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.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
How Leading Organizations Are Rethinking B2B Event Strategy
B2B event teams are operating under increasing pressure. Budgets remain constrained, audience expectations continue to rise, and CMOs want clearer evidence that events contribute to business impact — yet not all event programs respond in the same way. Our analysis of Forrester’s 2026 State Of B2B Events Survey reveals that the highest-performing organizations set themselves […]
Blog
AEO Will Be Won With Solutions That Provide Intelligence, Orchestration, And Outcomes
Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect roles critical to AEO, and mature AEO competencies. As they do, […]
Surface Your B2B Brand In AI Results
Answer engines are shaping vendor evaluation earlier in B2B buying. Learn how to gain visibility in AI-generated recommendations, build credibility, and attract higher-intent buyers through AI-powered discovery.
Webinar
Rethinking B2B Marketing Contribution In The AI Era – APAC
AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.
Blog
Too Many AI Use Cases, Too Little Impact
Organizations are flooded with AI ideas, pilots, and proofs of concept, yet many struggle to translate them into measurable business outcomes. The problem is not a lack of AI use cases. The problem is prioritization. Learn how to evaluate AI opportunities through the lens of business value, impact, feasibility, and strategic alignment to focus investments where they deliver the greatest return.
Webinar
Rethinking B2B Marketing Contribution In The AI Era
AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.
Blog
Your AI Strategy Already Made A Risk Decision. Have You?
How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.
Blog
Meet Digital Experience Tech’s New Interface: Agentic AI Systems Of Action
User interfaces and workflows built with agentic AI are emerging as the next frontier of digital experience tech’s evolution. For two decades, digital teams accelerated business results by implementing better software. Monolithic digital experience and content management solutions gave way to composable architectures that allowed digital teams to assemble specialized capabilities faster and create better […]
What Makes AI Recommend One Brand Over Another?
Answer engines are reshaping the ways consumers discover brands. Learn how to increase the likelihood that AI-powered search mentions, cites, and recommends your brand before shoppers ever visit your site.
Blog
Is Your Marketing Function Capable Of Growth?
I’m a very inexperienced gardener. I’m lucky that the annuals in the yard I inherited from a previous green-thumbed owner are fairly hearty and thrive despite my lackluster efforts. But even I know that if I manage to nurture a seed into a seedling, I wouldn’t then start to measure success by how many bunnies […]
Blog
Your Processes Are The Weakest Part Of Your AEO Strategy
Many marketers know the best practices they must implement to get mentioned and cited by ChatGPT, Google, and Claude but still struggle to implement answer engine optimization (AEO). Marketers sync with web developers about the technical prerequisites of visibility: server-side rendering, Bing’s IndexNow protocol, monitoring for indexation issues, and more. They’re well aware of the […]
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World – APAC
Join us September 8: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Blog
Preference Matters More Than In-Market Intent Alone In Modern B2B Buying
The traditional performance marketing model assumes that marketers can influence buyers once they enter the market, but today’s B2B buyers often begin their search with strong preferences already in place. Intent signals frequently reveal existing demand rather than create it, making many late-stage marketing efforts a pursuit of opportunities that are already leaning toward a competitor.
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World
Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Is Your Marketing Measurement Built For Today’s Buyer?
AI is changing how buyers discover and evaluate vendors, yet many teams still rely on measurement models built for a different buying journey. Join Ross Graber to learn what needs to change.
Blog
The Content Bottleneck Has Shifted: Why Enterprise AI Isn’t Enough
The constraint marketing leaders are running into is no longer about content generation. It’s scaling marketing without losing trust, quality, or control.
Blog
B2B Marketing Has A Purpose Problem
Most B2B marketing leaders see their function as a strategic partner or primary growth driver, yet they believe that their peers don't share that perception. To bridge the gap, marketing leaders must be clear about what marketing is for.
Blog
Use 2027 Budget Optimism To Drive An AI Reset
Budget optimism is rising as 2027 approaches — but more spend alone won’t improve outcomes. Use this moment to reset your AI investments. Prioritize the readiness, governance, and context required to make it truly work.
Blog
CMOs Are Asking The Wrong Question About AI And Marketing Roles
Every B2B CMO I talk to right now is asking a version of the same question: What roles do I need on my team for the future? It is a fair question. It is also the wrong one to lead with. AI is not changing marketing by introducing a fixed set of new jobs to […]
Blog
Budget Planning 2027: B2B Marketing Leaders Must Prioritize Focus For Resilience
B2B marketing leaders entering the 2027 planning cycle must rethink traditional budget planning and shift toward focused, outcome-driven investment strategies. In an era of AI-driven disruption and market volatility, success will depend on where organizations concentrate spend, divest low-impact initiatives, and invest in resilience-building capabilities.
ON-DEMAND WEBINAR
Move Beyond Content Metrics To Business Impact
Buyer journeys span websites, communities, social channels, and AI answer engines. Watch the webinar to learn how to identify the content that shapes preferences and contributes to revenue outcomes.
Blog
New Analysis Suggests The CMO’s Role In The Fortune 500 Is At A Crossroads
For years, the chief marketing officer has been one of the most scrutinized roles in the C-suite, and that scrutiny isn’t easing, according to Forrester’s third annual analysis of CMOs in the Fortune 500. But the data suggests that the prevailing narrative of CMO decline masks the real story: reinvention.
Blog
The Next Era Of B2B Events: Eight Data-Backed Shifts Defining 2026
Tighter budgets, rising expectations, and increased competition are reshaping B2B events — driving a shift toward fewer, more targeted experiences, greater audience participation, and a renewed role for digital.
Blog
The Cost Of AI Productivity Is Less Creativity
AI is now standard across marketing agencies — but its impact remains constrained. Forrester’s “The State Of AI Inside US Marketing Agencies, 2026” finds that CMOs must shift their AI ambitions toward creativity, differentiation, and growth to unlock real value.
More posts