CMO Trends
The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.
Insights
Blog
Is A $7 Million Super Bowl Ad Worth It? Probably Not
A 30-second spot at this year’s Super Bowl will set you back a cool 7 million bucks. And even if you wanted one of those spots, you can’t have it — they’ve been gone for a while. That must mean these ads are like the proverbial goose laying golden eggs, right? Wrong! Find out more in this analysis of Super Bowl ad spending trends.
Blog
Introducing Forrester’s Brand Experience Index — Drive Growth With Both Brand And Customer Experience
Enhancing brand experience in tandem with customer experience has a multiplicative revenue impact. Learn about our new approach for measuring and analyzing the two — and how it can point you toward avenues for growth.
Limited-Time New Year’s Deal: Save $900 On B2B Summit
CMOs, ready to drive growth in 2025? Save $900 on Forrester's B2B Summit North America when you register by January 27. Connect with strategies, tools, and analysts to navigate the changing buyer landscape.
Blog
Dry January Is Really A Lesson In Self-Optimization
The US Surgeon General’s recent warning on alcohol consumption and cancer risk comes at a time when many consumers are participating in dry January, with new terms such as sober-curious being used and demand for “sober bars.” But rather than getting caught up in the pessimistic future of alcoholic beverage companies or the food and […]
Blog
Full-Funnel Advertising Makes Poppi Famous
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
Blog
Mastering The Digital Seas: A Guide To E-Commerce Precision
Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.
Blog
Look For These Five Brand And Customer Experience Themes At CES 2025
CES 2025 will be defined by five brand and customer experience themes ranging from brands searching for salience to companies finding realistic and pragmatic applications for AI-fueled experiences. Find out what to expect at CES 2025 in this preview.
Blog
AI Agents Are Your New Coworkers: Get To Know Them Better At B2B Summit
Within three years, agentic AI will impact every area of the business for both buyer and seller, transforming human and nonhuman interactions throughout the purchasing journey and post-sale customer experience. At this year’s B2B Summit North America, you’ll learn how to gain value from this powerful tech.
Blog
The Average B2B Firm Invests 8% Of Revenue In Marketing — But That’s Not The Whole Story
Global averages mask a great deal of nuance. Get an overview of our B2B marketing budget benchmark reports and find out how they can help you evaluate your marketing investment.
Blog
Prédictions 2025
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prévisions que Forrester anticipe pour l’année qui vient. Début 2024, j’avais partagé une dizaine de prévisions ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – a analysé la pertinence de nos prévisions en revenant de manière […]
Blog
What Omnicom’s Acquisition Of IPG Means For Marketers
Omnicom announced its plans to acquire IPG, creating the largest, global marketing services company. Find out what the deal could mean for your business or brand.
Blog
Is Your Bank Ready For What’s Next In Mobile?
Our newly published research into people’s mobile banking needs, expectations, and behaviors surfaced 10 emerging must-have features and 10 emerging differentiators in mobile banking experiences.
Blog
The Top Five Initiatives For B2C CMOs In 2025
CMOs are entering the new year with several critical priorities. Forrester's Q4 B2C Marketing CMO Pulse Survey, 2024 reveals their top five.
Jan. 23 B2B Marketing & Sales Predictions Webinar
Join us live to explore the impact of our 2025 predictions on your B2B marketing and sales strategy. Get analyst advice on how to prepare for what’s ahead.
Blog
Better Your Brand Measurement With These Best-In-Class Providers
If you’re looking to implement a new program or fine-tune your existing brand measurement, we have both bad news and good news for you. Learn what it is and how Forrester's new landscape can help.
Blog
AI Readiness Is Already High In Advanced Frontline Marketing Teams
Learn more about what is driving AI readiness and adoption in frontline marketing in this preview of a new report.
Blog
What The US Election Results Mean For Consumer Spending
With a new administration set to take office in the US in 2025, a different set of economic and trade policies will come into play. Find out how that could impact consumer spending in the next four years.
Blog
Predictions 2025: Younger Business Buyers And GenAI Will Upend The Status Quo
B2B organizations won’t succeed without adapting to the preferences of younger business buyers. Find out how they will shape the landscape in the year ahead.
Watch Our B2C Marketing & CX Predictions Webinar Replay!
See what you missed! Watch our on-demand webinar to explore the impact of our 2025 predictions on your B2C marketing and CX strategy — from customer growth and privacy to loyalty and tech stacks.
Podcast
Are We Nearing The End Of The Google Era?
Two major antitrust lawsuits could loosen Google’s grip on online search and advertising. What are the potential implications, and how should brands and advertisers prepare? Senior Analysts Nikhil Lai and Mo Allibhai discuss the cases and the broader shifts ahead for search marketing and advertising on this week’s What It Means episode.
Blog
Embracing Local Flavors: Understand Regional Differences In B2B Marketing In Europe
European B2B marketing is conquering challenges as businesses navigate fluctuating economic climates, process inefficiencies, data management challenges, and recruitment difficulties. Forrester’s Marketing Survey 2024 delves deep into how France, Germany, Italy, Spain, and the UK each present unique markets with distinct regional needs. The insights reveal that: Investment enthusiasm is shifting across boarders but tech matters […]
Blog
The Future Of GenAI Is Increasingly Agentic
A key theme of Forrester’s recent B2B Summit APAC in Singapore was the need to break down silos within revenue processes and reimagine a customer-centric approach that aligns with the customer throughout the entire lifecycle. Learn how agentic AI is accelerating this transformation in three critical ways.
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