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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Blog
US Tariff Tumult Reinforces The Need For Always-On Scenario Planning For Executives
Amid quickly changing policy, the takeaway lesson for executive leaders is this: If you aren’t leveraging a robust scenario planning discipline, now is the time to get started in earnest.
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It’s “Grow-Time” For Omnicom Group And Its Customers
Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]
Win AI‑Era B2B Buyers Before They Ever Click
Join Forrester analysts John Buten and Renee Irion on March 11 to learn how AI search and answer engine optimization (AEO) can keep your B2B brand visible, credible, and chosen in zero‑click buyer journeys.
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Putting The Market Back In Marketing
Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]
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Build The Experience AI Can’t: Announcing Forrester’s 2026 CX Events
As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.
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Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
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From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
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Rules In The Agentic Shipyard: Desired Agents Must Twist-Lock
Forward-looking companies aren’t necessarily choosing among AI agent vendor offerings — they’re building their own agentic frameworks in house. This has significant implications for CMOs, marketing teams, and vendors.
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Brand Safety Essentials: Protection Meets Performance
Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.
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Participate In Forrester’s Q1 2026 State Of B2B Events Survey And Gain Critical Insights To Guide Your Event Strategy
B2B event teams are navigating a difficult environment — marked by flat or declining budgets, high inflation, resource constraints, and intensifying competition for attendees and sponsors. Registration is trending later, and audiences are looking for more immersive, interactive, and personalized experiences. Forrester’s annual event survey provides event leaders and planners with insights to negotiate this […]
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Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
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Navigate 2026 With A Measurement-Centered Marketing Culture
A measurement-driven culture builds confidence and allows for pivots when needed. Learn three key tenets of this type of culture.
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Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
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Why B2B CMOs Must Prioritize Product Leader Alignment
CMOs who prioritize alignment with product leaders more effectively drive growth initiatives and improve efficiency. Find out which best practices these CMOs consistently apply in this preview of a new report.
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Semantic Shelf: The Dynamics Of Commerce Across Answer Engines
Black Friday and Cyber Monday shed light on how answer engine use affects shopping. Brands need to get ready.
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A Big Bang Reshapes Agencies Into Algorithms Of Record
Fierce competition, shrinking margins, and technological change has contracted the agency landscape all while agencies' remits vastly expand. All the while, a new concept is taking shape.
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SEO’s Hype-Fueled Move To The Center Of The Marketing Mix
AEO is significantly, but not fundamentally, different from SEO. Find out how the practices are aligned and where they have differences in this preview of an upcoming report.
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Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
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How To Master Answer Engine Optimization
Consumers’ rapid shift to natural language and adoption of multimodal search, the voracity of answer engines’ bots, and answer engines’ ability to fill the top of the funnel require marketers to significantly adapt content, technical, and measurement practices. But how? Get answers to the three most frequently asked questions we get from clients around answer engine optimization.
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Predictions 2026: Smaller Players Emerge Through Cracks In Media’s Triopoly
For years, the Google, Meta, and Amazon triopoly has dominated media budgets — but that dominance is under threat. Learn how the media and advertising space will evolve in the year ahead.
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Adobe’s Firefly Foundry Reveals A Creative Technology Split Screen
Adobe's new managed service offering bucks a growing self-service trend and elevates the human element in AI development.
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