CMO Trends

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 […]

Read an interview with Rich Kroes, Vice President, Global Sustainability at Oracle about the circular cloud and sustainable technology.

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 […]

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 […]

Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?

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 […]

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power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]

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.

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.

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.

Discover what this year's all-virtual event revealed about the future of brand experiences.

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.

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.

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 […]

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。

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 […]

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.