Following the lead of their B2C counterparts, B2B firms are embracing brand values and a broader notion of purpose. What’s at stake, and where do companies’ intentions fall short? On this week’s episode, Vice Presidents Nancy Maluso and Jennifer Ross weigh in and give a preview of their keynote session at Forrester’s B2B Summit North America.

How B2B Firms Are Redefining Purpose

Each week, the What It Means podcast invites Forrester analysts to discuss the latest trends and challenges to help business and technology leaders make bold decisions and become truly customer-obsessed. Topics range from tech-driven innovation and CX design to B2B buying trends and marketing planning.

Business News

Business

News

There are a lot of reasons why cloud cost management is a thorn in the CIO’s side. In this episode, Principal Analyst Tracy Woo describes how FinOps, the FOCUS standard, and other new initiatives can help reduce cloud costs.

Deciphering Cloud Costs: There’s Hope

Journey centricity can help companies boost their revenue, reduce costs, and build better experiences for customers and employees. What defines a journey-centric company, and what does it take to become one? Vice President and Principal Analyst Joana de Quintanilha explains on this week’s episode of What It Means.

What Makes Journey-Centric Companies Different

As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.

How Brands Can Steer Clear Of GenAI Backlash

The world’s first binding legislation on AI has arrived, and its impact will extend far beyond Europe’s borders. This week on What It Means, Principal Analyst Enza Iannopollo explains the EU AI Act’s timeline, enforcement, and potential impact on innovation.

Breaking Down The EU AI Act

In today’s cybersecurity environment, threat detection is key. In this episode, Principal Analyst Brian Wrozek and Senior Analyst Janet Worthington discuss the top five cybersecurity threats in 2024 and how organizations can protect themselves.

How B2B Firms Are Redefining Purpose

Download our free app to listen on your phone