Short-term strategies to win buyers’ dollars are failing B2B buyers and companies. To drive consistent, long-term growth, B2B leaders need to align on customer value. This week on What It Means, VP and Principal Analyst Lori Wizdo and Principal Analyst John Arnold explain what it takes to build and maintain a B2B customer-obsessed growth engine.

Asynchronous chat is poised to proliferate throughout the B2C ecosystem, redefining expectations around customer service. Senior Analyst Christina McAllister joins to discuss the benefits and pitfalls of this technology.

Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.

B2B marketing approaches often leave money on the table, say Principal Analysts John Arnold and Lisa Gately. On this episode of What It Means, they introduce lifecycle revenue marketing, a holistic approach to capturing growth opportunities with new and existing customers.

Generative AI is everywhere lately, but what will its real impact be on the enterprise? In this episode, Analyst Rowan Curran separates the hype from reality.

When it comes to buying green, not all buyers are the same. In this episode, Vice Presidents and Principal Analysts Sucharita Kodali and Thomas Husson explain the benefits of segmenting your customer base by green buying habits.

B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs.

How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she provides data-backed recommendations for actions to take.

As companies plan their future workplace strategies, what role should the physical office play? Vice President, Research Director James McQuivey and Vice President, Principal Analyst J. P. Gownder weigh in on this episode of What It Means.

The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.