Forrester

For CMO Professionals

Report:B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the...

• Downloads: 874

For CMO Professionals

Report:The Digital Media Product Innovation Imperative

Identifying Organizational Priorities For Creating New Digital Media Experiences

The media meltdown continues its slow burn across the media industries. Yet, enlivened by new devices like the iPad and audience enthusiasm for the content that new technologies have generated, many...

• Downloads: 909

For CMO Professionals

Report:Mobile Adds New Appeal To Your Brand Experience

The CMO Must Orchestrate Mobile Tightly Into Brand Experience From The Start

Mobile is finally getting air time with the most innovative brands and marketers. Hoping to make mobile a more common and rich media choice among large brand advertisers, both Google and Apple have...

• Downloads: 848

For CMO Professionals

Report:Predictive Analytics Revolutionize Marketing Mix Planning

Landscape: The Marketing Mix Optimization Playbook

Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling can help all...

• Downloads: 608
• Comments: 2
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For CMO Professionals

Report:CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other...

• Downloads: 912

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 519
• Comments: 3
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For CMO Professionals

Report:The Shifting Role Of GRPs In Media Buying

Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...

• Downloads: 313

For CMO Professionals

Report:Benchmark Your Organization's Readiness For Marketing Innovation

In our February 2011 Global Marketing Leadership Survey, Forrester surveyed 68 marketing leaders about their company's approach to marketing innovation. Then we used these scores to filter their...

• Downloads: 29

For CMO Professionals

Report:What Netflix Should Do Next

And Why All Product Strategists Should Care

Netflix has made good on a decade-long promise to become the preeminent digital video distribution company in the US. While some have been surprised by what seems like a sudden rush of success, we...

• Downloads: 509
• Comments: 1
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For CMO Professionals

Report:2013 B2B CMO Imperatives

Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

• Downloads: 656
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For CMO Professionals

Report:Culture Is Key To Marketing Innovation Velocity

How B2C Marketers Inspire Cultural Change

Marketing innovation is hard and getting harder. Traditional marketing tools, channels, strategies, and tactics are becoming less effective in the age we live in now — that of the perpetually...

• Downloads: 173
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For CMO Professionals

Report:Measure And Manage Brand Health

Continuous Improvement: The 21st Century Brand Marketing Playbook

Managing brand health has become more complicated as the expansion of marketing, sales, and service channels creates a vast array of consumer data that can be used for analysis in the 21st century....

• Downloads: 442

For CMO Professionals

Report:Case Study: Cleveland Clinic Takes A Stepladder Approach To Achieve Social Media Success

Start Small And Engage The Enterprise To Overcome A Regulated Environment

The Cleveland Clinic was not the first healthcare firm to experiment in social media, but it achieved success where others failed. A pragmatic assessment of the barriers it faced in developing social...

• Downloads: 583

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 41
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For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 913

For CMO Professionals

Report:Marketing Budgets For 2012 Expose A Fear Of Commitment

Digital Media Spending Surpasses That Of Traditional Media, But Marketers Wait To Commit Spend

As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wants...

• Downloads: 820

For CMO Professionals

Report:Three-Dimensional Brand Health: A Data Mashup

Harnessing Digital Data To Monitor The Brand's Past, Present, And Future Health

Big data holds big promise for marketers who want to understand and manage their brand's health with greater precision. But challenges abound. While the technology is available to process new sources...

• Downloads: 309
• Comments: 1
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For CMO Professionals

Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

How Research Touchpoints Affect Consumer Spending

Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

• Downloads: 584

For CMO Professionals

Report:Trends For The CMO To Watch In 2011

Brands Need To Prepare Now For The Next Digital Decade

2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But that...

• Downloads: 1648

For CMO Professionals

Report:The Disruptor's Handbook

How To Innovate Your Products Before Someone Else Does

Digital disruption is about to tear down and rebuild every product in every industry. Thanks to digital platforms, your customers live in a world of heightened expectations and abundant options; they...

• Downloads: 1197
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For CMO Professionals

Report:Case Study: IBM Makes Social Media The Responsibility Of Every Employee

An Empowered Report: Spread Social Media Responsibilities Across The Organization To Empower Employees And Strengthen The Brand

As a global technology leader focused on delivering forward-looking technology and solutions, IBM is no stranger to taking a unique approach in order to generate a stronger end result. To encourage...

• Downloads: 955

For CMO Professionals

Report:Metrics That Matter For B2B Marketers

Revenue Impact Should Top The CMO's Management Dashboard

Chief marketing officers (CMOs) frequently ask Forrester what they should have on their management dashboards. Business-to-business (B2B) CMOs need to do more than measure activities like...

• Downloads: 828

For CMO Professionals

Report:CMOs Must Lead The Brand Experience

Organization: The 21st Century Brand Marketing Playbook

Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive...

• Downloads: 382

For CMO Professionals

Report:When To Socialize Online With B2B Buyers

The Social Technographics® Of Business Buyers Reveals Purchasing Influencers

Does the hype that surrounds social media's impact on how consumers buy translate to business environments? Forrester's North American And European B2B Social Technographics® Online Survey, Q1...

• Downloads: 913

For CMO Professionals

Report:Evaluate Your Brand Building Capabilities

Assessment: The 21st Century Brand Marketing Playbook

Today's digitally empowered consumers have more opportunities than ever to voice their wants, needs, and expectations, forcing marketers to rethink the way they build successful brands. This report...

• Downloads: 273