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

Slow And Steady: Steps To A Successful Total Economic Impact™ Study With Forrester

Jonny Cook November 21, 2022
Both in training and in producing a TEI study, keeping things moving is the most important part. Fortunately, Forrester helps you throughout the entirety of the TEI process.
Blog

Get Ready For The B2B Marketing Agency Gold Rush

John Arnold November 17, 2022
The in-house B2B marketing trend of the past few years — expanding in-house agencies, centers of excellence, and shared services — has peaked. Fifty-nine percent of B2B marketing decision-makers now say that they are planning to increase marketing spend on outsourced services. This new investment mindset, combined with macro and micro economic factors, has sparked […]

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

Understand Apple’s Mail Privacy Protection Ahead Of The Holiday Season

Shar VanBoskirk November 7, 2022
Learn highlights about Apple's Mail Privacy Protection ahead of the holiday season to expertly craft your email marketing strategy.
Blog

Grounding Twitter Ad Dollars Is Common Sense, Not Activism

Kelsey Chickering November 4, 2022
Elon Musk’s Twitter takeover has been — at best — chaotic and tumultuous. Advertisers are uncertain about what direction the company will take: What will happen with content moderation? Will Twitter become a mainstream Gab with a steady flow of disinformation? While Musk has tweeted that “nothing has changed with content moderation,” racist tweets have surged […]
Blog

Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change

Jay Pattisall October 27, 2022
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.
Blog

European Predictions 2023: B2B Marketing

Meta Karagianni October 26, 2022
To counter economic headwinds, B2B marketing leaders in Europe will turn their focus to fundamentals, yet in the pursuit of revenue-engine alignment, some will make a misstep.
Blog

Changing Your Loyalty Program? Here’s What To Consider

Mary Pilecki October 25, 2022
Today, brands leverage loyalty programs to acquire and retain customers, particularly those they lost during the height of the pandemic. But loyalty programs are a symbiotic relationship: Consumers look to programs for better experiences and cost savings, especially in light of the current economic crisis. As both customer and business needs change, programs are evolving […]

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

The B2B CMO And Marketing Operations: A Symbiotic Relationship

Cristina De Martini October 13, 2022
CMOs and marketing operations teams benefit greatly by partnering and working together.
Blog

B2B CMOs: Your Marketing Ops Leader Is A Four-Leaf Clover

Barbie Mattie October 4, 2022
As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.
Blog

High-Growth B2B Businesses Invest In Brand When Facing Economic Uncertainty

Karen Tran October 3, 2022
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

Clean Up Your Martech And Loyalty Tech Ecosystem

Mary Pilecki October 3, 2022
We all know that there is a big difference between working hard and working smart. And specifically for marketers, the status quo often makes working smart impossible — functional silos inhibit internal efficiencies and negatively impact the overall customer experience. Some of today’s biggest marketing silos are technology-based — different platforms for different functions. Let’s […]
Blog

How A Strong Collaboration Between CMO And CIO Accelerates Businesses’ Success

Christina Schmitt September 29, 2022
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 […]

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

Can B2B CMOs Save The Planet, Too?

Karen Tran September 26, 2022
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

The Quantum Physics Of Future-Ready B2B Content

Phyllis Davidson September 9, 2022
Advances in AI, automation, and analytics paired with growing expectations from buyers will fundamentally change the way we think about content and how it’s used.
Webinar

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.
Blog

The State Of Marketing Talent In Asia Pacific In 2022

Xiaofeng Wang September 5, 2022
The “great resignation” — a period during which employees are voluntarily resigning from their jobs at historic rates — is a reality in Asia Pacific, making addressing the marketing talent gap one of marketing leaders’ most urgent priorities for 2022. My recently published report, The State Of Marketing Talent In Asia Pacific In 2022, details […]
Blog

B2B Buyers And Digital Selling (Part 2): Buyer Enablement And Buying Signals

Rick Bradberry September 2, 2022
Sell something to a prospect, and you might earn a valuable commission. Help a prospect buy, and you might earn a valuable customer. This practice — helping prospects buy — is buyer enablement. And it requires a deeper understanding of purchasing preferences and the buying process itself, particularly with self-service. In this area, B2B teams […]

Got The Right Chatbot Personality For Your Brand?

Join us for a webinar to learn how to design a chatbot personality that engages customers and elevates your brand.

Blog

Seven Fallacies Of Product-Led Growth That B2B CMOs Must Address

Matt Papertsian August 31, 2022
CMOs at companies that employ or plan to employ a product-led growth (PLG) strategy have a unique opportunity to use their team’s competencies to accelerate company growth. Dispelling the seven common PLG fallacies will both help the company scale faster and create trust in the marketing function to support it.
Webinar

Say Goodbye To MQLs, No Thanks To MQAs, And Hello To Opportunities

Discover why savvy marketers are moving past MQLs to focus on opportunity segments that reveal stronger signals of intent.
Blog

In 2023, Demand And ABM Leaders Must Stay Focused On Long-Term Success

Steven Casey August 30, 2022
Despite an economic downturn, demand and ABM leaders should resist blanket cuts and instead, prioritize thoughtfully.
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