Ian Bruce

Principal Analyst, Marketing Executive Services

Forrester Bio

Author Insights


How Equally Represented Are American Women in B2B Companies?

Ian Bruce August 17, 2020
  • August 18, 2020, marks the 100-year anniversary of the 19th Amendment to the US Constitution, which gave women in all states the right to vote
  • Over the last 100 years, the percentage of women in the overall workforce has increased to 47% —consistent with many other western countries
  • However, data from numerous sources shows that female representation in executive positions at B2B companies is still shockingly low considering these workforce changes
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How Diverse Are B2B Companies in America?

Ian Bruce June 18, 2020
  • America and the world have been shaken by protests against systemic racism and bias after the killing of George Floyd Jr. by police
  • B2B corporate leaders have expressed support and solidarity with protesters and recognize the need for change
  • Data gathered from numerous sources on levels of diversity and inclusion show that B2B companies need to take far more action on these issues
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Survey Reveals How B2B Companies Must Integrate Brand and Demand Marketing

Ian Bruce April 30, 2020
  • Only 22% of B2B companies have fully integrated their brand and demand marketing functions
  • Most organizations struggle to connect brand building to the revenue engine
  • Demand teams frequently ignore the impact of brand on Demand Waterfall® performance
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Do the Right Thing: How Brands Must Act During a Crisis

Ian Bruce April 13, 2020
  • Engaging with customers and other stakeholders during a crisis is often a struggle for B2B companies
  • Actions is a crisis should be guided by your firmly held brand values and brand purpose
  • Some B2B companies are showing the right approach and providing an example of how to build trust and loyalty
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An Exclusive Interview with Sir Martin Sorrell

Ian Bruce March 5, 2020
  • Sir Martin Sorrell is a legend in the agency business who built WPP into the biggest global advertising and PR agency
  • In an exclusive interview with Forrester SiriusDecisions, Sir Martin discusses how the changing economics of the agency business are impacting how B2B clients engage
  • Sir Martin suggests clients should do as Aretha Franklin says, and treat agencies with a little more respect
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What Super Bowl Ads Teach Us About the Real Effectiveness of Digital Advertising

Ian Bruce February 5, 2020
  • B2B organizations often build their digital advertising ROI using faulty assumptions
  • New research strongly suggests that most digital advertising investments are wasted
  • Organizations can learn a lot about the real benefits of advertising from studying Super Bowl ads
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You Are Not The Author of Your Best Content

Ian Bruce October 30, 2019
  • Content marketing, brand and communications teams are all deeply invested in building the most engaging content for the organization
  • SiriusDecisions data has long shown that buyers and executives rate third-party content much higher than branded or owned content
  • Earned media, analyst reports and influencer endorsements are examples of content that matters to buyers
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Brand Matters: Findings from the LinkedIn Research Report on B2B Marketing Effectiveness

Ian Bruce October 21, 2019
  • LinkedIn commissioned a research report into the factors that drive growth in B2B marketing
  • The report suggests that B2B organizations need to strike a balance between short-term demand building, and longer-term brand building
  • The data makes a strong case that for high-performing companies, brand matters 
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For Social Media, More Can Be Less

Ian Bruce September 20, 2019
  • Brand building hinges on understanding and respecting your audience
  • Too often, marketing leaders inundate audiences with a barrage of messages — many irrelevant or just plain annoying
  • New research suggests this causes unintended negative consequences
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B2B Social Review Sites Are Becoming Mainstream: Here’s What to Consider

Ian Bruce August 26, 2019
  • The Yelp effect has expanded to B2B marketing, with the growth of user review sites for B2B products and services
  • These crowdsourced review sites provide a new source of data that can influence buyer purchase consideration
  • New benchmark data suggests that these sites are becoming more mainstream and potentially more influential
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All News Is Good News: What White House Press Secretaries Can Teach Us About Brand Building

Ian Bruce July 25, 2019
  • Brand leaders are often irrationally afraid of provoking disagreement or courting controversy
  • Counter-intuitively, high-performing brands attract much higher levels of positive and negative sentiment in their media coverage
  • Strong brands are unafraid to express strong views informed by their firmly held brand values
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Privacy Is a Brand Opportunity

Ian Bruce April 19, 2019
  • Privacy is too often seen as a regulatory burden, not a brand opportunity
  • Brand leaders must recognize that privacy is a way to establish trust with audiences
  • Forward-thinking brands are already building privacy into their brand architecture
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Five Questions to Ask Before Building a Brand Survey

Ian Bruce March 5, 2019
  • Conducting a brand measurement survey is a powerful way to gain a firsthand account of the organization’s brand from customers and prospects
  • A brand survey is a strategic tool that can influence decision-making across the organization
  • SiriusDecisions’ practical approach to conducting a successful brand survey delivers reliable, accurate and actionable insights
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