Forrester experts say B2B leaders must embrace a more disciplined and evidence-driven approach to how they engage with GenAI.

CAMBRIDGE, Mass.--(BUSINESS WIRE)-- According to Forrester’s (Nasdaq: FORR) 2025 B2B marketing and sales predictions, as Millennials and Gen Z buyers drive purchasing decisions, more than half of ...

In the world of B2B, that question takes on a particular timbre: on the one hand lurks the famous “nobody gets fired for ...

Most consumer retailers recognize that online shoppers won’t bother with anything less than a frictionless experience—because they don’t need to. Business-to-consumer (B2C) companies are continually ...

It’s frustrating to hear some marketers dismiss the differences between B2B and B2C by claiming, “It’s all business to human.” While it’s true all marketing ultimately targets people, this ...

Discover real-world Account Based Marketing (ABM) and Demand Generation insights to help drive your B2B success. Explore our expert-led resources and best practices for targeting high-value accounts, ...

“Today’s B2B tech buyers are progressing further through the buying cycle than ever before speaking to a vendor. Throughout this journey, they look to trusted online sources to educate themselves on ...

Forty-nine per cent of B2B buyers prefer making work-related purchases on B2C websites, with 52 per cent expecting at least half of their purchases to be made online in three years’ time, according to ...

Marketing and selling to the right audience has never been easier: By tailoring digital ads to shoppers' demographic profiles and interests with precision unimaginable just a few decades ago, ...

Business-to-business marketing, commonly abbreviated as B2B marketing, refers to the practices and strategies a company uses to promote its products or services to other businesses rather than to ...

While B2B buyers strategically browse social media discussions during their research, web search remains a top source of information. Additionally, nearly two thirds of buyers indicate that content ...