What It Means: A Forrester podcast
Each week, the What It Means podcast invites Forrester analysts to discuss the latest trends and challenges to help business and technology leaders make bold decisions and become truly customer-obsessed. Topics range from tech-driven innovation and CX design to B2B buying trends and marketing planning. Listen now and subscribe to get a new episode each week. Got a comment or question? Email our team at podcast@forrester.com.
Latest Episodes
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How B2B Firms Can Win With Younger Buyers
Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.
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How B2B Marketing Teams Can Align To Fuel Faster Growth
B2B marketing approaches often leave money on the table, say Principal Analysts John Arnold and Lisa Gately. On this episode of What It Means, they introduce lifecycle revenue marketing, a holistic approach to capturing growth opportunities with new and existing customers.
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How Will Generative AI Change Business?
Generative AI is everywhere lately, but what will its real impact be on the enterprise? In this episode, Analyst Rowan Curran separates the hype from reality.
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The Business Case For Green Consumer Segmentation
When it comes to buying green, not all buyers are the same. In this episode, Vice Presidents and Principal Analysts Sucharita Kodali and Thomas Husson explain the benefits of segmenting your customer base by green buying habits.
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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.
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How B2B Marketing Leaders Can Deftly Navigate Uncertainty
How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she provides data-backed recommendations for actions to take.
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What Is The Future Of The Office?
As companies plan their future workplace strategies, what role should the physical office play? Vice President, Research Director James McQuivey and Vice President, Principal Analyst J. P. Gownder weigh in on this episode of What It Means.
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Social Media Turmoil Drives New Ad Strategies
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
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Will AI Reinvent Software Development?
Will TuringBots revolutionize the way software is developed? Or will they open developers up to new risks? Vice Presidents and Principal Analysts Diego Lo Giudice and Mike Gualtieri debate the pros and cons of AI for software development in this episode of What It Means.
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Blockchain: It’s More Than Just Crypto
How closely is the fate of blockchain tied to cryptocurrency? Do NFTs have business value? In this episode, Vice President and Principal Analyst Martha Bennett dispels some blockchain myths and shares some use cases that may not be on your radar.
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Tech Trends To Watch In 2023
Hear Forrester’s technology analysts share their 2023 predictions for AI, cloud, automation, edge/IoT, and software development.
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2023 European Predictions: Energy And Economic Woes Fuel Citizens’ Distrust
The war in Ukraine, exorbitant energy prices, and economic turbulence will have a profound impact on Europeans’ attitudes and choices in the months ahead. Principal Analysts Enza Iannopollo and Dan Bieler break down Forrester’s 2023 predictions for Europe and the UK this week on What It Means.
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The New Space Race — For Businesses
Low-Earth-orbit satellites open up a host of new opportunities for businesses. Should your firm be exploring these new solutions? Find out in this episode of What It Means.
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The Green Market Revolution Is Here: Are You Ready?
Climate change is among the biggest challenges we face, and the solution could be one of the biggest market opportunities in history. Learn about the unique opportunities provided by the green market revolution in this episode.
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What’s Behind The Lack Of Trust In Financial Services Firms?
Would it surprise you to learn that only 2% of US financial services brands were rated “strong” on trust by their customers? In this episode, Principal Analysts Alyson Clarke and Tom Mouhsian discuss new research digging into the drivers and impacts of low trust levels in the financial services industry.
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Slow Economy, Tight Talent Market? How To Navigate The 2023 Paradox
The current economic downturn is unlike others that have preceded it. Instead of becoming more abundant, talent will continue to be constrained. What should companies do — and what should they avoid doing — to navigate these unique challenges? Vice President, Principal Analyst Katy Tynan and Principal Analyst Betsy Summers explain as they break down Forrester’s 2023 future-of-work predictions.
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As Global Economic Woes Spread, Asia Pacific Charts Its Own Path
In 2023, the economic fears that have plagued much of the rest of the world will dampen prospects for the APAC region. How will governments and business respond, and what should firms do to come out ahead? On this week’s What It Means episode, Vice Presidents and Research Directors Ashutosh Sharma and Michael Barnes discuss Forrester’s 2023 predictions for the APAC region.
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Unpacking Forrester’s 2023 Tech Leader Predictions
An unpredictable economy will spur some unexpected changes in the technology space in 2023. Stay one step ahead of them as VP, Senior Research Director Matt Guarini reviews our 2023 predictions for tech leaders.
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CX Teams Face Diverging Fates In 2023
The alarm bells are sounding: CX organizations are in trouble. One in five will find themselves on the chopping block in 2023 as the economy weakens, CX performance slips, and proof of ROI remains elusive. But there’s good news, too. One in 10 CX organizations will be stronger than ever at the end of 2023, explains VP, Research Director Rick Parrish. Find out how in this episode of What It Means.
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How A Sharper Customer Focus Will Fuel B2B Growth In 2023
As inflation woes, market turbulence, and supply chain disruptions cloud the 2023 landscape, B2B organizations will look to their existing customers to forge a more predictable path to growth. On this week’s What It Means, VP, Principal Analyst Ross Graber discusses this and other 2023 predictions for B2B marketing and sales leaders.