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What is Forrester's Sales and Marketing Strategy?
Forrester Research, a global market research and advisory firm, has built its strategy around customer obsession. This focus guides its approach to providing pragmatic advice to business and technology leaders, evolving from traditional research to integrating consulting and events.
Forrester's go-to-market strategy has transformed over its history, notably with the launch of its subscription research product, 'Forrester Decisions,' in May 2021. This move signaled a shift towards continuous guidance, differentiating it from older models.
Forrester's sales and marketing strategy centers on its proprietary research and advisory services. The company aims to increase contract renewals and expand its footprint within enterprise accounts. Key investments are directed towards talent, original research, and digital tools, including its AI-powered Q&A platform. This approach supports offerings like the Forrester BCG Matrix, ensuring clients receive continuous, expert guidance on critical business and technology topics.
How Does Forrester Reach Its Customers?
Forrester primarily utilizes a direct sales force and digital platforms to engage with its global base of business and technology leaders. The company's sales model is heavily centered on subscription-based research products, with its main offering accounting for a significant portion of its contract value. This direct engagement is key for delivering specialized advisory and consulting services.
Direct Sales and Subscription Focus
Forrester's core sales strategy relies on a direct sales team to offer its subscription-based research, particularly its flagship platform. This approach is fundamental to its revenue model, which is largely driven by these recurring subscriptions.
Advisory and Consulting Services
Complementing its research, Forrester provides tailored advisory and consulting services, which represented 27% of its total revenue in 2024. These services are delivered through the same direct sales channels, enhancing client relationships and value.
Digital Platforms and Website Engagement
The company's website serves as a crucial hub for information dissemination and client interaction. Digital tools, such as AI-powered Q&A platforms, are being integrated to improve client access to research and insights, aligning with the growing trend of digital self-serve B2B purchases.
Events as Lead Generation and Networking
Both in-person and virtual events are integral to Forrester's client acquisition and retention efforts. These events facilitate lead generation, client networking, and the promotion of its proprietary research, despite a 23% revenue decline in Q2 2025 compared to the previous year.
Strategic Sales Channel Evolution
Forrester's sales channels are adapting to market shifts, emphasizing integrated offerings and digital adoption. The company's focus on 'customer obsession' guides its strategy to ensure a seamless client experience across all touchpoints. Understanding Mission, Vision & Core Values of Forrester provides context for these strategic choices.
- Direct sales remain paramount for subscription research and consulting.
- Digital platforms enhance information access and client engagement.
- Events are key for lead generation and showcasing research.
- Investment in AI tools like Izola supports digital self-serve capabilities.
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What Marketing Tactics Does Forrester Use?
Forrester's marketing tactics are deeply rooted in its data-driven ethos and a strong focus on customer needs. The company leverages proprietary research as a core element, using these insights as lead generation tools and to establish its authority in the market.
Content Marketing Excellence
Forrester's marketing strategy heavily relies on its extensive library of proprietary research reports, insights, and future predictions. These serve as powerful tools for attracting and engaging potential clients.
Search Engine Optimization (SEO)
The company prioritizes SEO to ensure its valuable research content is easily discoverable by business and technology leaders. Forrester anticipates a significant increase in SEO budgets, projecting a triple increase in 2025 due to AI integration in search engines.
Digital and Social Engagement
Paid advertising, email marketing, and social media platforms are vital for building brand awareness and generating leads. Forrester actively engages its target audience on platforms like LinkedIn and X (formerly Twitter).
Data-Driven Personalization
Analytics tools are used to monitor customer behavior and engagement, enabling sophisticated customer segmentation and personalized marketing messages. Investment in unifying data for loyalty and marketing technology stacks is expected to triple in 2025.
Generative AI Integration
Forrester is integrating generative AI (genAI) into its marketing and customer experience initiatives. The company's own AI tool, Izola, allows clients to query research and receive AI-generated answers, enhancing customer experience.
Event Marketing
While the strategy is increasingly digital-first, traditional media such as industry events remain important for bringing research to life and facilitating networking opportunities.
Evolving Marketing Mix
Forrester's marketing approach is characterized by a dynamic blend of digital-first initiatives and a commitment to leveraging advanced technologies like AI. This evolution aims to drive growth and maintain a competitive edge by providing highly relevant and personalized experiences to its clients.
- Content marketing, particularly proprietary research, is central to lead generation and brand differentiation.
- SEO is a key tactic, with Forrester anticipating a significant increase in SEO budgets in 2025.
- Digital channels, including paid advertising, email, and social media, are crucial for engagement.
- Data analytics inform customer segmentation and personalization efforts.
- The integration of generative AI is a notable innovation, enhancing customer experience and research accessibility.
- While digital is prioritized, traditional events remain a valuable component for networking and research dissemination.
- Understanding Target Market of Forrester is key to their tailored marketing campaigns.
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How Is Forrester Positioned in the Market?
Forrester's brand positioning centers on being a customer-obsessed, trusted advisor for business and technology leaders. This approach aims to accelerate client growth by embedding customer-centricity into leadership, strategy, and operations, setting it apart from competitors focused solely on technology or market trends.
Customer-Centric Authority
Forrester positions itself as a guide for leaders, emphasizing a holistic, customer-first approach. This differentiates its brand by focusing on integrating customer needs across all business functions.
Insight-Driven Value Proposition
The company appeals to its audience by promising innovation and actionable insights. This enables clients to effectively navigate complex challenges like digital transformation and evolving market dynamics.
Proprietary Research and Data
Forrester's unique selling proposition is built on its proprietary research, objective methodologies like the Forrester Wave evaluations, and insights from annual surveys of over 700,000 global consumers and leaders.
Consistent Brand Presence
Brand consistency is maintained across all touchpoints, including research reports, consulting, events, and digital platforms. This ensures a unified message and reinforces its market leadership.
Forrester's brand tone is authoritative, insightful, and pragmatic, reflecting its role as a research and advisory firm. The company actively adapts to market shifts and competitive pressures by continuously refining its offerings, such as its growing focus on AI research and the development of tools like Izola. This commitment to quality, integrity, and client success solidifies its standing in the market research and advisory sector. Understanding the Competitors Landscape of Forrester is crucial to appreciating its distinct market positioning and how Forrester generates revenue through its specialized services.
Tone of Voice
Authoritative, insightful, and pragmatic, reflecting its expertise as a research and advisory firm.
Key Differentiator
Holistic, customer-centric approach versus a sole focus on technology or market trends.
Data Foundation
Relies on proprietary research and annual surveys of over 700,000 global consumers and leaders.
Adaptability
Continuously evolves offerings, such as its AI research and tools like Izola, to meet market shifts.
Brand Promise
Enabling clients to navigate complex challenges and accelerate growth through actionable insights.
Core Value
Commitment to quality, integrity, and a client-focused approach underpins its market leadership.
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What Are Forrester’s Most Notable Campaigns?
Forrester's sales and marketing strategy is deeply intertwined with its campaign execution, focusing on delivering value and thought leadership to its clients. These campaigns are designed to showcase its research, advisory services, and innovative tools, reinforcing its market position and driving client engagement.
Forrester Decisions Launch
In May 2021, Forrester launched 'Forrester Decisions,' a comprehensive portfolio of subscription research products. This initiative aimed to provide clients with a clear path to growth through customer obsession, offering research, tools, and guidance.
AI and Izola Expertise Campaign
A significant 2024-2025 focus highlights Forrester's AI expertise and its generative AI tool, Izola. Campaigns position Forrester as a leading AI research company, demonstrating how Izola empowers clients with AI-generated insights from research queries.
2025 Predictions Reports
Forrester's 2025 Predictions reports, particularly for B2B marketing and sales, and B2C marketing and customer experience, are key campaign drivers. These reports outline emerging trends and challenges, offering actionable insights to leaders.
Digital Content Delivery
Webinars and a dedicated predictions hub serve as primary channels for these campaigns. This approach underscores a commitment to digital content delivery, ensuring broad accessibility and engagement with Forrester's insights.
The 'Forrester Decisions' platform, launched in May 2021, has become a cornerstone of the company's strategy, with approximately 80% of its contract value now linked to this offering. This demonstrates a successful shift towards a continuous guidance model and enhanced client engagement, a key element of Forrester's business strategy.
AI Leadership
The campaign emphasizing AI and Izola aims to differentiate Forrester in a competitive market. It highlights Izola's role in helping clients 'win, serve, and retain customers,' as noted in Q2 2025 earnings calls.
B2C Loyalty Trends
Forrester's 2025 predictions suggest a 25% decline in B2C brand loyalty due to rising prices, with loyalty programs expected to gain traction. This insight is crucial for understanding Forrester's market analysis capabilities.
B2B Digital Channels
Predictions for B2B indicate that over 50% of large B2B purchases will be processed through digital self-serve channels in 2025. This data informs Forrester's sales strategy for technology companies.
Thought Leadership
By delivering actionable insights through its predictions reports and digital channels, Forrester reinforces its position as a thought leader. This approach is central to its marketing strategy for enterprise clients.
Client Acquisition Focus
The continuous guidance model and emphasis on client engagement through platforms like Forrester Decisions are key to Forrester's client acquisition and retention efforts. This aligns with understanding Forrester's go-to-market strategy.
Strategic Evolution
The evolution of Forrester's offerings and marketing campaigns reflects a dynamic approach to its business strategy, adapting to market changes and technological advancements, as detailed in a Brief History of Forrester.
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