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  • For eBusiness & Channel Strategy Professionals

    Report

    Report Improve B2B eCommerce Execution By Using ACTIVE Strategies

    Continuous Improvement: The B2B eCommerce Playbook
    July 20, 2017 | Andy Hoar

    B2B eCommerce organizations know that having a vision alone does not guarantee success. The devil is in the details and the hard work associated with executing on solid, actionable strategies. This...

  • For B2B Marketing Professionals

    Report

    Report The Strategic Messaging Assessment

    Evaluate Your Message Management Discipline
    June 28, 2017 | Lori Wizdo

    Business marketers know that communication can become muddled — affecting customer experience and engagement outcomes — as different stakeholders engage with customers without the connective tissue...

  • For B2B Marketing Professionals

    Report

    Report B2B Marketers Must Step Up Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication
    June 28, 2017 | Lori Wizdo

    Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders...

  • For B2B Marketing Professionals

    Report

    Report It's Not About You: B2B Marketers Need To Change How They Think About Branding

    In The Age Of The Customer, Features And Functions Take A Back Seat To Experience And Emotion
    June 28, 2017 | Steven Casey, Shanta Samlal-Fadelle

    Too many B2B marketers underestimate the importance of branding to their success — relying instead on product-based differentiation to win. But in the age of the customer, features and functions...

  • For Customer Experience Professionals

    Report

    Report The Top Five Challenges For Mapping B2B Customer Journeys

    June 21, 2017 | Tony Costa, TJ Keitt

    Customer journey mapping is a popular tool among B2B CX professionals. But the complexity of business relationships can make it difficult for CX pros to properly set up and execute journey mapping...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017

    6sense And Lattice Engines Lead A Diverse Field Of Emerging Solution Providers
    June 14, 2017 | Allison Snow, Laura Ramos

    In our 28-criteria evaluation of predictive marketing analytics providers for B2B marketers, we identified the 11 most significant — 6sense, BrightTarget, EverString, Infer, Lattice Engines...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report US B2B eCommerce Will Hit $1.2 Trillion By 2021

    Landscape: The B2B eCommerce Playbook
    June 5, 2017 | Andy Hoar

    Forrester estimates that B2B eCommerce will reach $1.2 trillion and account for 13.1% of all B2B sales in the US by 2021. At the end of 2017, Forrester expects eCommerce to reach $889 billion and...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: eProcurement, Q2 2017

    Coupa, Basware, SAP Ariba, Zycus, And GEP Are Leaders For Buy-Side B2B eCommerce Platforms
    May 30, 2017 | Duncan Jones

    Enterprises are increasingly implementing eProcurement platforms to enable employees to buy what they need quickly, safely, and cost-effectively. This report will help an application development...

  • For B2B Marketing Professionals

    Report

    Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    Reexamine Your Tools And Talent First And Then Your Programs

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics®...

  • For B2B Marketing Professionals

    Report

    Report B2B Consultant Sellers Reign In The 21st Century

    Empower Your Sellers With Strategic Tooling
    May 22, 2017 | Mary Shea, Jacob Milender

    B2B sellers face buyers who increasingly prefer a self-guided journey. While simple commodity transactions can largely occur without direct sales interaction, for more highly considered purchases,...

  • For B2B Marketing Professionals

    Report

    Report Build A Seller Development Framework To Improve The Buying Experience

    Apply The Practice Of Customer Obsession To Sellers
    May 17, 2017 | Steven Wright

    Buyers command more power in the marketplace than ever before and consequently have different expectations of their sales reps. B2B marketers need to support sales' customer obsession by revamping...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report It Takes A Village To Deliver World-Class B2B Commerce

    Tools And Technology: The B2B eCommerce Playbook
    May 1, 2017 | Andy Hoar

    Producing an effective B2B eCommerce technology strategy is like planning for a successful journey: You need a good map, a proper guide, and the right tools. In the age of the customer, B2B digital...

  • For B2B Marketing Professionals

    Report

    Report Making Content Customizable Helps Both Sales And Marketing

    Get Off The Ad Hoc Content Treadmill And Embrace Bespoke Content
    April 26, 2017 | Steven Wright

    B2B marketers have a lack of visibility into methods for customizing content and manners in which sellers use it. By leveraging sales enablement automation (SEA) capabilities, sales enablement...

  • For B2B Marketing Professionals

    Report

    Report SMBs Now View Their Tech Investments Through An Enterprise-Like Lens

    April 25, 2017 | Caroline Robertson

    This may be the last small and medium-size business (SMB) technology budget report that Forrester writes for the B2B marketing leader because SMBs are now approaching technology like enterprises...

  • For B2B Marketing Professionals

    Report

    Report The Top Emerging Technologies For B2B Marketers

    Eleven Technologies To Future-Proof Your Customer-Obsessed Marketing Strategy
    April 6, 2017 | Steven Casey, Mary Pilecki

    A new crop of emerging technologies and the solutions that they power stand poised to unleash a new cycle of rising expectations from buyers, changing behaviors, and disruption. Stakes are high....

  • For CIO Professionals

    Report

    Report Trust Must Be The Foundation Of Your B2B Digital Ecosystem

    March 29, 2017 | Dan Bieler

    Far from being a soft issue, trust underpins the management of your digital business and digital ecosystems. This report highlights how trust is fundamental to your digital transformation. It...

  • For CIO Professionals

    Report

    Report Power Your Digital Ecosystems With Business Platforms

    Leverage Business Platforms To Drive Digital Transformation
    March 29, 2017 | Dan Bieler

    Business platforms provide the infrastructure for instant, near-zero marginal cost and omnidirectional information exchange and tool development. Business platforms empower ecosystems by...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Death Of A (B2B) Salesman: Two Years Later

    Vision: The B2B eCommerce Playbook
    March 29, 2017 | Andy Hoar

    Two years after forecasting that 1 million B2B salespeople would be displaced by 2020, Forrester sees B2B buyers both accelerating their shift to self-serve and demanding higher-quality...

  • For B2B Marketing Professionals

    Report

    Report Millennial B2B Buyers Come Of Age

    Update Your Sales Approach To Succeed With The Heads-Down Generation
    March 28, 2017 | Mary Shea, Shanta Samlal-Fadelle

    Demographics prove the heads-down generation is well on its way to becoming a dominant force within and outside their firms. While recent research indicates that 73% of Millennials are involved in...

  • For B2B Marketing Professionals

    Report

    Report Best Practices: Pricing Strategies For B2B Digital Services And Subscription Products

    What B2B Marketing Leaders Can Learn About Digital Subscription Pricing From The Software Industry's Transition To SaaS
    March 27, 2017 | Duncan Jones

    This report explains why and how B2B marketing leaders should change their pricing approach when their company starts to sell digital services. It describes the maturity evolution from asset rental...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Forrester Wave™: B2B Commerce Suites, Q1 2017

    The 11 Providers That Matter Most And How They Stack Up
    March 24, 2017 | Andy Hoar, Anjali Yakkundi

    In our 35-criteria evaluation of B2B commerce suite providers, we identified the 11 most significant vendors — Apttus, CloudCraze, Episerver, IBM, Insite Software, Intershop, Magento, Oracle...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The ROI Of Digital Business Transformation

    Business Case: The Digital Business Transformation Playbook
    March 15, 2017 | Michelle Beeson

    Digital business transformation isn't cheap. Firms are investing millions of dollars to transform their customer experiences and business operations to win, serve, and retain their increasingly...

  • For B2B Marketing Professionals

    Report

    Report Q&A: 10 ABM FAQs — And Five More That B2B Marketers Should Ask More Often

    March 15, 2017 | Laura Ramos

    Business-to-business (B2B) marketers are aggressively moving to implement account-based marketing (ABM) and drive successful engagement at the account level. But the hype still confuses many, and...

  • For B2B Marketing Professionals

    Report

    Report Empathetic Content: The Key To Engaging B2B Buyers

    Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers
    March 13, 2017 | Laura Ramos, Jacob Milender

    Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue...

  • For B2B Marketing Professionals

    Report

    Report Applying Sales Enablement Best Practices

    Reference Customers For The Sales Enablement Automation Systems Forrester Wave™ Reveal Lessons That They've Learned
    March 8, 2017 | Steven Wright, Jacob Milender

    In the first Forrester Wave on sales enablement automation (SEA) systems, we used 33 criteria to evaluate nine vendors. This report compiles the best practices, use cases, and struggles that SEA...

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