Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem ..read more

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In ..read more

B2B organizations must know their buyers, anticipate their needs, and empower them with each interaction — or lose to providers that do. Signals help transform the way we interact with our audiences across functions, disciplines, and interaction types, helping B2B organizations deliver contextual interactions with immediate value throughout the customer lifecycle. Check out these sessions ..read more

Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May ..read more

EMEA B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results within a single function, we want to hear from you. Learn more about Forrester’s B2B Summit EMEA Awards ..read more

APAC B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards ..read more

Learn about frontline marketing, the teams it comprises, and why it's essential to driving customer-centered B2B growth ..read more

We explore key findings for APAC from Forrester’s 2023 Field Marketing Survey to help organizations understand the state of Field Marketing regionally and what this means for the operation and organization of a future fit field marketing organization ..read more

Generative AI, as it stands today, is a minimally viable solution for frontline marketers. But that’s going to change. Generative AI will revolutionize frontline B2B marketing, offering both opportunities and threats to the status quo. Forrester forecasts that automation and AI overall will replace 4.9% of US jobs by 2030. With unique regard to frontline ..read more

As B2B marketing becomes more technical, frontline marketers find themselves increasingly dependent on technical resources outside the marketing department. For example, they may rely on developers for website coding, IT teams for setting up marketing automation workflows, or data analysts to extract insights from complex data sets. These dependencies can create bottlenecks, slow down campaign ..read more