What is B2B market intelligence? The guide for GTM leaders

Leadfeeder is a website visitor tracking tool that helps you identify anonymous website visitors and turn them into actionable leads. Lead generation tools use data enrichment, AI-driven scoring, and intent tracking to separate high-value prospects from those less likely to convert. These tools track interactions and analyze engagement patterns to provide data-informed insights that help you personalize your outreach efforts.

As you integrate these tools into your sales and marketing strategies, you can improve lead quality with minimal additional effort. These platforms help sales and marketing teams identify high-intent prospects and personalize communication as part of your lead nurturing efforts. But with the right lead generation tools, you can simplify the process by automating prospecting and tracking engagement. Stay connected to the IT channel with access to select insights, resources and events. Every course is created and taught by people who actually work in the industry, so you’re getting insights that truly make a difference on the job. Strengthen your security and your customer trust.

Brands referenced positively across 4+ independent sources are 2.8x more likely to appear in ChatGPT responses than brands mentioned only on their own website. It is grounded in published research on how LLMs actually select brands to cite. This was the #1 trust factor cited. FeaturedForge addresses a fundamentally different signal set. All 50+ placements are permanent.

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“B2B buyers are under immense pressure to justify investments and minimize risk,” said Barbara Winters, vice president and principal analyst at Forrester. Although large buying groups may seem challenging, 94% of buyers with groups of six or more report clear benefits, including broader perspectives, shared effort in validating solutions, better ability to secure budget, and greater likelihood of approval. While genAI searches are the starting point for B2B buyers, leaders are increasingly relying on their internal b2b buyer intelligence services and external buying networks — comprising colleagues and external influencers, respectively — to justify and de-risk purchasing decisions. Discover the best CRM data integration platforms, tools and strategies for building a trusted revenue data foundation. This will enable your customer success team to get ahead and re-engage the account before it’s too late. With this information, you can adjust your sales and marketing game plan.

Trade Assurance is a protection service offered by Alibaba.com to help buyers and sellers establish immediate trust through secure, verified transactions For you, it's a trust signal that buyers actively filter for. AI has made it faster and easier to produce marketing at scale but in doing so, it’s also made audiences inherently more skeptical. Generative AI is redefining how B2B buyers discover and evaluate solutions, shifting content strategy from search visibility to AI discoverability. New research reveals a growing gap between how often people use AI search and how much they trust it. The pursuit of measurable efficiency can leave brands vulnerable when competitors, platforms, or AI reshape customer discovery.

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By providing detailed information about product features and service offerings, B2B businesses can attract more customers, build trust, and increase sales. Most of the research is carried out online, and the seller's website is the primary source of research. B2B buyers generally have competent procurement departments and research teams that comprehensively analyze services/products before contacting the B2B sellers. Vendors' knowledge of the products and solutions that they offer, along with a comprehensive understanding of the current business landscape, is the vendor selection criteria for 23.8% B2B buyers. Vendors that thoroughly understand the specific company needs of buyers can provide accurate timeframes, a fair budget estimate, and the most effective solutions.

B2B service companies need to stay on top of the latest trends and technologies in their fields to remain competitive. Using these intelligence technologies, we're able to stay ahead of our competitors and maintain a strong position in our market, Oberon Copeland, Owner & CEO of veryinformed.com. Market intelligence software is a suite of tools designed to help businesses gather information about their markets, customers, and competitors. These tools improve business decision-making by giving managers access to a wide range of information, predicting future trends and customer behavior, and optimizing their marketing campaigns and customer care.

• This also helps buyers feel reassured that they are investing in solutions that are well-supported, credible, and aligned with other trusted vendors in their partner ecosystem​.
• Genuine and authentic user-generated content such as online reviews and ratings provides more sense of credibility to B2B buyers than core marketing content developed by the sellers.
• This is a great tool for helping sales teams identify the right buyers, start meaningful conversations, and close deals faster.
• It is important to align content hubs to individual buying journey stages so buyers can self-serve information.

Build trust with customers, employees, and partners. Forrester shows how operational excellence and innovation can benefit people, the planet, and your bottom line. Forrester’s Total Experience Score connects perception and performance — aligning journeys, platforms, and metrics to drive growth. Understand how modern business buyers research, decide, and buy. The Forrester Wave™ compares vendors using a transparent methodology across offering, strategy, and market presence. Forrester’s annual Predictions spotlight key trends, technologies, and shifts — helping leaders anticipate what’s next and act confidently.

Set the sales and marketing silos to one side. Explore how marketers can build trust and influence at the top table and enhance marketing’s strategic and commercial impact. Discover the true meaning of GTM strategy in our B2B Marketing webinar with The Think Tank. Discover how B2B buyers navigate a self-directed, non-linear journey—often without ever engaging with a vendor. Learn how to meet today’s B2B buyers on their terms with AI-driven content, smarter buyer data, and tighter sales alignment—without overhauling GTM. In this webinar with FunnelFuel, we explore how to harness predictive analytics, unify data with customer data platforms, and identify the content and contexts that

If you need raw contact data at scale, ZoomInfo is the right call. We're strong at proactive account intelligence — earnings analysis, buying signals, and research automation that no contact database delivers. The platform scans over 1,000 public sources—news, earnings calls, job postings, and LinkedIn activity—to spot meaningful buying signals in real time. Salesmotion is an AI-powered account intelligence platform designed to turn scattered account activity into actionable, sales-ready context. To see how this fits into a broader strategy, check out these B2B lead generation best practices. This allows for personalized outreach that actually connects.

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By creating and sharing videos, B2Bs can connect with potential customers and build trust that could lead to future sales. Social media platforms can be leveraged to advertise, generate value, enhance customer relationship management and sentiment analysis, instigate interactions with prospects, and connect to brands. B2B buyers and sellers can achieve this by implementing combined processes, structures, mechanisms, and people in place to enable real-time responses and information sharing. From humanizing brands to providing social proof, testimonials add the required credibility and trust that increases conversions.

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Earned media, crisis and reputation, executive visibility, content, social, influencer and creator programs, performance marketing, programmatic, affiliate, and media planning work together to connect communications to revenue. We work with Fortune 500 companies, IPO candidates, challenger brands, and category creators including Zeta, Nokia, Vizio, and Webull. Empower every level of your organization with fast, frictionless access to proprietary insights — delivered through AI and grounded in Forrester’s trusted research.

So it’s no wonder sales teams are tapping agents to help. 75% of sales reps say they’re more likely to hit their targets with a coach or mentor. 73% of B2B buyers actively avoid sellers who send irrelevant outreach. If we feed our agents incomplete context, we get error-ridden feedback. An agent is only as good as the context you give it.

Personalized experiences provide B2B buyers with tailored items that are crafted around their unique business needs. By understanding buyer expectations, B2Bs are tailoring their communication, products, offerings, and customer services to create personalized experiences that resonate with the buyers. More than half B2B buyers believe B2B reviews are often unreliable and simply not representative of the real world.