marketing strategy

A sound marketing strategy is essential for ensuring marketing delivers on business objectives. Read our insights for developing a long-term marketing strategy that sets a clear course of action and drives results.

Insights

Blog

Manage Your Martech, Or It Will Manage You

Joe Stanhope June 17, 2022
Your marketing strategy is DOA without the tech to back it up. That means CMOs can’t afford to take a passive approach to martech.
Blog

B2B Companies Take Action — To A Point — In Response To The War In Ukraine

Ian Bruce June 2, 2022
A recent survey of B2B organizations shed light on what they have been willing to do in response to the war and what has driven those decisions.
Webinar

The Innovation Imperative For B2B Marketers

Learn what it takes to define, deploy, and succeed in your B2B marketing innovation efforts.
Blog

Your Buyers Are Evolving, And You Should Follow

Paul Ferron May 31, 2022
Marketers need to understand how their buyers are changing and enable their buyer-facing roles with key insights to gain competitive advantage and drive growth.
Blog

Top Five Most Critical CMO Priorities For B2C Brands

Mike Proulx May 11, 2022
Fresh data from Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022, reveals the top five most critical CMO priorities for B2C brands. Learn more.
Blog

The Entire Ad Supply Chain Is At Fault For Disinformation

Kelsey Chickering May 11, 2022
Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]
Blog

A Path To Growth: Key Insights And 2022 Trends For B2B CMOs

Christina Schmitt May 11, 2022
Forrester’s Marketing Survey, 2022, revealed insights that can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]

B2B Summit EMEA 2022

Gain the insights you need to fuel the revenue engine and drive growth. Discover tools and frameworks to fast-track your success. Join us in London and virtually October 11–12.

Blog

B2B Summit North America: It’s Good To Be Back

Karen Tran May 10, 2022
Forrester’s B2B Summit North America drew thousands of marketing, sales, and product leaders for three days of data-driven learning and discussions that invigorated and inspired.
Blog

Google’s Latest Experiment: What The Future Of Notifications (Could) Look Like

Julie Ask May 6, 2022
Google’s "Little Signals" aims to alleviate alert overload. What can brands take away from this?
Blog

Spotify Rebounds From #DeleteSpotify

Kelsey Chickering April 27, 2022
The Joe Rogan controversy that rocked Spotify this February now feels like a hiccup on the company’s ascension to top global streaming audio platform. As of January 2022, Spotify commanded the largest global market share of streaming audio services at 31%, which is close to double that of Apple Music (15%). All signs point to […]
Blog

Twitter: Elon’s Battle Over Free Speech Is A Fight Against Content Moderation

Mike Proulx April 25, 2022
What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.
Blog

The Importance Of Aligning Product Portfolio Strategy With Business Strategy

Sam Somashekar April 20, 2022
Product strategy, along with marketing and sales strategy, must be a part of the overall business strategy. That alignment is critical to ensuring product-led growth; without it, aspirations on market share or how the organization will win can be short-sighted and product teams may wonder what their role is in reaching business goals.

The Innovation Imperative For B2B Marketing Leaders

B2B marketing success depends on an innovation mindset. Join this complimentary webinar to learn how to raise your innovation game.

Blog

Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine

April Henderson April 14, 2022
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Video

Content Demands Drive DAM Uptake

Nick Barber April 4, 2022

Blog

Four Key Ways B2B Buying Varies Across Global Regions

Beth Caplow April 4, 2022
Understanding key differences in the purchasing process will improve your marketing, sales, and product strategies.
Blog

How ABM Technology Is Evolving The Modern Marketing Landscape

Malachi Threadgill April 1, 2022
The landscape for Account Based Marketing (ABM) continues to evolve and mature, but what does it mean to do ABM? For some organizations, it is a subset of the business that focuses on a select few accounts, for others it is a set of tactics driven by tools and technologies.
Blog

Presumed Innovative Until Proven Guilty

Lori Wizdo March 29, 2022
Most B2B marketing leaders are not as innovative as they think they are. Join us at Forrester’s B2B Summit North America — an in-person and digital experience happening May 2–4 — to learn tips and tricks that you can use to jumpstart your innovation agenda.

Adapt To B2B Buyers’ Changing Behaviours

Gain insights and learn to respond quickly in order to remain competitive and drive growth.

Blog

It’s Time More CMOs Gained A Seat At The Corporate Strategy Table

Mavis Liew March 29, 2022
Despite the wealth of customer knowledge CMOs possess, relatively few have an active hand in corporate strategy-setting. That needs to change.
Blog

Do QR Codes Right — Here’s How

Julie Ask March 29, 2022
Fueled by industry and pandemic forces, QR codes have shot onto the scene at every stage of the CLC. Our recently published research, which includes an analysis of over 125 QR codes, highlights several best practices Brands should use when they implement QR codes into their strategy.
Blog

The State Of Marketing Talent In Asia Pacific In 2022: Call For Survey Participation

Xiaofeng Wang March 21, 2022
According to Forrester’s Marketing Survey 2022, talent will be among Asia Pacific (APAC) marketing decision-makers’ top challenges over the next 12 months:  26% considered limited marketing headcount as a top challenge. 22% considered difficulty in recruiting marketing talent as a top challenge. 17% considered employees not having the right skills as a top challenge. To […]
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