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
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.
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
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 […]
Blog
B2B Brand Measurement Is Broken, But There’s A Way To Fix It
While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — is being neglected, misunderstood, and (very likely) grossly undervalued.
Blog
What Can I Do To Appear In Zero-Click Search?
Hint: Be mindful of the shift from source authority to a balance between authority and authenticity. Also, recognize that success will take a holistic, cross-team effort.
Blog
Why “Performance Marketing” Falls Short
Many B2B organizations overrotate toward marketing tactics that engage buyers long after they have formed preferences. Instead, they must try to influence buyers before they enter a purchasing process.
Blog
US Banks’ Total Experience: Brand Promises Fall Short, And CX Is Declining
Banks create value by winning customers and then serving them in ways that deepen the relationship and drive retention. Forrester’s new Total Experience Score rankings for 25 US banks reveal that banks’ brand promises aren’t resonating and that CX has declined. So what’s going wrong, and which banks are getting it right? What Is Forrester’s […]
Blog
US Health Insurers’ Total Experience Fails To Impress
Before diving into the highlights of this year’s study, The US Health Insurers Experience Metrics Rankings, 2025, let’s first set some context. Since 2016, Forrester has been tracking the quality of brands’ customer experience (CX), using the Customer Experience Index (CX Index™), which links customers’ perceptions of CX quality to loyalty. This year, we are […]
Blog
Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey
Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. […]
Blog
The 95-5 Rule Is Not A Rule, But It’s Not A Myth Either
Can you trust the so-called 95:5 rule when you target B2B buyers with your brand and demand marketing mix? Here's what we found.
Podcast
Oracle’s Data Breach Silence, Tariff Impacts, Homegrown Social Influencers
In this episode, we look at the ongoing fallout from two healthcare data breaches involving Oracle servers and what the on-again, off-again tariffs could mean for CIOs. Then we discuss the rising prominence of social media influencers in the B2B space — and why tapping your own employees could be a smart move.
Blog
Financial Firms Offer Laid-Off Government Employees A Chance To … Spend More Money?!
At a time of high volatility, financial services brands should focus on removing customer stress and offering benefits, not finding ways to sell more to struggling customers. Get four tips on how to do that in this post.
Generate Demand With Forrester
Partner with our experts to create objective, thought-leading content backed by rich market insights and cutting-edge research.
Blog
B2B Brand Safety Must Transcend Digital Boundaries
Companies’ reputations aren’t just built (or destroyed) online. Marketing leaders must stay mindful of the vast ecosystem influencing their brand’s reputation.
Blog
Be Swift, Be Accurate, Be Empathetic: Three Pillars For Crisis Communications
The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO George Kurtz issued a specific, fact-based statement within hours of learning that there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and […]
Blog
Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
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