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

What Should Performance Marketers Actually Do?

Nikhil Lai 3 days ago
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai 5 days ago
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]

Empower Your Marketing Org To Drive A Bigger Impact With GenAI

Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.

Blog

Unleashing The B2B Revolution: The Bold Power Of E-Commerce

Christina Schmitt February 17, 2024
Drawing from my personal experience and passion for e-commerce, I am excited to share research on the compelling reasons and effective strategies for B2B organizations to harness this route to market that will propel their organizational growth. In parallel, this blog marks the commencement of a six-part series, set to be released over the next […]
Blog

Consumer Spending 2024: What It Means For Your Brand

Dipanjan Chatterjee February 7, 2024
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog

Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising

Jay Pattisall February 6, 2024
$5.6 million. $6.5 million. $7.2 million. As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase. In hindsight, this year’s answer is clearer, with audience numbers forecasted to exceed the record of 115 […]
Blog

What Ninth-Grade Biology Has In Common With Optimizing B2B Content

Phyllis Davidson January 30, 2024
Apply scientific experimentation to achieve the best B2B content personalization results.
Blog

Are B2B Buyers Cowards?

Ian Bruce January 24, 2024
No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.

Skyrocket Your Growth And Revenue With Our B2B Predictions

Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.

Blog

How To Capitalize On Conversational Search

Nikhil Lai January 2, 2024
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog

What Content Actually Matters? Find Out With A Touch Analysis.

Phyllis Davidson December 21, 2023
Gain a better understanding of content engagement.
Blog

One Size Doesn’t Fit All: How Tech Marketers Leverage Business Cases

Sarah Lervold November 29, 2023
It can be hard to determine which product will best serve companies. Learn why investing in a business case can help your company stand out.
Blog

Evolving B2B Marketing Mindsets

Craig Moore November 22, 2023
Marketing has become a strategic function in driving revenue growth for B2B companies, but to continue improving, marketing leaders must challenge long-held beliefs and retool their mindsets to embrace the evolving customer lifecycle and complex buying journeys. Let’s explore the ingrained mindsets that B2B marketing leaders must abandon to evolve and thrive. The mythical B2B […]
Blog

‘Tis The Season To Master Retail Media

Nikhil Lai November 22, 2023
Retail media’s challenges signal growing pains unlike those of other channels. Read more on Forrester’s insights for this holiday season.
Podcast

Product Experts Gain New Clout Among B2B Buyers

What It Means November 9, 2023
As B2B buyers contend with tighter budgets, they’re looking to an unexpected source to help them make the right purchase decisions: product experts from vendor companies. Vice President and Research Director Amy Hayes discusses this and other findings from Forrester’s new State Of Business Buying report this week on What It Means.
Blog

Customer Community Platforms: A Little More Conversation, A Lot More Action

Amy Bills October 30, 2023
Have you ever heard a leader of a successful business proudly announce that they don’t much care about understanding their customers’ needs? Yeah, me neither. The data from Forrester’s recent report, The State Of Customer Obsession In B2B, 2023, is clear on the value of knowing what drives your customers. Customer-obsessed organizations outperform their peers […]
Blog

Incrementality Testing Boosts Marketing ROI

Tina Moffett October 20, 2023
Incrementality testing is a game-changing measurement approach for marketers. In the ever-evolving marketing landscape, this method holds the key to smarter decision-making, better allocation of resources, and, ultimately, greater ROI. Our most recent report, Testing, Testing: Use Incrementality Tests To Lift Your Marketing ROI, has best practices to get started with building an incrementality testing […]
Blog

Consumer Spending Trends — 2023 Edition

Dipanjan Chatterjee September 8, 2023
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]
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Power Up Your Content With A Plan On A Page

Phyllis Davidson August 29, 2023
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
Blog

The Latest And Greatest Marketing Measurement Service Providers

Tina Moffett August 23, 2023
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
Blog

Improve Your Loyalty Results With A Loyalty Services Provider

Mary Pilecki August 16, 2023
Does your brand employ a loyalty services provider in addition to a loyalty technology provider? If not, you should consider it. Brands continue to increase spend on loyalty technology and programs, but they often don’t tie their loyalty initiatives to broader corporate goals, negatively impacting their success. Services providers help here. This blog answers key […]
Blog

Adapt Your In-Person B2B Event Strategy Or Lose Audiences

Conrad Mills August 15, 2023
In-person events are an essential part of an integrated event mix, but attendance levels are down when compared to pre-pandemic levels, and macroenvironmental changes over the past three years have changed in-person events forever. 2022 saw a precipitous increase in event costs, with the average cost per attendee around 25% higher compared to 2019. At […]
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