Karen Tran

In Forrester’s 2024 B2B Brand And Communications Survey, we asked B2B marketing leaders to share their perspective on anticipated budget changes in 12 program and personnel categories. This year’s responses show expected increases are up in most categories over last year and expected decreases have dropped in most categories. Several notable trends emerged, shedding light […]

CrowdStrike's recent global incident underscores businesses' need to have robust crisis communication plans in place before a crisis occurs.

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 […]

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.

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.

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

Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.

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.

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 […]

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.

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.

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.