Karen Tran
Principal Analyst

Author Insights
Blog
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.
Blog
Resist Short-Termism To Avoid Brand Budget Cuts
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
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?
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
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
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.