CMO Trends

The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.

Insights

Blog

CMOs At Sustainable Brands Are Bold

Thomas Husson 4 days ago
In my recent report, “Embrace The Green Business Opportunity,” I demonstrated how new entrants and innovative brands, especially in Europe, are disrupting the status quo and becoming profitable sustainable businesses. This is not just about the iconic Patagonia, but also about Allbirds, Arcadia Power, Backmarket, BlaBlaCar, C’est qui le Patron?!, Ecotone, Enfuce, Frosch, Imperfect Foods, […]
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Blog

How To Make Sense Of Consumer Behavior After The Pandemic

Anjali Lai April 2, 2021
Here in New York City, COVID-19 vaccinations are opening to all residents ages 16 and up; the fluttering arrival of warmer weather and easing of restrictions are lifting spirits and drawing locals out to the parks and sidewalk restaurants. As the world gradually starts to recover, marketing leaders are asking a burning question: Are the […]
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Boost Your Content Strategy For 2021

Discover how to adapt your content strategy for your audience. Join us for two complimentary webinars dedicated to sharing key advice and best practices.

Blog

Forr The Planet: Sustainability Interview Series — Oracle

Abhijit Sunil March 24, 2021
Read an interview with Rich Kroes, Vice President, Global Sustainability at Oracle about the circular cloud and sustainable technology.
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Blog

Danone, The Green Revolution, And The Next Wave Of Business Transformation

Thomas Husson March 22, 2021
Last Friday, my daughter — who will soon turn 15 — participated in her first demonstration, one organized by Fridays for Future. She’s passionate about climate change and biodiversity. I was 12 years old when the Chernobyl disaster occurred, but I was (and still am) passionate about politics. The fall of the Berlin Wall was […]
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Blog

The Collision Of Precision And Persuasion: Rethink The Customer Lifecycle

Jay Pattisall March 16, 2021
The separation of media and creative execution 40 years ago sent the advertising industry spiraling. Advertising’s perception has devolved from entertaining to annoying, investment to commodity, channels organized to communication everywhere, and audiences obtainable to users elusive. Savvy marketers are actively seeking solutions to join the lower and upper funnels of marketing as a means […]
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Blog

Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
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Blog

How To Monetize Open Finance: Monetize Value; Price The Use Case

Jacob Morgan March 10, 2021
Open finance is driven not by regulators but by technologies such as open APIs. This is steadily changing distribution patterns within the industry toward embedded finance — a world of connectivity, with financial services meeting the needs of customers in the moment, in cars, in virtual agents, in shopping apps, and in online marketplaces. If […]
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Predictions 2021 Online Event

Dive deep into the dynamics that will generate obstacles and opportunities in 2021.

Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Blog

Intelligent Creativity Overhauls The Creative Process

Jay Pattisall March 2, 2021
When technology and human ingenuity combine the result is Intelligent Creativity, a process that will redefine the how, who, and what of today's marketing.
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Video

Multilocal Firms Will Emerge

Thomas Husson February 11, 2021

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Blog

A Consumer “Tech-celeration” Is Advancing Behaviors But Straining Emotions

Anjali Lai February 2, 2021
The crises of 2020 turbocharged consumers’ technology adoption and usage. Yet in 2021, consumers are struggling to make sense of their need for technology and their hesitation to rely on it.
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Blog

Five Actions Every Portfolio Marketer Should Take To Drive Business Value In 2021

Katie Fabiszak January 21, 2021
As organizations prepare for 2021 and beyond, they need to focus on what matters most, which includes examining market trends and understanding buyer needs. Here are the five key actions portfolio marketers must take.
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Predictions 2021 Hub

Explore our blog posts, videos, guides, and other resources to understand the dynamics that will shape 2021.

Blog

Four Key Takeaways For Brands From CES 2021

Dipanjan Chatterjee January 19, 2021
Discover what this year's all-virtual event revealed about the future of brand experiences.
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Blog

Empowered Consumers Call For Sustainability Transformation

Anjali Lai January 19, 2021
While consumer conversations about the climate have ebbed and flowed for decades, 2020 marked a turning point that sparked unprecedented urgency around the climate crisis. Learn how this will impact consumer trends in 2021.
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Video

Reaching Gen Z Starts With Understanding Their Truths

Mike Proulx January 14, 2021

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Blog

Update Your Understanding Of Emotion (Hint: It’s Not Just Feelings)

Jim Nail January 12, 2021
We’ve assembled a compendium of Forrester’s existing research on emotion, with the help of analysts across a variety of coverage areas. This research will help CMOs — and other leaders across the enterprise — rethink the dynamics of emotion.
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Blog

What To Expect From CES 2021

Thomas Husson January 8, 2021
For the first time ever, the Consumer Electronics Show will be a digital-only event. Like Mobile World Congress in Barcelona, Viva Tech in Paris, or IFA in Berlin, this is one of the few key global technology and innovation events. Physical networking usually enables both startups and large companies to meet prospects, generate leads, sign […]
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The Future Of B2C Business Models

Disrupters like Spotify have changed the way B2C businesses make money. Discover how your firm can thrive as digital innovation reshapes customer expectations.

Blog

2021年预测:卓越的首席营销官(CMO)将带领组织重获增长

Shar VanBoskirk December 8, 2020
在2021年,我们将看到领先CMO与落后CMO之间明显的区隔,领先的CMO将认识到2020年为过往的工作方式开启了新篇章,而落后的CMO则只会满足于促销活动、销售支持以及媒体空间购买等。企业如没有一个领先的CMO来带领,将无法生存。
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Blog

Using The Right Metrics For The Subscription-Based Business Model

Dan Bieler December 3, 2020
The subscription model offers new opportunities for businesses to enhance the value of their offerings as they become more embedded in the changing context of their clients’ customer journeys. But companies need to have the right metrics in place to be able to support the shift of the underlying value equation. Processes and systems for […]
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Blog

Ist es endlich 2021? Fünf Dinge, die B2B CMOs jetzt als Vorbereitung auf 2021 angehen müssen

Jennifer Ross November 24, 2020
B2B marketing leaders should continue to expect the unexpected and embrace change as a constant. These five actions can help you build a path forward through the unknown.
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