Chief Marketing Officer
The stakes for marketing leaders are high as buyer expectations climb and pressures to prove ROI intensify. Explore our marketing executive insights to help drive marketing and sales alignment, connect marketing to business strategy, and show clear marketing ROI.
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Insights
Podcast
B2B Buying In The Age Of GenAI
Just as B2B companies are adopting generative AI (genAI) to gain efficiencies, so are their buyers. This week on What It Means, Principal Analyst John Buten looks at how buyers are using genAI in the purchasing process and what marketers and sellers should do in response.
Blog
Coca-Cola’s AI-Generated Holiday Ads Approach A Creative Tipping Point
The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]
Share Your B2B Success Story In Phoenix
Have you achieved stellar B2B outcomes through cross-functional alignment or within a specific B2B function? Share your success story by December 16, 2024, for the chance to join us on stage at B2B Summit North America 2025.
Blog
Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
Blog
Media Scale And Media Skill Collide In The Full-Funnel Agencies Of The Future
Marketers are ready to move beyond choosing between full-service media generalists and channel specialists. Insights from the newly published Forrester Wave™ evaluation on media management services shed light on what to look for when evaluating your current agency or looking for a provider.
Blog
AI Readiness Is Already High In Advanced Frontline Marketing Teams
Learn more about what is driving AI readiness and adoption in frontline marketing in this preview of a new report.
Blog
Building The Elements Of Your B2B Marketing Plan
Once you’ve gathered the input needed to create an annual marketing plan, the next step is to define the plan’s components. Learn how, step by step.
Blog
The Three Key Inputs You Need For B2B Marketing Planning
For a B2B annual marketing plan to be meaningful, marketing leaders need the right information — and to know how to find it.
Blog
Call For Entries: Forrester 2025 B2B Summit North America Awards
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
Blog
Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
Blog
Predictions 2025: Agencies Jettison Legacy Structures To Form New Agency Types
The coming year will see the rise of something new as existing agency capabilities are recombined and new ones are created. Read a few of our top predictions.
Webinar
Predictions 2025 Webinar: B2B Marketing & Sales
Join us for a live webinar on the human and tech-related challenges ahead for B2B teams. Explore our 2025 predictions for CMOs and CSOs that you’ll want to plan for now.
Blog
Predictions 2025: GenAI As A Growth Driver Will Put B2B Executives To The Test
In 2025, the true potential of generative AI as a growth driver will be tested. B2B marketing, sales, and product teams should prepare for the good, bad, and even ugly outcomes of trying to generate value from this hot technology.
Jan. 23 B2B Marketing & Sales Predictions Webinar
Join us live to explore the impact of our 2025 predictions on your B2B marketing and sales strategy. Get analyst advice on how to prepare for what’s ahead.
Blog
Our Latest Forrester Wave™ On Creative Adtech Calls For Consolidation
Advertisers today need tools spanning the entire creative lifecycle and creative teams need a source of truth that de-risks creative production as well as media planning and buying. Get a preview of our latest Wave which helps advertisers select tools that accelerate the creative process while synergizing creative with media.
Blog
The Truth About B2B Sales And Marketing Alignment
The future of sales and marketing alignment is at risk as emerging pressures force leaders to evolve their sales and marketing relationships. Learn three hard truths about marketing and sales alignment in this preview of a new report.
Blog
Advanced Frontline Marketing Strategies Are Outperforming In B2B Orgs
Lifecycle revenue marketing is gaining traction worldwide. The hard work of adoption is paying off — though challenges remain.
Blog
The Future Of GenAI Is Increasingly Agentic
A key theme of Forrester’s recent B2B Summit APAC in Singapore was the need to break down silos within revenue processes and reimagine a customer-centric approach that aligns with the customer throughout the entire lifecycle. Learn how agentic AI is accelerating this transformation in three critical ways.
Blog
The Secret To High Growth: Cocreate A Customer-Obsessed Strategy
Customer-obsessed B2B companies achieve stronger revenue growth and profitability growth than their peers. So how do you achieve customer obsession? Break it down into actionable steps.
Blog
What’s Top Of Mind For B2B CMOs In Asia Pacific
Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer Discussion session with a small group of CMOs from enterprises across the Asia-Pacific (APAC) region. The private event format allowed an open and honest exchange about the challenges and opportunities these leaders were facing as they started planning their marketing budgets […]
Podcast
The CMO Role Is Alive And Well
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.
Blog
Leaders Face Five Challenges When It Comes To Event Measurement
Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]
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