Featured Blogs

Most marketing teams produce plenty of content. Few produce content that buyers trust. There’s always been a gap between what buyers need and what content delivers. Buyers want clarity, evidence, and expertise to make decisions. Unfortunately, much of what they get is product-centric, self-referential, and light on proof. That gap is becoming more consequential. As […]

B2B leaders have spent years refining buyer personas and journey maps. Yet many of these artifacts still sit on slides and are disconnected from how modern teams plan, prioritize, and engage — and from how buyers navigate purchase decisions today. As AI reshapes how organizations understand buyers and markets, it’s time to rethink what personas […]

Forrester’s Technology Strategy Impact Award, Enterprise Architecture Award, and Data & AI Impact Award recognize organizations that set the standard for excellence in using IT, AI, and data to drive meaningful business outcomes. Learn how to apply for these prestigious honors.

The market for omnichannel demand-side platforms (DSPs) has reached its limit. Pioneers like The Trade Desk and its erstwhile rivals — including the likes of MediaMath, Rocket Fuel, TubeMogul, Turn, and Xandr — grew by accelerating cross-channel media planning, buying, and optimization. Now, DSPs’ core capabilities are very mature and highly automatable. Vendors focused primarily […]

In early 2024, OpenAI CEO Sam Altman predicted there would be a “one-person billion-dollar company, which would’ve been unimaginable without AI, and now it will happen.” Several media outlets recently concluded that the prediction came true (albeit with two employees). But the story looks less promising upon deeper inspection. Retain Healthy Skepticism When Faced With […]

A Conversation With Murray Cantor (Part One)   Enterprise IT runs on billions of dollars of implicit risk, yet most organizations still manage it with deterministic spreadsheets and gut‑feel prioritization. Murray Cantor — PhD mathematician, defense systems architect, and veteran of IBM’s most successful high‑risk projects — thinks there’s a better way. Over three conversations […]

Have you ever wondered what it takes to be an intelligent agent? Like James Bond or Emma Peel, always informed, decisive, and a step ahead? It’s not too late! Just as spies protect their country and increase global influence by uncovering enemy secrets, you can protect and grow your business by gathering market and competitive […]

AI already runs inside most enterprises. Forrester’s Q4 2025 AI Pulse Survey shows that 50% of organizations are piloting agentic AI, while 24% have it in production. Security teams are catching up after the fact. The RSAC Innovation Sandbox (ISB) finalists — Charm Security, Clearly AI, Crash Override, Fig Security, Geordie AI, Glide Identity, Humanix, […]

For years, solution architects have worked to modernize application landscapes: decomposing monoliths, exposing business capabilities through APIs, and embracing event-driven design. That work isn’t changing. But the rapid infusion of AI into application architecture fundamentally changes how solution architects orchestrate and design applications. In my latest report, Rearchitecting Applications For The Age Of AI, I […]

We spoke with 37 enterprise customers using autonomous testing platform tools. The findings, published in our new report, “Buyer’s Guide: Autonomous Testing Platforms, Q1 2026,” reveal a nuanced picture: real progress, tempered by uneven adoption and evolving expectations.

Application security testing (AST) has reached an inflection point. The market is crowded, capabilities overlap, and detection alone is no longer a source of durable differentiation. DevOps platforms embed security features. Cloud-native application protection platform vendors continue to push left. Application security posture management specialists offer open-source scanning technologies. And AI frontier labs such as […]

I spent time with Qualtrics at its March X4 event and came away with one big idea that I just can’t shake: synthetic data. For the uninitiated, synthetic data duplicates, mimics, or extrapolates from the real world but maintains no direct link to it. In the context of research, you’ll often hear of synthetic humans […]

Learn how Forrester’s total experience model elevates brand and CX strategy by revealing the drivers behind acquisition, retention, and revenue. Join the live webinar on May 12.

The new report, “The Customer Feedback Management And Analytics Solutions Landscape, Q1 2026,” is live. Learn what CX leaders should know about this mature market and how to choose strategically.

The chief data officer role has matured. Today’s CDO must drive decisions, trust, and organizational change — not just deliver insights.

Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.

Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.

Most financial services firms are still optimizing traditional web interfaces even as advice is shifting to conversational and agentic environments. A recent CX Cast episode examines the conversational strategies some banks are implementing as customers begin to embrace agentic in finance.