Age of the Customer
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Shots Fired: Vaccine Confusion Echoes Nationwide
In the wake of a sweeping CDC leadership shake-up, deep cuts to mRNA vaccine research funding, and intensifying political debate over public safety, vaccine policy in the US is fracturing under the weight of political and scientific discord.
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Solving Tech Debt With AI + Graph
Is this the end of the configuration management database? Learn the value of AI and the IT knowledge graph as a solution to the biggest tech challenges, including technical debt.
What It Means: A Forrester Podcast
New format. New topics. Same trusted insights from Forrester analysts.
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The Forrester Wave™: Secure Access Service Edge Solutions, Q3 2025 — A Market Transformed
We just released The Forrester Wave™: Secure Access Service Edge Solutions, Q3 2025, and the results mark a dramatic shift from the 2023 Wave on Zero Trust edge solutions.
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Search Is Changing — Is Your Content Strategy Ready?
The traditional search-to-click path has collapsed — yet many B2B marketing teams still rely on outdated content strategies. APAC marketers: Learn a better path forward at Forrester’s B2B Summit APAC this November.
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Partner Attribution Is Broken — Here’s Why B2B Executives Must Lead The Fix
Partner attribution is broken in most B2B organizations, creating executive blind spots that undervalue the strategic impact of partnerships across the ecosystem. My latest report, “Plotting The Path For Partner Attribution,” highlights the urgent need for precise measurement to unlock partner-driven innovation, growth, and competitive advantage.
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Three Takeaways From HubSpot’s INBOUND 2025
Last week, I attended HubSpot’s INBOUND conference in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote.
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In Commerce Search, The Pace Of Innovation Is Changing The Game
Understand the changes in the commerce search market and lessons learned from the most recent Forrester Wave™ evaluation.
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Consumers Are Using AI — But They Still Don’t Trust It
Consumers are using AI more than ever — but they still don’t trust it. Forrester’s latest regional reports uncover how attitudes toward AI vary across Europe, North America, and APAC, along with what organizations must do to build trust.
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Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
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Introducing The Experience Research Platforms Landscape, Q3 2025
Experience research platforms help companies discover and define opportunities, test concepts and prototypes, and evaluate user and customer experiences.
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Starbucks: One Year Later
On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
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Hyland Community Live 2025 — It’s All About Content, Context, And Community
Has Hyland finally found its groove? Get a review of the key announcements from the recent Hyland Community Live user conference in Las Vegas.
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Advance Your B2B Content Engine Maturity In The Age Of AI
As AI transforms all phases of the content lifecycle, it’s critical for organizations to perform a status check. Our B2B Content Engine Maturity Assessment offers a starting point.
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The Agentic Business Fabric Is How AI Will Transform Enterprise Applications
Struggling with AI ROI? The problem isn’t your tech, it’s your operating model. Learn why success hinges on redesigning jobs and commercial models, not just the tools.
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Trust Is The Killer App To Unlock AI Adoption
Drivers of trust change depending on both consumer and enterprise perception of risk. So who do we trust to manage the risks of AI?
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VMware Explore 2025: Execution Highlights On The Broadcom Vision
Two years into Broadcom ownership, VMware is settling into its new normal — with the VMware Explore event bringing forth the first reported results on executing on a seemingly harsh but clearly stated strategy.
Blog
Your Postsale Customer Data Unwrapped
Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.
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What A Possible Dentsu Sale Means For CMOs
The news that dentsu has secured M&A partners to identify potential buyers for its international business is just the latest shakeup in the agency landscape. Find out what makes dentsu attractive and who the most likely buyers are.
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CX Cast Roundup, August 2025: Journey Innovation In Action
In August’s episodes of the Forrester CX Cast, we focused on how customer experience (CX) leaders can evolve their CX strategies by sparking innovation, scaling journey management, and aligning marketing with CX.
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Ready To Master Buying Mayhem? Join Us At One Of Our Upcoming B2B Summits
B2B buying dynamics require new marketing approaches. Join us in London or Singapore for actionable strategies on how to address them.
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