marketing strategy

Start 2022 with renewed marketing opportunity by assessing your data strategy and finding opportunities to round out your understanding of customers and prospects. Last year, we saw third-party cookie deprecation heat up, Apple enact its App Tracking Transparency framework, and growing consumer privacy awareness — for example, 84% of US online adults use at least […]

B2C brands are fueling the misinformation industry, albeit unintentionally. Here's how marketers can take action to stop contributing to the problem.

Amid lingering uncertainty, it may be tempting to question the value of long-range planning. The post-COVID landscape will look very different from the landscape pre-COVID — and B2B leaders who are unprepared will lose out.   

Though the forecast for 2022 remains unsettled, B2B marketing leaders can take decisive steps to set themselves and their teams up for success.

The Facebook ecosystem outage should remind advertisers to have proactive risk mitigation plans in place.

A focus on enhancing partner experience and generating customer value are key to channel marketing success in the year ahead.

Existing customers account for more than three-quarters of annual revenue for B2B organizations, Forrester data shows. Find insights to deepen customer relationships in our "B2B Customer Engagement: Planning Assumptions 2022" report.

In its current state, the metaverse is prime (virtual) real-estate for brands looking to make press headlines, test and learn, and reach a subset of the Gen Z audience. Brands that expect a revenue-based ROI from their metaverse custom media buys will be sorely disappointed.

As a new spin-off company, Siemens Energy needed to align priorities across product, marketing, and sales to achieve its ambitious goals. Learn how working with Forrester helped them lay a foundation for success.

Globally, we’re seeing a proliferation of brands that are investing in loyalty — whether for the first time or to revamp their existing strategy and programs. In fact, 83% of the brands we surveyed for our new Forrester Wave™ evaluation on loyalty service providers are increasing their investment in loyalty by 5% or more this […]

The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.

IBM's research found that when CEOs were asked to identify the most crucial members of the C-Suite, CMOs came in well behind their CFO and COO peers. But it doesn't have to be that way.

Learn what you can do to create two-way flow between your 3-5-year strategy and your annual plan. 

The CCCM market is growing as independent players deliver innovation that outshines many of their more established competitors.

Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.

The channel is very large, highly diverse, and incredibly decentralized. Channel partners know that to be successful, they need to carve out a niche — whether that be by line of business, by industry (and, increasingly, by subindustry), by size of customer, geographically, technologically, and by business model. These six vectors are not mutually exclusive, […]

Dealing with B2B content data dilemmas? Learn how to build content measurement dashboards to gain better insights.