Hightouch has landed on Forrester’s radar—and it’s making a strong first impression. The data activation platform was named a Strong Performer in The Forrester Wave™: Customer Data Platforms for B2B, Q3 2025, its debut appearance in the analyst firm’s closely watched ranking.

A Composable Take on the CDP

Unlike traditional customer data platforms, which often require companies to shoehorn data into rigid models, Hightouch pitches itself as a Composable CDP. In plain terms: instead of ripping and replacing infrastructure, B2B companies can use their existing cloud data warehouse and keep data in its native format while still powering personalization, AI-driven campaigns, and account-level insights.

That architectural flexibility was one of the differentiators called out by Forrester, alongside ease of journey building and customer support.

Forrester noted Hightouch’s journey orchestration tool, which allows teams to design multistep engagement flows and even simulate outcomes before launch—a feature many legacy CDPs lack. Customers also highlighted the company’s open data schema and responsive support team.

Real-World Impact

The recognition comes on the back of some big customer wins:

• Ramp boosted new business by 25% through automated prospecting powered by warehouse data.

• Grammarly personalized billions of emails and optimized a nine-figure ad budget across eight ad networks.

• Calendly used Hightouch to personalize experiences for 20 million users, lifting activation by 16%.

• DocuSign built a unified Customer 360 to align its entire sales organization.

These examples underscore a larger point: the platform is not just serving SaaS or B2B firms, but scaling across industries where customer journeys are increasingly complex.

Why It Matters

Forrester’s Wave reports are table stakes for serious CDP vendors; a strong placement signals both credibility and competitive weight. For Hightouch, the recognition validates its composable-first strategy at a time when enterprises are growing wary of “black box” platforms that lock data away.

The broader trend: B2B marketers need the same personalization power that B2C has long enjoyed, but with added complexity—multiple buyers per account, long sales cycles, and intricate product portfolios. A composable approach, if it delivers, could be the bridge.

“Hoping something works isn’t a strategy,” Forrester seemed to echo in spirit. And with AI rapidly reshaping marketing playbooks, companies like Hightouch are betting that agility, not all-in-one rigidity, will win.

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