Marketing Strategy For Marketing Leadership Professionals
Forrester has a team of analysts, researchers, and data advisors dedicated to understanding what Marketing Leadership professionals need to be successful. We can deliver customized solutions in a range of formats to fit your organization's needs: half or full-day executive workshops to educate stakeholders; peer or cross-industry benchmark and competitive insight; strategy assessment, planning, and development.
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Forrester has conducted extensive research and delivered customized consulting solutions on all of the key topics detailed below. For more information, please click on the link that most accurately reflects your business challenge:
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If you would like to learn more about how Forrester Consulting can help you be successful as a Marketing Leadership professional, please reach out to your account manager, or contact us.
Media planning isn't just about reach and frequency anymore, but about pulling consumers through the marketing funnel with the right media combination.
To develop effective media plans, marketing leaders need to regularly assess their target consumers' media consumption through the marketing funnel, level of trust with each assessed media, and preferred media to research products or services.
Forrester Consulting can help you answer the following questions:
- What are your consumers' behaviors, preferences, and trust levels across traditional and interactive marketing channels?
- What are the most appropriate media channels for your target segments and business goals?
- How much you should allocate to new media spending, in relation to traditional media?
While budgets and resources are being cut, Marketing Leaders need prove their value more than ever and change their marketing mix to improve ROI. Marketing Leaders are also facing price-conscious consumers with constantly changing needs.
To deliver value in these economic times, marketing leaders need to rethink their go to market strategies.
Forrester Consulting can help you answer the following questions:
- How can you position your brand to help in the downturn?
- Why you need to focus on loyalty and retention during a recession and how?
- How are other marketing organizations re-organizing their teams and what are best practices for re-organization?
- How are marketers using dashboards to help protect their budgets?
- How can you better utilize social technologies in their marketing mix?
- How can you better utilize consumers in your innovation efforts?
- How can you better utilize social technologies in your marketing mix?
- How can you maximize the value of employees as brand advocates?
As marketing channels proliferate, marketers face challenges creating and delivering consistent brand experiences that extend to online and offline formats in multiple languages, often in real time.
In addition to marketing channels, the organization's own employees can provide marketers with a powerful channel.
Forrester Consulting can help you answer the following questions:
- How can I harness consumers' power to create and sustain meaningful brands that connect with my target consumers?
- What are the key best practices to generate brand advocacy among employees to promote the brand and deliver the brand promise?
Consumers are still left out of new product development, despite two facts: 1) an estimated 80% of new products still fail, and 2) digital technologies present an open door to learning what consumers want and need.
Forrester Consulting can help you answer the following questions:
- How can I give consumers a more central role in the innovation process and develop a more valuable and engaging relationship with my consumers?
- How can I assess and take the next step in CDI maturity based on research-driven key practices and success factors?
In a recent Forrester survey of 122 chief and senior marketers, customer acquisition activities rank highly among CMOs' top marketing objectives, while important longer-term objectives like increasing retention and customer lifetime value (CLV) rank significantly lower.
As a result, Marketing Leadership professionals spend too much time on acquisition, while our consumer data shows that their best customers already buy their products and influence other consumers.
Forrester Consulting can help you answer the following questions:
- What is the value of influential consumers who drive purchase decisions, and how should this change your definition of CLV?
- How can you balance your marketing spend across the marketing funnel to match your customers media behavior and target your high-value customers?
Forrester Consulting can help you answer the following questions:
- Are consumers willing to pay more for products that are environmentally friendly, will they reward green firms or brands that have a corporate social responsibility strategy?
- How can I avoid common green marketing mistakes and build effective green strategies by leveraging best practices from in and outside my industry?
Forrester Consulting can help you answer the following questions:
- How can I mature marketing measurement to include emerging channels and a more comprehensive customer valuation?
- How can I develop a new approach for mapping today's intricate customer behaviors into an actionable strategy aligned with a person's buying process?
Forrester Consulting can help you answer the following questions:
- How can I better partner with IT and sales to improve marketing's effectiveness?
- What are the most effective tools and tactics marketers have identified to improve the relationship between marketing and sales?
