marketing strategy

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.

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 […]

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 […]

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.

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 […]

CMOs and marketing operations teams benefit greatly by partnering and working together.

As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.

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 […]

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 […]

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

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 […]

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.

This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.

Our recent analysis underscored the benefits a Total Economic Impact Study can deliver to companies, particularly as economic uncertainty looms.

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.

“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 […]

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.

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.