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Insights
Podcast
The CMO Role Is Alive And Well
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.
Blog
Leaders Face Five Challenges When It Comes To Event Measurement
Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]
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Blog
The Funnel Is Old, Unrealistic, And Still Helpful
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
Podcast
How Should Business And Tech Leaders Spend In 2025?
Business and tech leaders expect (slightly) bigger budgets next year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.
Blog
2024 Could Be A Good Year For B2B Agencies
Recent survey data reveals plans for a net increase in agency spending across all industries and company sizes. Learn more about what to expect.
Blog
Popular Wisdom About CMO Representation And Tenure Is Wrong
CMOs have very different experiences depending on where they work, their company’s business model, and their gender. Read a few of the key findings from our recent analysis.
Blog
Leverage Synergy To Stretch Your 2025 B2B Marketing Budget
Today, Forrester released our 2025 Budget Planning Guides. It’s always an exciting time when we gather survey data and insights from our client conversations to produce a set of collective recommendations that B2B marketing executives should consider for the year ahead. Read below for this year’s key planning guide highlights. Benchmark your current spending While […]
Make The Right Marketing Budget Moves In 2025
Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.
Blog
B2B CMOs Don’t Expect 2025 Growth To Come From Budget Increases
B2B marketing leaders ae no strangers to stretching budgets. As they head into a new planning cycle, our research will help them know where to focus for optimal results.
Blog
Not-So-Open Skies: Southwest Makes Historic Change
As Southwest navigates financial turbulence, there are lessons from companies on aligning brand experience with business realities.
Blog
B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
Blog
Budget Planning Season Is Coming. Use Forrester’s Budget Planning Guides To Cut Through Complexity.
Our Budget Planning Guides will steer you toward budgeting decisions that set you up for success in 2025. Get a preview of what to expect when the guides launch on August 1.
Blog
The Paid Media Paradox
Digital marketers like digital marketing much more than consumers do. A new report explores in greater depth how consumers’ behaviors contradict marketers’ investments.
Blog
Four Questions To Ask When Selecting An All-In-One Event Management Platform
Too many organizations treat their event technology as a tactical rather than strategic asset, with different teams selecting and deploying solutions in silos. This leads to wasted resources, overlapping capabilities, and data silos. Consolidating on to a single all-in-one event management platform (EMP) solves these challenges and also helps teams deliver more personalized and digital-centric […]
Blog
Every Revenue Process Transformation Will Be Unique — Just Get Started
A revenue process transformation isn’t a project or single workshop initiative. It’s an ongoing, collaborative effort that requires organizations to meet their buyers at every stage of their journey. Learn what it takes to get started.
Blog
For Brands, The Olympics Is Unlike Any Other Sporting Event
The Olympics are global, prestigious, vast, and a tribute to extraordinary grit. Companies looking to leverage the games to promote their brands need to recognize the event's uniqueness.
Blog
The Global State Of B2B Events — Eight Key Findings On Event Trends From Forrester’s Recent Survey
Over the past four years, marketers have navigated unprecedented change in the B2B event sector as first the pandemic and then inflation impacted their plans. To help leaders better understand this dynamic landscape, Forrester’s Q1 2024 State Of B2B Events Survey gathered responses from over 200 event decision-makers to identify and analyze the key trends. […]
Blog
Eight Key Takeaways From Cvent CONNECT, San Antonio 2024
Attending Cvent CONNECT as a speaker earlier this month gave me the opportunity to sit in on a number of sessions, talk with the Cvent leadership team, and chat with other attendees. Here are eight of my key takeaways from the event: Events are booming. In his opening keynote, Cvent Founder and CEO Reggie […]
Get More From Your 2025 B2B Marketing Budget
Synergy and collaboration will be key to making marketing investments go further. Download our 2025 B2B marketing Planning Guide to learn more.
Blog
It’s Time For A Revenue Process Transformation
Buyers are in control of the revenue process — and B2B marketing, sales, and customer success teams need to align their approaches with that reality. Discover the Forrester Opportunity Lifecycle and how it can drive durable, long-term revenue growth.
Blog
Rage Against The Machine: Confront The Agency AI Fear Factor With Workforce Literacy
The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.
Blog
Learning From Limes And Forrester’s Creative AdTech Landscape
Last year, the world’s most-awarded creative was Skittles’ “Apologize the Rainbow” produced in collaboration with DDB Chicago. It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X. The campaign relied on social […]
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