Chief Marketing Officer

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 […]

Revamping a marketing organization inevitably requires leaders to contend with forces outside of their control. Here’s how to manage them.

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.

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.

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 […]

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 […]

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.

Learn essential components to successful marketing orchestration.

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 […]

What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.

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 […]

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 […]

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

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.

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.

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.

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 […]