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

Wie Führungskräfte im B2B-Marketing für unberechenbares Wetter planen können

Nick Buck October 8, 2021
Though the forecast for 2022 remains unsettled, B2B marketing leaders can take decisive steps to set themselves and their teams up for success.
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Blog

How B2B Marketing Executives Can Plan For Unpredictable Weather

Nick Buck October 6, 2021
Though the forecast for 2022 remains unsettled, B2B marketing leaders can take decisive steps to set themselves and their teams up for success.
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Blog

Facebook’s Outage: Breaking The Ad Empire — For A Day?

Mike Proulx October 4, 2021
The Facebook ecosystem outage should remind advertisers to have proactive risk mitigation plans in place.
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Blog

In 2022, Channel Marketers Must Prioritize Customer And Partner Value

Kathy Contreras October 4, 2021
A focus on enhancing partner experience and generating customer value are key to channel marketing success in the year ahead.
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Blog

The Keys To Better Post-Sale Customer Relationships In 2022

Amy Bills October 1, 2021
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.
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Blog

Consumers Aren’t Ready For The Metaverse Yet

Mike Proulx September 21, 2021
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.
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Blog

Siemens Energy: Seizing Opportunity With A Clear, Aligned Marketing Strategy

Susan Macke September 9, 2021
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.
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Six Trends That Will Define B2B Marketing In 2022

Explore our Planning Assumptions guide for marketing executives and functional leaders and learn how to harness disruptive forces to drive growth.

Blog

Choose Your Loyalty Service Provider Based On Three Capabilities

Mary Pilecki August 25, 2021
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 […]
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Blog

Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix

Conrad Mills August 24, 2021
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.
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Blog

The CMO’s Da Vinci Code: Unlocking The True Power Of Marketing

Dipanjan Chatterjee August 17, 2021
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.
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Webinar

Marketing Strategy And Planning: It’s All About The “And”

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

Cross-Channel Campaign Management: A Mature Market Reinvents Itself

Rusty Warner August 12, 2021
The CCCM market is growing as independent players deliver innovation that outshines many of their more established competitors.
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Planning Assumptions 2022

Discover the trends that will define B2B leaders' priorities in 2022 and learn what it will take to capitalize on them. Explore our guides, blog posts, podcasts, and more.

Blog

B2B CMOs Chart New Paths To Growth Post-COVID

Jennifer Ross August 5, 2021
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.
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Video

Why The CFO Is Key To Proving Marketing’s Business Value

Mike Proulx August 5, 2021

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Blog

Top 143 Social Media Groups For MSPs, VARs, And Tech Channel Professionals

Jay McBain July 8, 2021
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, […]
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Blog

Het dilemma van content-data oplossen: Hoe bouw je een B2B-content measurement dashboard

Christine Polewarczyk July 6, 2021
Omgaan met B2B content data dilemma's? Leer hoe u dashboards voor inhoudsmeting bouwt om betere inzichten te krijgen in onze nieuwste blogpost.
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Blog

Solving The Content Data Dilemma: How To Build B2B Content Measurement Dashboards

Christine Polewarczyk June 23, 2021
Dealing with B2B content data dilemmas? Learn how to build content measurement dashboards to gain better insights.
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The Six Elements Of A Meaningful Marketing Plan

Without the right inputs, a marketing annual plan may simply be a list of tactics. Learn how to build a plan that drives business value.

Blog

To Formulate Marketing Strategy, Understand Your Business Context

Susan Macke June 17, 2021
B2B marketing strategy development isn't a one-size-fits-all process. To build a marketing strategy that drives business growth, understand these six factors.
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Blog

Be Early, Be Empathetic: How To Show Your Customers The Value Of Participating In A Forrester TEI

Sam Sexton June 16, 2021
Since most TEIs involve multiple anonymous interviews, access to a TEI case study presents a rare chance for your customers: They can read about how other organizations — possibly even their competitors — dealt with the same problems they have and how they made use of your solution.
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Blog

Four Common Strategy Mistakes B2B Marketing Leaders Make

Jennifer Ross April 20, 2021
At a time when many firms are trying to regain their footing or set a new course, having a clear, comprehensive marketing strategy that supports the business’s future vision is critical. Avoid these common missteps.
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