The urgency of telling your story as a data or technology leader within the current corporate landscape cannot be overstated. As we navigate these turbulent times, the ability to articulate your professional identity clearly and compellingly has emerged as a critical lifeline. Let this be the moment you choose to define your existence within your organization and beyond ..read more

The B2B event technology landscape has continued to transform apace over the past two years. In this environment, standalone virtual event platforms have struggled as leading vendors have broadened their capabilities to support a wider range of event types. Despite these expanded capabilities, enterprises continue to run multiple, overlapping event technology platforms, with 22% of ..read more

With all the relentless buzz about AI, it’s easy to start with the tool and then go searching for a way to use it. The problem with that is you’re letting the technology, not your customers and your goals, drive your strategy. Set your company up for success with AI by following these steps ..read more

Earlier this month, we wrapped up Forrester’s India Predictions 2025 event. I look forward to this event every year, and this year was no exception. This year’s event for India saw record turnout, with over 350 participants across three cities in India including marketing and tech leaders. The conversations were insightful and engaging, setting the ..read more

Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor. Left unchecked it’s about to get 20% worse. Learn about the challenges and market forces contributing to this decline and find out what steps you can take to enhance trust in marketing measurement ..read more

Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech ..read more

An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management ..read more

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 ..read more

Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech). There are parallels between drinking and using generative AI: people often start because others are trying it, it might make things look more appealing, and you could embarrass yourself if you’ve had ..read more

For B2C CMOs, 2025 will be less sensationalized and more operationalized. The result? They will step up in the broader business to lead amid a heightened confluence of operation and opportunity ..read more