Forrester

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: 906

For CMO Professionals

Report:Marketing And IT Must Align For Business Success

Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

• Downloads: 516

For CMO Professionals

Report:Become Scientific About Marketing Investments And Outcomes

Road Map: The Marketing Mix Optimization Playbook

Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps in effectively allocating marketing budgets across an increasingly fragmented media and...

• Downloads: 276

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: 83

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: 870

For CMO Professionals

Tool:Forrester's Marketing Automation Maturity Model

For CMO Professionals

Report:How To Define The Role Of Digital In Integrated Campaigns: Evaluation Criteria For Mapping Digital Strategies To Campaigns

In the report, "How To Define The Role Of Digital In Integrated Campaigns," Forrester identified four ways for marketers to use digital assets more strategically in their integrated marketing...

• Downloads: 47

For CMO Professionals

Report:How To Define The Role Of Digital In Integrated Campaigns

Four Ways To Strategically Add Value To Multichannel Marketing

Marketers continue to treat digital channels as an afterthought of their integrated campaigns, instead of as strategic assets. But it's time for marketers to rethink their approach to multichannel...

• Downloads: 1109

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: 907

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: 868

For CMO Professionals

Tool:Pharma And Services Firms Spend More On Technology For Community Marketing

For CMO Professionals

Report:Competitive Strategy In The Age Of The Customer

Only Customer-Obsessed Companies Can Survive Disruption

Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can't save you. In this age of the customer, the only...

• Downloads: 2778

For CMO Professionals

Tool:Forrester's Marketing Automation Maturity Scorecard

For CMO Professionals

Report:Emerging Technologies For CMOs To Watch: Q3 2012

New Technologies Push The Boundaries Of Customer Engagement

CMOs need to keep an eye on emerging technologies that have the potential to improve customer engagement levels. This third report in our series on emerging technologies explores tools and...

• Downloads: 744
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For CMO Professionals

Report:The Pop-Up Brand Experience

How To Transform Product Transactions Into Brand Moments

Innovative marketers are reinventing how consumers engage with their products by transforming yesterday's transactional vending machines into today's powerful brand experience machines. Some...

• Downloads: 369

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: 573
• Comments: 1
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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: 710

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: 612
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For CMO Professionals

Report:Managing Brand Health In The Digital Age

How To Diagnose And Treat Your Brand's Resilience And Responsiveness

CMOs who remain detached from the everyday pulse of consumer sentiment are putting their brands at great risk. A brand's health is more vulnerable in the digital age as consumer opinion travels...

• Downloads: 791

For CMO Professionals

Report:Orchestrate Direct-To-Consumer Sales As Part Of Your Brand Experience

The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of...

• Downloads: 439