Annual Marketing Planning

A clear annual marketing plan focuses your efforts and keeps resources aligned as you work toward longer-range strategic objectives. Read our insights to improve your marketing planning process.

Insights

Blog

Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright May 15, 2024
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
Blog

Unleashing Field Marketing To Drive Growth In Asia Pacific

Daryl Wright March 11, 2024
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.
Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog

Consumer Spending 2024: What It Means For Your Brand

Dipanjan Chatterjee February 7, 2024
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog

How To Capitalize On Conversational Search

Nikhil Lai January 2, 2024
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog

B2B Marketing Planning Is Connected But Doesn’t Need To Be Overwhelming

Laura Cross November 9, 2023
The future of B2B marketing planning will be integrated, sequenced, and adaptive.
Blog

Make Lifecycle Revenue Marketing Part Of Your Annual Plan

John Arnold October 19, 2023
Forty-six percent of B2B marketing decision-makers responsible for demand/ABM marketing say that standing up a new marketing approach is their biggest point of focus to support growth over the next 12 months. Enter lifecycle revenue marketing (LRM), the most comprehensive approach to frontline marketing. It’s also Forrester’s definition of best-in-class frontline B2B marketing. Here are […]

Supercharge Your APAC B2B Success — And Save $200

Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.

Blog

Marketing And Sales Can’t Align Without This

John Arnold October 4, 2023
Are your marketing and sales functions aligned? It may depend on who you ask. Business and technology decision-makers who work in sales are almost twice as likely as those in marketing to say that marketing operates independently or is minimally aligned with other internal functions. Whether the disconnect is more perception or reality, the results […]
Blog

Power Up Your Content With A Plan On A Page

Phyllis Davidson August 29, 2023
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
Blog

Three Tips To Guide B2B Demand Marketing Leaders’ Plans For 2024

Renee Irion August 24, 2023
Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.
Blog

The Latest And Greatest Marketing Measurement Service Providers

Tina Moffett August 23, 2023
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
Blog

Brand Investments Are Up But Maybe Not Where You Think

Karen Tran August 14, 2023
Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.
Blog

2024 Planning: Revenue Operations And Four B2B Must-Do’s

Ross Graber August 9, 2023
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
Blog

Market Limbo Requires That Marketers Remain Limber

Keith Johnston August 8, 2023
For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.
Blog

Driving Predictable Growth In Unpredictable Times

Lori Wizdo August 1, 2023
Many B2B marketing leaders expect a modest bump in budget in 2024. Our newly released planning guide offers data-backed insight on how best to use that increased budget.
Webinar

Planning Guides 2024: B2B Marketing Leaders

Learn how you can put Forrester’s 2024 annual planning research to align your B2B marketing planning for success.
Blog

Always Be Acquiring: Remove Acquisition Blockers For Brand Growth

Eric Epstein June 8, 2023
In my marketing career, I don’t recall a time where my goal was anything other than to drive (or at least meaningfully contribute to) brand and company growth. If a brand was growing — grow more! If it was declining — turn it around! Despite any macro headwinds or resource constraints, the objective was always […]

Adapt To EMEA B2B Buyer Change — And Save £200

Register by July 19 to save £200 on B2B Summit EMEA in London. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.

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CMOs’ Role In Unveiling The Full Potential Of Revenue Opportunities

Christina Schmitt April 6, 2023
The environment of B2B organizations and B2B marketing is changing rapidly, and it’s essential that companies keep up to stay ahead of the game. One area that needs attention is revenue management, which traditionally focused solely on lead-centric acquisition processes. As customer buying behavior changes, however, B2B organizations and their CMOs must take a more […]
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Order Up: Starbucks Rewards Changes Signal A Renewed Focus On Profitable Loyalty

Mary Pilecki January 31, 2023
As one of the most popular loyalty programs in the world, the stakes for the Starbucks Rewards program are high. Today, the program boasts nearly 29 million active members, and over half of Starbucks sales are driven through the program. Starbucks Rewards members collect “stars” for every purchase they make, redeemable for free drinks, food, […]
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Building The Elements Of Your B2B Marketing Plan

Craig Moore December 8, 2022
Once you’ve gathered the input needed to create an annual marketing plan, the next step is to define the plan’s components. Learn how, step by step.
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