Ian Bruce

Sherborn

Principal Analyst at Forrester Research

Marketing, Brand and Communications Leader, Research Director @Forrester. Ph.D. in Marketing and Communications. Based in Boston.

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Articles

B2B Brand Safety Must Transcend Digital Boundaries

1 month ago | forrester.com | Karen Tran |Ian Bruce |Katy Tynan

Brand safety commonly refers to advertising and content adjacency in the digital space. And while that is a vital component for protecting a brand’s reputation, digital content adjacency isn’t the only adjacency that threatens a brand.
NASSCOM 2025 - Year of GCCs, AI and Workforce Transformation

1 month ago | forrester.com | Ashutosh Sharma |Ian Bruce |Cheryl McKinnon

NASSCOM recently hosted its flagship event, the Technology Leadership Forum (NTLF) 2025, with noticeably stronger attendance than in recent years. Returning to its familiar venue—the Grand Hyatt Mumbai—proved valuable. The compact setting made it ideal for high-impact interactions, enabling us to engage in over 50 client meetings across a wide range of topics shaping the IT and IT-enabled services industry.
B2B Buyers Rate Their Most Trusted Information Sources

1 month ago | forrester.com | Enabling Administrators |Ian Bruce |Katy Tynan |Seth Marrs

B2B buyers rarely act alone. They are part of large, complex buying groups that rely on a network of trusted sources throughout the decision-making process. Forrester’s B2B Trust research delves into these preferences, offering insights that are invaluable for shaping marketing and sales strategies and influencer relations programs.
Global Technology Spending In 2025 Will Reach $4.9 Trillion With Robust 5.6% Growth

Feb 11, 2025 | forrester.com | Michael O'Grady |Andre Kindness |Ian Bruce

The growing digital economy will capture 17% of global GDP by 2028 and see 7% CAGR through 2028, which will in turn drive robust technology spending growth across the globe. In 2025 two thirds of global tech spending will come from software and IT services; in Europe and North America it is even higher.
“Learn Best Practices, Hear Ideas, And Just Get Motivated” — B2B Summit Attendees Share Why You Should Attend

Feb 10, 2025 | forrester.com | Dave Frankland |Srividya Sridharan |Nikhil Lai |Ian Bruce

One of the highlights of attending B2B Summit North America each year is getting to talk with Forrester clients and other marketing, sales, product, and customer success professionals. What I love most, though, is when I see people’s faces light up as a presenter describes a familiar challenge or a peer explains how they transformed their function to achieve game-changing results. There’s a palpable sense of energy and camaraderie. As one attendee put it, “Everyone is motivated to learn.
Will AI Take Your B2B Marketing Job?

Feb 7, 2025 | forrester.com | Ian Bruce |John Arnold |Karen Tran

Ask business leaders why they are investing in AI technologies, and the answer is often emphatic and clear: it’s about efficiency. In Forrester’s 2025 B2B Brand and Communications Survey, 86% of marketing leaders said efficiency was the likeliest impact of AI technologies. If we believe some of the most fervent supporters of AI, we are on the precipice of a white-collar industrial revolution.
B2B Marketers Prioritize Digital Brand and Communications Budget Investments

Aug 6, 2024 | forrester.com | Karen Tran |Ian Bruce |Naomi Marr

In Forrester’s B2B Brand And Communications Survey, we ask B2B marketing leaders to share their perspective on anticipated budget changes in 12 program and personnel categories. This year’s responses show expected increases are up in most categories over last year and expected decreases have dropped in most categories. Several notable trends emerged, shedding light on the evolving landscape of brand and communications budgets.
Why Is Demand Marketing An Obstacle To Its Own Success?

Aug 5, 2024 | forrester.com | Naomi Marr |Dipanjan Chatterjee |Ian Bruce

We know that buyers have all the control of the revenue process. They decide when, if ever, they will speak with someone on your team. To grow, companies must align their ways of working with their buyers and customers and prioritize delivering value at every step of the journey, from the very first interaction to after they’ve begun using your product or service. This takes alignment between marketing, sales, and customer success, but even more is required of marketing teams.
Paris Olympics: Luxury Democratized, Ads Lose The Plot, Women Shine

Aug 5, 2024 | forrester.com | Dipanjan Chatterjee |Xiaofeng Wang |Ian Bruce

Despite a soggy start, the Olympics are well underway, and they’ve delivered on their promise of thrills and chills. The abundance of sporting choices at these games allows us to view them through our own lens. Sports like gymnastics and swimming are perennial favorites, but we also get to binge on our faves. I spend a lot of time watching sports that I played competitively when I was young (like table tennis, field hockey, and badminton) but don’t get to see much of in the United States.
Apple Posts Strong Results, But Wait For What's Coming Next

Aug 2, 2024 | forrester.com | Dipanjan Chatterjee |Xiaofeng Wang |Ian Bruce

Apple posted strong Q3 numbers on the backs of a reinvigorated iPad and ongoing growth in their high-margin services business. But all eyes are on what happens next. September is the traditional iPhone refresh window, and this refresh cycle will be the first with the promise of Apple Intelligence. These smarter, more personal experiences on Apple devices are expected to drive significant revenue as customers upgrade their devices to be compatible with Apple Intelligence.