Forrester

How to Evaluate Intent Data Providers

While most B2B organizations have an established process for evaluating traditional data providers, many have less practice in the evaluation of second- and third-party intent sources. The diversity of collection methodologies, complexity of keyword mapping, and rapid decay of insight value present unique challenges for comparing providers of these data types. Balancing Insight Potential, Data Accuracy, And Business Impact As B2B marketing, sales, and operations teams evaluate their options for acquiring intent signals, they should start the process by understanding the scale of relevant signals available from each provider within their core fit accounts and product/solution offerings. Next, they need to be able to determine the relative level of accuracy within the signals provided. Finally, they should consider overlap with existing signal sources to predict the incremental business impact that each potential source represents. Reviewing sample data is still your starting point. Just like more traditional data types, data providers should be willing to share sample data for evaluation before committing to a purchase. For account or contact data, this would normally take the form of a static extract file. For intent signals, it is more common to receive a limited data feed or short proof-of-concept trial in order to demonstrate the pace of new signals being captured. Defining the scope of sample data is trickier — and more critical. In any evaluation of a new data source, an apples-to-apples comparison across suppliers is necessary to determine relative value. With intent signals, that definition can present an additional challenge due to the need to map keywords or topics to your solutions. A narrow keyword focus, clear geographic or industry definitions, and a tight timeframe (weeks, not months) will help you to understand volume of highly specific signals available. Overly broad samples, including more generic category keywords, may obscure differentiation between providers. A tighter scope also increases the ease of validation. When selecting your sample, focus on areas you know best. While receiving signals you haven’t yet uncovered is the primary purpose of adding an intent provider, those can wait until after a purchase is made. For your trial, you’ll get the most value from reviewing signals in areas where your existing knowledge is highest, allowing you to compare the accuracy of insights to what your existing sources and marketing and sales activity have taught you. My colleague Nora Conklin and I dig deeper into these approaches in our recent report, Intent Analytics: Evaluating The Value Of Intent Data And Providers. Clients with Forrester Decisions for Revenue Operations or Demand & ABM access can read that report to get more specifics on how companies like theirs are tackling these measurement challenges. Reach out to your account teams for analyst guidance to advance your own efforts. For insights into how you can improve the application of intent signals after you’ve selected your provider(s), check out Nora’s companion blog on applying intent analytics to marketing activation. source

How to Evaluate Intent Data Providers Read More »

US Health Insurers’ Total Experience Fails To Impress

Before diving into the highlights of this year’s study, The US Health Insurers Experience Metrics Rankings, 2025, let’s first set some context. Since 2016, Forrester has been tracking the quality of brands’ customer experience (CX), using the Customer Experience Index (CX Index™), which links customers’ perceptions of CX quality to loyalty. This year, we are excited to launch the Total Experience Score, which measures how well brands win and serve customers. It combines the long-standing CX Index and a new Brand Experience Index (BX Index™). This new composite score helps firms understand how noncustomers’ and customers’ perceptions of their interactions with a brand drive loyalty. Now for the results: US health insurers deliver the weakest total experience across all industries we track. The industry’s results across total experience, BX, and CX all fell flat, demonstrating just how poorly US health insurers are performing when it comes to winning and serving customers. Specific highlights: CareFirst BlueCross BlueShield led the field on total experience and BX, and it co-led on CX. CareFirst was chased by sister plans in the total experience (Blue Shield of California) and BX (Florida Blue) rankings, and it was in a statistical tie for CX with Kaiser Permanente and Florida Blue. The industry showed little total-experience differentiation. All but two brands clustered within 5.4 points, with just the top-scoring and lowest-scoring brands showing any kind of differentiation. Six of the seven brands that beat the industry average on total experience cover a tight 2-point range. Four brands earned the “leading” distinction in the Total Experience Score growth grid. The Growth Grid maps how well brands win noncustomers and serve customers, based on plots of their respective scores. CareFirst’s combined performance with customers and noncustomers propelled it deep into the coveted upper-right “leading” quadrant that shows it does well at winning and serving. It was joined by Highmark Blue Cross Blue Shield, Blue Shield of California, and Health Net. Poor BX Index scores reveal brand promise failures. Industry-average BX Index ratings from customers and noncustomers fell into the “poor” category, with more health insurers receiving poor scores from customers than noncustomers. CX Index scores continue to decline. The industry average is hanging onto “OK” status by its fingernails, thanks to its third statistically significant decline in four years. Let’s Explore The Insights Together We’ll soon publish a deeper investigation into CX ratings by customer segment, along with an updated trust analysis for the industry. Join us later this year for a webinar covering the Total Experience Score, BX Index, CX Index, and key findings. After you’ve read this initial report: Forrester clients at brands tracked in our study can schedule their annual readout starting in July. A data analyst will guide you through the high points of your specific scores and drivers, and we can provide additional industry context through guidance sessions. Forrester clients with VIP access can work with their executive partner to schedule a deeper dive via a strategy session. Forrester clients at brands not tracked in the study, but that are part of an industry covered in the study, should request a guidance session for an overview of key findings and scores. If you’re not a Forrester client, reach out to our sales team! source

US Health Insurers’ Total Experience Fails To Impress Read More »

LumApps And Beekeeper Come Together To Deliver an “AI-Powered Employee Hub”

On July 2, 2025, intranet provider LumApps announced that it will merge with the Swiss headquartered frontline employee app vendor Beekeeper. The new combined company is backed by the private equity group Bridgepoint, which had already acquired a majority stake in LumApps in 2024. The combined company has a valuation of over $1 billion. A more fully integrated platform is expected by the end of the year. The combined offering is envisioned as an “AI-powered Employee Hub — an all-in-one productivity and communication platform for frontline and desk-based employees.” The Significance Of The Merger Evidence of market convergence. The merger highlights the growing overlap between traditional intranet platforms (serving primarily desk-based employees) and employee communication apps (which cater to both desked and frontline workers). A combined platform addresses the needs of both groups, offering tools tailored to desk workers while delivering mobile-first solutions for frontline employees. Frontline employee focus. Beekeeper’s expertise in serving frontline workers complements LumApps’ intranet capabilities. Extended features specific to frontline workers — such as shift management, pay slip access, secure chat, and the ability to deliver news and content in compliance with union or other worker policies — will likely be central to the combined offering. The LumApps-Beekeeper Merger Lines Up With Our Top Market Trends for 2025–26 In June, we published our “Five Key Trends Shaping Your Intranet and Employee Communication Program in 2025-26”. This most recent M&A further validates that these five forces are the ones to watch as technology decision-makers and their internal communication leader peers look at their buying decisions. These trends include: GenAI transforms the intranet experience. Content creators are using writing assistants to create and refine their communications, including transforming it into formats of interest for their audiences. Employees are able to engage with content using natural language in their trusted intranet repository. Automation augments administrative and employee activities. Employee journeys tailored for specific segments – such as new hires or those on a path to promotion – can have communication and content delivery automated at key milestones. The emergence of AI agents will help automate actions like content cleanup and governance. Data and dashboards rise in importance for communication leaders. Content and communication leaders need engagement data to understand the impact of their work and to ensure employees have the information they need to get their jobs done. They need more real-time data, insights into preferences and consumption habits, and visibility of how different audience segments use content in order to enable a continuous improvement cycle. Personalized experiences is a top driver for intranet platform refreshes. The ability to tailor content and communications for specific audiences has become a top requirement in customer conversations. More relevant, targeted communication leads to higher engagement and responsiveness. Mobile provides more opportunity to engage with frontline workers. The ability to have all essential tasks, news, and two-way communication in one place helps busy shift workers serve their clients while staying in touch with their team, their manager, and the company. To learn more about the intranet and employee communications market – including the impact of AI and market consolidation on this space – don’t hesitate to reach out to us for a guidance session or inquiry. Book some time with us here:  https://www.forrester.com/inquiry   source

LumApps And Beekeeper Come Together To Deliver an “AI-Powered Employee Hub” Read More »

EPAM’s Skills-Based Transformation: A Blueprint for the Future of Work

When I first sat to interview Sandra Loughlin, chief learning scientist and global head of the talent enablement and transformation practice at EPAM, I knew I would learn something new. What I didn’t expect was to be taken on a 30-year journey — one that began long before “skills-based organization” was a buzzword and continues today as a model of what’s possible when talent data is treated as a strategic asset.  The result of those conversations is now a full case study available to Forrester clients. Here I share some highlights for non-clients and thank Sandra and her colleagues for sharing so much information that can educate and inspire us.  A Quiet Revolution In Talent Intelligence  EPAM didn’t wait for the market to catch up. Back in 1993, the company began building its own skills taxonomy, not because it was edgy, but because EPAM understood what many leaders don’t: The success and growth of your business depends on people’s skills. Over time, investment, and effort, that initial taxonomy evolved into a dynamic, AI-powered talent intelligence system that now spans more than 130 applications and 15,000 skills. Each employee has an average of 30 verified skills, but skills aren’t the only piece of talent intelligence the company uses — its system draws on over 25 attributes to match people to work and opportunities.  This isn’t just about technology. It’s about vision, persistence, and a deep belief that “people — not code — are the secret to success.” What Stood Out  Here are just a few of the highlights that left a lasting impression with me:  Executive sponsorship from day one. EPAM’s CEO was a top advocate for this strategic use of talent data from the very beginning, ensuring it is embedded in business strategy — not siloed in HR.  A fully integrated talent ecosystem. EPAM’s TelescopeAI platform connects all talent and business applications, enabling real-time, data-driven decisions.  AI-powered task and talent intelligence. EPAM’s systems don’t just track skills — they understand the work itself, enabling smarter workforce planning and automation.  Employee empowerment. With tools like Level Up, employees can chart their own career paths, access personalized learning, and receive mentorship — all based on verified skills.  A culture of validation and trust. Skills aren’t self-declared; they’re observed, assessed, and endorsed. This rigor builds credibility and fairness into the system, a flywheel that supports this talent data as critical to running EPAM’s business.  Results With AI Take Effort  What struck me from our conversations, what I keep coming back to, is the understanding that to future-proof your organization “from” AI, you must wholly embrace and imbed AI. To gain efficiencies and boost performance from AI, you must understand and track what people do and learn every day, their skills, their aspirations. Managing and making sense of that amount of data is only possible with AI. But it takes time and intentional effort to build your infrastructure and readiness. And EPAM’s journey is a testament to both the power that AI offers and the effort and attention it requires. source

EPAM’s Skills-Based Transformation: A Blueprint for the Future of Work Read More »

What's Hot For Enterprise Fraud Management In APAC In 2025

The rapid advancement of generative AI (genAI) and agentic AI has enabled more sophisticated forms of fraud, such as deepfake impersonation scams. In response, financial institutions and merchants are also turning to these technologies to detect and actively combat AI-driven threats. However, enterprises face significant integration hurdles as fragmented systems and disparate solutions complicate data ingestion, model deployment, and orchestration within enterprise fraud management (EFM) frameworks. Fraud management professionals face a plethora of vendor options and should pay attention to the following market dynamics: AI-Generated Fraudulent Activities Are Proliferating As adoption of the latest 3DS protocol curbs traditional credit card fraud, fraudsters are shifting to genAI-powered fraud, such as synthetic identities and deepfake impersonation. These tactics leverage genAI’s ability to create hyperrealistic fake content, making scams more convincing and harder to detect. Social engineering attacks are becoming more personalized and scalable, eroding trust in digital interactions. Banks and merchants face growing challenges in verifying identities and detecting AI-generated deception. EFM Integration Remains A Challenge Enterprises grapple with fragmented systems, siloed data, and inconsistent protocols across vendors and channels. Disparate solutions complicate data ingestion, model deployment, and orchestration. The migration from legacy systems to unified EFM platforms is often hindered by complex architectures and limited interoperability between fraud, compliance, and customer systems. Fraud management orchestration capabilities can help address this by enabling the seamless integration and coordination of various tools and data sources. GenAI And Agentic AI Are Game Changers For EFM Fraudsters now exploit genAI aggressively, challenging traditional EFM systems. In response, EFM solutions are evolving to harness genAI defensively: automating risk scoring rules and model generation, enhancing explainability, and generating contextual narratives for fraud cases. Agentic AI-based AI copilots are transforming investigation workflows by summarizing alerts, surfacing red flags, and aligning cases with typologies, boosting efficiency and consistency. This shift from detection to intelligent orchestration marks a pivotal evolution in fraud management strategy. Facing the rapidly changing market environments and increased fraud threats, EFM solutions are more in demand than ever. In our recent report, The Enterprise Fraud Management Solutions In Asia Pacific Landscape, Q2 2025, we identified 28 EFM vendors in APAC with relevant market presence. Some are global vendors and some are homegrown in APAC. Security, risk, and fraud management pros in financial institutions and merchants should use this report to understand the value they can expect from an EFM vendor in APAC, learn how vendors differ, and select one based on size and market focus. To learn more details about EFM vendors in APAC, Forrester clients can read the full report or schedule a guidance or inquiry session. source

What's Hot For Enterprise Fraud Management In APAC In 2025 Read More »

Navigate the DXP Revolution For Impact With The Executive Guide to DXP, 2025

We’re seeing some wildly exciting things happening with digital experience platforms (DXPs) that present both opportunities and significant challenges for modern enterprises. They are becoming the backbone of how we connect with customers. To harness these exciting possibilities, technology and business leaders must move beyond just knowing about the trends and instead translate and mold them into concrete business realities. Real-world wins require a strategic shift, focusing not just on the technological capabilities of DXPs, but on their direct impact on customer engagement, operational efficiency, and ultimately growth. Understanding how to bridge this gap between emerging DXP trends and tangible business outcomes is the new direction for driving competitive advantage and ensuring sustainable success in today’s AI economy and digital-first focus. Many leaders are experiencing the sense of urgency around these core principles: Stop chasing shiny objects; start pursuing business outcomes. It’s easy to focus on the “what” before the “why.” Years ago, focusing on the cool new tech was a valid strategy. Early adoption was a differentiator in a “first-to-have” world. The game has changed, and now the advantage lies in how you use the tech to deliver superior customer experiences and achieve specific business goals. A DXP isn’t just a tech investment — it’s a business transformation engine. Tech execs must lead with a clear vision that aligns digital experience initiatives with measurable business goals like customer acquisition, retention, and revenue growth. Your success hinges on cross-functional alignment, governance, and continuous value delivery. Think composable LEGO bricks for growth. Imagine your entire digital experience as a giant LEGO set. Composable DXPs let you add what you need when you need it — from a vendor with a vision. You get to pick and choose the best “bricks” that deliver against your strategic objectives — a top-tier content management system here, a killer personalization engine there, a robust e-commerce module from a different vendor. This isn’t random mixing and matching; it’s about scalable innovation. Whether modernizing legacy systems or launching new experiences, modular architectures and cloud-native tools enable faster innovation, better integration, and lower risk. Start small, scale smart, and evolve with your customers. Let AI be your force of gravity. AI is the core and not the add-on. Prioritize DXP platforms that treat AI as a core capability. AI guides practitioners through the vast maze of features that they need to meticulously configure for personalization that doesn’t alienate customers. In recent years, vendors of full-featured DXPs have released their cloud-native composable platforms. Vendors possess a unique ability to use agents to harmonize their own DXPs with a level of integration and coherence that is currently unattainable for enterprises managing complex, multivendor technology stacks.   The AI-infused future of DXPs The DXP market is mirroring the evolution of other business applications — rapidly integrating AI to enhance personalization, automation, and decision-making. Vendors are embedding AI at the core of their end-to-end platforms, not just as add-ons. This shift enables smarter orchestration of customer journeys and empowers practitioners with tools that guide configuration and optimize outcomes. Forrester clients have access to my new research: Executive Guide: Digital Experience Platforms. If you need help rationalizing your DXP strategy, give me a call Allow me to help make sense of the decision to go with a packaged DXP or architect your own, as well as the trade-offs of each option. Together, we can create your plan for how to drive the selection of your digital experience providers that aligns with your strategic commitment to continuously improving business results through technology. Schedule an inquiry with me to talk about how modern digital experience technology can help you deliver your digital strategy. source

Navigate the DXP Revolution For Impact With The Executive Guide to DXP, 2025 Read More »

AWS re:Inforce 2025 — Heavy On User Experience Enhancements, Light On The GenAI Hype

AWS re:Inforce was held in Philadelphia this year and serves as the smaller, security-focused counterpart to AWS re:Invent. AWS consistently speaks on its focus on improving customer experience, which our own research shows drives growth and competitive advantage. The announcements made during the event were heavy on identity, cloud, application, and perimeter security, while light on generative AI. One big announcement (and a well-deserved victory lap for AWS): It officially announced 100% multifactor authentication enforcement for root users across all types of AWS accounts, an impressive and industry-leading achievement. AWS also announced a string of other security-related enhancements, including cloud and identity security-related announcements: AWS Security Hub unifies. AWS is finally delivering a single place to manage threats across AWS from GuardDuty, IAM, Shield, etc. This is a win for consolidation and simplification, but the real test will be whether or not it actually reduces alert fatigue or just centralizes it. It’s worth noting that Google also announced Google Unified Security at its April 2025 Google Cloud Next event. AWS Security Hub offers largely AWS endpoint cloud security posture management and cloud infrastructure entitlement management, but its multicloud coverage is behind Google’s and Microsoft’s similar offerings. Amazon GuardDuty Extended Threat Detection extends (again). AWS announced Extended Threat Detection in December last year. It uses timeline views and attack sequence mapping for detection across applications, workloads, and data. Now that capability is expanded into container environments. Forrester expects AWS to continue productizing, unifying, and consolidating its cloud security capabilities and products. AWS Certificate Manager (ACM) enables the export of public certs. One of the biggest rounds of applause during the keynote was a new feature that enables the export of ACM-issued public certificates for use outside AWS. While not flashy, it’s a practical move to support hybrid and multicloud environments, providing centralized visibility and control over TLS certificates at a time when certificate lifecycle automation is becoming more critical to operational resiliency. IAM Access Analyzer introduces internal access verification. The new feature lets security teams verify the roles and users that have access to AWS resources. A resource-centric dashboard view allows users to evaluate all possible access to a selected resource and confirm that the access is appropriately restricted and meets least-privilege requirements. Perimeter and application security-related announcements included: Amazon Inspector code security expands to the develop stage of the software development lifecycle. This builds on its scanning capabilities for Elastic Compute Cloud, container images in Elastic Container Registry, and AWS Lambda to scan GitHub and GitLab code repositories. Amazon Inspector is delivering static application security testing, software composition analysis (SCA) for open-source dependencies, and infrastructure-as-code scanning feedback early in the software development lifecycle. Easy configuration enables scanning based on events, on a schedule, or on demand in a GitHub or GitLab environment using Inspector. This provides security teams with visibility into security findings before the code is deployed to production. For developers, pull request (PR) scanning delivers security feedback directly within their workflow. A link from the PR allows the developer to access the Inspector console to view code fix suggestions, remediation actions, and — for SCA findings — the closest package version where the vulnerability is resolved. AWS WAF has a new console experience. AWS Web Application Firewall (WAF) is a popular option for customers deploying applications in AWS, but we often hear customer complaints about ease of use. AWS’s announcement that the WAF console got an overhaul to simplify the user experience is a step in the right direction. In addition, WAF and Shield customers are getting application-layer distributed denial of service (DDoS) protection built in, a common feature in other WAF platforms. AWS CloudFront also got a new, simplified onboarding experience. AWS Network Firewall now includes active threat defense. This new capability has a managed rule group that continuously updates based on threats observed across the AWS infrastructure and gives details on indicators of compromise such as names and types. These details are also included in a dedicated threat list for Amazon GuardDuty customers. In preview: AWS Shield adds network security director. Network security director takes AWS Shield beyond DDoS protection to help customers visualize network resources and evaluate their configuration against AWS best practices. Misconfigurations are prioritized by the severity level. Network security director promises to simplify security configurations by helping customers understand the topological relationship of AWS workloads to each other and the internet. It also provides a holistic view of security controls such as Virtual Private Cloud (VPC) security groups, VPC network access control lists, and AWS WAF, which can sometimes have conflicting configurations or unexpected interactions. In a world overtaken by generative AI agent announcements, they were conspicuously absent at re:Inforce. Announcements related to securing genAI were similarly missing from the keynote. That said, automated reasoning was high on the list of topics mentioned regarding establishing guardrails for factual generative AI outputs. Forrester expects (hopes) that there will be bigger announcements later in the year at Amazon re:Invent related to genAI. If you have more questions about the announcements out of AWS re:Inforce, book an inquiry or guidance session with me or one of my colleagues. source

AWS re:Inforce 2025 — Heavy On User Experience Enhancements, Light On The GenAI Hype Read More »

How To Choose A Security Platform Without Getting Burned

Security leaders are under pressure. Budgets are tight, teams are stretched thin, and board visibility keeps increasing. Enter the security platform: a promise of simplicity, integration, and efficiency. But not all platforms are created equal. Our latest report, Understand The Benefits And Drawbacks Of Cybersecurity’s Platform Push, cuts through the noise to help CISOs and security pros separate real platforms from glorified product bundles. Here’s what you need to know — and do — before you buy. Know What A Platform Really Is A true security platform isn’t just a bunch of tools sold under one brand. It’s a unified experience with one interface, one data model, and seamless integration across controls. If it doesn’t reduce complexity, improve visibility, and boost productivity, it’s not a platform — it’s a portfolio in disguise. Security platforms: Combine multiple security controls from a single vendor in one unified user interface with a single underlying data model for all relevant data from each control. Enable outcomes, including ease of deployment, use, and integration, resulting in productivity gains for users. Third-party integrations via marketplaces and extensions should enhance security platforms beyond the vendors’ own products. Present financial advantages through the discounting and bundling of multiple security controls in one purchase. Demand Real Integration Security leaders indicated that ease of integration was the top reason they adopted platforms in Forrester’s Q4 Tech Pulse Survey, 2024. Why? Because too many tools that don’t talk to each other create alert fatigue and blind spots. A real platform shifts the integration burden to the vendor — not your team. Push For Automation And Analyst Experience Manual workflows are the enemy of scale. Platforms should simplify automation and empower analysts with context-rich insights. If your team still has to stitch data together across tools, you’re not getting the value you paid for. Don’t Fall For The “Fewer Vendors = Simpler Security” Myth Consolidating vendors doesn’t mean fewer tools — or less complexity. Your team still needs expertise across endpoint, cloud, identity, and more. Make sure your chosen platform supports onboarding, training, and a consistent user experience across modules. Plan For The Worst-Case Scenario What if your chosen platform vendor stalls on innovation, gets acquired, or stops investing in key capabilities? Have an exit strategy. Align your roadmap with the vendor’s and scrutinize its M&A history and product investment patterns. Bottom Line Security platforms can deliver real value — but only if you choose wisely. Don’t let buzzwords and bundling distract you from what matters: integration, usability, and outcomes. As one CISO put it, “Live together for a year before putting a ring on it.” In other words: Test, validate, and verify before you commit. What’s your security platform strategy? Forrester clients can read the full report and book a guidance session or inquiry with us to discuss further. source

How To Choose A Security Platform Without Getting Burned Read More »

Understanding The Real Cyber Risks Behind The Iran-Israel-US Geopolitical Tensions

When geopolitical bombs drop, cyber fallout often follows. Forrester has captured such threats in its report, The Top Cybersecurity Threats In 2025, stating that geopolitical volatility, deepfakes, and AI-driven disinformation would collide to reshape the threat landscape. Security teams will face increased risk and be hit with a new wave of threats, noise, and vendor opportunism. These situations demand clarity rather than alarmism. Responses must be specific and business-aligned, as how you frame the situation to stakeholders is just as important as how you defend against it. Security leaders can use this blog and our research on geopolitical risk and nation-state threats to focus on the things that matter and cut through the noise. Deepfakes Are The New Front Line Of Social Engineering Iranian actors, such as APT42 (Charming Kitten) and TA453 (tracked by Proofpoint), have long excelled at impersonation-based phishing campaigns to trick high-value targets. What’s changed in 2025 is the use of synthetic media (deepfakes) by these threat actors to deepen deception, which far outpaces current detection capabilities. While state-sponsored groups remain the most capable and dangerous, organizations must also monitor Iran-aligned hacktivist collectives, which may amplify disinformation, conduct low-level disruptions, or attempt reputational attacks in support of Iranian interests. In response to this, organizations must develop playbooks for detecting and validating synthetic content — vendors such as Attestiv, BioID, Deepfake Detector, Reality Defender, and Sensity AI provide deepfake detection algorithms — and simulating impersonation attacks using AI-generated voice and video, such as Gooey.AI, Deepfakesweb.com, and Deepgram.com. Executive communications protocols should be hardened, public statements watermarked, and internal validation procedures reinforced. Orgs can expand their intelligence collection to include fringe platforms, such as Telegram and Farsi-language forums, where these narratives often emerge first. Elevated Risk For ICS- And IoT-Heavy Environments Iranian-affiliated threat actors have targeted OT environments before and are very likely to do it again. On June 16, 2025, as shown in a blog post by Recorded Future News, the US State Department and officials are offering up to $10 million for details on threat actor groups linked to CyberAv3ngers. This group has previously targeted US-based water and energy systems via vulnerable programmable logic controllers, making every industrial control systems (ICS)-heavy organization exposed to this risk. Notably, the healthcare sector is now also on the radar. A June 24, 2025, a warning from the US Department of Health and Human Services confirms that Iranian cyber actors are increasingly targeting healthcare providers, particularly those with legacy medical devices, weak segmentation, and exposed building management systems. Security and risk pros must prioritize a Zero Trust approach in preventing and detecting lateral movement from IT to OT, network segmentation efforts, handling unmanaged assets/workstations, protocol misuse, and threat detection across OT environments. Retaliatory Threats Could Put Government Agencies In The Crosshairs Threat actor groups like APT34 and APT42 have consistently targeted US government entities through phishing and credential-harvesting campaigns, including attempts to compromise presidential campaigns and federal personnel accounts. Meanwhile, Iranian hacktivists from groups, such as RipperSec and Mr Hamza, have performed website defacements and distributed denial of service attacks to disrupt services and erode trust. These hybrid operations often combine espionage with disruption and should be considered credible threats across federal, state, and local agencies. The pattern suggests that these threats are less about data theft and more about undermining public confidence and trust in government services. As a result, government entities must establish rapid communication channels with partners, such as the FBI, Department of Homeland Security, and Cybersecurity and Infrastructure Security Agency. For threat intelligence, security pros should prioritize computer emergency response teams and sector-specific information sharing and analysis centers, if they haven’t done so already. This enables effective real-time intelligence sharing and coordinated response — an effort just as critical as technical defense is the ability to communicate clearly, respond swiftly, and preserve public trust, essential in countering both disruption and disinformation. The Market Hype You Should Ignore In times of crisis and uncertainty, vendors and service providers may naturally seek to align themselves with the prevailing narrative. Security experts must take this with a grain of salt and distinguish genuine contributions from those shaped more by market dynamics than by substance. Prioritize conversations that are tailored to specific detection rules, tailored threat modeling, etc. Security pros must filter the noise through operational relevance and requests for evidence and factor in real/measurable changes into their decision-making. Recalibrate PIRs To Reflect Today’s Threat Landscape One of the most overlooked casualties of such geopolitical escalations is the irrelevance of static threat intelligence priorities. Many threat intel programs are still operating on priority intelligence requirements (PIRs) written for ransomware groups, general cybercrime, or low-level espionage. So if your PIRs focus on “Is there malware in our environment?” or “Are we being targeted by known ransomware affiliates?” then you’re missing the deeper threats (from cyber to business risks or personnel) emerging due to the current threat landscape. For example, a more relevant PIR would look like this: Are Iranian state-affiliated threat actors — such as APT33, APT34, APT42, MuddyWater, or CyberAv3ngers — actively targeting our organization, sector, or geographic footprint using one or more operations that combine intrusion, espionage, ICS/OT disruption, and social engineering tactics (e.g., spear phishing, synthetic media, or disinformation)? Are ICS/SCADA assets in our supply chain being probed, mapped, or manipulated? Are our customers, regulators, or board members being exposed/targeted for disinformation tied to current geopolitical narratives? The above details are connective tissues between technical defense and operational resilience. Forrester clients who have questions about this topic can book an inquiry or guidance session. source

Understanding The Real Cyber Risks Behind The Iran-Israel-US Geopolitical Tensions Read More »

B2B Marketers: Are You Getting Everything You Can Out of Intent Data?

Most B2B organizations are making investments in intent data, but many still struggle to understand its impact in the sales pipeline. Not only do most experience challenges with leveraging intent in B2B Revenue Waterfall™, they also fail to leverage intent data fully across the opportunity lifecycle and the broader organization. By only applying intent data to limited use cases, such as identifying accounts that are in an active buying cycle, B2B organizations are leaving revenue on the table. What’s more, they are failing to gain efficiencies and broader business benefit from the intent investments they have made. To maximize the return from intent investment, frontline teams need to apply intent analytics across a broad set of use cases. At their core, intent analytics provide signals that help organizations understand where potential buyers are in their decision-making journey. However, it doesn’t follow that intent is only useful to reveal in-market buying signals. By tailoring outreach strategies based on these signals, marketers can engage prospects more effectively, even in the early stages of research. Our latest report, Intent Analytics: Applying Intent Signals To Marketing Activation, lays out how to apply intent data in a variety of marketing use cases, including: Understanding buying cycle stages for smarter engagement. Organizations can use signal intensity to identify whether a prospect is in the early research phase, actively evaluating solutions, or nearing a purchase decision. This allows marketers to tailor their outreach, ensuring that their efforts align with the prospect’s needs at each stage. Finding the sweet spot for investment. Late-stage signals, while seemingly promising, may represent prospects who have already narrowed their options to a shortlist of vendors. By focusing resources on opportunities with the highest potential, companies can maximize ROI and minimize wasted effort. Impacting the business beyond revenue goals. Intent analytics aren’t only valuable to the sales pipeline — they can be leveraged for broader strategic initiatives. From fine-tuning buyer journey maps to enhancing partner marketing efforts, intent data can provide critical insights that drive more effective engagement. By integrating intent data into their systems, customizing engagement based on buyer signals, and aligning resources with high-priority opportunities, companies can unlock new growth avenues and maximize their precious budget, resources, and focus. When used effectively, intent analytics are a strategic asset that can transform the efforts of the growth engine, ensuring no opportunity is left untapped. In an increasingly competitive B2B landscape, failing to maximize intent data isn’t just a missed opportunity—it’s a risk. By expanding its use cases across functions and refining its application, organizations can ensure they’re not leaving money on the table. Clients can get more information, including insights from their fellow practitioners, by checking out this new report and by scheduling a guidance session to explore the use cases that are most relevant to them and develop a plan to fully leverage their intent analytics. For insights into how you can evaluate available intent offerings, check out Brett Kahnke’s companion blog on how to select intent providers. source

B2B Marketers: Are You Getting Everything You Can Out of Intent Data? Read More »