Featured Blogs

Blog

Call For Entries: Forrester 2025 B2B Summit North America Awards

Matthew Selheimer October 30, 2024
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
Blog

Zero-Party Data: The Gift That Keeps On Giving

Stephanie Liu 5 hours ago
As data deprecation makes customer data harder to acquire, zero-party data provides a valuable means for brands to learn more about shoppers, deliver relevant experiences, and convert them from first-time customers into regular shoppers. Learn how to use this data to improve experiences.
Podcast

B2B Buying In The Age Of GenAI

What It Means 15 hours ago
Just as B2B companies are adopting generative AI (genAI) to gain efficiencies, so are their buyers. This week on What It Means, Principal Analyst John Buten looks at how buyers are using genAI in the purchasing process and what marketers and sellers should do in response.

Navigate 2025 With Our Predictions Insights

Our predictions may not be a crystal ball, but they offer a clear view of what’s ahead. Visit our 2025 Predictions hub featuring guides, blogs, and webinars to give B2B, B2C, and technology leaders a competitive edge in 2025.

Blog

The Top Five Initiatives For B2C CMOs In 2025

Mike Proulx 6 days ago
CMOs are entering the new year with several critical priorities. Forrester's Q4 B2C Marketing CMO Pulse Survey, 2024 reveals their top five.
Blog

Learn How To Master Buying Mayhem At B2B Summit North America

Srividya Sridharan November 14, 2024
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
Blog

Announcing Forrester’s 2024 Security & Risk Enterprise Leadership Award Winner And Finalist

Stephanie Balaouras November 14, 2024
Learn more about the security strategies that helped Schneider Electric win this year’s Security & Risk Enterprise Leadership Award, which recognizes organizations that have transformed their security, privacy, and risk management functions.

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Blog

How to Reconcile Your Key CX Metrics: rNPS vs. tNPS

Pete Jacques 25 mins ago
The end of the year is approaching and for many of us, that means holiday preparations. I’ve already seen some houses decorated with lights and trees and I must admit I’m enjoying them. For some of us, this time of year also means year-end reporting of financials and performance metrics. Included in that may be […]
Blog

The Future Of B2B Buying Will Come Slowly … And Then All At Once

John Buten 4 hours ago
In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.

Ready For These 2025 Tech And Security Shifts?

Step into 2025 with confidence! Explore our predictions for tech and security leaders, featuring key trends in AI, cloud, SDLC, and AIOps you need to know.

Blog

Social Suites Mature With New AI Workflows And Expanded Use Cases

Kelsey Chickering 4 hours ago
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
Blog

How Embedded Finance Adds Fuel To Black Friday

Oliwia Berdak 1 day ago
This holiday shopping season, shoppers will increasingly turn to “buy now, pay later” (BNPL) in a sign of triumph for embedded finance.
Blog

March To The Beat Of Zero Trust

Carlos Rivera 1 day ago
Zero Trust has become the standard information security model to adopt globally. It’s no longer a question of should; it’s a question of how and where to begin. For some time, the topic of Zero Trust was met with disparaging and opposing views proclaiming it to be another buzzword for vendors to market products. Well, […]
Blog

Coca-Cola’s AI-Generated Holiday Ads Approach A Creative Tipping Point

Jay Pattisall 2 days ago
The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]
Podcast

381: Journey Mapping Masterclass 3: Validate The Journey

The CX Cast 2 days ago
This is the third episode in a 4-part deep-dive on journey mapping with Forrester’s journey mapping expert, Joana de Quintanilha. In this installment, Martin, Angelina, and Joana discuss how to validate your journey map and gain stakeholder buy-in. Next week, we’ll conclude by diving into how we use these journey maps to drive and implement change in the business.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

Blog

Introducing The Forrester Tech Tide™: Software Development, Q4 2024

Andrew Cornwall 3 days ago
Struggling to determine which software development technologies have staying power and which will be just a flash in the pan? Get some insight in this preview of our latest Forrester Tech Tide™ for software development technology.
Blog

Providing A DXP That Is Composable

Joe Cicman 3 days ago
Learn the attributes of a composable digital experience platform and how it differs from a content management system.
Blog

Meet Forrester’s New Principal Analyst Covering Loyalty Marketing, John Pedini

Emily Collins 3 days ago
In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]
Blog

Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag

Emily Collins 3 days ago
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
Blog

Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy

Rusty Warner 3 days ago
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

Blog

It’s Not You, It’s Me — And Other Findings From The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024

Colleen Fazio 3 days ago
At the risk of dating myself, I’m a proud member of Gen X. So, perhaps I can be forgiven for channeling Jerry Maguire and George Constanza when I think about the key takeaways from the latest Forrester Wave™ evaluation of customer feedback management (CFM) solutions. My conversations with the customer references for the nine vendors […]
Blog

A Digital Product Passport Needs More Standardization And Fewer Standards

Paul Miller 3 days ago
The Digital Product Passport promises significant benefits for sustainability, auditability, and consumer information, but a lack of agreement on standards makes it difficult to realise this promise ahead of European deadlines in 2027.
Blog

Forrester’s Guide To Retrieval-Augmented Generation

Charlie Dai 4 days ago
As businesses increasingly lean on generative AI, they're encountering the limitations of foundation models. Find out how retrieval-augmented generation (RAG) can help avoid those limitations.
Blog

ai-PULSE: My First Time At A Cloud Vendor Event Focused Entirely On AI

Dario Maisto 6 days ago
Scaleway hosted its third ai-PULSE event on AI and cloud sustainability and sovereignty. Key discussions included the environmental impact of AI, the need for nuclear power, and digital sovereignty in AI deployments.
Blog

Back In The Analyst Chair: What I’ll Be Focusing On In 2024–2025

Paul McKay 6 days ago
Many of you will have noticed that I have moved back into an analyst role over the last few weeks. I had an immensely rewarding time working in the European research management team with a talented group of analysts on our European tech research coverage, whom I’m incredibly thankful to for their hard work and […]

Jan. 30 Tech & Security Predictions Webinar

Join us to dive into the top 2025 predictions and discover their impact on your tech and security strategies — with exclusive insights from the analysts who conducted the research.

Blog

Forrester’s US End-Of-Year Holiday Season Forecast

Jitender Miglani 6 days ago
What can retailers and brands expect this holiday season? Find out in this preview of our newly released holiday season forecast.
Blog

Stop Defending The Three Lines Of Defense

Cody Scott November 14, 2024
Learn how the Forrester Continuous Risk Management Model can replace outdated risk management methods in this preview of a session at the upcoming Security & Risk Summit.
Blog

Now Live — The Forrester Wave™: Point-Of-Service Solutions, Q4 2024

Lauren Cevallos November 14, 2024
The Forrester Wave™: Point-Of-Service Solutions, Q4 2024, is now live!
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