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.
Navigating Economic Uncertainty: Insights From B2B Marketing Peers
Join us for a live webinar to explore the B2B marketing trends critical for thriving in 2023.
Flexible Loyalty Technology Solutions Power Profitable Loyalty Programs
As brands contend with rising media costs, changing consumer behavior, and, for some, lackluster sales results, they continue to invest in consumer loyalty programs and technology solutions to help them engage and retain consumers. In fact, 53% of B2C marketing decision-makers plan to increase their spend on loyalty technology this year. But economic uncertainty adds […]
How B2B Marketing Can Thrive In An Economic Downturn
Learn what decisions will equip marketing leaders and organizations for success this year. Explore our complimentary report.
It Pays To Share: Refer-A-Friend Programs Boost Customer Acquisition And Engagement
We’ll let you in on a secret: Cometeer coffee keeps Forrester’s B2C marketing research team running. When our colleague evangelized the innovative coffee company in a team meeting last year, the brand quickly found its way into many of our team members’ daily routines — and it’s not just because we like really good coffee. […]
CX APAC 2023: Bold Focus
Create A Customer-Obsessed Growth Engine To Thrive In Tough Times Today, the world is more challenged than ever as a series of health, environmental, socioeconomic, and geopolitical crises have pushed uncertainty to extreme levels. This systemic disorder and uncertainty exposed a lack of customer focus in many organizations. Amid these challenges, customer experience (CX) programs […]
Optimizing Product Launches In Regions: Four Steps
Launching multiple products in a region can be complex due to variations in language, culture, maturity, and buyer needs across countries. On top of this, tailoring the launch to each market increases the complexity and need for resources. In addition, regional marketers are often faced with three critical challenges: lack of visibility and information about […]
How To Navigate Retail Media Mania
The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media coverage and forecasts, including Forrester’s, that project a significant share of ad spend — nearly $100 billion, according to Boston Consulting Group — being absorbed by retail media networks (RMNs) […]
Order Up: Starbucks Rewards Changes Signal A Renewed Focus On Profitable Loyalty
As one of the most popular loyalty programs in the world, the stakes for the Starbucks Rewards program are high. Today, the program boasts nearly 29 million active members, and over half of Starbucks sales are driven through the program. Starbucks Rewards members collect “stars” for every purchase they make, redeemable for free drinks, food, […]
Align B2B Marketing With our 2023 Predictions
Attend our live webinar on the two top B2B marketing predictions impacting your marketing organization and structure.
Take Your TEI Investment Farther With Derivative Assets
An e-book is a great way to illustrate and add a bit of color to your TEI content. The digital content focuses on visually representing your TEI results and highlighting your customer quotes in a beautiful and easy-to-browse website-embedded format.
Channeling Main Character Energy: Your Guide To The TEI Composite Organization
Effective stories inspire the audience to imagine a different version of themselves that is within reach. In marketing and customer experience, we want that version to be faster, better, and more flexible than the current state. The right character will tell the role your solution played in the story of that reaching. Criteria that help identify the best customer rather than just the average customer help you set up prospects for success with knowledge and appropriate expectations for your product.
Putting The Revenue In Marketing Technology
As B2B marketing continues to evolve, addressing shifts in buyer behavior has become a top priority for marketing leaders. These shifts, driven by the proliferation of data, include the rise of buying groups and the preference for self-guided, anonymous, or pseudonymous buying journeys. After working closely with our practitioner and tech service provider clients and […]
Practitioner To Analyst: What I Would Have Done Differently If I Had Access To The Research I Have Now
Being a Forrester marketing operations analyst for 60+ days, my learning journey has been quite informative. Check out what I have discovered so far. From the view of an ex-marketing operations practitioner, I highlight what I would have done differently if I had access to the Forrester assets when I was a practitioner. This blog shares recommendations for marketing operation leaders.
Are You Ready To Step Up To B2B Marketing’s New Destiny?
As forces converge to drive B2B marketing to a higher purpose, marketing leaders must evolve from brand stewards, lead generation machines, and sales supporters in order to fulfill it.
B2B Summit North America
Discover research-based insights, tools, and frameworks to power your success in a tumultuous 2023. Join us for the year's premier event for B2B marketing, sales, and product teams.
Presumed Innovative Until Proven Guilty
Most B2B marketing leaders are not as innovative as they think they are. Join us at Forrester’s B2B Summit North America — an in-person and digital experience happening June 5–7 — to learn tips and tricks that you can use to jump-start your innovation agenda.
Three Steps To Build B2B Digital Marketing Capabilities
For B2B marketing leaders looking to achieve digital transformation, it’s important to know what your specific aims are and break down the endeavor into smaller, defined steps.
How A Sharper Customer Focus Will Fuel B2B Growth In 2023
As inflation woes, market turbulence, and supply chain disruptions cloud the 2023 landscape, B2B organizations will look to their existing customers to forge a more predictable path to growth. On this week’s What It Means, VP, Principal Analyst Ross Graber discusses this and other 2023 predictions for B2B marketing and sales leaders.
Capitalize On Search Marketing’s Evolution With Two New Reports
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. […]
B2B Revenue Engine Alignment: A Cultural Transformation That Begins With Customer Obsession
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.
2023 Spending Strategies For CMO Success
Get our 2023 Planning Guide to see how savvy B2B marketing executives are spending their money to achieve long-term profitable growth.
Unlock Loyalty Throughout The Customer Lifecycle
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 […]
Google’s Delay Is No Excuse: Prepare For Cookie Deprecation’s Impact On Paid Search
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 […]