Amy Hayes
VP, Research Director
Author Insights
Blog
Buying Networks Are Changing The Game For B2B Companies
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
Blog
Why The DOJ Is Worried About Networking Innovation And What Paths Lie Ahead For HPE And Juniper
The Department of Justice's action to block the Juniper acquisition won't save innovation in networking. No matter whether or not the acquisition proceeds, customers will benefit if they are put front and center.
Blog
Younger Generations Are Shaking Up B2B Buying In APAC — Are You Prepared?
The generational shift is forcing a reckoning among B2B companies. Understanding younger buyers' preferences is key to sustaining growth.
Blog
Younger Generations Are Shaking Up B2B Buying — Are You Prepared?
Millennials and Gen Zers now comprise nearly three-quarters of B2B buyers. To succeed, B2B marketing, sales, and product teams must understand these buyers’ preferences.
Blog
The State Of Business Buying, 2023: Product Experts Gain Influence Amid Financial Constraints
As business buyers navigate economic headwinds, they're looking to product experts to help them make purchasing decisions. Explore the highlights from our latest Buyers' Journey Survey.
Blog
Younger Business Buyers Are Having Their Say
Millennials and Gen Zers now represent the majority of business buyers globally. Understanding how they approach the buying process is increasingly essential.
Blog
Forrester’s Buyer Insights Reports Reveal Current Business Drivers And Buying Behaviors
The key to becoming truly audience centric and more effective as a marketing org is to deepen your buyer insights. Forrester has just
Blog
Forrester’s B2B Summit: New Research Will Emphasize Four Key Areas In Which Portfolio Marketers Can Drive Organizational Growth In A Post-COVID World
Forrester’s B2B Summit North America is fast approaching. With the theme “Align, Advance, Accelerate,” this year’s event features sessions that will emphasize new research for portfolio marketers to lead their organizations to growth in a post-COVID world. Our analysts have identified four key areas that represent opportunities for portfolio marketers to deliver greater value to […]
Blog
Walking the Tightrope of Strategy and Execution: A New Model for Identifying Growth Opportunities
- Many B2B portfolio marketers struggle to strike a balance between strategy and execution
- Identifying opportunities for growth in new markets separates portfolio marketers in high-performing organizations from low performers
- Our new model streamlines the process of developing growth strategies, thus helping portfolio marketers provide more strategic guidance to their business
Blog
Five Ways to Neutralize Emerging Competitors With Buyer Insights
- Forward-thinking competitive analysis distinguishes high-performing organizations from those that resort to misguided tactics or choose to do nothing
- Portfolio marketing’s unique vantage point can help a business understand how the changing competitive landscape impacts go-to-market efforts
- Buyer insights can be leveraged across sales, marketing and product management to maintain or regain an advantage in the face of new competitors