Chief Marketing Officer
The stakes for marketing leaders are high as buyer expectations climb and pressures to prove ROI intensify. Explore our marketing executive insights to help drive marketing and sales alignment, connect marketing to business strategy, and show clear marketing ROI.
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Insights
Blog
Leaders Need To Review Event Plans Amid Economic And Political Uncertainty
The political environment is impacting the appeal of US-based events for international attendees, with Tourism Economics, a subsidiary of Oxford Economics, predicting a 15.2% decline in inbound international travel due to a combination of shifts in pubic sentiment, travel advisories, and visa delays. At the same time, events focused on the US government sector are […]
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Navigating The Storm: How B2B Leaders Can Weather Volatility And Thrive
Doubling down on customer insights, leaning into stability where it exists, and staying empathetic and adaptable will help B2B leaders stay on course.
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Confidence In Marketing Measurement Is Increasing, But The Job Is Getting Bigger
While B2C marketers are confident in their ability to measure impact, trends in marketing analytics aren't making it any easier. Find out why in this preview of a new report on the state of B2C marketing measurement.
Blog
The Sudden Silo Breaker: GenAI Converges Search Experiences And Disciplines
Generative AI search experiences are increasingly conversational, assistive, and agentic. As a result, distinctions between search experiences are disappearing. Our latest report helps marketing, digital, and technology leaders and processes adapt to genAI-integrated search.
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B2B Brand Safety Must Transcend Digital Boundaries
Companies’ reputations aren’t just built (or destroyed) online. Marketing leaders must stay mindful of the vast ecosystem influencing their brand’s reputation.
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In A World Of Buying Mayhem, All Leaders Must Be Change Leaders
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
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Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.
Turn Uncertainty Into Opportunity
Market volatility isn’t a roadblock — it’s your launchpad. With Forrester’s expert resources, you can optimize costs, lead with confidence, and turn challenges into growth.
Blog
Announcing The Winners Of Forrester’s B2B Return On Integration Honors For North America
This year’s winners stand out for their level of customer focus, cross-functional integration, and business results. Learn about this year’s B2B Return On Integration Honorees for North America, and hear their stories at our upcoming B2B Summit.
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X-tortion: How Advertisers Are Losing Control Of Media Choice
The platform's recent actions to appeal for increased advertising investment threaten media choice and the solvency of the advertising industry.
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Sync Or Swim: Mastering B2B Processes
In today’s fast-paced business environment, operational excellence is crucial. Successful organizations categorize and sequence every B2B process, identifying and addressing breakdowns effectively. The Forrester B2B Process Chain Framework provides seven categories — strategize, plan, design, build, deploy, measure, and optimize — that help visualize and synchronize interconnected B2B processes. This alignment ensures excellence and adaptability, supporting sales and marketing teams.
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The Essential Role Of Process In Executing Your B2B Strategy
Process is not merely a conduit for efficiency; it’s the backbone for converting strategy into results. Without a robust process in place, reaching your goals becomes almost impossible. Learn a four-step method to turning process into a powerful execution tool.
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Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
Turn Uncertainty Into Opportunity
Market volatility isn’t a roadblock — it’s your launchpad. With Forrester’s expert resources, you can optimize costs, lead with confidence, and turn challenges into growth.
Blog
If Process Is So Important, Why Isn’t Process Prioritized?
In today’s unstable market driven by shifting buyer expectations and AI disruption, strong processes are an organization’s lifeline, ensuring predictability, consistency, and scalability, yet many organizations overlook their importance. Investing in process improvement isn’t a nice-to-have — it’s essential. It boosts innovation, creates competitive differentiation, improves efficiency, cuts waste, and makes an organization agile.
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The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
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“Learn Best Practices, Hear Ideas, And Just Get Motivated” — B2B Summit Attendees Share Why You Should Attend
What makes Forrester’s B2B Summit the premier gathering for marketing, sales, product, and customer success pros? We asked past attendees to find out.
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SEO Must Solve Its Marketing Problem
SEO remains critically important, despite its challenges. The market for SEO solutions is growing to meet marketers’ evolving needs, including adapting to the rise of generative AI and diversification of search beyond Google. Our new Landscape report delves into the SEO market’s maturity, dynamics, notable vendors, and more.
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Will AI Take Your B2B Marketing Job?
Our recent survey of marketing leaders point toward a nuanced reality. Yet it is abundantly clear that AI will change white collar professions.
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’Tis The Season … For B2B Summit
Our B2B research team is preparing feverishly for this year’s event, which starts March 31. Get a sneak preview here of a few of the sessions and panel discussions in the works.
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Participate In Forrester’s 2025 State Of B2B Events Survey And Unlock Valuable Insights For Your Organization
Participate in the Forrester 2025 B2B event trends survey and gain access to the latest trends to help shape your event strategy this year.
Blog
Great Digital Banking Experiences Create A Data-For-Value Flywheel
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]
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