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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Messaging In The Time Of COVID-19

    Generate More Than Sympathetic Communications To Give B2B Customers The Confidence To Survive And Thrive
    June 16, 2020 | Laura Ramos, Meredith Cain

    Communicating your company's response to the coronavirus pandemic requires more than expressing sympathy or reinforcing your philanthropic efforts. Meaningfully supporting and creating value for...

  • Report Credible Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention
    April 30, 2020 | Laura Ramos

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

  • Report Forrester Infographic: Millennial Buyers Seek Credible, Concise, And Curated Content

    February 13, 2020 | Laura Ramos

    Forrester surveyed purchase decision makers and found their dissatisfaction with most content marketers make available continues unabated. As an increasingly influential buyer segment, Millennials...

  • Report Now Tech: Email Marketing Vendors, Q1 2020

    Forrester's Overview Of 34 Email Marketing Providers
    January 22, 2020 | Shar VanBoskirk

    You can use email marketing to create better brand experiences, establish customer relationships, and experiment. But to realize these benefits, you'll first have to select from a diverse set of...

  • Report AI Is A New Kind Of Creative Partner

    Data Promises To Enhance Creative Capability And Capacity
    December 20, 2019 | Thomas Husson

    Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the...

  • Report A Practical Guide To Modern Content Strategy

    How Tech Leaders Can Avoid Going Down The Content Rabbit Hole
    October 21, 2019 | Mark Grannan

    Common pitfalls hobble new content projects. Often, digital business leaders try to fix all of the problems; this approach will stall out. Or, they work outside of existing systems and processes;...

  • Report Increase B2B In-Person Event Payoff With Digital Immersion

    Four Best Practices Make Events More Contextual And Engaging
    August 14, 2019 | Laura Ramos, Matthew Camuso

    In a post-digital world, B2B buyers expect fluidity between digital and physical experiences. Still representing the largest chunk of the marketing budget, most B2B events do not take full...

  • Report B2B Websites Still Fail Our Customer Engagement Test

    Don't Take A Pass On Empathy Or You'll Fail Too
    June 21, 2019 | Laura Ramos, Meredith Cain

    Corporate website content initiates or advances business opportunities when it demonstrates a deep understanding of customers and their issues. Unfortunately, most B2B marketers still struggle to...

  • Report The Forrester Wave™: Content Marketing Platforms For B2B Marketers, Q2 2019

    The 10 Providers That Matter Most And How They Stack Up
    May 6, 2019 | Laura Ramos, Ryan Skinner

    In our 30-criterion evaluation of content marketing platform (CMP) providers for B2B marketers, we identified the 10 most significant ones — BrandMaker, Contently, Kapost, NewsCred, Percolate,...

  • Report Forrester Infographic: B2B Budgets Bank On Programs And Tech

    May 2, 2019 | Laura Ramos, Meredith Cain

    Large B2B companies spend, on average, about 7% of annual revenues on marketing programs, technology, market research, and data services. As proportionately more of the marketing budget shifts away...

  • Report Now Tech: B2B Customer Engagement Marketing, Q1 2019

    Forrester's Overview Of 22 B2B Customer Engagement Marketing Providers
    February 22, 2019 | Laura Ramos, Matthew Camuso

    You can use customer engagement marketing (CEM) to identify and engage passionate customers, turn them into advocates, and use post-sale customer experience (CX) to outdistance the competition. But...

  • Report Now Tech: Content Marketing Platforms, Q4 2018

    Forrester's Overview Of 33 Content Marketing Platform Providers
    December 17, 2018 | Ryan Skinner

    You can use content marketing platforms (CMPs) to increase collaboration around content, improve content performance, and accelerate production. But to access these benefits, you'll first have to...

  • Report Now Tech: Content Production Agencies, Q4 2018

    Forrester's Overview Of 24 Content Production Agencies
    December 17, 2018 | Ryan Skinner

    You can use content production agencies (CPAs) to accelerate your go-to-market strategies, produce higher quality content consistently and at scale, and keep content costs manageable. But to access...

  • Report Help Happy Customers Share Their Delight By Prioritizing Post-Sale Marketing

    How To Create Customer Advocacy Programs That Boost Your Brand's Influence And Success
    October 25, 2018 | Laura Ramos

    Customers would rather share their knowledge, experience, and advice than deliver some inconsequential, promotional testimonial. To tether post-sale experiences to authentic advocacy, B2B marketers...

  • Report Modern B2B Buying Experiences Require A Singular Content Strategy

    Four Practices Align Marketing Content To Both Buyers And Sellers
    August 22, 2018 | Laura Ramos

    Sellers need marketing to support them with content that incorporates the same messages and insights to which buyers respond well. A single B2B content marketing strategy shared by marketing and...

  • Report When And How To Start The Shift To Omnichannel Content

    August 13, 2018 | Ryan Skinner

    Marketers must abandon the content mindset of "do more, better." In 2018, the goal must be to "do smarter." Customers demand content that better answers their unique needs. Businesses demand more...

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