all in-person gatherings. For marketers and sellers who rely on events such as user conferences or roadshows to generate demand...

• Report The Democratization Of B2B Sales

  Talent Wins Games, But Teamwork And Intelligence Win Championships

  August 3, 2020 | Mary Shea, PhD

  As pre-COVID and COVID-accelerated trends come together, industries, business models, and sales strategies will be disrupted. B2B sales leaders who seize the moment will abandon traditional seller...

• Report Forrester Infographic: The State Of Better And Best Practices In B2B Marketing

  Landscape: The B2B Marketing Playbook

  July 28, 2020 | Lori Wizdo, Meredith Cain

  Marketers at high-growth B2B companies demonstrate similar strategies and tactics that set them apart from their peers at companies with average or subpar performance. While there is no "paint by...

• Report Microsegmentation Yields Contextual Customer Experiences That Convert

  Strategic Plan: The B2B Marketing Playbook

  June 30, 2020 | Lori Wizdo

  Segmentation is the bedrock of B2B marketing campaigns. Marketers use segmentation to partition their databases and plan interactions with key audiences. But B2B marketers must rethink segmentation...

• Report The Forrester Tech Tide™: Channel Software, Q2 2020

  Seven Technologies Underpin Channel Software

  June 25, 2020 | Jay McBain

  Channel software is increasingly critical to firms' ability to win, serve, and retain their customers and partners. To accelerate performance of their partnerships and channel ecosystems, companies...

• Report Messaging In The Time Of COVID-19

  Generate More Than Sympathetic Communications To Give B2B Customers The Confidence To Survive And Thrive

  June 16, 2020 | Laura Ramos, Meredith Cain

  Communicating your company's response to the coronavirus pandemic requires more than expressing sympathy or reinforcing your philanthropic efforts. Meaningfully supporting and creating value for...

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  Webinar Case Study: How Customer-Centered Messaging Boosted PTC's Conversion Rates

  June 10, 2020 | Laura Ramos

  Business buyers are getting very efficient at self-education: Before buying from a sales rep, 67% prefer to research online alone and not talk to a seller at all. To catch buyers’ attention...

• Report The Forrester New Wave™: ABM Platforms, Q2 2020

  The 14 Providers That Matter Most And How They Stack Up

  June 9, 2020 | Steven Casey

  In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers in the category — 6sense, Demandbase, Dun & Bradstreet,...

• Report Now Tech: Sales Enablement Automation, Q2 2020

  Forrester's Overview Of 32 Sales Enablement Automation Providers

  May 27, 2020 | Laura Ramos, Mary Shea, PhD

  You can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills. But to...

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  Webinar The B2B Marketer's Guide To Making The Most Of The Forrester Wave™

  May 21, 2020 | Laura Ramos, Lori Wizdo

  Congratulations! You just completed participating in a Forrester Wave, and its publication is imminent. Now what?Analyst technology evaluations can be lengthy and intense. Regardless of whether...

• Report What B2B Buyers Crave

  Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

  May 4, 2020 | Steven Casey, Lori Wizdo

  The evolving environmental factors driving fundamental changes in B2B buyers' behavior have reached an inflection point — and now pose an existential threat to all organizations. It's more than a...

• Report Credible Empathetic Content Wins Over Elusive B2B Buyers

  Four Practices Deliver Value And Engage Your Buyers' Attention

  April 30, 2020 | Laura Ramos

  Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

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  Webinar Understanding Ecosystems And The Trifurcating Partner Channel

  April 29, 2020 | Jay McBain

  We are in the middle of a major transformation of how companies go to market — in fact, 76% of business leaders agree that current business models will be unrecognizable in the next five...

• Report The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  April 20, 2020 | Jay McBain, Lori Wizdo

  In our 24-criterion evaluation of through-channel marketing automation (TCMA) providers, we identified the 13 most significant ones — Ansira, Aprimo, BrandMuscle, Distribion, E2open, Impartner,...

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  Webinar The State Of Digitized Selling: Stop Testing The Waters And Go All In

  April 14, 2020 | Mary Shea, PhD

  As B2B buyers' expectations increase at a breakneck pace, selling organizations that maintain siloed human and digital routes that are disruptive to preferred buying motions risk alienating buyers...

• Report Customer Marketing Elevates B2B Post-Sale Experiences And Buyer Value

  Raise Your Customer Marketing Game To Win Customers' Hearts And Wallets

  March 31, 2020 | Laura Ramos

  Post-sale marketing activity often plays second fiddle to product marketing, demand generation, and branding. Now, subscription-based business models make keeping and growing customers essential....

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  Webinar What's Ahead For ABM In 2020? (Hint: The Answer Starts With "E")

  March 26, 2020 | Laura Ramos

  Account-based marketing (ABM) is becoming the way marketing gets done, with B2B demand generation efforts focusing predominantly on accounts, not leads. In fact, ABM now involves more than just...

• Report New Partners Won't Thrive In Current Channel Programs

  Augment Tiered Precious-Metal Schemes By Investing In Programs Tuned To Nonreselling Partners

  March 23, 2020 | Jay McBain

  B2B marketers and channel professionals must understand that the tiered precious-metal program, while useful for traditional resell-based partners, doesn't effectively serve new ecosystem partners...