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

Video

Answer Four Questions Before Your Brand Jumps On The Metaverse Bandwagon

Mike Proulx 3 days ago

Blog

Data Clean Rooms Add Complexity To The Data Deprecation Conundrum

Tina Moffett 4 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 […]

Orchestrate Your B2B Marketing Organization For Success

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

Blog

How Transforming Your Marketing Operating Model Is Like Driving In New York City

Nick Buck May 12, 2022
Revamping a marketing organization inevitably requires leaders to contend with forces outside of their control. Here’s how to manage them.
Blog

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.
Blog

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.
Blog

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 […]
Blog

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.

Blog

Six Things B2B Leaders Can Do To Create A Customer-Obsessed Culture

Jennifer Ross May 2, 2022
Customer-centered B2B organizations outperform their peers in nearly all the metrics that matter. Leaders set the tone in shaping a culture focused on the customer.
Webinar

Get More From Your Marketing With Sound Orchestration

Learn essential components to successful marketing orchestration.
Blog

Spotify Rebounds From #DeleteSpotify

Kelsey Chickering April 27, 2022
The Joe Rogan controversy that rocked Spotify this February now feels like a hiccup on the company’s ascension to top global streaming audio platform. As of January 2022, Spotify commanded the largest global market share of streaming audio services at 31%, which is close to double that of Apple Music (15%). All signs point to […]
Blog

Twitter: Elon’s Battle Over Free Speech Is A Fight Against Content Moderation

Mike Proulx April 25, 2022
What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.
Blog

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 […]

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.

Blog

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 […]
Video

The Quantum Physics Of Future-Ready B2B Content

Christine Polewarczyk April 18, 2022

Blog

Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine

April Henderson April 14, 2022
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Blog

How Does B2B CX Quality Impact Loyalty? — A Forrester B2B Summit 2022 Session Preview

Laura Ramos April 11, 2022
Assessing the CX of B2B companies is trickier than in the B2C space. At Forrester's B2B Summit North America, we'll unveil the first B2B CX Index™ and reveal which aspects of CX matter most for two popular solution types.
Blog

These Six Competencies Raise The Bar For B2B Paid Media Advertising

John Arnold April 11, 2022
B2B organizations should evaluate their paid media advertising maturity across six competencies: advertising strategy, talent and technology, audience savvy, brand/demand interlock, measurement and testing, and creative excellence.

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.

Blog

The Three Essentials To Optimizing B2B Marketing Orchestration

Bob McKinnon April 7, 2022
When it comes to getting the best out of a marketing organization, what you do and how you do it are equally important. Discover three keys to optimizing marketing processes and workflows.
Video

Are You An Effective Change Catalyst?

Meta Karagianni April 5, 2022

Blog

Consumers Crave Authenticity, And CMOs Can Deliver

Anjali Lai April 5, 2022
As the age of misinformation and slew of dubious corporate claims threaten consumers’ trust in brands, consumers are desperate for authenticity. While conventional wisdom suggests that authenticity means “being yourself,” that quickly breaks down when CMOs translate the sentiment into action. In our new report, The Algorithm Of Authenticity, we synthesize consumer data, industry case […]
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