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
Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Blog
From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
Blog
Social Media Takes Center Stage In B2B Buying — Even In The AI Era
Generative AI may dominate headlines, but when it comes to business buying, social media is shaping the journey in powerful ways. Forrester’s latest research shows that social media has become the second most meaningful source of information for buyers — just behind generative AI search tools.
Blog
When A Crisis Hits, Too Many B2B Companies Aren’t Ready
Crises are no longer rare, one-off events. Cyber incidents, operational failures, executive missteps, and external disruptions are becoming part of the typical operating environment for B2B organizations of every size. Yet Forrester’s 2025 B2B Brand And Communications Survey reveals that many companies remain dangerously unprepared when a crisis strikes.
Blog
Brand Safety Essentials: Protection Meets Performance
Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Blog
AEO Changes What Content Must Do: Help Buyers Decide
Answer engine optimization (AEO) exposes a gap that’s long been hiding in plain sight. Most content is designed to explain — but when marketers stop at answering questions and avoid framing comparisons, trade-offs, and decisions, they hand that responsibility to AI systems and third-party sources.
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
Blog
Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
Blog
Make Internal Communications A Strategic Lever For Employee (And Brand) Experience
Internal communications is more than pushing information to employees. It is a strategic function that includes messaging and channels for communications, engagement, and feedback as a critical driver of employee experience.
Blog
Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Blog
It’s Time To Reinvent B2B Influencer Relations
Today’s B2B buyers are often armed with clear insights about the products or solutions they need and the providers they prefer before they directly engage. And it’s frequently the growing impact of external influencers — independent third-party organizations and individuals such as the business press, review sites, industry analysts, and academics — that reshape the decision-making process.
Blog
Should B2B Brands Embrace Reddit?
Reddit’s recent partnership with G2 signals a new era for B2B brands and their buyers — one where community credibility becomes just as important as traditional content and SEO. Community spaces present both opportunity and risk, so B2B brands need to approach them strategically.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Shifting From Creator Tools To Creative Participation: Adobe MAX Takeaways
Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]
Blog
The Evolving DAM Landscape: From System Of Record To System Of Action
Read highlights from the Forrester report, “The Digital Asset Management Systems Landscape, Q3 2025,” which covers how organizations use DAM systems to deliver cost-effective and performant digital experiences, democratize content access and transformation, and secure and extend brand value.
Blog
European Banks Have Room To Grow — And Leaders To Learn From
Forrester’s Total Experience Score shows that many European banks aren’t delivering on brand promises. Explore which banks lead in customer and brand experience.
Blog
Your Successful Customers Have Power Over Buyers — Don’t Leave It To Chance
A new report, “Amplify Customer Voices To Support Buying Decisions,” helps organizations understand their customers’ influence on B2B buying decisions and provides guidance on nurturing knowledgeable customers to share their experiences with buyers.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Podcast
Anthropic Lawsuit, AI And Energy, CMO Trends
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.
Blog
Shrinking Budgets And Rising Expectations Challenge B2B Agency Partnerships
In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver […]
Blog
Economic Volatility And GenAI Are Forcing A Rethink Of B2B Brand And Communications Budgets In 2025
In Forrester’s 2025 B2B Brand And Communications Survey, CMOs and marketing leaders revealed how economic pressures and the rapid adoption of generative AI (genAI) are reshaping expectations for brand and communications investments. The budget expectations shared by our survey respondents indicate a planned strategic rebalancing — driven by AI-enabled efficiencies and a push for leaner […]
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