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3 weeks ago | 
forrester.com | Barry Vasudevan
Your B2B buyer’s network is driving organizations to reimagine their messaging. Gone are the days when targeting a single decision-maker with a one-size-fits-all message would suffice. Even the days of building messaging for the buying group alone are now numbered. Welcome to the era of the buying network — a complex web of external influencers, customers, partners, providers (that’s us!), and even buyer AI like ChatGPT, all of which are engaging with our buyers in the buying process.
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Oct 28, 2024 | 
forrester.com | Laura Cross |Barry Vasudevan |Mike Proulx
In B2B organizations, process is the unsung hero in delivering strategic initiatives and business outcomes. However, they are often overlooked and poorly managed, leading to struggles with process design, implementation, adoption, and optimization. Processes often develop organically within functional or subfunctional silos — without much forethought — and become a negative experience for all participants.
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Oct 28, 2024 | 
forrester.com | Sam Higgins |Barry Vasudevan |Mike Proulx
Governments, fueled by populism, are now taking regulatory aim at the tech industry, which the public considers a source of disinformation and discord. But curbing the might of the tech giants is a challenge that will require governments to use new regulatory tactics.
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Oct 24, 2024 | 
forrester.com | Kelsey Chickering |Barry Vasudevan |Mike Proulx
Marketers have juggled many unknowns in the last year, including media chapters that were left unfinished. There is the looming ban on TikTok in the US (or is there?) and the mad dash to gain generative AI-based efficiencies. And let’s not forget Google’s third-party-cookie pivot and the ensuing question of whether it helps or hurts marketers. In 2025, we’ll see many of these chapters close and marketers gain confidence as a result.
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Oct 24, 2024 | 
forrester.com | Barry Vasudevan |Mike Proulx |Kelsey Chickering
Younger generations and the growing influence of artificial intelligence are reshaping the business buying landscape. According to Forrester’s Buyers’ Journey Survey, 2024, over two-thirds of buyers involved in large and complex transactions valued over $1 million are Millennials and Generation Z buyers.
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Oct 24, 2024 | 
forrester.com | Mike Proulx |Barry Vasudevan |Kelsey Chickering
On top of their already burdened workloads, CMOs in 2024 hustled to decipher fact from fiction in the endless barrage of generative AI (genAI)-related headlines that saturated the marketing trades. But as marketing rings in yet another new year, 2025 will be one that’s less sensationalized and more operationalized. Martech consolidation, consumer privacy laws, data hygiene, and, yes, AI automation will tip CMOs to tidy up their marketing functions.
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Oct 24, 2024 | 
forrester.com | Abhijit Sunil |Barry Vasudevan |Mike Proulx
Regulatory compliance has consistently been a key driver of environmental sustainability commitments. In 2025, amid global economic and geopolitical uncertainties, corporate strategies across all industries will prioritize profitability and caution. While adherence to regulations will continue as a priority for sustainability leaders, sustainability teams will need to change their focus.
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Oct 24, 2024 | 
forrester.com | Emily Pfeiffer |Barry Vasudevan |Mike Proulx
Consumer and business buyers globally are more comfortable in the digital realm than ever before. They’re increasingly exposed to cutting-edge tech and accustomed to interacting digitally with brands and suppliers. They’re having what once were considered deeply “nerdy” AI-focused discussions with colleagues — and they’re using digital touchpoints in commerce for work and at home. Indications are that they’re ready to go even more digital — but they may have to wait.
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Oct 24, 2024 | 
forrester.com | Sucharita Kodali |Barry Vasudevan |Mike Proulx
As retailers brace for a challenging 2025, technology will play a crucial role in offsetting the impact of waning consumer demand on their business. To be sure, retail overall will continue to grow: Globally, we forecast $24.9 trillion total retail sales in 2025. Of that, $5.3 trillion (or about one-fifth) will be online retail sales specifically, almost two-thirds of which will come from China and the US.
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Oct 24, 2024 | 
forrester.com | Jay Pattisall |Barry Vasudevan |Mike Proulx
The last 24 months have been challenging for the agency marketplace, with depressed tech spending in the US and global dragging of agency performance. In particular, the start-stop nature of existing or newly awarded brand assignments was a source of financial frustration. Yet 2025 shows signs of optimism, including a strong US economy, agency M&A activity, a resurgence of brand spending, and a growing independent agency market.
