John Arnold - Profile and Journalist Details
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John Arnold
Verified
Principal Analyst, Forrester Research
Boston
Beats
I cover only tech and digital marketing
sport, entertainment
Content
By Ian Bruce, John Arnold, Karen Tran| Forester Blog@ Ask business leaders why they are investing in AI technologies, and the answer is often emphatic and clear: it’s about efficiency. In Forrester’s 2025 B2B Brand and Communications Survey, 86% of marketing leaders said efficiency was the likeliest impact of AI technologies. If we believe some of the most fervent supporters of AI, we are on the precipice of a white-collar industrial revolution.
By John Arnold, Karen Tran, Nick Buck| Forester Blog@ More B2B organizations are asking whether connected television (CTV) is a viable option as traditional digital marketing channels face unprecedented challenges. With AI-powered search threatening click-throughs and the cost of social media ads rising, B2B advertisers are seeking alternatives that offer both precision and scale. The IAB reports that CTV spending will increase 13.8% in 2025, which makes it one of the fastest growing media channels. But is CTV a good fit for B2B organizations?
By Ian Bruce, John Arnold, Karen Tran| Forester Blog@ Ask business leaders why they are investing in AI technologies, and the answer is often emphatic and clear: it’s about efficiency. In Forrester’s 2025 B2B Brand and Communications Survey, 86% of marketing leaders said efficiency was the likeliest impact of AI technologies. If we believe some of the most fervent supporters of AI, we are on the precipice of a white-collar industrial revolution.
Company Info
Forrester Research
Forrester Research, Inc. is a leading research and advisory firm that has been supporting global business and technology leaders for over 40 years. Founded in 1983 and headquartered in Cambridge, Massachusetts, Forrester has a strong presence in major cities worldwide, including New York, London, and Singapore. The company is publicly traded on NASDAQ under the ticker symbol FORR and employs over 1,700 people. Forrester offers a wide range of services tailored to various business functions. These include insights and advisory services for technology leaders, marketing strategies for customer engagement, and support for enhancing customer experience. The firm also provides guidance on digital transformation and market trends to sales and product leaders. With a client base that includes 62% of the Fortune 100 companies, Forrester serves diverse industries such as healthcare, financial services, and manufacturing, delivering relevant insights to help businesses grow and innovate.
Newton, United States
+1 617-613-5730
Founded: 1983