What if you used more generative AI for marketing instead of hiring more humans? Here's what to consider.

Forty-six percent of B2B marketing decision-makers responsible for demand/ABM marketing say that standing up a new marketing approach is their biggest point of focus to support growth over the next 12 months. Enter lifecycle revenue marketing (LRM), the most comprehensive approach to frontline marketing. It’s also Forrester’s definition of best-in-class frontline B2B marketing. Here are […]

Learn how Workday's newly announced AI marketplace will help its customers find and deploy Workday-trusted AI solutions.

Get an inside look at some of the highlights and findings from the new Forrester Wave™: Zero Trust Platform Providers, Q3 2023 report.

Over the past few years, many firms have defined or revisited their purpose — their reason for existence and how they contribute to society and to the planet. The number of B Corps has grown from about 1,000 in 2016 to over 7,000 in 2023. In France alone, more than 1,000 firms, including large corporations […]

Every year, Forrester convenes a group of clients who critique our strategy, give us feedback on our services, and review new products that we are developing. Over the last 25 years, the Board of Clients has been extraordinarily influential, guiding us into a better future and helping us avoid unforced errors. I’ve always called the […]

Most genAI discussions focus on what’s technically possible, not the human, societal, and legal dimensions, but Adobe has become a leader in recognizing and addressing those, which is essential to readying genAI for business. Last week, the company accelerated its lead, with significant roll-outs and announcements at its annual Adobe MAX event for design professionals. I share my thoughts in this new blog post.

I’ve been prepping for a detailed evaluation of this technology market for some time, and I’m excited to announce that The Forrester Wave™: Digital Accessibility Platforms, Q4 2023, is now live!

Learn how BI governance can help you achieve true data democratization at your organization.

Learn a few of the most impactful takeaways from a full year of working with security and risk leaders as an executive partner at Forrester.

Izola synthesizes Forrester’s research to enable clients to move faster on their top priorities and have more informed conversations with Forrester experts who apply and contextualize Forrester insights to their business-critical initiatives.

Shareholders demand profitable, responsible revenue growth. Buyers expect you to deliver value at every step of the sales process. And sellers expect to be prompted to the best actions and steps to take to achieve quota. It’s really hard to deliver on all these expectations. Buying motions are complicated. They involve more business and IT […]

We reviewed 50 brand and retailer websites during Amazon’s October Prime Big Deal Days — here are our findings.

What does car repair have to do with IoT security strategies? Find out.

According to Forrester’s Marketing Survey, 2023, financial services marketers in Asia Pacific (APAC) find improving marketing’s ROI or effectiveness more difficult than their peers in other regions and industries. To dive deeper, I talked to B2C marketing leaders in the financial services industry across the region and learned more about their priorities, challenges, and best […]

Learn more about the recent announcement from Growth Catalyst Partners outlining the formation of a new company to help improve data literacy and data communications.

Hans Christian Anderson’s classic tale of the emperor that gets duped into a fancy, new, and invisible wardrobe provides lessons in swindling, pride, and truth. It’s only when the emperor struts in front of the commoners that a child finally states, “Wait a minute — there’s nothing to this outfit. He’s not wearing anything.” As […]

2023 was the biggest year for US strikes in 40 years. Strikes are an expression of Employee Power — one of the four shocks that will reshape the future of work over the next decade.