Forrester IT

MARCH 14, 2024

Learn about frontline marketing, the teams that it comprises, and why it’s essential to driving customer-centered B2B growth.

B2B 456

B2B 456

Forrester IT

FEBRUARY 6, 2024

We’re only a month into 2024, and the business landscape remains volatile. The market is rife with tension as tech layoffs and organizational restructuring remain frequent. Regardless, tech leaders at these organizations are expected to adopt new technologies and maintain differentiation in the market, all while grappling with a shortage of skilled talent.

Research 228

Research 228

Forrester IT

FEBRUARY 6, 2024

If getting up to speed on generative AI feels daunting, the good news is that many other B2B marketers are also still figuring it out. What's critical is to take action — and this is how to get started.

B2B 212

B2B How To Strategy 212

Forrester IT

FEBRUARY 6, 2024

It's time to take a look back and score our 2023 cloud predictions. Find out where we accurately predicted cloud trends and where we missed the mark for cloud in 2023.

Cloud 242

Cloud Trends Architecture Enterprise 242

Forrester IT

FEBRUARY 6, 2024

$5.6 million. $6.5 million. $7.2 million. As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase.

Advertising 242

Advertising Media B2C Strategy 242

Forrester IT

FEBRUARY 6, 2024

Amid a competitive healthcare landscape and younger generations’ increasing skepticism toward health insurers, health plans must reimagine their engagement approach to foster loyalty, trust, and connection with their members.

Insurance 212

Insurance Healthcare 212

Forrester IT

DECEMBER 11, 2023

There are five key ways that marketing’s role changes when making the shift to buying groups and opportunities. Find out what they are in this week’s Saying Goodbye to MQLs blog.

Groups 390

Groups B2B Research Strategy 390

Forrester IT

DECEMBER 11, 2023

Learn more about the impending changes to Gmail and Yahoo spam rules, along with what you can do about it.

Strategy 300

Strategy 300

Forrester IT

OCTOBER 17, 2023

Shareholders demand profitable, responsible revenue growth. Buyers expect you to deliver value at every step of the sales process. And sellers expect to be prompted to the best actions and steps to take to achieve quota. It’s really hard to deliver on all these expectations. Buying motions are complicated.

B2B 424

B2B Research Applications Development 424

Forrester IT

OCTOBER 17, 2023

You’re driving to the supermarket when, suddenly, your check engine light comes on. Nothing sounds wrong — your vehicle is still moving just fine, and you really have to go shopping. So for now, you’ll deprioritize the check engine light.

Security 414

Security Engineering Trends Internet 414

Forrester IT

OCTOBER 17, 2023

We reviewed 50 brand and retailer websites during Amazon’s October Prime Big Deal Days — here are our findings.

Retail 413

Retail Trends 413

Forrester IT

OCTOBER 16, 2023

Hans Christian Anderson’s classic tale of the emperor that gets duped into a fancy, new, and invisible wardrobe provides lessons in swindling, pride, and truth. It’s only when the emperor struts in front of the commoners that a child finally states, “Wait a minute — there’s nothing to this outfit. He’s not wearing anything.

Trends 418

Trends Architecture Security 418

Forrester IT

OCTOBER 16, 2023

Netflix will report its Q3 2023 earnings on Wednesday. Expect the company to have made more headway with its password-sharing crackdown. In spite of this, all eyes (and ears) will be on the state of Netflix’s ad business.

Advertising 403

Advertising Report Company B2C 403

Forrester IT

OCTOBER 16, 2023

The COVID lockdown rapidly advanced the adoption of digital versus in-person communications, creating a significant demand for conversation intelligence (CI) solutions. CI solutions for B2B revenue allow sales teams to translate unstructured digital conversations into actionable insights.

B2B 428

B2B 428

Forrester IT

OCTOBER 16, 2023

2023 was the biggest year for US strikes in 40 years. They're an expression of Employee Power – one of the four shocks that will reshape the future of work over the next decade.

Automotive 403

Automotive Healthcare Trends 403

Forrester IT

SEPTEMBER 6, 2023

In recent years, VMware has faced major headwinds: It migrated its clients from on-premises to public cloud, changed to a cloud-native application development paradigm, shifted to subscription licensing, had frequent cycles of M&A activities, and experienced unfavorable macroeconomic environments. Despite these, VMware registered modest revenue growth.

Vmware 413

Vmware Licensing Cloud Applications 413

Forrester IT

SEPTEMBER 5, 2023

Despite what customers may tell you, budget is often not the real reason why they’ve decided not to renew.

Budget 417

Budget B2B Research 417

Forrester IT

SEPTEMBER 5, 2023

A few weeks ago, I spoke on a podcast with some of my former colleagues about my experiences in the security industry as a young woman. TL;DR: It’s not always great, and that’s true for many women in the industry.

Security 440

Security Industry Research Trends 440

Forrester IT

AUGUST 31, 2023

Accounts, buying groups, opportunities, oh my! Find out how they’re all connected in this week’s Saying Goodbye to MQLs blog.

Groups 429

Groups B2B Research Strategy 429

Forrester IT

AUGUST 31, 2023

The sales and revenue enablement space has seen a wildly dynamic 2023, with many casualties of layoffs impacting the profession but also plenty of new opportunities opening up. At the same time, enablement leaders have had to adapt to changing priorities while continuing to deliver tangible, quantifiable value to the C-suite.

403

403

Forrester IT

JULY 27, 2023

(cowritten with Research Associate Julia Swerdlow) It’s not new that marketing technology (martech) plays a central role in enabling B2B organizations’ marketing strategies. In fact, more than half of B2B marketing leaders invest over 10% of their total marketing budget in technology, per Forrester’s Marketing Survey, 2023.

B2B 195

B2B Budget Survey Strategy 195

Forrester IT

JULY 27, 2023

In June, Forrester announced our inaugural Security & Risk Enterprise Leadership Award. Today, we’re extending the deadline for submissions to September 12 to give applicants time to finish their much-needed summer vacations and complete the application process.

Enterprise 195

Enterprise Enterprise Security Applications 195

Forrester IT

JULY 26, 2023

By practicing inclusive design, businesses can increase revenue, decrease costs, improve resilience, and build trust with customers and employees. But to do this successfully, companies need to incorporate inclusive design principles when creating experiences.

Research 195

Research Company Strategy 195

Forrester IT

JULY 26, 2023

Businesses across the globe are dealing with a fast-paced digital world, rising customer expectations and economic uncertainties. In such an environment, it is imperative that they manage their cash flows well to finance their growth ambitions and mitigate financial risks. Corporates source these cash management services from their corporate banking partners.

Banking 195

Banking Financial 195

Forrester IT

JULY 24, 2023

B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination.

B2B 369

B2B Strategy 369

Forrester IT

JULY 24, 2023

Twitter is no more. After Elon Musk signaled a name change on Sunday, “X” officially (and hastily) launched overnight – with an “interim” new logo. By changing Twitter’s app name, Elon Musk has singlehandedly wiped out over fifteen years of a brand name that secured its place in our cultural lexicon.

Security 368

Security Social Media 368

Forrester IT

MAY 1, 2023

Companies must make decisions to modernize while navigating a challenging economic climate. They must balance the need for speed and agility against cost pressures. They must balance the need to better serve customers against pressures to reduce headcount. Forrester sees more companies turning to industry CRM to help manage these journeys.

Industry 195

Industry Agile Data Company 195

Forrester IT

MAY 1, 2023

Financial services (FS) firms are no strangers to innovation. Deep pockets and customer pressure to continually differentiate means that new digital capabilities are constantly in development. Still, this process is not unfettered.

Financial 195

Financial Firewall Cloud Development 195

Forrester IT

MAY 1, 2023

Cybersecurity threats continue to plague organizations, multiplying like Mogwai in the 1984 hit movie “Gremlins” (just don’t feed them after midnight). Forrester data shows that almost three-quarters of organizations reported one or more data breaches in the past 12 months.

Report 370

Report Data Applications Trends 370

Forrester IT

APRIL 28, 2023

Hannover Messe 2023 was bigger than last year, with lots of ChatGPT and metaverse, but also a welcome dose of pragmatism.

195

195

Forrester IT

APRIL 28, 2023

Brands are now putting more of a focus on prioritizing priorities than before: the continual threat of a recession, post-Pandemic volatility with businesses, and what Meta is calling the “Year of Efficiency” across not just how the company is organized, but how they think of their business including the products and projects that comprise it.

Company 195

Company B2C Trends 195

Forrester IT

MARCH 30, 2023

Yesterday, Concentrix announced that they’re entering into negotiations to acquire Webhelp for $4.8B with the transaction expected to close by end of year. This is, of course, quite the acquisition! Webhelp is a well-established player in the contact center outsourcing space (especially in EMEA) and will provide Concentrix with the global coverage they’ve long lacked.

Course 195

Course Strategy 195

Forrester IT

MARCH 30, 2023

BRAND ENERGY REBOOT In 2017, we introduced a seminal approach to understanding a brand’s performance: Forrester’s Brand Energy framework. Based on a survey of 4,436 US online adults, we combined iterative data-mining techniques and structured equation modeling to test millions (yes, millions!) of models that mapped perception of brand strength to business outcomes.

Energy 195

Energy Survey Data B2C 195

Forrester IT

MARCH 29, 2023

This morning I sat at the feet of HP CEO Enrique Lores as he kicked off HP’s Amplify Partner Conference and welcomed attendees to the two-day event here in Chicago.

HP 368

HP Conference Company 368

Forrester IT

MARCH 27, 2023

Read on for a look at Forrester’s evaluation of the 13 most significant open banking intermediaries: The Forrester Wave™: Open Banking Intermediaries, Q1 2023.

Banking 195

Banking Financial Architecture Applications 195

Forrester IT

MARCH 27, 2023

In the prior Forrester Wave™ evaluation on contact-center-as-a-service (CCaaS) providers in August of 2020, AI was mentioned offhand a few times. It was not, however, a factor in the Wave scoring at all. A few years changed everything. AI has taken center stage in this year’s Wave, providing new capabilities across many aspects of a CCaaS vendor’s offerings.

Cloud 195

Cloud 195

Forrester IT

MARCH 27, 2023

Ransomware Vulnerability Warnings Are Coming To A Critical Infrastructure Near You The US Cybersecurity and Infrastructure Security Agency (CISA) launched the Ransomware Vulnerability Warning Pilot (RVWP) in January 2023 in response to ongoing concerns about the threat of ransomware. This is the CISA’s ransomware-centric take on external attack surface management for critical infrastructure.

Government 195

Government Security Trends 195