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
Podcast
How A Sharper Customer Focus Will Fuel B2B Growth In 2023
As inflation woes, market turbulence, and supply chain disruptions cloud the 2023 landscape, B2B organizations will look to their existing customers to forge a more predictable path to growth. On this week’s What It Means, VP, Principal Analyst Ross Graber discusses this and other 2023 predictions for B2B marketing and sales leaders.
Blog
The B2C CMO’s Environmental Sustainability Blueprint
Despite the massive opportunity in today’s green market, many B2C CMOs don’t know where to start. Learn the six keys to activating sustainability in your B2C marketing and communications.
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
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
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
Lead A High-Performing Digital Team
Learn how digital business leaders can build a stellar team with the right digital competencies to execute the digital strategy.
Blog
For European Leaders, 2023 Planning Requires Discipline And Precision
As war, inflation, and fuel shortage fears cloud the near-term picture for businesses, being shrewd with investments and initiatives will be key.
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
Running Twice As Smart: A CMO Growth Primer For An Economic Downturn
It takes all the running you can do to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that! — “Alice in Wonderland” Run Twice As Smart We sit in the penumbra of a pandemic, on the cusp of a recession. In these […]
Blog
Three Reasons Why Demand Marketers Should Attend Forrester’s B2B Summit EMEA
Learn what's in store for demand and ABM professionals at this year's event.
Blog
Productivity And Customer Focus Are Top Of Mind For German Manufacturers And Financial Services And Insurance Providers
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 […]
Blog
What To Expect At Forrester’s B2B Summit EMEA 2022
This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.
Blog
A Booming Advertising Talent Market Illustrates The Belated Agency Transformation
Advertising industry growth has not yet stalled, counter to the misguided headlines. Despite rising inflation, concern for recession, and agency and tech company layoffs, US advertising industry job growth remains strong. According to the US Bureau of Labor Statistics (BLS), advertising and related services added 3,800 jobs in June, while the total US jobs market […]
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
Metaverse-Like Experiences: Is Novelty Enough? A Look At ESPN’s Fifty/50 World
ESPN Edge built the interactive, 3D environment Fifty/50 World to celebrate 50 years of Title IX. Learn what a Gen X consumer — and a sophisticated 13-year-old user of online 3D immersive gaming and entertainment platforms — thought of the experience.
Blog
Firms Struggle To Embed Sustainability In Customer Journeys
Many CX pros miss the sustainability opportunity. Read examples of companies embedding sustainability at different customer journey stages.
Blog
The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
Podcast
Why Are Brands Funding Misinformation?
Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
Blog
VivaTech 2022: From The Metaverse Hype To Green Tech Solutions
Paris was the center of innovation and technology last week. The 2022 edition of VivaTech in Paris was a great success with more than 90,000 in-person visitors and 300,000 digital connections. It has become the largest technology and innovation event in Europe with CEOs, C-leaders, VCs, and startups attending from all over the world. If […]
Explore B2B Marketing Shifts For 2023
Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.
Blog
Manage Your Martech, Or It Will Manage You
Your marketing strategy is DOA without the tech to back it up. That means CMOs can’t afford to take a passive approach to martech.
Blog
B2B Companies Take Action — To A Point — In Response To The War In Ukraine
A recent survey of B2B organizations shed light on what they have been willing to do in response to the war and what has driven those decisions.
Blog
Data Clean Rooms Add Complexity To The Data Deprecation Conundrum
The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]
More posts