Zachary is a data researcher for the Forrester Decisions B2B Marketing service family. His data research focuses on B2B trust, the Forrester annual B2B Marketing Survey, and B2B marketing budgets, among other areas. Zachary is interested in the power of using data to tell compelling stories and provide actionable insights.
A high level of understanding, skills, and ethical awareness is needed for using generative AI, and organizations must do more to build these capabilities in their workforces.
This overview provides data on the state of AI readiness, adoption, and ROI potential within global frontline B2B marketing teams.
This report shares data on the allocation of B2B marketing programs budgets to assist marketing leaders in calibrating their investments.
This report explains how vendor leaders can build and maintain trust equity with business buyers of professional services.
Learn how to build and maintain trust equity with business buyers in North America, Europe, and Asia Pacific.
The brand safety industry is suffering from unfavorable economics and subterranean levels of trust, leaving brands to find their way out of the mess.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.