Brand and Communications
A strong brand is among a company’s most valuable assets. Today, a clear, consistent branding strategy is as critical for B2B organizations as it is for consumer-focused firms. Explore our brand and communications insights to help connect brand to business value and drive awareness, demand, and engagement.
Insights
Blog
Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog
Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content
Learn how smart B2B marketers are navigating the hype around generative AI and achieving quality content at scale.
B2B Summit North America
Discover research-based insights, tools, and frameworks to power your success in a tumultuous 2023. Join us for the year's premier event for B2B marketing, sales, and product teams.
Blog
Resist Short-Termism To Avoid Brand Budget Cuts
High-growth companies see brand activation as a vital part of their strategy — even in economic uncertainty. Here are some of the ways that these organizations prioritize it.
Blog
The Top Five Reasons To Attend B2B Summit North America 2023
Over 100 analyst-led sessions, detailed case studies and success stories, and unparalleled networking opportunities are just a few of the things that B2B marketing, sales, and product leaders can expect at this year’s event.
Blog
It’s Time To Reinvent B2B Corporate Social Responsibility
Corporate social responsibility (CSR) used to have a bad rap, often relegated to philanthropic largesse and entirely disconnected from the core business. Those days are over. Today, B2B buyers are making purchase decisions based on CSR criteria, the best talent gravitates to companies that live their values, and investors and other stakeholders are rewarding companies […]
Blog
B2B CMOs Must Form A Rebel Alliance To Bull’s-Eye Their 2023 Target
Joining forces with other key stakeholders will enable marketing leaders to triumph amid vast uncertainty.
Blog
The Future Of Localization Is Here: Are You Ready?
Here’s a thought experiment to test if your organization is ready for the future of localization. When you think about your customer and employee experience (CX and EX), do you think about what it’s like in each of their languages? Or do you unconsciously assume a monolingual experience? If we’re honest, many of us, especially […]
Turn 2023 Predictions Into Bold Action
Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.
Blog
B2B CMOs: Your Marketing Ops Leader Is A Four-Leaf Clover
As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.
Blog
High-Growth B2B Businesses Invest In Brand When Facing Economic Uncertainty
Whichever side of the recession debate you’re on, what’s clear is that there is economic uncertainty. On the heels of the “great resignation,” where people were leaving jobs in search of better pay, more flexibility, and increased job satisfaction, we’re now seeing hiring freezes at some companies. This doesn’t mean that every company will cut […]
Blog
How A Strong Collaboration Between CMO And CIO Accelerates Businesses’ Success
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 […]
Blog
The 12 Tales Of Leadership
Leadership in essence is about persuasion — winning people’s hearts and minds. Leaders must connect with empathy and emotion to lead, influence, and inspire. Stories connect with us emotionally. And our emotions drive our decisions subconsciously. We do this before we apply logic and intellectual reasoning to justify the decision we already made subconsciously. Leadership […]
Tackle 2023 With Bold Action & Clear Focus
Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.
Blog
Can B2B CMOs Save The Planet, Too?
Companies' pledges to become more sustainable are encouraging — if they translate into action. Marketing leaders must work to ensure that messaging aligns with action and purpose.
Blog
How Should Financial Services Respond To The Cost-Of-Living Crisis?
Banks should address the current, intense cost-of-living pressures as they did the pandemic — with empathy, flexibility, and creativity.
Blog
Oh, How I Love Thee — Brand Preference Measurement Goes Deeper Than Awareness
Before launching programs to improve brand health, you need to understand the sentiments and associations of your brand in the market and where your brand stands in terms of preference.
Podcast
When Should Brands Take A Stand?
Consumers, employees, and shareholders increasingly expect companies to speak out on social and political issues. When should they, and how should they make the decision? On this week’s What It Means, Vice President, Research Director Mike Proulx and Vice President, Principal Analyst Dipanjan Chatterjee explain how brands can navigate these scenarios.
Blog
What Happens To Trust In Times of Economic Volatility?
In times of extraordinary political and social instability, consumers turn to brands they trust. Get a data-driven look at why that is and how to make the most of it.
See Why 2023 Fortune Favors The Bold And Focused
Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.
Blog
B2C Marketing Executives: Focus Your 2023 Marketing Plans On High-Value, Customer-First Strategies
Read a few of our key takeaways on where to invest, where to cut, and where to experiment to create a smart B2C marketing budget in 2023.
Blog
Right Insights, Right Time: What Is DataComs, And Why Should You Care?
This week, Forrester published Data Communications Will Make Or Break Your Data Literacy Efforts. In this first research report on this topic, clients will discover how closing gaps in communication can ignite insights-driven decision-making. This content will resonate most with people leaders or change agents who are struggling to transport insights-related messages from the top […]
Blog
Media Is The Flywheel For Integration And Growth
Are Integrated Agency Relationships The Way Of The Future? Many indicators point to “yes.” CMOs Want Integration Intrigued by the potential lift from integrated marketing solutions, CMOs are changing the nature of their agency relationships to be more connected and improve marketing impact. Our research shows that nearly two in five CMOs will restructure their […]
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