Ian Bruce

VP, Principal Analyst

Forrester Bio

Author Insights


Predictions 2022: Leaders Who Embrace Trust Set The Bar For New Sustainability And AI Goals

Jinan Budge November 16, 2021

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Closing The B2B Trust Gap

Ian Bruce November 11, 2021
Trust is the single most important brand attribute for B2B buyers. It's time for B2B companies to close the gap between how trustworthy they believe they are and how buyers actually see them.
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Brand Storytelling Is A Competitive Advantage

Ian Bruce April 21, 2021
Storytelling is an essential skill that inherently engages audiences and makes content distinctive and memorable. Yet, B2B marketing professionals often struggle to create compelling stories.
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GE Healthcare: Brand Storytelling During A Crisis

Ian Bruce January 28, 2021
  • At the height of the COVID-19 pandemic, GE Healthcare became the focus of intense media coverage
  • Using elements of storytelling and brand journalism, the organization created a video series that showed how GE and frontline workers were responding to the crisis
  • With 42 videos produced over 42 days, the campaign was one of the most successful in the company’s history
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How Equally Represented Are American Women in B2B Companies?

Ian Bruce August 17, 2020
  • August 18, 2020, marks the 100-year anniversary of the 19th Amendment to the US Constitution, which gave women in all states the right to vote
  • Over the last 100 years, the percentage of women in the overall workforce has increased to 47% —consistent with many other western countries
  • However, data from numerous sources shows that female representation in executive positions at B2B companies is still shockingly low considering these workforce changes
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How Diverse Are B2B Companies in America?

Ian Bruce June 18, 2020
  • America and the world have been shaken by protests against systemic racism and bias after the killing of George Floyd Jr. by police
  • B2B corporate leaders have expressed support and solidarity with protesters and recognize the need for change
  • Data gathered from numerous sources on levels of diversity and inclusion show that B2B companies need to take far more action on these issues
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Survey Reveals How B2B Companies Must Integrate Brand and Demand Marketing

Ian Bruce April 30, 2020
  • Only 22% of B2B companies have fully integrated their brand and demand marketing functions
  • Most organizations struggle to connect brand building to the revenue engine
  • Demand teams frequently ignore the impact of brand on Demand Waterfall® performance
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Do the Right Thing: How Brands Must Act During a Crisis

Ian Bruce April 13, 2020
  • Engaging with customers and other stakeholders during a crisis is often a struggle for B2B companies
  • Actions is a crisis should be guided by your firmly held brand values and brand purpose
  • Some B2B companies are showing the right approach and providing an example of how to build trust and loyalty
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An Exclusive Interview with Sir Martin Sorrell

Ian Bruce March 5, 2020
  • Sir Martin Sorrell is a legend in the agency business who built WPP into the biggest global advertising and PR agency
  • In an exclusive interview with Forrester SiriusDecisions, Sir Martin discusses how the changing economics of the agency business are impacting how B2B clients engage
  • Sir Martin suggests clients should do as Aretha Franklin says, and treat agencies with a little more respect
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What Super Bowl Ads Teach Us About the Real Effectiveness of Digital Advertising

Ian Bruce February 5, 2020
  • B2B organizations often build their digital advertising ROI using faulty assumptions
  • New research strongly suggests that most digital advertising investments are wasted
  • Organizations can learn a lot about the real benefits of advertising from studying Super Bowl ads
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You Are Not The Author of Your Best Content

Ian Bruce October 30, 2019
  • Content marketing, brand and communications teams are all deeply invested in building the most engaging content for the organization
  • SiriusDecisions data has long shown that buyers and executives rate third-party content much higher than branded or owned content
  • Earned media, analyst reports and influencer endorsements are examples of content that matters to buyers
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Brand Matters: Findings from the LinkedIn Research Report on B2B Marketing Effectiveness

Ian Bruce October 21, 2019
  • LinkedIn commissioned a research report into the factors that drive growth in B2B marketing
  • The report suggests that B2B organizations need to strike a balance between short-term demand building, and longer-term brand building
  • The data makes a strong case that for high-performing companies, brand matters 
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For Social Media, More Can Be Less

Ian Bruce September 20, 2019
  • Brand building hinges on understanding and respecting your audience
  • Too often, marketing leaders inundate audiences with a barrage of messages — many irrelevant or just plain annoying
  • New research suggests this causes unintended negative consequences
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B2B Social Review Sites Are Becoming Mainstream: Here’s What to Consider

Ian Bruce August 26, 2019
  • The Yelp effect has expanded to B2B marketing, with the growth of user review sites for B2B products and services
  • These crowdsourced review sites provide a new source of data that can influence buyer purchase consideration
  • New benchmark data suggests that these sites are becoming more mainstream and potentially more influential
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All News Is Good News: What White House Press Secretaries Can Teach Us About Brand Building

Ian Bruce July 25, 2019
  • Brand leaders are often irrationally afraid of provoking disagreement or courting controversy
  • Counter-intuitively, high-performing brands attract much higher levels of positive and negative sentiment in their media coverage
  • Strong brands are unafraid to express strong views informed by their firmly held brand values
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Privacy Is a Brand Opportunity

Ian Bruce April 19, 2019
  • Privacy is too often seen as a regulatory burden, not a brand opportunity
  • Brand leaders must recognize that privacy is a way to establish trust with audiences
  • Forward-thinking brands are already building privacy into their brand architecture
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Five Questions To Ask Before Building A Brand Survey

Ian Bruce March 5, 2019
Conducting a brand survey is like flossing: You know you should do it, you mean to do it, and you tell yourself that today is the day that you’ll do it … but then you don’t do it nearly as often as you should. There are good reasons why we often procrastinate when we need […]
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