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Blog

Call For Entries: Forrester 2025 B2B Summit North America Awards

Matthew Selheimer October 30, 2024
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
Blog

The Future Of B2B Buying Will Come Slowly … And Then All At Once

John Buten November 21, 2024
In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.
Blog

Zero-Party Data: The Gift That Keeps On Giving

Stephanie Liu November 21, 2024
As data deprecation makes customer data harder to acquire, zero-party data provides a valuable means for brands to learn more about shoppers, deliver relevant experiences, and convert them from first-time customers into regular shoppers. Learn how to use this data to improve experiences.

Navigate 2025 With Our Predictions Insights

Our predictions may not be a crystal ball, but they offer a clear view of what’s ahead. Visit our 2025 Predictions hub featuring guides, blogs, and webinars to give B2B, B2C, and technology leaders a competitive edge in 2025.

Podcast

B2B Buying In The Age Of GenAI

What It Means November 21, 2024
Just as B2B companies are adopting generative AI (genAI) to gain efficiencies, so are their buyers. This week on What It Means, Principal Analyst John Buten looks at how buyers are using genAI in the purchasing process and what marketers and sellers should do in response.
Blog

The Top Five Initiatives For B2C CMOs In 2025

Mike Proulx November 15, 2024
CMOs are entering the new year with several critical priorities. Forrester's Q4 B2C Marketing CMO Pulse Survey, 2024 reveals their top five.
Blog

Learn How To Master Buying Mayhem At B2B Summit North America

Srividya Sridharan November 14, 2024
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.

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Blog

GDPR Isn’t Enough: Navigate Privacy Regulations In APAC

Xiaofeng Wang 37 mins ago
According to Forrester’s Business Privacy Survey 2024, 46% of privacy decision-makers in Asia Pacific (APAC) reported full compliance with GDPR. However, compliance with the EU’s GDPR alone isn’t sufficient in APAC, where local regulations may impose additional or different requirements. My recent report “Navigating Privacy Regulations In Asia Pacific” highlights the key APAC privacy regulations […]
Blog

Data provider selection depends on the entire revenue ecosystem working together

Simon Daniels 3 days ago
Selecting a new marketing and sales data provider requires planning and coordination across the revenue ecosystem and revenue operations has a key role to play.

Ready For These 2025 Tech And Security Shifts?

Step into 2025 with confidence! Explore our predictions for tech and security leaders, featuring key trends in AI, cloud, SDLC, and AIOps you need to know.

Blog

CX Is Not A “Project”: Lessons from Forrester’s 2024 Customer Obsession Awards EMEA

Maxie Schmidt 3 days ago
As Q4 nears its end, companies reflect on their achievements and prepare strategies for the coming year. This reflection is critical, as Forrester’s CX Index 2024 shows: CX Index scores have dipped across the board. In this context, I urge you to remind everyone in your organization: “CX is not a project.” Projects end, but […]
Blog

Balancing AI And Humanity: Insights From Knowledge Management’s Biggest Events In 2024

Julie Mohr 5 days ago
Knowledge management is experiencing an exciting transformation fueled by the merging of generative AI and human-centered practices.
Blog

Adtech Competition Heats Up With A Potential Divestment, A New Offering, And An Acquisition

Mo Allibhai 6 days ago
It’s been a busy news week on the advertising technology (adtech) front. The US Department of Justice (DOJ) announced that it is requesting Google to divest of the Chrome browser as the outcome of the monopoly trial that the search giant lost earlier this year. This news nearly drowned out other adtech moves from some […]
Podcast

382: Journey Mapping Masterclass 4: Drive Gains From Journey Mapping

The CX Cast 6 days ago
This is the final episode in our 4-part deep-dive on journey mapping with Forrester’s journey mapping expert, Joana de Quintanilha. In this installment, Martin, Angelina, and Joana delve into the final stages of journey mapping: focusing on demonstrating short-term wins and consolidating improvements. Joana highlights the importance of turning journey maps into dynamic tools that evolve over time and drive action. 
Blog

School’s In Session — Five Lessons Learned From The Forrester Wave™: Customer Experience Strategy Consulting Services, Q4 2024

Judy Weader 6 days ago
Get the five key lessons learned about customer experience strategy consulting services in this preview of our new Wave report.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

Blog

Data And Insights For Smart Go-To-Market Decision-Making

Katie Fabiszak 7 days ago
Learn how the Forrester Go-To-Market Architecture can help portfolio marketers find the right mix of data and insights for smarter go-to-market decisions.
Blog

Are You Making These DevSecOps Mistakes? The Four Phases You Need To Know Before Your Code Becomes Your Vulnerability

Janet Worthington 7 days ago
Learn the four key phases of DevSecOps as well as some key best practices to jump-start your transformation in this preview of our upcoming Security & Risk Summit.
Blog

Influencers Are This Holiday Season’s “Gift Guides”

Kelsey Chickering 7 days ago
Creator gift guides will fuel shoppers this holiday season, helping to solidify social media as a critical commerce channel for marketers.
Blog

Leverage Collaborative Supply Networks To Achieve Supply Chain Resilience And Sustainability

George Lawrie November 22, 2024
Learn how collaborative supply networks are helping some enterprises navigate the “new normal” of supply chain risk, and get a list of resources that can help your organization.
Blog

How To Reconcile Your Key CX Metrics: rNPS vs. tNPS

Pete Jacques November 21, 2024
Are you prepared to explain to your leaders and business partners why the organization’s relationship metric is lower than transactional NPS scores? Get insight on how to communicate the value of each in this blog.

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

Blog

Social Suites Mature With New AI Workflows And Expanded Use Cases

Kelsey Chickering November 21, 2024
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
Blog

How Embedded Finance Adds Fuel To Black Friday

Oliwia Berdak November 20, 2024
This holiday shopping season, shoppers will increasingly turn to “buy now, pay later” (BNPL) in a sign of triumph for embedded finance.
Blog

March To The Beat Of Zero Trust

Carlos Rivera November 20, 2024
Zero Trust has become the standard information security model to adopt globally. It’s no longer a question of should; it’s a question of how and where to begin. For some time, the topic of Zero Trust was met with disparaging and opposing views proclaiming it to be another buzzword for vendors to market products. Well, […]
Blog

Coca-Cola’s AI-Generated Holiday Ads Approach A Creative Tipping Point

Jay Pattisall November 19, 2024
The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]
Podcast

381: Journey Mapping Masterclass 3: Validate The Journey

The CX Cast November 19, 2024
This is the third episode in a 4-part deep-dive on journey mapping with Forrester’s journey mapping expert, Joana de Quintanilha. In this installment, Martin, Angelina, and Joana discuss how to validate your journey map and gain stakeholder buy-in. Next week, we’ll conclude by diving into how we use these journey maps to drive and implement change in the business.

Jan. 30 Tech & Security Predictions Webinar

Join us to dive into the top 2025 predictions and discover their impact on your tech and security strategies — with exclusive insights from the analysts who conducted the research.

Blog

Introducing The Forrester Tech Tide™: Software Development, Q4 2024

Andrew Cornwall November 18, 2024
Struggling to determine which software development technologies have staying power and which will be just a flash in the pan? Get some insight in this preview of our latest Forrester Tech Tide™ for software development technology.
Blog

Providing A DXP That Is Composable

Joe Cicman November 18, 2024
Learn the attributes of a composable digital experience platform and how it differs from a content management system.
Blog

Meet Forrester’s New Principal Analyst Covering Loyalty Marketing, John Pedini

Emily Collins November 18, 2024
In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]
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