Amy Hayes
VP, Research Director at Forrester Research
maker, mom, research director @forrester covering B2B portfolio marketing @Mizzou J-School alumna
Articles
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Sep 23, 2024 |
forrester.com | Subhendu Pattnaik |Daryl Wright |Amy Hayes
Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer discussion session with a small group of CMOs from enterprises across the Asia-Pacific region. The private event format allowed an open and honest exchange about the challenges and opportunities these leaders were facing as they started planning their marketing budgets for 2025. It was an engaging conversation with a lot of interesting insights and perspectives.
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Sep 19, 2024 |
forrester.com | Daryl Wright |Amy Hayes |Laura Ramos
What I’m going to tell you is something that you already know. It’s not a surprise, it’s not a secret, and it’s something that we in B2B marketing have known for many years – the buyer has changed. We know that buyers buy in groups, we know that buyers are getting younger, we know they want to engage with us much later in the buying process, and we know that we have a gap between our old leads-based processes and what the customer is telling us that they want, and need, to buy from us.
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Sep 17, 2024 |
forrester.com | Amy Hayes |Conrad Mills
A generational shift is underway in B2B buying. Forrester’s annual Buyers’ Journey Survey reveals that 72% of APAC business buyers surveyed were Millennials and Gen Zers (born after 1980), far surpassing older generations in purchasing power. While this shift is, of course, inevitable, it’s forcing a reckoning among B2B companies. Millennials and Gen Zers — most of whom grew up with the internet — bring different approaches and expectations to the buying process than their older peers.
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Apr 2, 2024 |
forrester.com | Katie Fabiszak |Paul Ferron |Amy Hayes
Spring has sprung – and in my house that means it is time for a room-by-room cleanup. It is an annual ritual that entails a methodical approach to ensure that each room (and its contents) are evaluated to determine what should be kept, donated, or perhaps sold at the neighborhood garage sale. And it involves making tough decisions (and sometimes heated debates over which items should stay or go!).
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Mar 28, 2024 |
forrester.com | John Arnold |Laura Ramos |Amy Hayes
My recent analysis of Forrester’s Marketing Survey, 2024, reveals that growing organizations face many of the same challenges as organizations with no growth, but they order their marketing priorities differently. Whether your company is growing or not, comparing your marketing priorities to other companies — especially growing companies — is a great way to evaluate your most important focus areas and manage them with confidence.
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