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1 month ago | 
forrester.com | Jessie Johnson |Chuck Gahun |Karen Tran
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
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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.
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1 month ago | 
forrester.com | Rani Salehi |Karen Tran |Sam Higgins |Kim Herrington
Organizational transformations, whether driven by mergers, shifts in strategy, or the need for greater efficiency, often involve significant restructuring. That can disrupt established routines, alter roles and responsibilities, and create uncertainty for employees at all levels. Left unchecked, that uncertainty can breed a host of detrimental consequences. Proactive and transparent communication can mitigate these risks.
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1 month ago | 
forrester.com | Laura Ramos |Lisa Gately |Karen Tran
The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers:1) Share signals and create a common view of the customer – throughout the postsale. So you can achieve a true understanding of what makes customers succeed. And when they are deviating away from or toward that goal. 2) Adopt opportunities and retention/buying groups.
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2 months ago | 
forrester.com | Karen Tran |Rani Salehi |Cristina De Martini
The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO, George Kurtz, issued a specific, fact-based statement within hours of learning there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and can strike at any moment, leaving businesses scrambling to respond.
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2 months ago | 
forrester.com | Erik Nost |Jeff Pollard |Karen Tran
As spectators tuned in to Super Bowl 59 to indulge on American culture rife with consumerism, T Swift, and rap feuds, the buzz was less around the game and more determining who is pro football’s GOAT (Greatest of all Time).
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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 | Jeff Pollard |Karen Tran
Managed Detection and Response (MDR) – without a doubt – has successfully claimed the crown of all managed security services for making and keeping clients happy. Clients are far happier with MDR services than they ever were with legacy MSSP-style security services. MDR vendors have higher customer retention, wallet retention, growth, and margin compared to their MSSP predecessors.
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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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2 months ago | 
forrester.com | Karen Tran |Nick Buck |Erik Nost
AI advancements have caused deepfakes to emerge as a significant threat that B2B CMOs and brand leaders cannot afford to ignore. These synthetic audio-visual impersonations can mimic real individuals with alarming accuracy. As this technology becomes more accessible, the potential for misuse grows, posing risks to businesses’ reputations, stock prices, and overall trust.
