European Businesses Must Redouble Their Recovery Efforts For 2021
European businesses must start preparing for a post-pandemic world. They need to target emerging business growth opportunities, devise a policy for hybrid remote and office working, and plan a way to...
View ArticlePositioning For Fast Thinking: Priming Your Buyer To Gain Market Advantage
Why do so many new products fail? Our fast-thinking brains reject the novel in favor of the familiar. Good positioning capitalizes on fast thinking and making your offering feel familiar to buyers.
View ArticleMeet Your New Public Cloud, Container, And App Modernization Analyst
As of March, I joined Forrester’s infrastructure and operations (I&O) team, covering cloud, containers, and modernization and the wider transition to cloud-native computing and practices. It’s a...
View ArticleFour Mistakes To Avoid In Customer Advocacy Content
Customer advocacy content has high demand and impact, but B2B organizations need a more intentional, aligned approach to its planning, creation, and use.
View ArticleEvent-Driven Architecture: This Time It’s Not A Fad
Clients sometimes ask me, “Why is there so much buzz about event-driven architecture (EDA)? This isn’t a new idea.” Indeed, it isn’t new. From complex event processing to the hardware interrupts of the...
View ArticleA Privacy Primer For Marketers
Privacy is firmly in the limelight as businesses weigh in on whether privacy is a human right and legislatures around the world debate new regulations and protections for consumers. Marketers are on...
View ArticleFinancial Services Firms Need A More Relevant Customer Segmentation Model:...
Even before the onset of the COVID-19 pandemic, consumers were already facing multiple financial challenges, and many were worried about their financial situation. The pandemic has impacted consumers’...
View ArticleAre You Ready To Step Up To B2B Marketing’s New Destiny?
As forces converge to drive B2B marketing to a higher purpose, marketing leaders must evolve from brand stewards, lead generation machines, and sales supporters in order to fulfill it.
View ArticleProduct Centricity Is Coming To Your Organization
I talk to many Forrester customers every week who are transforming: digital, agile, DevOps, or some mix of the three. One common theme is an interest in product team organization. This has been a hot...
View ArticleNew Research: How To Establish, Scale, And Evolve Your Design Practice
The design industry is booming. Our recent research, “The Design Industry, 2021,” estimates the size of the global design industry to be $162 billion and growing. But the increasing recognition of the...
View ArticleThe Three Reasons Portfolio Marketers Must Enable All Buyer- And...
When considering portfolio marketing’s role in enablement, take a revenue enablement approach to ensure that knowledge is delivered to the various teams that require it in the way they want to receive...
View ArticleFour Common Strategy Mistakes B2B Marketing Leaders Make
At a time when many firms are trying to regain their footing or set a new course, having a clear, comprehensive marketing strategy that supports the business’s future vision is critical. Avoid these...
View ArticleDen kulturellen Wandel der Mitarbeitererfahrung in Europa vorantreiben
Die derzeitige Krise zeigt, dass eine ausgezeichnete Mitarbeitererfahrung (oder EX für Employee Experience) entscheidend für die Marke und den CMO ist. EX war auch vorher schon ein wichtiger Treiber...
View ArticleMarketplaces Unlock New Markets For Sellers — And Tech Providers
Online marketplaces offer a lower-cost route to market for many sellers and a more convenient way for buyers to find, compare, and purchase products and services. Sure, there can be risks for sellers...
View ArticleAdaptive Firms Outperform The Competition
We have heard it again and again: The pace of change has never been faster, and it is not going to slow down. To win, the most successful organizations will be those that are able to capitalize on this...
View ArticleLighting Up Your Existing Tech Stack To Uncover Buyer, Customer, And Market...
To support the gathering of buyer, customer, and market insights, portfolio marketers must work with their marketing operations colleagues to determine the ideal technology. In her latest blog post for...
View ArticleMeet Andrew Cornwall, Forrester’s Newest Mobile/AD&D Analyst
Hello! It’s a pleasure to meet you. I’m the most-recently-hired analyst on Forrester’s application development research team. I’m sure this is a huge relief to previous newest analyst David Mooter,...
View ArticleBrand Storytelling Is A Competitive Advantage
Storytelling is an essential skill that inherently engages audiences and makes content distinctive and memorable. Yet, B2B marketing professionals often struggle to create compelling stories.
View ArticleIt Takes Hard Data And Soft Power To Ensure CX Success
CX leaders must organize stakeholders enterprise-wide – often without direct authority over the people, process, and technology they need to influence. But how? Get a preview of the CX North America...
View ArticleThere’s a New SFA Wave – And Leaders Embody Current Sales Trends
COVID has upended business as we knew it and sales organizations have felt this impact. Almost half of B2B US companies have slashed their sales teams. Sellers work from home, over digital channels and...
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