Brand and Communications
A strong brand is among a company’s most valuable assets. Today, a clear, consistent branding strategy is as critical for B2B organizations as it is for consumer-focused firms. Explore our brand and communications insights to help connect brand to business value and drive awareness, demand, and engagement.
Insights
Blog
‘Tis The Season To Master Retail Media
Retail media’s challenges signal growing pains unlike those of other channels. Read more on Forrester’s insights for this holiday season.
Blog
Your Data Culture Is DOA
In Forrester’s Data Culture And Literacy Survey, 2023, we uncovered key insights about the state of data culture in organizations. Shockingly, nearly half of employees lack the ability to search for existing insights and struggle to find reports, data sets, and insights. Don’t miss out on gaining a competitive advantage by revitalizing your data culture.
Global
Don’t Miss Our Live 2024 Predictions Deep Dive
Join us on January 18 to hear from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.
Blog
Consumer Spending Expectations — Holiday Edition
Consumers are mostly skittish about spending more this holiday than they have the rest of the year, and categories like beauty and personal care and consumer durables will fare far worse than health and wellness and apparel.
Blog
B2B CMOs: What’s Your Role In The Employee Value Proposition?
Too often, CMOs are absent from the EVP process because it doesn’t focus on buyers and customers. That's a mistake.
Blog
Predictions 2024: Consumers Embrace Calm After The Revenge Spending Storm
In 2024, consumers will embrace better habits with their wallets and minds, but moments of acute social tension could cause chaos for brands. Discover our consumer predictions for 2024.
Blog
Consumer Spending Trends — 2023 Edition
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]
60% Of Skeptics Will Use (And Love!) GenAI
Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.
Blog
Building Bonds With Buyers: Strengthening The Trust Fabric
In the AI age, reliance on data for insights is table stakes. In the past few months since we completed Forrester’s annual marketing survey, I have been engrossed in finding patterns and correlations in the data about the top-most priorities of CMOs globally and their challenges, growth objectives, key initiatives, technology usage, budgets, spending patterns, […]
Blog
Power Up Your Content With A Plan On A Page
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
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
Can Generative AI Save Journalism?
News organizations were early AI adopters. How AI evolves in journalism may hold lessons for other content-rich industries.
Blog
How To Implement Values-Driven Marketing
Following my previous blog post, The What, Why, And How Of Values-Driven Marketing, and speech at CX APAC 2023, I wrote a report to elaborate on values-driven marketing more thoroughly: How To Embed Values-Driven Marketing Into Customer Journeys. The report shares Forrester’s 2023 data that underlines how much values matter to customers. Many online adults […]
How Should CMOs Invest To Fuel Customer-Obsessed Growth?
Download our 2024 Planning Guide for B2B Marketing Leaders to see where to invest, divest, and experiment with funding your growth agenda.
Blog
Introducing The European Financial Services Customer Trust Index
We have launched the European Financial Services Customer Trust Index, 2022. Sadly, customers in France, Germany, Italy, and the UK generally rate their trust toward their banks as weak or — at best — moderate.
Blog
The What, Why, And How Of Values-Driven Marketing
In the upcoming CX APAC 2023, I’m going to present on How To Embed Values-Driven Marketing In Customer Journeys. I’m excited to lay out the key concept of values-driven marketing and share a sneak peek of the new model and framework. But before we talk about values-driven marketing, let’s start with values-motivated consumers. Values-motivated consumers […]
Blog
Who Do B2B Buyers Trust?
The way in which buyers interpret and act on information is heavily colored by the source of the information. That has significant consequences for marketing and sales teams.
Blog
Leverage The Power Of B2B Brand Strategy For Your Organization’s Growth And Revenue Opportunities
Your organization’s brand matters — a lot — but marketing often fails to demonstrate how your brand contributes to revenue and growth. Frankly, it’s difficult to measure: Translating awareness, perception, and preference into solid metrics that excite and reassure other areas of the organization about marketing’s activity is challenging. Not surprisingly, non-marketing leaders often underestimate […]
Podcast
Why CSR Must Be More Than Purpose Beyond Profit
B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs.
Blog
Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
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.
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