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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B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
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OK, AI, Buy Me Some Enterprise Software
If your buyers use generative AI to research your product and don’t put you on their shortlist, how would you even know? B2B buyers are rapidly adopting genAI, changing how they shop, so B2B companies need to start preparing for much smarter shoppers.
Align Marketing And Sales Teams On Customer Value
Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.
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Loyalty Service Providers Supercharge Loyalty Strategies
The Forrester Wave™: Loyalty Services, Q2 2024 is geared toward helping loyalty marketers vet the right service provider for their brand. Read a few of the takeaways.
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Real Talk With Ecosystem Partners: GTM Evolution
Early in my career, I received wise but tough coaching from a manager regarding struggles with a new colleague on a strategic project: Pull them aside and have a real, candid conversation with the pursuit of clarity and understanding for the sake of the shared vision and mutual success. The “real talk” that my colleague […]
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A Match Made In Plastic? Capital One’s Quest To Acquire Discover
Capital One’s plan to acquire Discover will change the shape of the financial services landscape (though not the fundamental forces that drive growth and success — but more on that later). To help you understand the implications of the proposed merger, Forrester took a deep dive into our research and data (full report for clients […]
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Call For Entries: Forrester B2B Summit APAC 2024 Awards
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
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B2B Marketers Expect To Do More With More — But It’s Not As Good As It Sounds
Forrester's latest Marketing Survey shows that marketing executives and operations leaders anticipate budget increases this year. Capitalizing on this opportunity requires overcoming formidable challenges.
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Accelerating Advertising With AI Comes At A Cost
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
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B2B Marketing Leaders Don’t Trust Their Measurement, And What They Measure Isn’t Helping
Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem — and it fails to show marketing's true value to the business.
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Is Your Strategy Failing You? Or Are You Failing Your Strategy?
The basic concept of a strategy is that it describes what an organization plans to do, and very importantly, it excludes the things that the organization doesn’t plan to do. But it’s not just the what that matters: It’s also the how. When I advise Forrester’s clients on how to think about their customer experience […]
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Why Brand And Reputation Programs Should Be More Than Just Air Cover
There’s more to planning and executing reputation programs than what we typically see at the usual “air cover” level. Learn more about the Forrester Reputation Program Decision Model in this preview of B2B Summit North America.
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What I Learned About GenAI From Over 100 Indian CMOs
Discussions with 100 CMOs and key marketing leaders in India revealed the massive transformation genAI is already bringing to many marketing organizations across the Indian subcontinent. Read some of their comments in this post.
Harness The Power Of A NEW Customer-Centric Revenue Framework
Watch our webinar replay to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.
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Unleashing Field Marketing To Drive Growth In Asia Pacific
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.
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From Dominance To Decline: Global Brands Are Losing In China
For years, China's economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned. Get four best practices for global brands to navigate the changing Chinese market successfully in this preview of a new report.
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What Should Performance Marketers Actually Do?
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 […]
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According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
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 […]
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Unleashing The B2B Revolution: The Bold Power Of E-Commerce
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 […]
Join Us In Singapore To Supercharge Your B2B Success
Register for B2B Summit APAC, coming to Singapore on October 1. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
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Consumer Spending 2024: What It Means For Your Brand
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 […]
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Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising
$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 […]
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What Ninth-Grade Biology Has In Common With Optimizing B2B Content
Apply scientific experimentation to achieve the best B2B content personalization results.
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