Forrester

For CMO Professionals

Report:Make B2B Marketing Thrive In The Age Of The Customer

Empowered buyers, disruptive digital innovations, and removal of global and traditional boundaries erase traditional types of competitive advantage. We are now in an era in which competition comes...

• Downloads: 9

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: 463

For CMO Professionals

Report:Nurture Thought Leadership To Nurture Your Brand

Make Thought Leadership The Tip Of The Content Marketing Spear

Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when marketers publish promotional...

• Downloads: 274
• Comments: 1
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For CMO Professionals

Report:Fragmented Path-To-Purchase Demands Everywhere Marketing

Landscape: The Customer Life-Cycle Marketing Playbook

The traditional marketing funnel has been done in by consumer behaviors that are anything but linear. Instead, in each phase of Forrester's customer life cycle — discover, explore, buy, and...

• Downloads: 341

For CMO Professionals

Report:How To Organize For The Digital Future

Assign An Owner To Digital Strategy, Governance, And Execution

To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too...

• Downloads: 538
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For CMO Professionals

Report:Rethink Marketing In The Buyer's Context

How B2B Marketers Need To Recast Their Approach

Business-to-business (B2B) marketers must face a new reality: Empowered customers are educating themselves through professional and peer-created content that is available online. Many claim to...

• Downloads: 329
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For CMO Professionals

Report:The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

• Downloads: 169

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: 601
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For CMO Professionals

Report:Marketers Need To Put Money Where A Consumer's Mouth Is

How Consumers Discover New Brands, Products, And Services

This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

• Downloads: 256
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For CMO Professionals

Report:How To Engage Your Omnichannel Consumer

Brand Engagement The Consumer Way

The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

• Downloads: 438

For CMO Professionals

Report:The Role Of Digital In The Path To Purchase

New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

• Downloads: 1244
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For CMO Professionals

Report:Driving B2B Demand With Social Media

B2B Marketers Must Focus On The Social Rather Than The Media

When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another...

• Downloads: 776
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For CMO Professionals

Report:B2B Marketers Must Focus On Partnership And Experimentation As 2012 Budgets Rise

Business-to-business (B2B) marketing budget growth accelerated in 2012. This report reveals major trends in where those budgets are growing, helps senior marketers benchmark their budget allocation...

• Downloads: 348
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For CMO Professionals

Report:B2B Marketing Trends And Predictions For 2012

Last year, B2B CMOs were challenged with increasing marketing's impact on revenue, adapting to rapidly changing buyer behaviors, and delivering exceptional customer experiences. In 2012, they will go...

• Downloads: 1247
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For CMO Professionals

Report:Drivers Of B2B Marketing Organizational Design

How B2B CMOs Can Determine When To Put Resources Closer To Customers

When thinking about how to organize their marketing departments, business-to-business (B2B) CMOs face constant tension regarding the decision to put marketing resources closer to the customers and...

• Downloads: 495
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For CMO Professionals

Report:Case Study: Caterpillar Aligns Business And IT To Build Customer Value And Power Growth

Caterpillar has encountered a dramatic shift in the buying process as its customers move to digital channels to learn about and support construction equipment. While reinforcing its traditional...

• Downloads: 273

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: 812

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: 818

For CMO Professionals

Report:CMO: The Future Of Mobile Is Context

Mobile Transforms How Companies Interact With Customers

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the...

• Downloads: 829
• Comments: 1
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For CMO Professionals

Report:The State Of B2B Demand Generation: Disjointed

Business-to-business (B2B) marketing and sales teams perform poorly when it comes to demand generation across the board, which results in continuous tension to support goals to create qualified...

• Downloads: 557

For CMO Professionals

Report:Thought Leadership: The Next Wave Of Differentiation In B2B Marketing

Introducing Forrester's IDEA Framework For Thought Leadership Marketing

From medical devices to heavy equipment, business-to-business (B2B) marketers need to position their firms as thought leaders on the issues their buyers face. But most firms don't have a process or...

• Downloads: 1442
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For CMO Professionals

Report:B2B Marketers Must Better Prepare For Marketing Automation

Changing buyer behaviors require business-to-business (B2B) marketers to communicate with prospects and customers in new ways, by delivering content that is personalized to their needs, role, level...

• Downloads: 867

For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 709

For CMO Professionals

Report:Emerging Technologies B2B CMOs Should Watch In 2011

Business-to-business (B2B) CMOs need to keep their eyes on emerging technologies that have the potential to improve customer engagement. Some of the most promising tools are not yet receiving a lot...

• Downloads: 689

For CMO Professionals

Report:B2B Sales And Marketing Alignment Starts With The Customer

Use The Customer Buying Cycle To Align The Go-To-Market Strategy

Despite the best intentions, the conventional thinking of marketing and sales leaders around how to align these two teams is flawed, as it addresses the symptoms rather than the cause of the chasm....

• Downloads: 781