Featured Blogs

Welcome back to Forrester’s blog series, 50/50, where we showcase two sides of a B2C marketing issue. This time, we explore how consumers feel about Capital One’s bid to acquire Discover — and how differentiated credit card brands are in the eyes of customers. The main catalyst for this research is Capital One’s announced plan […]

The B2B commerce solutions market is no longer “a tale of two cities,” stuck between choosing either cloud architecture or robust features. Collectively, the vendors have closed the chasm: The new-school cloud-native vendors have invested in features — and the stalwarts have invested in modernized architecture. You can breathe a sigh of relief that in […]

Read Principal Analyst Emily Pfeiffer’s insights on the shifts in the B2C commerce market over the past two years.

The Forrester Wave™: Commerce Solutions For B2B, Q2 2024, reveals that public clouds help vendors refocus on their markets by narrowing what used to be a chasm between being feature-rich or being architected for today. Now, B2B businesses can find a commerce solution provider that gives them the best of both: Architecture alliances let commerce […]

Foundation models are the basis of the generative AI revolution. Acquiring foundation models from external providers will soon become the norm. Here is an APAC-focused view of AI foundation models.

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 […]

Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]

Anaplan announced plans to buy Fluence Technologies, a provider of financial close, consolidation, and reporting software. Get a brief analysis of how this deal could impact the broader market.

We’ve written in the past about the dangers of location data, but recent headlines have once again highlighted its extremely problematic nature. The US Federal Communications Commission fined four mobile carriers $200 million for selling customers’ location data, and Google is paying a $62 million settlement in a class-action lawsuit alleging that it collected location […]

It wasn't all AI, but it was mostly AI. Get our top takeaways and impressions from Hannover Messe 2024, the smart manufacturing world’s annual trade show.

In B2B marketing, the creation and execution of content strategies often fall short of their potential. What's missing is a crucial element: a cohesive strategy that underpins the entire content framework. Join us at B2B Summit North America to help remedy the issue.

While no trip to the RSA Conference is complete without seeing what security vendors are up to, this year, expect to be asked an intriguing question: “How proactive are you?” Find out why this will be such a popular question in this post.

The IT services industry is often overlooked, even though it captures more than a third of annual global tech spend — some four times the annual spend on computer equipment. Forrester forecasts that by 2028, annual spend on IT services will reach $2 trillion.

Sam Stern, Senior Manager of CX at LinkedIn, returns for a discussion on customer-centric culture. Along with a candid assessment of the current state of customer-centric culture at LinkedIn, he offers his perspective as a former Forrester analyst-turned-practitioner.

The US Federal Trade Commission (FTC) recently released a proposed final ruling banning employers from executing noncompete agreements for nearly all employees — excepting only “senior executives” — and requiring them to notify employees that they’re no longer bound by existing noncompetes. Find out why this could be a unique EX opportunity.

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In […]

B2B organizations must know their buyers, anticipate their needs, and empower them with each interaction — or lose to providers that do. Signals help transform the way we interact with our audiences across functions, disciplines, and interaction types, helping B2B organizations deliver contextual interactions with immediate value throughout the customer lifecycle. Check out these sessions […]

Healthcare consumers’ expectations for easier, faster, retail-like experiences are not fading away. It is no longer enough to offer a digital front door alone — healthcare organizations must intercept consumers and customers as they navigate an increasingly complex and diverse healthcare ecosystem.

Consumers aren’t sold on the DOJ’s argument that Apple is an anticompetitive monopoly against which action should be taken. Find out why.