The Forrester Wave™: Marketing And Sales Data Providers For B2B, Q1 2024
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were added in this report.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were dropped in this report.
This Forrester Wave expanded its scope from the 2021 evaluation which focused solely on B2B marketing data providers. The 2024 evaluation now encompasses both marketing and sales data providers, reflecting the convergence of traditional demand marketing and ABM, and the need for shared operational databases serving all revenue functions. The scoring model strongly favors providers with the depth of data, breadth of services, and range of functionality to support the needs of both marketing and sales users as their primary B2B data provider.
A: Vendors may appear in one evaluation and not the next for several reasons: 1) They may decline to participate in the full evaluation process, 2) They may no longer meet the inclusion criteria (minimum $10 million in annual data revenue, potential to be a primary provider of firmographic and demographic data, significant mindshare with Forrester B2B clients), 3) The market definition and scope may change between evaluations (as occurred between 2021 and 2024 when the focus expanded from marketing-only to marketing and sales), 4) They may be acquired or undergo significant business changes that affect their positioning, or 5) New vendors may emerge that meet the criteria while others exit the market or shift focus.