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

Data Clean Rooms Add Complexity To The Data Deprecation Conundrum

Tina Moffett 2 days ago
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 […]
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The Ukraine War Galvanizes Consumers Into Demanding Action

Dipanjan Chatterjee 3 days ago
We are about three months into a conflict that has shaken the world. Many, such as the people of France and the UK, are on edge as the specter of war returns to haunt the European continent. For others, like those in the United States, virtual proximity has brought a war being fought far away […]

Orchestrate Your B2B Marketing Organization For Success

Learn how to align teams, workflows, and tools for optimal results.

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Leadership Change, Not Change Management

Thomas Husson May 18, 2022
Whether you refer to digital transformation, customer experience transformation, or sustainable transformation, the most important success factor is often the same, whatever the industry. It is all about the role leaders play in evolving the culture of their organisation. As my colleague Katy Tynan sums it up, this is more about leadership change than about […]
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Employer Branding Is Marketing’s New Frontier

Dipanjan Chatterjee May 11, 2022
As attracting and retaining talent becomes ever more challenging, employer branding is moving to the top of the CEO’s agenda. CMOs have a vital role to play.
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Top Five Most Critical CMO Priorities For B2C Brands

Mike Proulx May 11, 2022
Fresh data from Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022, reveals the top five most critical CMO priorities for B2C brands. Learn more.
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The Entire Ad Supply Chain Is At Fault For Disinformation

Kelsey Chickering May 11, 2022
Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]
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A Path To Growth: Key Insights And 2022 Trends For B2B CMOs

Christina Schmitt May 11, 2022
Forrester’s Marketing Survey, 2022, revealed insights that can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]

How The Pandemic Reshaped B2B Buying

Download our infographic to learn how buying dynamics have shifted and what you should do to make inroads with today's discerning buyers.

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What Kind Of B2B Marketing Sandwich Will You Make?

Barbie Mattie April 20, 2022
While definitions vary, the modern, Western-world concept of a sandwich is two slices of bread with filling in between. When analyzing a survey question from Forrester’s Marketing Survey, 2022 (during lunch), it became apparent that high-growth (>20% increase in annual revenue) companies and companies with flat-to-declining annual revenue both will use the same proverbial slices […]
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You’re Probably Greenwashing, But You Don’t Know It

Thomas Husson April 20, 2022
Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]
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Marketing Growth Will Accelerate In The Post-Pandemic Era

Brandon Verblow March 31, 2022
Marketing’s shift to digital and its importance in a rapidly changing world will accelerate marketing investment. But growth will vary by industry.
Video

There Is No Metaverse Today, But Be Prepared

Mike Proulx March 29, 2022

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Some Research Themes For Financial Services In 2022 (Plus A Survey You Can Take To Help)

Peter Wannemacher March 22, 2022
We’ve been diving deep into a number of topics that financial services executives and their teams care about (or should care about). Here are just five of the topics we find particularly interesting: Embedded finance. A crop of fintech startups and large financial providers are investing in embedded finance — in which financial products and […]

Alignment is Key to a Great Annual Marketing Plan

The concept behind an annual marketing plan may be simple but building a plan that your organisation can get behind is not so easy. Join this free webinar to learn more.

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B2B Rebranding Is On The Rise

Ian Bruce March 14, 2022
One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand. A brand’s messaging, positioning, and visual identity permeate all aspects of the company’s go-to-market activities and usually endure for many years. We frequently engage with clients on rebrands, helping them sort through the business justification and […]
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Don’t Set Yourself Up To Fail: Move Away From Marketing Sourcing Metrics

Brett Kahnke March 11, 2022
Sourcing metrics provide precious little insight. Why do marketing leaders and teams still embrace them as the primary gauge of their success?
Video

Meet Forrester’s Newest B2C CMO Executive Partner, Eric Epstein

Mike Proulx March 10, 2022

Blog

The New Green Consumer

Thomas Husson March 9, 2022
Empowered customers are greener customers, and they demand sustainable brands. Unsurprisingly, European consumers lead on green adoption, while Australian and US consumers are the least green. There is no “one size fits all” approach when it comes to green consumers, as their behaviors, attitudes, and expectations are evolving quickly. A couple of counterintuitive facts from […]
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Advertisers Are Inadvertently Funding Russian Disinformation

Kelsey Chickering March 7, 2022
Disinformation is fueling war, and advertisers are inadvertently funding the problem. It's time to fight inertia and take action against disinformation.

How To Build An Annual Marketing Plan

Improve your approach to planning for 2022 with practical guidance that will help you deliver a plan everyone can understand, align with, and implement successfully.

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When More Is Less: Investing Intentionally In Customer Obsession

Amy Bills February 23, 2022
The most successful companies put their customers at the heart of all they do. Yet customer obsession is not an all-or-nothing proposition.
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Brands Of The Year: Tesla, YETI, Target, And Fintechs

Dipanjan Chatterjee February 7, 2022
Brands Thrive In The Pandemic’s Aftershock In 2020, companies braced for upheaval, navigating a century-defining pandemic through a fog of uncertainty. What followed in 2021 was a series of aftershocks: a tumultuous year of vaccines and variants, hope, and despair that shredded any semblance of normalcy.  In an incredibly challenging year, these brands exemplified the […]
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Employers Must Navigate Social-Values-Based Branding With Care

Dipanjan Chatterjee January 31, 2022
Your values-based branding playbook may have won over consumers, but to improve employer branding you're going to need new tactics. Meet your obstacle: Asymmetric Information.
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