Ian Bruce
VP, Principal Analyst
Speaking At
Author Insights
Blog
2024 Could Be A Good Year For B2B Agencies
Recent survey data reveals plans for a net increase in agency spending across all industries and company sizes. Learn more about what to expect.
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B2B Marketers Prioritize Digital Brand And Communications Budget Investments
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 […]
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Popular Wisdom About CMO Representation And Tenure Is Wrong
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.
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Don’t Wait For A Crisis To Act
CrowdStrike's recent global incident underscores businesses' need to have robust crisis communication plans in place before a crisis occurs.
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Disconnected Messaging Breeds Mistrust. How Can You Fix It?
Disconnected messaging reflects a disconnected organization. Learn how bridging silos yields positive outcomes in this B2B Summit North America session overview.
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CMOs Need A Measurement Strategy That Connects To Business Outcomes
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.
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Are B2B Buyers Cowards?
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.
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Many B2B CMOs Don’t Understand The Data Requirements For GenAI
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 […]
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Predictions 2024: With The Right Preparation, Your Organization Can Win Trust While Others Lose It
A focus on fundamentals such as empathy, dependability, and accountability will equip companies to weather a tumultuous year ahead.
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Go Beyond The Hype: What B2B CMOs Should Do About GenAI Now
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.
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Brand Investments Are Up But Maybe Not Where You Think
Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.
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CMOs: Is Generative AI On Your Mind?
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 […]
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Can Generative AI Save Journalism?
News organizations were early AI adopters. How AI evolves in journalism may hold lessons for other content-rich industries.
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Generative AI Will Supercharge The Green Market Revolution
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.
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Who Do B2B Buyers Trust?
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.
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B2B Messaging Is Fractured, But It Doesn’t Have To Be
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 […]
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It’s Time To Reinvent B2B Corporate Social Responsibility
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 […]
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What Happens To Trust In Times of Economic Volatility?
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.
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B2B Companies Take Action — To A Point — In Response To The War In Ukraine
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.
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B2B Rebranding Is On The Rise
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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