Forrester 2026 B2B Marketing Predictions: The Growing Impact of Customer Stories

Hot off the press! Yesterday, Forrester had their 2026 B2B Marketing Predictions Webinar. This jumped out at me. When asked how demand leaders are going to adjust the way they prioritize customer marketing?, the analysts said. "For large deals, we already know that one of the top reasons for selection is the quality of customer references and success stories. Customer reference success stories are becoming bigger and bigger in these large purchases. We expect that to come into the smaller purchases as well. I think that buyer confidence is going to come through seeing how other customers are experiencing the value and getting the value from the product itself. They can really recognize that the customer stories and case studies make fantastic proof points and are needed throughout the entire buying journey. And these are also ways of really getting credibility out there in a world where there's a lot of discovery happening through AI powered search."