Conrad Mills

United Kingdom

Principal Analyst at Forrester Research

b2b marketing | @Forrester Analyst | outdoor enthusiast

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forrester.com

Articles

AI In Events: A Promise Waiting To Be Realized

3 weeks ago | forrester.com | Conrad Mills

AI has the potential to fundamentally remake many aspects of how we plan and execute events. Yet, despite its wide-ranging potential, data from Forrester’s 2025 State Of B2B Events Survey shows that current uptake is low. While some leaders we spoke to are cautiously optimistic, there are wide-ranging concerns around safety, privacy, and vendor capabilities.
Events Are Under Pressure – 6 Findings From Forrester’s Q1 2025 State Of B2B Events Survey

1 month ago | forrester.com | Conrad Mills

Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. Attendee behavior is also shifting—people are registering later and expecting more interactive, personalized experiences.
Leaders Need To Review Event Plans Amid Economic And Political Uncertainty

2 months ago | forrester.com | Conrad Mills |Dipanjan Chatterjee |Laura Ramos

The political environment is impacting the appeal of US based events for international attendees, with Tourism Economics, a subsidiary of Oxford Economics predicting a 15.2% decline in inbound international travel due to a combination of shifts in pubic sentiment, travel advisories, and visa delays. At the same time, events focused on the US government sector are challenged due to new approval processes and travel freezes.
Tariffs, Your Customer, and Your Brand: A Common-Sense Guide

Feb 10, 2025 | forrester.com | Dipanjan Chatterjee |Nikhil Lai |Conrad Mills

What’s a tariff? A tariff is simply a tax – when one country imposes a tariff on another (as the U.S. has done with China and is threatening to do with Canada and Mexico), then products imported from those countries are subject to a tax. Like most trade policies, this can get pretty complex, so it’s not a flat tax for everything imported from that country but can vary by category.
SEO Must Solve Its Marketing Problem

Feb 7, 2025 | forrester.com | Nikhil Lai |Peter Ostrow |Conrad Mills

Marketers spend hundreds of millions of dollars a year on paid search but only hundreds of thousands on search engine optimization (SEO). Marketers know SEO isn’t thousands of times less valuable, but it can feel thousands of times harder to realize its value.
’Tis The Season … For B2B Summit

Feb 6, 2025 | forrester.com | Peter Ostrow |Conrad Mills |Thomas Husson

It’s B2B Summit season again here at Forrester, and we’re having fun getting ready. Actually, the season for this year’s event in Phoenix began in September, so our research, events, editorial, graphics, and production teams spend more time on this event than not, making “season” a relative term. For me, every B2B Summit cycle provides a number of journeys that are legitimately more valuable than their destination.
Participate In The 2025 Forrester B2B Event Trends Survey And Unlock Valuable Insights For Your Organization

Feb 6, 2025 | forrester.com | Conrad Mills |Thomas Husson |Peter Wannemacher

Forrester’s annual B2B event trends survey is back! We invite all B2B event leaders and practitioners to participate and gain access to the latest B2B event market trends to help shape their event strategy over the next 12 months. Last Year’s SurveyThe 2024 survey delivered a number of insights into the evolving event mix, priority focus areas, and approaches to event technology. These included:Two-thirds of marketers faced flat or declining event budgets.
Five Ingredients To Win The Recurring Revenue B2B Bake Off And Avoid Getting Chopped

Jan 30, 2025 | forrester.com | Nick Buck |Dawn Ferrara |Kelvin Gee |Conrad Mills

As a keen amateur chef, I have been known to occasionally seek inspiration from a tv cooking competition. Those bite-sized episodes of culinary drama sometimes provide just enough to satisfy my hunger for light evening entertainment.
Take An Audience Centric Approach To Create Compelling B2B Event Content

Jan 28, 2025 | forrester.com | Conrad Mills |Kelvin Gee |Nikhil Lai

Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives. They need to use this theme to craft a narrative that feeds into all aspects of event content. They must coordinate with demanding speakers. Resourcing and budgets are stretched. And all of this happens under the pressure of the unmovable deadline of a live event.
Revitalizing Deals That Detour With Adaptive Programs

Jan 28, 2025 | forrester.com | Kelvin Gee |Conrad Mills |Shari Srebnick

In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s 2024 Demand, ABM, and Customer Marketing Survey, 56% of opportunities handed off to sales fail to close successfully. The preponderant focus that still exists on identifying new opportunities in Demand & ABM means that revisiting stalled or detoured deals has significant untapped potential.