Featured Blogs

Forrester’s latest State Of ABM survey for 2022 has just been released, providing new insights into the current state of the account-based marketing (ABM) landscape. This study is conducted every 1–2 years, and this is the first since the effects of the pandemic have started to stabilize, with B2B marketing starting to resemble something closer […]

A digital business is one with technology at the core of its business model. Software is the expression of the business. A truly digital business quickly implements and continuously improves all its policies, processes, and procedures in software. It is widespread knowledge that APIs are key to becoming digital by building a platform business. Each […]

The launch announcements for Siemens Xcelerator and Horizon Nexus show how platforms are evolving in the manufacturing sector.

Application architectures in banks cannot afford to treat product-centricity as a stepchild, but need to focus on it as much as on customer-centricity. Product externalization helps banks move in this direction.

Enterprises are using cloud and cloud-native technologies to digitally transform their businesses to be more creative, adaptive, and resilient. As they have done so, however, traditional backup strategies have struggled to protect corporate data in the face of new threats such as ransomware and in new locations such as the edge, hyperscaled cloud, and software-as-a-service […]

As custodians and lenders of money, banks cannot exist without their customers’ trust. But why do so few banks around the world actually track and measure it? We’ve examined how banks themselves look at trust and, even more importantly, what they actually do about it.

As artificial intelligence charges forward on many fronts, computer vision continues to be one of the most, if not the most, critical method of connecting the real and digital worlds. Computer vision is now well out of niche implementations and use cases and has mass-market appeal across industries and applications. Despite its usefulness, computer vision […]

When we imagine the future of DevOps, we see three primary vectors of evolution: people, practices, and platforms.

Thought leadership content is everywhere. But, too often, it’s neither particularly thoughtful nor leading, say analysts Ian Bruce and Lisa Gately. On this week’s What It Means, they discuss what defines good thought leadership and how B2B firms can create it.

The age of personalized medicine is here. Read about three obstacles that healthcare providers need to overcome to adopt it.

While we wait to learn the winners, here's a bit of history.

Learn how the Forrester Customer Lifecycle Framework helps B2B and B2C business leaders — enterprisewide! — calibrate what are too often internally focused processes instead of the customer’s process and perspective in order to become more customer-obsessed.

On May 9th, 2022, a jury awarded Appian more than $2 billion for misappropriation of trade secrets by Pegasystems (Pega). On May 10th, Pega responded to the decision with this 8K filing to the SEC. The verdict, by any calculations, is huge. Since the verdict, multiple law firms announced legal actions on behalf of Pega […]

The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]

Data resilience solutions suites (DRSSes) can provide a holistic structure for a business’s data resilience and backup strategy. A DRSS can address some persistent threats such as cybersecurity attacks, which can increase the complexity of a company’s data protection efforts. It can also provide security around data in case of deletion or disaster recovery. Forrester’s […]

B2B firms work hard to build relationships with their clients. Yet the way they collect feedback and measure CX can undermine that work.

In an uncertain economic climate, having a sound marketing planning process is critical. In this first post of a three-part series, we introduce a methodical approach to B2B marketing planning.

For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]

Recently Forrester released the US Customer Experience Index Rankings for 2022 and one prominent message was the fall of CX quality across industries (see Figure 1). However, it also revealed a bright spot - the emotional quality of customer experiences remains consistent.  According to the Average US CX Index, 60% of customers expressed they had emotionally positive experiences compared with 62% in 2021 and 60% in 2020.