Karen Tran,

Karen Tran

Principal Analyst

Karen is an experienced B2B marketing leader focused on strategy, communications, and the human experience in a technology-driven world. She is passionate about helping teams realize their potential through thoughtful, data-driven approaches grounded in meaningful goals and purpose. As a Forrester principal analyst, her primary areas of concentration include brand and communications, rebranding, brand building, brand investments, corporate messaging, employee advocacy, brand advocacy, organic social media, corporate values, organizational planning, and marketing strategy.

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What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

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November 12th, 2025 5:00 PM - 6:00 PM Peer Discussions

Influencing The Influencers That Drive B2B Buyer Behavior

B2B buyers actively seek out advice from external influencers such as review sites, industry analysts, the business press, and others, trusting their third-party status and their insights. It’s time to reimagine and reprioritize influencer relations as traditional vendor-led marketing and sales engagement models give way to empowered audiences’ preference for the authority of independent experts. Forrester analysts Ian Bruce and Karen Tran host this conversation, which will include open discussion with participants, so please bring your questions and experiences to share with the group. Topics for discussion:How external influencers drive buying group decision-making Why a new network of influencers is emergingHow to focus on “influencing the influencers” Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
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