Featured Blogs

Technology is not the exclusive core expertise of IT anymore. For many years, technology has had a place in the B2B marketing strategy and represents a big part of marketing’s responsibility. In addition to implementing and running the relevant marketing technology, marketing requires the knowledge to use it effectively to drive the revenue engine, create […]

82% of software-decision makers at US retail companies are planning to adopt or are adopting payments software in 2022, per Forrester's data.

Leadership in essence is about persuasion — winning people’s hearts and minds. Leaders must connect with empathy and emotion to lead, influence, and inspire. Stories connect with us emotionally. And our emotions drive our decisions subconsciously. We do this before we apply logic and intellectual reasoning to justify the decision we already made subconsciously. Leadership […]

"The State Of Future Fit Technology Strategy, 2022" identifies the three adaptive behaviors that future fit organizations emphasize.

Collecting data without infringing on consumers’ privacy and ultimately sacrificing their loyalty and trust is a new marketing imperative. Marketers must avoid regulatory fines and reputational damages and lead the conversation on consumer privacy. Data deprecation, new privacy laws, and the cookiepocalypse are coming. You’re now past the time to revise your approach to data […]

Holiday planning is already well underway, and now it’s all about executing on marketing plans, site adjustments, and other finishing touches online and in-store. Read our insights to help you prep for the 2022 season!

In volatile market conditions, manufacturers must become quicker, smarter, and greener to survive. The transformation of traditional — often conservative — manufacturing firms involves more than just making existing physical processes more efficient. Business and technology leaders increasingly work together to build future fit organizations that are adaptive, creative, and resilient, unlocking more sustainable and […]

At first glance, the web application firewall (WAF) market — populated by long time vendors with robust partner programs, extensive supporting services, and a slew of customer engagement opportunities — may seem like a space that has topped out. However, changes in how organizations develop and deploy applications — more hybrid cloud, more APIs, more […]

We made bold predictions for 2022. We weighed in on edge computing, CX, B2B marketing, cybersecurity, and more. Discover which predictions came true and which ones missed the mark as we prepare for Predictions 2023.

What Topics Will You Be Covering At Forrester? I’m excited to dive deep into coverage areas revolving around design workflows, tools, and services for the customer experience (CX) function. Some buckets I hope to explore in this realm include: Design thinking in practice and how to make it accessible, specifically for collaboration teams that work […]

We are happy to announce the publication of a collection of data snapshots on senior technology decision-makers’ attitudes and behaviors around being future fit. Forrester defines future fit tech strategy as “an approach to technology that enables an organization to quickly reconfigure business structures and capabilities to meet customers’ future needs and expectations.” In fact, […]

The Linux Foundation’s Open Mainframe Project just finished up its third Summit and first in-person event, hosted in Philadelphia, PA. While the project has been around for about seven years, accelerating interest in mainframe modernization has stimulated more vendor involvement as well as community participation. The in-person component of the event was small. Participants were […]

Tools such as DALL-E Mini and Stable Diffusion are proving immensely useful for generating visual content. But there are some limitations.

I was able to attend the NVIDIA GPU Technology Conference (GTC) and focused on the extended reality (XR) track. If nothing else, it was clear that the attendees were enthusiastic about the use of Pixar’s Universal Scene Description (USD) format as an interchange format for the metaverse and XR in general. There’s A Huge Need […]

Learn how the future viability of the metaverse depends on these four key emerging technologies.

Get analyst advice on designing chatbots with the right tone and personality to engage customers and elevate your brand.

Get seven actionable tips on how to improve your data storytelling in this preview of the upcoming Data Strategy & Insights event.

Enterprise architecture (EA) is a strategic capability for many Forrester clients. It is essential that EA in all its permutations be results oriented, pragmatic, and practical to remain relevant. In Forrester’s Enterprise Architecture Award, we look for stories of EA excellence resulting in tangible business and customer results. The Forrester Outcome-Driven Architecture Model rests on a […]

B2B marketing leaders will face intense budget scrutiny as they plan for 2023. But making reactive, cost-saving decisions could undermine long-term gains, cautions VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she discusses Forrester’s 2023 planning guide for B2B marketing executives and its spending recommendations.