Many B2B organizations lack clear insight into their revenue opportunities. Demand processes may still focus on individual leads, even though more than 80% of B2B purchases involve groups of three or more people. They also may fail to recognize multiple selling opportunities within an account.

Forrester’s B2B Revenue Waterfall was designed to accommodate this complexity. It ensures that marketing and sales teams are aligned around customer value. This alignment is critical in identifying and addressing opportunities within buying groups — so teams can maximize revenue potential and achieve their growth goals.

Why do buyers stick with certain brands? It’s simple: they find ongoing value at a price they are willing to pay. Yet, that’s not how many marketers are continuing to manage their loyalty programs. Instead, they’re stuck in a loop, banking on rewards points and mediocre discounts that customers often forget about. Loyalty programs today are missing the mark, becoming stale and ineffective due to a failure to grasp what truly drives loyalty: a consistently fulfilled brand promise within a unified customer experience that makes it easy to make a purchase or and targeted loyalty benefits that solve a problem.

With the peak trading period of 2025 just weeks away, retailers are making their final preparations. To support them, we spoke with top industry experts who shared their best advice for getting ready.

Read on to discover strategies for:

Increasing customer engagement

Approaching pricing and discounts

Ensuring operational speed

Optimising delivery and fulfilment

Increasing customer engagement

Being global isn’t enough. Around the world, today’s shoppers expect more – more relevance, more convenience, more consistency. We surveyed over 6,000 consumers across the US, UK, France, Germany, and the Netherlands to find out what they really want from enterprise retailers – so you can win their loyalty. We found out:

• What shoppers demand from enterprise retailers in exchange for their loyalty

Ralph Lauren introduced Ask Ralph, a new AI-powered conversational shopping experience that invites consumers to engage with, and be inspired by, Ralph Lauren’s unique and iconic take on style. Blending advanced AI technology with Ralph Lauren’s timeless brand, Ask Ralph provides styling inspiration by serving up multiple, shoppable visual laydowns of complete outfits, personalized to a user’s prompts, from across available inventory within the Men’s and Women’s Polo Ralph Lauren brand. Ask Ralph begins rolling out today to Ralph Lauren app users in the United States.

Think about the last time you bought something that mattered. A laptop. A new pair of running shoes. A stroller. A splurge. Before you hit that ‘buy now’ button, chances are you turned to YouTube. Not to scroll aimlessly. But to validate your choice.

In a world of ambient shopping, where consumers are constantly toggling between curiosity and consumption, YouTube stands out as a place where people actively seek out product reviews, routines, tutorials, and trusted voices. They give their time, and in return, gain confidence.

Content creators have transformed affiliate marketing from a discount-driven model into a strategy built on trust and storytelling. This article explores how creators are leading this shift, what brands can learn, and how affiliate programs can now drive long-term community engagement over quick sales.

Affiliate marketing has evolved from static promotions to dynamic, engaging content with content creators in the mix. These trusted creators are now building deeper connections and changing the industry.

With Gmail and iOS now using AI to generate email previews before a message is even opened, marketers are facing a new frontier. You can’t avoid or ignore these changes. They’re already here. And they’re reshaping how we think about content, strategy, and measuring success.

AI Previews Are Changing the Inbox Experience

AI-generated summaries are often the first thing users see when they check their inbox. These previews aren’t just pulling the first few lines of your email. They’re interpreting your content, sometimes arbitrarily, and surfacing what they think matters most.