Featured Blogs

The age-old practice of paying providers only for their time does little to motivate them to do anything other than jack up their hours. To overcome the disincentives from squeezing providers on hourly rates, tech leaders add layers of contract terms for penalties, controls, and oversight yet still bear the brunt of the blame when […]

Generative AI may dominate headlines, but when it comes to business buying, social media is shaping the journey in powerful ways. Forrester’s latest research shows that social media has become the second most meaningful source of information for buyers — just behind generative AI search tools.

As the events industry continues to undergo rapid transformation, Cvent’s recent acquisitions of ON24 and Goldcast signal a strategic shift toward deeper enterprise engagement, as well as stronger alignment across marketing and events. While both deals strengthen Cvent’s position, they also raise important questions about integration, data strategy, and long‑term platform vision. This blog explores […]

To deploy AI safely and profitably at scale, CIOs must cut through AI hype and focus on IT capability maturity. Learn how in this preview of a new report.

The (AI) Butler Did It If you hang out in the same corners of the internet that I do, chances are you’ve seen Clawdbot (now renamed Moltbot), the AI butler in action. You’ve seen the screenshots that show empty inboxes that an AI cleaned up. You likely read stories about personal bots that write code […]

If you’re leading a design or research function and navigating the impacts of AI on the way you work, we want to talk to you! Our goal is to uncover current examples of how leaders are navigating this transition and innovating in this time of rapid change.

Forrester’s State Of AI Survey, 2025 of 1,400 global decision-makers shows rapid AI adoption — but slow progress on governance, security, and financial impact. As firms push into 2026, three questions will define AI’s trajectory: linking AI to real business outcomes, moving beyond quick wins, and building the trust foundations needed for sustained value.

From Prediction To Reality: B2B Fintech Brex Acquired By Capital One Capital One’s acquisition of BlueTarp Financial in 2019 bolstered its B2B financing and trade credit solutions for business sellers (from the AR perspective). Now, with the acquisition of Brex, Capital One completes a crucial piece for B2B buyers in the AP process. This landmark […]

Discover five key insights from our latest survey on market and competitive intelligence programs. Learn how teams deliver strategic value, leverage platforms and genAI, and overcome challenges in measuring impact.

B2B marketers face growing pressure to produce personalized content that truly connects and resonates with buyers, and their organizations need smarter, faster, and more scalable ways to deliver this. Next week, we’ll publish a case study about HCLTech — a global technology leader — that demonstrates how delivering this type of content is possible when […]

I kicked off 2026 by attending CES for the first time, and I can confirm that everything you’ve heard about this event is true. CES is massive. It’s sprawling. The scale was equal parts energizing and overwhelming — but once I got past the sensory overload, clear and meaningful signals started to emerge. Beneath the […]

Crises are no longer rare, one-off events. Cyber incidents, operational failures, executive missteps, and external disruptions are becoming part of the typical operating environment for B2B organizations of every size. Yet Forrester’s 2025 B2B Brand And Communications Survey reveals that many companies remain dangerously unprepared when a crisis strikes.

So you’ve decided to run an executive tabletop exercise (TTX) and pulled off the Herculean feat of getting it scheduled. Will this be a career-limiting move or career highlight? Let’s go for the latter. Done right, a good TTX will drive tremendous value for the company and garner you accolades. I have yet to do […]

AI has moved from hype to practical impact in B2B digital commerce, with real gains coming from proven use cases that enhance customer experience and operational efficiency. The leaders pulling ahead are those who pilot, learn, and scale — tying AI investments to business outcomes while upskilling teams and adopting ethical, customer‑centric practices.

As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.

Value-aligned metrics are like a jazz band agreeing on the harmony. What happens if they don’t? Imagine you’re in a late-night jazz club. A trio settles into a smooth groove. Then the sax takes off in one direction while the bassist heads in another. The drummer adjusts, trying to pull it together. The room feels […]

Around this time two years ago, I published a blog announcing my report, Case Study: DBS Bank’s Billion-Dollar AI Banking Dream. It detailed how this Singaporean bank built and directed its AI capabilities to benefit its customers, business lines, employees, and shareholders. The total economic value the bank had derived that year (i.e., by end […]

Digital intelligence (DI) is no longer a nice-to-have — it’s a competitive necessity. As customer expectations evolve and digital behaviors become more complex, organizations must rethink how they collect, analyze, and act on digital data. Forrester’s latest research, Measure Your Digital Intelligence Maturity, introduces a comprehensive self-assessment to help digital, CX, and analytics leaders benchmark […]

Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]