Ian Bruce

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

2024 Could Be A Good Year For B2B Agencies

Karen Tran August 6, 2024
Recent survey data reveals plans for a net increase in agency spending across all industries and company sizes. Learn more about what to expect.
Blog

B2B Marketers Prioritize Digital Brand And Communications Budget Investments

Karen Tran August 6, 2024
In Forrester’s 2024 B2B Brand And Communications Survey, we asked B2B marketing leaders to share their perspective on anticipated budget changes in 12 program and personnel categories. This year’s responses show expected increases are up in most categories over last year and expected decreases have dropped in most categories. Several notable trends emerged, shedding light […]
Blog

Popular Wisdom About CMO Representation And Tenure Is Wrong

Ian Bruce August 1, 2024
CMOs have very different experiences depending on where they work, their company’s business model, and their gender. Read a few of the key findings from our recent analysis.
Blog

Don’t Wait For A Crisis To Act

Ian Bruce July 23, 2024
CrowdStrike's recent global incident underscores businesses' need to have robust crisis communication plans in place before a crisis occurs.
Blog

Disconnected Messaging Breeds Mistrust. How Can You Fix It?

Barry Vasudevan April 12, 2024
Disconnected messaging reflects a disconnected organization. Learn how bridging silos yields positive outcomes in this B2B Summit North America session overview.
Blog

CMOs Need A Measurement Strategy That Connects To Business Outcomes

Tina Moffett March 7, 2024
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
Blog

Are B2B Buyers Cowards?

Ian Bruce January 24, 2024
No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.
Blog

Many B2B CMOs Don’t Understand The Data Requirements For GenAI

Subhendu Pattnaik November 6, 2023
Rushing in to adopt generative AI (genAI) in marketing without setting the right foundation or assessing readiness is a mistake. Harnessing the benefits of genAI effectively requires huge amounts of data, both structured and unstructured, possibly from various different sources. Imagine this scenario: Your marketing team is working to launch a genAI-powered campaign that’s designed […]
Blog

Predictions 2024: With The Right Preparation, Your Organization Can Win Trust While Others Lose It

Stephanie Balaouras October 31, 2023
A focus on fundamentals such as empathy, dependability, and accountability will equip companies to weather a tumultuous year ahead.
Blog

Go Beyond The Hype: What B2B CMOs Should Do About GenAI Now

Ian Bruce October 11, 2023
The call to action for B2B marketing is to be agile, get active, and not stay on the sidelines of generative AI. Learn the four key areas your readiness assessment should focus on.
Blog

Brand Investments Are Up But Maybe Not Where You Think

Karen Tran August 14, 2023
Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.
Blog

CMOs: Is Generative AI On Your Mind?

Subhendu Pattnaik July 26, 2023
I do not have to convince anyone today that generative AI (genAI) technology is a huge trend and a potentially massive disruption to the way work gets done. You know something is incredibly popular when your next-door neighbor stops you outside your door and starts talking about the out-of-the-world benefits (or their fears) of the […]
Blog

Can Generative AI Save Journalism?

Ian Bruce July 25, 2023
News organizations were early AI adopters. How AI evolves in journalism may hold lessons for other content-rich industries.
Blog

Generative AI Will Supercharge The Green Market Revolution

Abhijit Sunil July 16, 2023
The advent of generative AI brings immense potential for the technology to aid in areas of environmental sustainability efforts. This incudes measurement and reporting, research and revolution, and design and manufacturing, among others. Find out the details in this blog.
Blog

Who Do B2B Buyers Trust?

Ian Bruce May 11, 2023
The way in which buyers interpret and act on information is heavily colored by the source of the information. That has significant consequences for marketing and sales teams.
Blog

B2B Messaging Is Fractured, But It Doesn’t Have To Be

Ian Bruce April 5, 2023
B2B marketing teams create messaging for brand and product — often separately — that attempts to articulate differentiated value to buyers, customers, employees, and other stakeholders. What is abundantly clear from our research is that there is a significant challenge to ensure that all this messaging is connected and consistent. The Messaging Disconnect In Forrester’s […]
Blog

It’s Time To Reinvent B2B Corporate Social Responsibility

Ian Bruce February 13, 2023
Corporate social responsibility (CSR) used to have a bad rap, often relegated to philanthropic largesse and entirely disconnected from the core business. Those days are over. Today, B2B buyers are making purchase decisions based on CSR criteria, the best talent gravitates to companies that live their values, and investors and other stakeholders are rewarding companies […]
Blog

What Happens To Trust In Times of Economic Volatility?

Ian Bruce August 25, 2022
In times of extraordinary political and social instability, consumers turn to brands they trust. Get a data-driven look at why that is and how to make the most of it.
Blog

B2B Companies Take Action — To A Point — In Response To The War In Ukraine

Ian Bruce June 2, 2022
A recent survey of B2B organizations shed light on what they have been willing to do in response to the war and what has driven those decisions.
Blog

B2B Rebranding Is On The Rise

Ian Bruce March 14, 2022
One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand. A brand’s messaging, positioning, and visual identity permeate all aspects of the company’s go-to-market activities and usually endure for many years. We frequently engage with clients on rebrands, helping them sort through the business justification and […]
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