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

One Game To Rule Them All: Sports And Fandom In America

Dipanjan Chatterjee 2 days ago
It’s not often that soccer and the United States are spoken of in the same breath. But a diminutive Argentinian possessing outsized wizardry changed all of that. Lionel Messi put US Major League Soccer on the world map, and Apple brought the games into American living rooms. On Saturday, December 9, it all comes to […]
Blog

Consumers, COP28, And The Green Market Revolution

Thomas Husson November 30, 2023
With the UN Climate Change Conference (COP28) happening in Dubai, learn why Forrester believes firms can no longer ignore the Green Market Revolution.
Blog

In 2024, B2C CMOs Want The Most Help With These Five Areas

Mike Proulx November 28, 2023
Learn what our recent survey of marketing heads revealed.
Blog

Three Signs That Consumers’ Impulsive Spending Is Growing

Audrey Chee-Read November 8, 2023
Impulse spending behavior is growing — and companies are finding opportunities both online and offline to entice consumers to add to their basket. Forrester’s February 2023 Consumer Pulse Survey found that roughly one in two of US and UK Gen Z adults report making impulsive decisions when shopping. Offline, brands and retailers for years have […]
Blog

Consumer Spending Expectations — Holiday Edition

Dipanjan Chatterjee November 8, 2023
Consumers are mostly skittish about spending more this holiday than they have the rest of the year, and categories like beauty and personal care and consumer durables will fare far worse than health and wellness and apparel.
Blog

Five Holiday Shopping Trends That Will Surprise You

Dipanjan Chatterjee October 27, 2023
Brands must contend with a consumer caught between sagging confidence and a healthy pocketbook, making this a holiday unlike any other.
Video

Predictions 2024: CMOs Prioritize Practicality Over Purpose

Mike Proulx October 25, 2023

WEBINAR: Learn How (And Why) Reltio Left MQLs Behind

Reltio did it, and so can you! Join us for a LIVE webinar on December 14 to learn how Reltio transformed its revenue strategy in just 60 days with a shift from MQLs to buying groups.

Blog

Embrace Storymaking To Change Your Sustainability Brand Narrative

Thomas Husson October 20, 2023
In 1994, when he was CEO of Pixar, Steve Jobs said, “The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.” Fast-forward almost 30 years later, and storytelling is still incredibly powerful. Marketers and the agencies and influencers that […]
Blog

Align Purpose And Value Proposition To Activate Sustainability

Thomas Husson October 19, 2023
Over the past few years, many firms have defined or revisited their purpose — their reason for existence and how they contribute to society and to the planet. The number of B Corps has grown from about 1,000 in 2016 to over 7,000 in 2023. In France alone, more than 1,000 firms, including large corporations […]
Blog

Go Beyond The Hype: What B2B CMOs Should Do About GenAI Now

Ian Bruce October 11, 2023
The call to action for B2B marketing is to be agile, get active, and not stay on the sidelines of generative AI. Learn the four key areas your readiness assessment should focus on.
Blog

Introducing Forrester’s Generative AI Consumer Outlook Quarterly Blog Series

Audrey Chee-Read October 6, 2023
It’s been almost a year since ChatGPT made its big splash in late 2022 and consumers are both cautious and optimistic. This new blog series will track the latest consumer outlook for generative AI.
Blog

A Potential EU Ban On “Climate-Neutral” Terms And Labels Will Force CMOs To Revisit Their Communication

Thomas Husson September 21, 2023
The European Parliament and Council have reached a provisional agreement on new rules to ban misleading advertisements and provide consumers with better product information. Generic Environmental Claims Will Be Banned Specifically, terms such as “environmentally friendly,” “natural,” “biodegradable,” “climate-neutral,” or “eco-” will be banned without proof of recognized excellent environmental performance relevant to the claim. […]

WEBINAR: Learn How (And Why) Reltio Left MQLs Behind

Reltio did it, and so can you! Hear analysts reveal how Reltio transformed its revenue strategy in just 60 days with a shift from MQLs to buying groups.

Podcast

How Will Generative AI Change B2B Marketing?

What It Means September 21, 2023
For all the FOMO that generative AI has inspired among B2B marketers, many aren’t sure where to start with it. Principal Analyst Lisa Gately shares her insights this week on What It Means.
Blog

The Consumer Does Not Need To Be Part Of Every Business Decision

Audrey Chee-Read September 19, 2023
As Forrester’s consumer behavior analyst, I’m going to say something controversial: The consumer does not need to be a part of every business decision. There’s no shortage of supply or demand for consumer insights. In fact, the pandemic supercharged market research capabilities to create more efficient and cost-effective platforms and tools to gather those insights. […]
Blog

Consumer Spending Trends — 2023 Edition

Dipanjan Chatterjee September 8, 2023
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]
Blog

Building Bonds With Buyers: Strengthening The Trust Fabric

Subhendu Pattnaik September 4, 2023
In the AI age, reliance on data for insights is table stakes. In the past few months since we completed Forrester’s annual marketing survey, I have been engrossed in finding patterns and correlations in the data about the top-most priorities of CMOs globally and their challenges, growth objectives, key initiatives, technology usage, budgets, spending patterns, […]
Blog

Invest In Demand-Side Platforms To Lift Productivity And Performance

Nikhil Lai August 24, 2023
Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a practice since revealed to be rife with data leakage and brand safety concerns. At the time, DSPs met advertisers’ needs by connecting them to exchanges where publishers’ (mostly) desktop display […]

Global

Don’t Miss Our Live 2024 Predictions Deep Dive

Join us on January 18 to hear from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

Market Limbo Requires That Marketers Remain Limber

Keith Johnston August 8, 2023
For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.
Blog

How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024

Srividya Sridharan August 8, 2023
Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.
Blog

Growth Strategy In Action: Apple Plants New Seeds

Dipanjan Chatterjee August 7, 2023
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]
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