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

Capitalize On Search Marketing’s Evolution With Two New Reports

Nikhil Lai November 22, 2022
In 2023, marketers plan to spend more on paid and organic search despite data deprecation and economic headwinds. According to Forrester’s Q3 B2C Marketing CMO Pulse Survey, 2022, 82% of CMOs plan to increase paid search budgets and 74% plan to increase SEO budgets in 2023. As search budgets grow, the medium is changing radically. […]
Blog

B2B Revenue Engine Alignment: A Cultural Transformation That Begins With Customer Obsession

Laura Cross November 21, 2022
A customer-obsessed organization requires an optimized revenue engine. Revenue engine alignment maximizes the buyer’s experience and, in turn, the success of the organization.
Blog

Unlock Loyalty Throughout The Customer Lifecycle

Mary Pilecki November 17, 2022
Loyalty marketers, the scope of your job just expanded. And before you panic, it’s a good thing. Loyalty marketers have conventionally focused their efforts on customers post-purchase: increasing customer retention, enrichment, and advocacy. But brands and customers alike have faced unprecedented challenges over the last few years, including a pandemic, supply chain issues, and social […]
Blog

Google’s Delay Is No Excuse: Prepare For Cookie Deprecation’s Impact On Paid Search

Nikhil Lai October 28, 2022
In July, Google delayed the death of third-party cookies … again. This delay gave marketers a false sense of security, despite other browsers blocking third-party cookies, Apple letting users opt out of IDFAs, and privacy bills mandating the use of cookie consent banners. Often, marketers focus on data deprecation’s impacts on paid social and programmatic […]
Video

Predictions 2023: Winning B2B Organizations Refocus Around The Customer

Ross Graber October 26, 2022

Blog

European Predictions 2023: B2B Marketing

Meta Karagianni October 26, 2022
To counter economic headwinds, B2B marketing leaders in Europe will turn their focus to fundamentals, yet in the pursuit of revenue-engine alignment, some will make a misstep.
Blog

Changing Your Loyalty Program? Here’s What To Consider

Mary Pilecki October 25, 2022
Today, brands leverage loyalty programs to acquire and retain customers, particularly those they lost during the height of the pandemic. But loyalty programs are a symbiotic relationship: Consumers look to programs for better experiences and cost savings, especially in light of the current economic crisis. As both customer and business needs change, programs are evolving […]

Turn 2023 Predictions Into Bold Action

Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.

Blog

The B2B CMO And Marketing Operations: A Symbiotic Relationship

Cristina De Martini October 13, 2022
CMOs and marketing operations teams benefit greatly by partnering and working together.
Blog

B2B CMOs: Your Marketing Ops Leader Is A Four-Leaf Clover

Barbie Mattie October 4, 2022
As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.
Blog

Martech’s Cornerstone Category Proves That Less Is More

Joe Stanhope September 6, 2022
Enterprise marketing suites are the foundation of the marketing technology stack. This is especially true during turbulent times as B2C marketers confront a range of challenges and opportunities such as changing consumer needs, data deprecation, and a post-pandemic/pre-recession economy. The Forrester Wave™: Enterprise Marketing Suites, Q3 2022 is Forrester’s newest coverage of this critical martech […]
Blog

This Back-To-School Season, Learn To Evolve Your Loyalty Strategy

Mary Pilecki August 16, 2022
Despite the heat wave across the United States, summer is quickly coming to a close. In just a few weeks, kids around the globe will be back in the classroom for a new year of learning. Loyalty marketers, you might consider joining them! Since early 2020, concerns for health and safety, supply chain issues, and […]
Blog

Performance Marketing Is Underperforming

Nikhil Lai August 10, 2022
Every advertising channel now parades as “performance” to appear accountable to outcomes. This dilution, along with three trends, is causing performance marketing’s underperformance.

Tackle 2023 With Bold Action & Clear Focus

Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.

Blog

Productivity And Customer Focus Are Top Of Mind For German Manufacturers And Financial Services And Insurance Providers

Christina Schmitt August 5, 2022
In reviewing the new Forrester Marketing Survey, 2022, where we have asked marketing executives globally about their opinions on marketing strategy, interesting insights have been captured. Looking at the growth strategies and marketing priorities of B2B organisations for 2022, differences in their marketing strategies are clearly displayed, especially when comparing regions or industries. Putting a […]
Blog

Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)

Emily Collins July 28, 2022
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
Blog

What To Expect At Forrester’s B2B Summit EMEA 2022

Nicky Briggs July 19, 2022
This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.
Blog

Does A TEI Have A Positive ROI For Companies? You Bet.

Stephanie Slate July 18, 2022
Our recent analysis underscored the benefits a Total Economic Impact Study can deliver to companies, particularly as economic uncertainty looms.
Podcast

It’s Time To Kick The Leads Habit

What It Means July 14, 2022
The traditional focus on individual, marketing-supplied leads is failing B2B companies and buyers. So why does it persist, and what’s a better alternative? VP, Principal Analyst Terry Flaherty and VP, Research Director Mike Pregler discuss on this week’s podcast.

See Why 2023 Fortune Favors The Bold And Focused

Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.

Blog

For CPG Marketing Leaders, Customer Obsession Means Driving Category Growth

Eric Epstein July 13, 2022
“The consumer is our boss.” This statement is at the core of a defining principle at my former employer, Mars, and the spirit of this idea is similarly at the core of many B2C companies’ operating philosophies. Forrester calls putting the customer at the heart of everything you do “customer obsession,” and it’s proven to […]
Podcast

The Trouble With Thought Leadership

What It Means June 30, 2022
Thought leadership content is everywhere. But, too often, it’s neither particularly thoughtful nor leading, say analysts Ian Bruce and Lisa Gately. On this week’s What It Means, they discuss what defines good thought leadership and how B2B firms can create it.
Blog

The Customer Lifecycle Is The Design Muse To Accelerate Your Journey To Customer Obsession

Lori Wizdo June 29, 2022
Learn how the Forrester Customer Lifecycle Framework helps B2B and B2C business leaders — enterprisewide! — calibrate what are too often internally focused processes instead of the customer’s process and perspective in order to become more customer-obsessed.
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