2010 B2B Marketing Budgets and Mix Trends Research Published
For three years running, Forrester has teamed with MarketingProfs to survey B2B marketers (in various industries and at different sized firms) to track marketing mix and budget trends. Reviewing the...
View ArticleFrom Revenue To Life-Cycle Management: 2014 Investment Imperatives For B2B CMOs
As B2B CMOs tally up 2013 budget returns in these final days of December, the need to invest in technology, people, and processes to better manage customer interactions at every buying stage from...
View ArticleWhat's The Impact Of Content Marketing In The B2B Marketing Mix?
I have a confession to make. I love talking with B2B marketers and clients, but there is one question I get occasionally that really makes me crazy. (And you will hear an earful if you are unfortunate...
View ArticleYou Deserve What You Tolerate . . .
After reading through some other blogs and strategy papers over the weekend (don’t judge me; to some of us, this activity constitutes a good time . . . yes, lame . . . I know), I saw what appeared to...
View ArticleThe Ways And Means Of B2B Buyer Journey Maps: We’re Going Deep at Forrester’s...
A very, very long time ago, a sales training instructor told me, “It’s the job of the sales person to teach the buyer how to buy.” And that was essentially true for a very, very long time — until the...
View ArticleCustomer Trust And Loyalty Determine Success On The Dark Web, Too
This is a guest post by Salvatore Schiano, a researcher serving Security & Risk Management professionals. The dark web is an underground marketplace for drugs, stolen credentials, stolen...
View ArticleBrand 2020: Act 3. Redemption
A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and...
View ArticleBlockchain Fever: The Potential And Challenges Of Blockchain Technology
In last week’s episode of Forrester’s What It Means podcast, Principal Analyst Martha Bennett disentangles the hype from the reality of blockchain technology — and provides a passionate perspective on...
View ArticleMake Each Route The Best Path For Buyers
Is your organization considering how to holistically optimize all of its routes-to-market? Curious how other firms are thinking about their direct and indirect selling channels in 2017 and beyond?...
View ArticleRelease Velocity Is Abysmal And Needs Continuous Deployment
DevOps is no longer the new kid on the block; all industries are adopting it. Despite this adherence to principles of speed, velocity, and agility, release frequency appears to be lagging. Continuous...
View ArticleAI-Fueled Customer Service Delivers Real Results
AI will change the nature of work. Look at the rise of driverless cars and ridesharing — two services that are fueled by AI. Customer service for these services is going to look much different than it...
View ArticleWalmart and Google’s Voice-Assisted Commerce Partnership Highlights the Next...
Walmart and Google have announced an important new partnership that directly addresses the growing markets for voice-assisted shopping and free expedited delivery. Marc Lore, president and CEO of...
View ArticleEndpoint Security Solutions Offer A First Line Of Defense Against Cyberthreats
The number and complexity of cyberthreats are increasing. Traditional antimalware tools may not be adequate to protect your organization. As hackers create new, more-sophisticated malware, endpoint...
View ArticleThe Fractured Banking Model: Embrace Change Or Fight It?
In the latest episode of Forrester’s What It Means podcast, Senior Analyst Peter Wannemacher discusses how the traditional banking model is fracturing – making way for an open model that will reward...
View ArticleAccenture Joins The Apple Enterprise Train
To be successful in the enterprise, Apple needs to find partners that can build complex, end-to-end mobile solutions. In 2014, IBM was the first tech giant to do a deal to bring Apple’s development and...
View ArticleThe Data Digest: Instagram And Snapchat Have Room For More Ads, According To...
While Facebook again signaled on its latest earnings call that the ad load in its core News Feed is approaching an upper limit, other social networks have more room to increase their ad load. According...
View ArticleAre Your Partner Channels Still Relevant? Invitation To Forrester’s B2B Forum
The shift in technology buying trends favoring line-of-business (LOB) leaders is having a significant impact on traditional partnering, reselling, and value-added services. With business buyers now...
View ArticleThe Forrester Wave™: Continuous Testing Service Providers, Q3 2017
Digital disruptors and customer-obsessed organizations are improving customer experience (CX) by shortening their software delivery cycles, delivering features in smaller increments, and scaling their...
View ArticleThe Canada Customer Experience Index For 2017: Losses Across The Board
I’m happy to announce that we just released this year’s Customer Experience Index report for Canadian brands. The report is based on Forrester’s CX Index™ methodology, which measures how well a brand’s...
View ArticleThe Pressure From Values-Driven Consumers Continues To Build
There’s a new urgency in the marketplace: to appeal to values-driven consumers. When Forrester first started discussing the importance of corporate values many years ago, we were met with both support...
View Article
