Forrester: B2B Organizations Must Evolve To Encompass AI Agents And External Influencers To Align With How Modern Buyers Want To Buy
B2B organizations and go-to-market teams have fallen out of step with today’s buyers, who are younger, rely more on generative AI and AI agents to research products and services, and increasingly turn to third parties and influencers to make their purchase decisions. These behavioral shifts are upending norms and entrenched practices according to new research, Buying Networks: Your Buyers’ New Reality, unveiled at Forrester’s (Nasdaq: FORR) B2B Summit North America, which kicked off today. Additionally, B2B leaders are under increasing pressure to drive growth and improve profitability, all while navigating a challenging economic and geopolitical environment. To thrive amid this volatility, B2B organizations must transform their revenue processes to reflect a deeper understanding of the complex dynamics of purchasing decisions.
Forrester Opens Nominations For Its 2025 Global Technology Awards
Forrester (Nasdaq: FORR) today opened calls for nominations for its annual global Technology Awards for Technology Strategy Impact and Enterprise Architecture, which recognize organizations that drive business outcomes through their respective high-performance IT strategies and strategic IT frameworks. The company also announced a new Data & AI Impact Award for organizations based in North America. This award will recognize North American organizations that implement data, AI, and analytics initiatives that directly contribute to business results. Forrester’s technology awards spotlight organizations that boost alignment across their companies’ technology strategy; enterprise architecture; and data, AI, and analytics capabilities to fuel business growth.
Forrester Announces Full Conference Agenda For CX Summit North America 2025
Forrester (Nasdaq: FORR) today announced the full conference agenda for CX Summit North America, being held in Nashville, Tennessee, and digitally, June 23–26, 2025. Today’s customers expect a seamless, consistent, and personalized experience across every part of their journey, making it imperative that brands deliver a total experience. With this approach, companies can simultaneously achieve growth while also driving higher customer retention and loyalty. This year’s event theme of “The Total Experience: Your Brand, Their Journey” offers fresh insights and actionable tools to help customer experience (CX), digital, and marketing leaders optimize the entire customer relationship.
Forrester Announces 2025 B2B Return On Integration Honorees And Programs Of The Year Awards Winners For North America
Forrester (Nasdaq: FORR) will recognize SAS, Wolters Kluwer Health, and XPO as the 2025 recipients of its prestigious B2B Return On Integration (ROI) Honors at B2B Summit North America, taking place in Phoenix and digitally, March 31–April 3, 2025. These organizations will be recognized for driving cross-functional integration and sharpening their focus on customer and buyer needs to drive company growth. Forrester will also honor this year’s Programs Of The Year (POY) Awards winners for applying innovative frameworks and best practices to implement customer-focused strategies.
Forrester: Global Tech Spend To Surpass $4.9 Trillion In 2025
Forrester (Nasdaq: FORR) projects that global technology spend will grow by 5.6% in 2025 to reach $4.9 trillion — up from $4.7 trillion in 2024 — reflecting a significant acceleration. Key growth drivers include the rapid adoption of software, IT services, generative AI (genAI), and cloud technologies. Asia Pacific and North America are expected to see the most rapid growth.
Forrester Research Reports 2024 Fourth-Quarter And Full-Year Financial Results
Forrester Research, Inc. (Nasdaq: FORR) today announced fourth-quarter and full-year financial results for 2024, with contract value (CV) down by 5%, at $307.6 million, compared with the prior year.
O.A.R. To Headline Forrester’s 2025 B2B Summit North America In Phoenix
Forrester (Nasdaq: FORR) today announced that rock band O.A.R. will be this year’s headline performer at Forrester’s B2B Summit North America, taking place in Phoenix and digitally, March 31–April 3, 2025. B2B Summit North America will offer the latest research, best practices, and advice to enable B2B marketing, sales, customer, and product leaders to transform their approach to engaging with buyers and implement buyer- and customer-driven strategies that accelerate organizational growth.
Forrester Research To Broadcast Its 2024 Fourth-Quarter And Full-Year Earnings Conference Call
Forrester Research, Inc. (Nasdaq: FORR) will broadcast its fourth-quarter and full-year earnings conference call at 4:30 p.m. ET on February 11, 2025.
Forrester Opens Nominations For Its 2025 Customer Obsession Awards
Forrester (Nasdaq: FORR) today opened the call for nominations for its 2025 Customer-Obsessed Enterprise Awards. Open to organizations headquartered in Asia Pacific, Europe, and North America with 1,000 or more employees, these awards recognize companies that prioritize customers in their leadership, strategy, and operations to drive successful business outcomes. Applications for Forrester’s Customer-Obsessed Leadership Award are also open to senior B2C marketing, customer experience (CX), and digital business leaders at organizations headquartered in North America with 1,000 or more employees.
Forrester Introduces Brand Experience Index To Measure The Interconnectedness Between Brand And Customer Experience
According to Forrester’s (Nasdaq: FORR) Brand And Customer Experience Together Power Growth research report, a strong brand experience (BX) and customer experience (CX) are crucial drivers to long-term revenue growth. Despite this, many companies continue to evaluate these two elements separately, missing the opportunity to unlock compounded revenue growth from improving both in tandem. By aligning these two critical dimensions, companies create a seamless, cohesive experience for customers, which fosters stronger loyalty, higher lifetime value, and increased revenue over time. This integrated approach also helps brands differentiate themselves in competitive markets, strengthen customer relationships, and ultimately attract and retain a broader customer base.
