Ian Bruce

VP, Principal Analyst

Forrester Bio

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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.

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 […]

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.

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.

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.

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 […]

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 […]

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.

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.

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 […]

B2B Sellers Must Reevaluate How They Build Trust With Buyers

Ian Bruce March 10, 2022
New Forrester research illustrates how complex B2B buyers' decision-making processes are and the value of building trust with buyers.

Most Thought Leadership Isn’t Thoughtful Or Leading: How Can We Fix That?

Ian Bruce March 9, 2022
Biased. Lacking substance. Dull. When we asked B2B buyers what they think about the content they receive from vendors, over 60% of respondents to Forrester’s 2021 Content Preferences Survey gave these unflattering opinions. Buyers are drowning in a sea of sameness. They fail to find any value in the content they receive, because much of […]

Who Are The B2B “Early Deciders”?

Ian Bruce February 14, 2022
Buyers' motivations are often complex. Digging into our data yields clues about those who make decisions early in the buying process.

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

Jinan Budge November 16, 2021


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.

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.

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

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

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

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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