Marketing Annual Planning
The Upfronts Spotlight The TV Advertising Industry’s Lag
April showers bring May flowers and the TV upfronts. The ritual began in 1962, when ABC first scheduled all of its primetime programming to premiere during a single week in September. Since then, the medium of TV has evolved rapidly, but the upfronts have not. Consumption continues to grow across smartphones and smart TVs, satisfying […]
Need A New B2B Marketing Agency? Ditch The Pitch, And Do This Instead …
Looking for a new B2B marketing agency? You’re not alone. Fifty-nine percent of B2B marketing decision-makers are planning to increase outsourced services this year. And B2B organizations already spend more than 12% of their marketing program budgets on agency fees. In fact, agency fees are the largest percentage of B2B marketing program budgets. When B2B […]
B2B Organizations Are Primed For Growth When Lifecycle, Revenue, And Marketing Unite
Frontline B2B marketing teams need a cohesive approach to drive growth and get the most value from advances in tactics, technologies, and processes. Discover how lifecycle revenue marketing helps to achieve that.
B2B CMOs: Top Five Questions About Forrester’s 2023 Planning Guide
What share of marketing budget should go toward technology? How can marketing leaders spend money to make money? Here, we answer some of the questions we've been hearing since we published our planning guide for B2B marketing executives.
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 […]
In An Agile World, Who Needs B2B Marketing Planning?
With a fiercely competitive business landscape, organisations have pushed the gas pedal to raise their growth momentum. New technologies and tech disruptions are mandating newer ways of working. Constantly evolving customer expectations and buying behaviour are pushing marketing organisations to deliver results and high impact, all the time. B2B marketing teams are under pressure to […]
Planning Guides 2023: B2B Marketing Leaders
Learn how and where your peers are increasing their investments – and scaling back. You’ll come away with the insight and data you need to target your investment priorities with more confidence and research-led data.
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.