Karen Tran

Principal Analyst

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Blog

Brand Is A Long Game: The Tangible Value Of B2B Brand Investments

Karen Tran May 3, 2024
Brand investments are like retirement investments. The idea is to invest regularly and consistently starting as early as possible, knowing that by the time retirement hits, the value will have accrued over time and the investments will have compounding returns. When we begin the uphill climb of investing, the returns may feel modest. It’s difficult […]
Blog

Why Brand And Reputation Programs Should Be More Than Just Air Cover

Karen Tran April 10, 2024
There’s more to planning and executing reputation programs than what we typically see at the usual “air cover” level. Learn more about the Forrester Reputation Program Decision Model in this preview of B2B Summit North America.
Blog

Announcing Forrester’s B2B Program Of The Year Award Winners For North America

Cristina De Martini April 4, 2024
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.
Blog

B2B CMOs: What’s Your Role In The Employee Value Proposition?

Karen Tran November 7, 2023
Too often, CMOs are absent from the EVP process because it doesn’t focus on buyers and customers. That's a mistake.
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

Resist Short-Termism To Avoid Brand Budget Cuts

Karen Tran March 2, 2023
High-growth companies see brand activation as a vital part of their strategy — even in economic uncertainty. Here are some of the ways that these organizations prioritize it.
Blog

High-Growth B2B Businesses Invest In Brand When Facing Economic Uncertainty

Karen Tran October 3, 2022
Whichever side of the recession debate you’re on, what’s clear is that there is economic uncertainty. On the heels of the “great resignation,” where people were leaving jobs in search of better pay, more flexibility, and increased job satisfaction, we’re now seeing hiring freezes at some companies. This doesn’t mean that every company will cut […]
Blog

Can B2B CMOs Save The Planet, Too?

Karen Tran September 26, 2022
Companies' pledges to become more sustainable are encouraging — if they translate into action. Marketing leaders must work to ensure that messaging aligns with action and purpose.
Blog

Oh, How I Love Thee — Brand Preference Measurement Goes Deeper Than Awareness

Karen Tran September 12, 2022
Before launching programs to improve brand health, you need to understand the sentiments and associations of your brand in the market and where your brand stands in terms of preference.
Blog

B2B Summit North America: It’s Good To Be Back

Karen Tran May 10, 2022
Forrester’s B2B Summit North America drew thousands of marketing, sales, and product leaders for three days of data-driven learning and discussions that invigorated and inspired.