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
B2B Brand Measurement Is Broken, But There’s A Way To Fix It
It’s time to face a hard truth: B2B brand measurement is fundamentally broken and has been for many years. This failure is sabotaging the value of your entire marketing function. While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — […]
Podcast
Fear In B2B Buying, Future Of Experiences, Cisco Live Recap
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Summer Team Up: B2B Summit EMEA
From 1 July to 29 August, purchase passes for B2B Summit EMEA and get two tickets for the price of one with the voucher code SUMMER2FOR1.
Blog
GenAI Reshapes Shopping And Revives SEO
The multibillion-dollar question I’m often asked is: Will a critical mass of consumers shop and check out on Google’s AI Mode, ChatGPT, and Perplexity? Consumers’ loyalty to convenience makes a “yes” most likely. Thirty-eight percent of US online adults, according to Forrester’s Retail Topic Insights 1 Survey, 2025, checked how fast products would arrive before […]
Blog
Power, Precision, And Production Create A New Media Agency Landscape
It’s a new media agency landscape. The last six months have witnessed more change in media agencies than what’s occurred over the last six years.
Webinar
Accelerate Reach, Authority, And Relevance With Third-Party Content
This is your chance to elevate your content performance and stay ahead in a rapidly changing landscape. Don’t miss out.
Blog
The AI Cost Center Crisis
AI reshapes the way marketing agencies deliver value — increasing productivity, accelerating the speed of insights, assisting creative ideation, amplifying production velocity, and sharpening media and search activation. But they are not being compensated for the value creation. It’s an AI cost center crisis.
Blog
Step Up To Deliver The Total Experience
We’ve just wrapped up another successful CX Summit EMEA. Now it’s time to put those lessons to work — and deliver on your customers’ total experience.
Blog
What Sets High-Performing Consumer Insights Teams Apart
How do the most successful consumer insights teams behave? Speed and strategy are the mandates. Get more details in this preview of a new report.
Blog
AI In Events: A Promise Waiting To Be Realized
AI has the potential to remake how we plan and execute B2B events. Yet despite its potential, Forrester data shows that current uptake is low. Get some insight and analysis of the data from our recent survey on B2B events.
Blog
The State Of Business Buying In Asia Pacific, 2024: What Marketers Need To Know
The diversity and complexity of the APAC region is reflected in its B2B buying landscape. Understanding these complexities is critical for marketers operating in this region. Learn five key points about B2B buyers in APAC and how to address them.
Blog
Standing Out In A Zero-Click World Starts With Stronger Collaboration
Buyers may never click through to your content, even if it’s relevant, well structured, and aligned to buyer needs. This doesn’t mean your content is any less important — it’s just that the rules have changed.
Blog
Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey
Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. […]
Stand Out In A Zero-Click World
Watch our on-demand webinar with Principal Analyst Lisa Gately. Learn breakthrough strategies to reshape your B2B marketing for AI-driven search and complex buying networks.
Webinar
How To Create Stand-Out B2B Content In A Zero-Click World
Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks.
Blog
Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
Blog
Shine Bright At The B2B Summit APAC 2025 Awards!
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
Blog
The 95-5 Rule Is Not A Rule, But It’s Not A Myth Either
Can you trust the so-called 95:5 rule when you target B2B buyers with your brand and demand marketing mix? Here's what we found.
Blog
Leaders Need To Review Event Plans Amid Economic And Political Uncertainty
The political environment is impacting the appeal of US-based events for international attendees, with Tourism Economics, a subsidiary of Oxford Economics, predicting a 15.2% decline in inbound international travel due to a combination of shifts in pubic sentiment, travel advisories, and visa delays. At the same time, events focused on the US government sector are […]
Navigate B2B Volatility Like A Pro With Forrester
Struggling to adapt to shifting priorities and economic challenges? Our webinar reveals how to thrive with smart scenario planning, quick decisions, and solid compliance strategies.
Blog
Navigating The Storm: How B2B Leaders Can Weather Volatility And Thrive
Doubling down on customer insights, leaning into stability where it exists, and staying empathetic and adaptable will help B2B leaders stay on course.
Blog
Confidence In Marketing Measurement Is Increasing, But The Job Is Getting Bigger
While B2C marketers are confident in their ability to measure impact, trends in marketing analytics aren't making it any easier. Find out why in this preview of a new report on the state of B2C marketing measurement.
Blog
The Sudden Silo Breaker: GenAI Converges Search Experiences And Disciplines
Generative AI search experiences are increasingly conversational, assistive, and agentic. As a result, distinctions between search experiences are disappearing. Our latest report helps marketing, digital, and technology leaders and processes adapt to genAI-integrated search.
More posts