John Buten

Principal Analyst

Forrester Bio

Author Insights


Portfolio Marketing Must Act As A Compass Through Shifting Seas In 2023

John Buten August 30, 2022
By investing in audience-centric practices, portfolio marketers can help their organizations be more efficient and effective, despite economic uncertainty.

Positioning For Fast Thinking: Priming Your Buyer To Gain Market Advantage

John Buten April 16, 2021
Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.