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.
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Your AI Strategy Already Made A Risk Decision. Have You?
How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.
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Your Processes Are The Weakest Part Of Your AEO Strategy
Many marketers know the best practices they must implement to get mentioned and cited by ChatGPT, Google, and Claude but still struggle to implement answer engine optimization (AEO). Marketers sync with web developers about the technical prerequisites of visibility: server-side rendering, Bing’s IndexNow protocol, monitoring for indexation issues, and more. They’re well aware of the […]
Activate Buying Groups. Accelerate Growth.
Your buyers don’t make big purchase decisions as individual leads. Learn how to operationalize the Forrester B2B Revenue Waterfall™ and align marketing, sales, and revenue development teams around the buying-group opportunities that fuel growth.
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B2B Marketing Is Moving Faster Than Its Foundations Can Handle
Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]
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Answer Engines’ Next Act: From Visibility To Growth
Treating AEO as a visibility tactic misses the bigger opportunity. Learn how answer engines are redefining influence and creating new paths to growth.
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Budget Planning 2027: B2B Marketing Leaders Must Prioritize Focus For Resilience
B2B marketing leaders entering the 2027 planning cycle must rethink traditional budget planning and shift toward focused, outcome-driven investment strategies. In an era of AI-driven disruption and market volatility, success will depend on where organizations concentrate spend, divest low-impact initiatives, and invest in resilience-building capabilities.
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New Analysis Suggests The CMO’s Role In The Fortune 500 Is At A Crossroads
For years, the chief marketing officer has been one of the most scrutinized roles in the C-suite, and that scrutiny isn’t easing, according to Forrester’s third annual analysis of CMOs in the Fortune 500. But the data suggests that the prevailing narrative of CMO decline masks the real story: reinvention.
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Net Zero In 2026: Why Pragmatism Drives Companies To Take Different Paths
Long‑term net-zero commitments, typically framed as emissions reductions aligned with a 2050 timeframe, were a fad across global companies in the past decade. It was the de facto way to signal virtue to both customers and investors. Recently, however, the signals have become more mixed. Some organizations have scaled back or stopped emphasizing these targets, […]
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AI Agents Are Your New Customer, But Can You Target And Grow Their Trust In Your Brand?
AI agents are forcing change to marketing strategies. Learn how to get ahead of the shift.
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Developer Relations Is Not (Just) Marketing
If you’ve got a product that’s aimed at developers but consider developer relations as solely a marketing function, you’re making a mistake. You might find: Competitors appear to have insights that your marketing team misses. Your products lack key features compared to others on the market while you spend time building things that your metrics […]
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From Walled Gardens To Working Media: The Rise Of Commerce Media
In less than a decade, retail media evolved from a monetization tactic piloted by margin-seeking mass retailers into one of advertising’s fastest-growing channels. By nearly every surface-level metric, retail media works. Marketers shifted billions of co-op funds into it, lured by the promise of closed-loop measurement and higher return on relationships with merchants. But beneath […]
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The GTM Singularity Is Here, And We’re Ready: Parting Thoughts From B2B Summit North America
B2B Summit North America made one thing clear: Leaders know the ground is shifting, and they’re ready to adapt. Across three days, conversations centered on navigating the GTM singularity with confidence, alignment, and optimism.
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Your Growth Strategy Isn’t Broken. The Problem Is That You’re Avoiding Decisions.
Many B2B growth strategies fail not because the ambition behind them is wrong, but because leaders avoid or defer making critical decisions.
Save 10% On B2B Forum EMEA This Summer
Register by September 4 to lock in summer advantage savings — 10% off your ticket to B2B Forum EMEA (28–29 Sept, London). Leave with a plan to win in the GTM singularity as AI‑driven buyers rewrite the rules.
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Americans Feel Miserable. Why Do They Keep Spending?
Consumer confidence languishes near historic lows, surveys drip with despair, and media narratives fixate on fragility. And yet, consumers open their wallets, and corporate profits roll in. This is not a passing contradiction. It is the defining paradox of today’s “pessimism economy.” Our new research — Down But Not Out: Growth Strategies For The Pessimism […]
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Volatility Isn’t Temporary — Account For It In Your Leadership Playbook Going Forward
For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]
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Stop Pretending 2026 Will “Stabilize” — Continue To Build For Volatility
If marketing, CX, and digital leaders have learned anything in the past year, it’s mastering the art of finessing how to plan and execute — for growth! — under highly fluid conditions. Since we first published Forrester’s Leading Through Volatility series a year ago, consumer leaders have steered their organizations through rapid evolution across geopolitical events, technology (hello, agentic commerce and artificial general intelligence), role evolution (good to meet you, AI CMO), and consumer sentiment.
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It’s Time To End Disconnected GTM Efforts
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
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Why Marketing Plans Fail And How A Plan Of Record Fixes It
Marketing teams invest heavily in annual planning — but once execution begins, reality starts to drift from it. Learn how a marketing plan of record can help teams stay focused.
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CMOs’ “AI Creative Leap”: From Making Ads To Designing Meaning
As AI absorbs execution at scale, creativity returns to its highest value. The brands that win will automate production while doubling down on insight, narrative, and the judgment that protects meaning.
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End The Corporate-Regional Tug-Of-War Over Campaign Control
End the corporate-regional tug-of-war over campaign control. Explore four operating models that clarify decision rights and speed execution.
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Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Have Forrester On Their Side
Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]
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