CMO Trends
The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.
Insights
Blog
To DOGE Or Not To DOGE — Tesla Hits A Roadblock
Tesla’s blazing-hot growth trajectory has come to a screeching halt. These three areas will indicate whether or not it regains its momentum.
Blog
Despite Growing Consumer Optimism About GenAI, Concerns Are Still High
An update to ChatGPT made it easy to simulate Hayao Miyazaki’s style of animation, which has flooded social media with memes. Beyond the hype, this trend raises serious questions about copyright infringement.
Prove CX ROI And Gain Executive Buy-In
Struggling to make execs see the value of CX? Download our guide and ROI calculator to craft a winning business case and secure funding for your CX initiatives.
Blog
Apple Gets Tariff Relief — Just Kidding!
As tariff volatility is dialed up a notch, companies like Apple will find it best to hunker down and do nothing until the dust settles. Get five predictions on what happens next.
Blog
Five Takeaways From B2B Summit North America 2025 To Help You Master Buying Mayhem
The B2B buying game has changed, and as marketing, sales, customer, and product leaders scramble to keep up, the mayhem is real. Get five key takeaways from the event mainstage that can help B2B professionals as they head into planning for the rest of the year.
Blog
Apple Is In The Tariff Crosshairs. What Should It Do?
The US administration is convinced that Apple, one the biggest and most valuable brands in the world, can and should move its manufacturing infrastructure to the US. The reality, however, is far murkier. Let’s dissect what puts Apple in a precarious situation and how it might hope to manage through this volatility. Apple is in […]
Blog
Confidence In Marketing Measurement Is Increasing, But The Job Is Getting Bigger
While B2C marketers are confident in their ability to measure impact, trends in marketing analytics aren't making it any easier. Find out why in this preview of a new report on the state of B2C marketing measurement.
Blog
Brands, Take Cover: The Tariffs Have Hit The Fan
Consumers have begun to take several steps to manage the impact of tariffs on their pocketbooks. Learn the five buying behaviors to look out for among your customers and what steps to take in response.
Replay: Win Over Complex Buying Groups With Adaptive Programs
B2B buying groups are more complex than ever. Discover how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Watch the webinar replay for buyer insights based on research.
Blog
Consumers React To Tariffs With Concern And Caution
Our recent poll showed how consumers feel about and are responding to a slew of anticipated new tariffs.
Blog
To Thrive Through Volatility, Master These Three Areas
There’s no end in sight for the current disruption, but making the right strategic moves will help you come out ahead.
Blog
Are We Too Scared To Fly?
The recent spate of airline disasters has jangled flyers’ nerves. To get a pulse check on consumer sentiment, we asked respondents in the US, UK, and Canada how they felt about the state of air travel.
Podcast
Taming B2B Buying Mayhem
Changing buying dynamics and generative AI are bringing already strained B2B buying processes to a breaking point. This week on What It Means, VP and Research Director Steven Casey and VP and Principal Analyst Barry Vasudevan discuss these forces and introduce the concept of buying networks as they preview new research debuting at Forrester’s B2B Summit North America.
Blog
It’s 2025, And The Consumer Is Hurting
For those of us in the US who track the economy and its implications for consumers and the brands that sell to them, it’s been a head-spinning couple of months. Policies have been coming at us fast and furious as a new administration looks to stamp its mark on the economy. Of course, the US […]
Blog
The New iPhone 16e: A Small Step For The iPhone, A Giant Leap For Apple
In what was billed as a surprise announcement, Apple today introduced the newest member of the Apple family: the iPhone 16e.
Blog
Unlocking Go-To-Market Momentum Through Strategic Campaign Alignment
Learn how using an integrated campaign framework delivers greater efficiency and impact. And get a preview of how Workday used the Forrester Campaign Framework to improve and accelerate business outcomes.
Podcast
AI Agents Vs. Agentic AI: Definitions And Use Cases
What’s the difference between AI agents and agentic AI? In this episode VP and Principal Analyst Craig Le Clair and Senior Analyst Christina McAllister discuss the nuances of the two and use cases for both.
Blog
Tariffs, Your Customer, And Your Brand: A Common-Sense Guide
A tariff is simply a tax — when one country imposes a tariff on another (as the US has done with China and is threatening to do with Canada and Mexico), then products imported from those countries are subject to a tax.
Blog
SEO Must Solve Its Marketing Problem
SEO remains critically important, despite its challenges. The market for SEO solutions is growing to meet marketers’ evolving needs, including adapting to the rise of generative AI and diversification of search beyond Google. Our new Landscape report delves into the SEO market’s maturity, dynamics, notable vendors, and more.
Blog
Participate In Forrester’s 2025 State Of B2B Events Survey And Unlock Valuable Insights For Your Organization
Participate in the Forrester 2025 B2B event trends survey and gain access to the latest trends to help shape your event strategy this year.
Podcast
How Coach-Like Managers Build Better Teams
What distinguishes a manager from a coach-like leader? This week, Principal Analyst Betsy Summers and VP and Principal Analyst Peter Ostrow explore the evolving role of managers and how adopting coaching behaviors can empower teams for long-term success. They also preview their session on the topic at Forrester’s upcoming B2B Summit North America.
Blog
The Artificial Intelligence Action Summit In France: Maintaining The Dialogue On Global AI Regulation
After the two previous summits hosted at Bletchley Park in the UK (November 2023) and in Seoul, South Korea (May 2024), French President Emmanuel Macron has decided to host a new AI Action Summit, cochaired with India, on February 10–11 in Paris.
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