John Arnold

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.

Lifecycle revenue marketing is gaining traction worldwide. The hard work of adoption is paying off — though challenges remain.

B2B marketing leaders ae no strangers to stretching budgets. As they head into a new planning cycle, our research will help them know where to focus for optimal results.

Führungskräfte im B2B-Marketing müssen mit dem Potenzial von KI rechnen, bestimmte Mitarbeiterzahlen, Rollen, Verantwortlichkeiten und Aktivitäten zu ersetzen.

B2B companies can learn from the ways in which their growth-experiencing peers prioritize key areas of focus. Get a high-level view of findings from the latest Forrester Global Marketing Survey.

Learn about frontline marketing, the teams that it comprises, and why it’s essential to driving customer-centered B2B growth.

According to Forrester’s September 2023 Artificial Intelligence Pulse Survey, nearly half (49%) of AI decision-makers say that they are concerned about displacement of human jobs by generative AI usage at their organization. Others also have similar fears: A report by the American Staffing Association indicates that nearly three-quarters of American adults (74%) fear that higher […]

Generative AI, as it stands today, is a minimally viable solution for frontline marketers. But that’s going to change. Generative AI will revolutionize frontline B2B marketing, offering both opportunities and threats to the status quo. Forrester forecasts that automation and AI overall will replace 4.9% of US jobs by 2030. With unique regard to frontline […]

As generative AI becomes more integrated into marketing platforms and processes, frontline B2B marketers can look forward to a future where they aren’t so reliant on outside technical resources. Here's a look at what may lie ahead.

What if you used more generative AI for marketing instead of hiring more humans? Here's what to consider.

Forty-six percent of B2B marketing decision-makers responsible for demand/ABM marketing say that standing up a new marketing approach is their biggest point of focus to support growth over the next 12 months. Enter lifecycle revenue marketing (LRM), the most comprehensive approach to frontline marketing. It’s also Forrester’s definition of best-in-class frontline B2B marketing. Here are […]

Are your marketing and sales functions aligned? It may depend on who you ask. Business and technology decision-makers who work in sales are almost twice as likely as those in marketing to say that marketing operates independently or is minimally aligned with other internal functions. Whether the disconnect is more perception or reality, the results […]

Data deprecation is well under way, and it’s interfering with frontline B2B marketing programs. Should you start being concerned about B2B data deprecation now? No. You should have started being concerned months and months ago. Browser and operating system restrictions like cookie deprecation represent just one of four ways that data deprecation has been increasingly […]

The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.

Looking for a new B2B marketing agency? You’re not alone. Fifty-nine percent of B2B marketing decision-makers are planning to increase outsourced services this year. And B2B organizations already spend more than 12% of their marketing program budgets on agency fees. In fact, agency fees are the largest percentage of B2B marketing program budgets. When B2B […]

A lengthy, dysfunctional review process costs agencies and their clients $12.5 billion per year. It’s time to change agency selection.

Frontline B2B marketing teams need a cohesive approach to drive growth and get the most value from advances in tactics, technologies, and processes. Discover how lifecycle revenue marketing helps to achieve that.

The sophisticated B2B marketers and advertisers I talk to are always striving to achieve some form of omnichannel reach with closed-loop reporting to refined target audiences at scale with a small number of vendors — no easy task, even with good audience technology. The Beginning Of A New Era: Audience As A Strategy Audiences have […]

The in-house B2B marketing trend of the past few years — expanding in-house agencies, centers of excellence, and shared services — has peaked. Fifty-nine percent of B2B marketing decision-makers now say that they are planning to increase marketing spend on outsourced services. This new investment mindset, combined with macro and micro economic factors, has sparked […]