Christina Schmitt

Drawing from my personal experience and passion for e-commerce, I am excited to share research on the compelling reasons and effective strategies for B2B organizations to harness this route to market that will propel their organizational growth. In parallel, this blog marks the commencement of a six-part series, set to be released over the next […]

In the fast-paced realm of B2B marketing, it’s crucial for chief marketing officers to adapt and enhance their marketing strategies. The focus is shifting away from traditional channel marketing, and it’s time to embrace the power of partner marketing for a true marketing transformation. The most popular priority of B2B marketing leaders for the next […]

In a world increasingly focused on environmental sustainability, it’s no surprise that every aspect of business is being scrutinized for its impact on the planet. One aspect that often flies under the radar is marketing technology. The digital landscape we operate in demands ever more energy and resources, making it imperative for businesses to rethink […]

(cowritten with Research Associate Julia Swerdlow) It’s not new that marketing technology (martech) plays a central role in enabling B2B organizations’ marketing strategies. In fact, more than half of B2B marketing leaders invest over 10% of their total marketing budget in technology, per Forrester’s Marketing Survey, 2023. And investments are expected to grow, with over […]

Your organization’s brand matters — a lot — but marketing often fails to demonstrate how your brand contributes to revenue and growth. Frankly, it’s difficult to measure: Translating awareness, perception, and preference into solid metrics that excite and reassure other areas of the organization about marketing’s activity is challenging. Not surprisingly, non-marketing leaders often underestimate […]

The environment of B2B organizations and B2B marketing is changing rapidly, and it’s essential that companies keep up to stay ahead of the game. One area that needs attention is revenue management, which traditionally focused solely on lead-centric acquisition processes. As customer buying behavior changes, however, B2B organizations and their CMOs must take a more […]

Technology is not the exclusive core expertise of IT anymore. For many years, technology has had a place in the B2B marketing strategy and represents a big part of marketing’s responsibility. In addition to implementing and running the relevant marketing technology, marketing requires the knowledge to use it effectively to drive the revenue engine, create […]

In reviewing the new Forrester Marketing Survey, 2022, where we have asked marketing executives globally about their opinions on marketing strategy, interesting insights have been captured. Looking at the growth strategies and marketing priorities of B2B organisations for 2022, differences in their marketing strategies are clearly displayed, especially when comparing regions or industries. Putting a […]

Les révélations de la Marketing Survey de Forrester pour l’année 2022 donnent de nouvelles clés aux responsables marketing B2B afin de renforcer leur stratégie.

Die Forrester-Marketing-Umfrage 2022 bietet – neben den sechs CMO-Trends – weitere Einblicke in die Chancen und Herausforderungen, die B2B-Marketer angehen müssen, um erfolgreich zu sein.

Forrester’s Marketing Survey, 2022, revealed insights that should inform B2B marketing strategy and the trends that CMOs should watch.

Sourcing KPI don´t support the complexity and measurement of marketing activities or ROI optimization. A new set of KPI is required.