Ian Bruce

Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.

No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.

Rushing in to adopt generative AI (genAI) in marketing without setting the right foundation or assessing readiness is a mistake. Harnessing the benefits of genAI effectively requires huge amounts of data, both structured and unstructured, possibly from various different sources. Imagine this scenario: Your marketing team is working to launch a genAI-powered campaign that’s designed […]

A focus on fundamentals such as empathy, dependability, and accountability will equip companies to weather a tumultuous year ahead.

The call to action for B2B marketing is to be agile, get active, and not stay on the sidelines of generative AI. Learn the four key areas your readiness assessment should focus on.

Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.

I do not have to convince anyone today that generative AI (genAI) technology is a huge trend and a potentially massive disruption to the way work gets done. You know something is incredibly popular when your next-door neighbor stops you outside your door and starts talking about the out-of-the-world benefits (or their fears) of the […]

News organizations were early AI adopters. How AI evolves in journalism may hold lessons for other content-rich industries.

The advent of generative AI brings immense potential for the technology to aid in areas of environmental sustainability efforts. This incudes measurement and reporting, research and revolution, and design and manufacturing, among others. Find out the details in this blog.

The way in which buyers interpret and act on information is heavily colored by the source of the information. That has significant consequences for marketing and sales teams.

B2B marketing teams create messaging for brand and product — often separately — that attempts to articulate differentiated value to buyers, customers, employees, and other stakeholders. What is abundantly clear from our research is that there is a significant challenge to ensure that all this messaging is connected and consistent. The Messaging Disconnect In Forrester’s […]

Corporate social responsibility (CSR) used to have a bad rap, often relegated to philanthropic largesse and entirely disconnected from the core business. Those days are over. Today, B2B buyers are making purchase decisions based on CSR criteria, the best talent gravitates to companies that live their values, and investors and other stakeholders are rewarding companies […]

In times of extraordinary political and social instability, consumers turn to brands they trust. Get a data-driven look at why that is and how to make the most of it.

A recent survey of B2B organizations shed light on what they have been willing to do in response to the war and what has driven those decisions.

One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand. A brand’s messaging, positioning, and visual identity permeate all aspects of the company’s go-to-market activities and usually endure for many years. We frequently engage with clients on rebrands, helping them sort through the business justification and […]

New Forrester research illustrates how complex B2B buyers' decision-making processes are and the value of building trust with buyers.

Biased. Lacking substance. Dull. When we asked B2B buyers what they think about the content they receive from vendors, over 60% of respondents to Forrester’s 2021 Content Preferences Survey gave these unflattering opinions. Buyers are drowning in a sea of sameness. They fail to find any value in the content they receive, because much of […]

Buyers' motivations are often complex. Digging into our data yields clues about those who make decisions early in the buying process.