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2 months ago | 
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.
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2 months ago | 
forrester.com | John Arnold |Karen Tran |Nick Buck
More B2B organizations are asking whether connected television (CTV) is a viable option as traditional digital marketing channels face unprecedented challenges. With AI-powered search threatening click-throughs and the cost of social media ads rising, B2B advertisers are seeking alternatives that offer both precision and scale. The IAB reports that CTV spending will increase 13.8% in 2025, which makes it one of the fastest growing media channels. But is CTV a good fit for B2B organizations?
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Nov 15, 2024 | 
forrester.com | Dario Maisto |Michele Goetz |John Arnold
AI is a leading theme among cloud vendors globally and European vendors are following suit. In a cloudy Paris, on November 7th the cloud vendor Scaleway hosted its third ai.PULSE event, with about 1,000 attendees and 40 press delegates and analysts.
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Nov 14, 2024 | 
forrester.com | Srividya Sridharan |Nora Conklin |John Arnold
B2B professionals face a critical choice: Adapt to the new business buying reality — where buyers call the shots, outside influencers hold growing sway, and AI is poised to play a greater role — or lose to your competitors who do. Meeting this moment requires fundamentally new ways of thinking and working. It also, very likely, involves changes to your role. Yet maintaining the status quo is not an option.
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Nov 13, 2024 | 
forrester.com | Jay Pattisall |Dipanjan Chatterjee |John Arnold
Media continues to be a flywheel for growth and integration, especially when marketers and providers work together to combine expertise and capabilities into a full-funnel marketing strategy. Crucial to that success is uniting the scale of trading, technology, and execution with the skill of planning, intelligence and optimization.
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Nov 13, 2024 | 
forrester.com | Michele Goetz |John Arnold
The global commercial AI software governance market is poised for exceptional growth. Forrester forecasts that by 2030, spending on off-the-shelf AI governance software will more than quadruple, reaching $15.8 billion and capturing 7% of overall AI software spending . This trend reflects the urgency for organizations to manage AI’s integrity amid rapid AI adoption and increasing regulatory demands.
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Nov 12, 2024 | 
forrester.com | Dipanjan Chatterjee |John Arnold |Shannon Germain Farraher
If you’re looking to implement a new program or fine-tune your existing brand measurement, we have both bad news and good news for you. The bad news is that compared with most financial, transactional, and operational metrics, brand is notoriously difficult to pin down and hence eludes easy measurement. The good news is that because of the lack of standardization, many measurement providers have crafted unique and creative analytical frameworks to help companies measure and manage brands.
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Nov 12, 2024 | 
forrester.com | Nora Conklin |John Arnold |Amy Bills
What’s keeping you from hitting your revenue goals? We’ve heard from many B2B clients that they’ve been qualifying opportunities for sales but that these deals aren’t progressing through to closed-won. This isn’t a sales problem — it’s a business problem, one that all revenue-responsible teams must help tackle. B2B buyers interact with all manner of channels when they are in an active buying cycle.
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Nov 12, 2024 | 
forrester.com | John Arnold |Dipanjan Chatterjee |Amy Bills
Are you bullish on AI’s potential to transform the way frontline B2B marketers work? My research found that frontline marketing leaders in B2B organizations are very bullish. And according to Forrester’s B2B Frontline Marketing Survey, 2024, frontline marketing teams with advanced lifecycle revenue marketing strategies are the most likely to be AI-ready and have the highest levels of adoption. Here are some further details.
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Oct 21, 2024 | 
forrester.com | Nikhil Lai |John Arnold
Creative, the element of advertising that most determines its efficacy, has long been underserved by technology. By contrast, much has been said about and done to audiences, who are convoluted by data deprecation, subject to identity resolution, and increasingly fed up with audience targeting’s status quo. Media planning and buying are mature processes that, for decades, have been effectively mediated by demand-side platforms and agencies.
