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
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Great Digital Banking Experiences Create A Data-For-Value Flywheel
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]
Blog
How To Level Up Your Creator Marketing Program
Two-thirds of B2C marketing decision-makers said they planned to increase investment in creator/influencer programs. Get five tips to effectively scaling your creator marketing program in this post.
Blog
Align B2B Strategy, Planning, And Execution To Achieve Growth With Precision And Purpose
Translating corporate strategy into actionable plans at the product, revenue, functional, and operational levels is no easy feat. Learn how teams can do this successfully.
Blog
Full-Funnel Advertising Makes Poppi Famous
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
Blog
Getting Smart On Content Intelligence
Content intelligence provides a data-based framework for marketers to harness predictive and generative AI to uncover buying signals and exchange value with buyers and customers through the differentiated experiences they demand.
Blog
Mastering The Digital Seas: A Guide To E-Commerce Precision
Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.
Webinar
Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups
B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Join us live on February 12 for buyer insights and analyst Q&A.
Drive Consensus To Win Over Complex Buying Groups
B2B buying groups are more complex than ever. Learn how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Join us live on February 12 for buyer insights and analyst Q&A.
Blog
2025 B2B Marketing Predictions For Indian CMOs
Earlier this month, we wrapped up Forrester’s India Predictions 2025 event. I look forward to this event every year, and this year was no exception. This year’s event for India saw record turnout, with over 350 participants across three cities in India including marketing and tech leaders.
Blog
B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
Blog
Measure Creator Marketing Partnerships With A Composite Set Of Metrics
Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations.
Blog
The State Of Business Buying: Companies Still Struggle To Meet Buyer Expectations
Our latest survey of more than 16,000 global B2B buyers shows that they’re increasingly frustrated and dissatisfied. Learn where they experience friction and how companies can help overcome it.
Blog
Customer Marketers: Be Ambitious But Not Careless
A whopping 86% of customer marketers say their team has too many competing priorities. Get three tips on how to prioritize without creating unnecessary friction with other functions.
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
Three Critical Steps Frontline Marketers Must Take To Support Pipeline Progression
To support pipeline deals, B2B marketers need to change their approach in fundamental ways. Discover three critical steps they must take.
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
Retailers, Reward Loyalty With Value-Based Personalization This Holiday Season
Retailers: understand the fundamentals of value-based personalization in this Forrester blog by analyst Jessica Liu and researcher Cole Walsh.
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.
Gain B2B Marketing Insights At Forrester’s Phoenix Summit!
Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.
Blog
2024 Midyear Review: Still Losing In China, Global Brands Remain Positive
Competition in China’s consumer market remains challenging for some of the biggest global brands. Learn three effective strategies in this preview of a new report.
Blog
Embracing Local Flavors: Understand Regional Differences In B2B Marketing In Europe
European B2B marketing is conquering challenges as businesses navigate fluctuating economic climates, process inefficiencies, data management challenges, and recruitment difficulties. Forrester’s Marketing Survey 2024 delves deep into how France, Germany, Italy, Spain, and the UK each present unique markets with distinct regional needs. The insights reveal that: Investment enthusiasm is shifting across boarders but tech matters […]
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.
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