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

Video

Reaching Gen Z Starts With Understanding Their Truths

Mike Proulx 2 days ago

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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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Predictions 2021 Online Event

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

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

Trust In The Age Of The Customer

Anjali Lai November 20, 2020
We all know that consumer trust is important, but it’s extremely challenging for companies to know when they have it, when they violate it, and how to cultivate it. Discover the components needed to grow consumer trust.
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Blog

Get Ready For The Subscription Business

Dan Bieler November 20, 2020
Subscriptions link the value propositions of customer usage to outcomes. To achieve this business model, traditional product companies need to reinvent innovation cycles, product development approaches, sales and marketing tactics, and customer support functions. There are many obstacles to this transformation — but it’s doable. Three main observations when defining your strategy for driving subscription […]
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Blog

You Can Quantify The ROI Of SEO

Collin Colburn November 19, 2020
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
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Blog

2021 B2C Marketing Priorities In Europe

Thomas Husson November 18, 2020
How should European B2C marketing leaders prepare for 2021? Read our concise recommendations for B2C marketing success in the coming year.
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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

Europe’s Digital Renaissance Starts Now

Thomas Husson November 12, 2020
Europe has lost the battle for the digital consumer. But European firms now have a global opportunity. How can CMOs and business leaders seize it?
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Blog

Spotify Adds Megaphone To A Long List Of Podcast Acquisitions

Collin Colburn November 10, 2020
There’s been yet another big move today in the podcast space, as Spotify acquired Megaphone for its podcast advertising technology. The acquisition for $235 million continues Spotify’s three-year buying spree in the podcast market and further solidifies its dominant position here. Spotify Adds Megaphone To Bolster Monetization Of Its Podcast Content In addition to giving […]
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Blog

Predictions 2021: Remote Work, Automation, And HR Tech Will Flourish

David Johnson October 29, 2020
Employee experience in 2021 will be defined by long-term remote work and crisis management. Success will depend on the strength of an organization's employee experience strategy and technology investments. Learn more.
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Blog

Close The Gap Between Brand, Customer, And Employee Experiences

Thomas Husson October 29, 2020
Customer experience (CX) has become the number one business priority for marketers. The percentage of European B2C marketers considering improving CX as their company’s top business priority has jumped from 26% in 2019 to 46% in 2020. CMOs are fully aware of the importance of customer data to personalize experiences. The employee data tsunami is […]
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Blog

Predictions 2021: Technology And Customer Obsession Help Firms Emerge From Crisis Mode

Sharyn Leaver October 15, 2020
It has never been more important for organizations to anticipate change, strengthen resilience, and become truly customer obsessed. Heading into 2021, technology — both new and existing — will help firms achieve these aims and emerge from the crisis on sound footing.
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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.

Video

Predictions 2021: Strong CMOs Will Own Their Companies’ Regrowth

Shar VanBoskirk October 15, 2020

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Blog

Europe Predictions 2021: Marketers Must Craft Experiences To Retain Contradictory Customers

Thomas Husson October 15, 2020
Every autumn, Forrester looks ahead to predict the major consumer, business, and technology trends that will shape the marketing landscape for the following year. 2020 has been a year of unprecedented political, social, economic, and healthcare disruption — and 2021 shows no signs of any of these trends slowing down. How, then, should European consumer […]
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Blog

Predicting Six More Weeks Of Winter For B2B CMOs

Craig Moore October 5, 2020
B2B marketing leaders are experiencing their own version of Groundhog Day when planning their budgets. They need better planning information and better insights to avoid the tragic cycle of repeating past budget planning mistakes.
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Blog

Consumer Energy Fizzles To A New Low As Consumers Approach Q4

Anjali Lai September 23, 2020
If you’ve been following my blog, you’ll know that we’ve been measuring precisely how the emotional toll of the COVID-19 pandemic is influencing consumer appetite for commercial exchange. We do this by applying Forrester’s Consumer Energy Index, our data-driven framework that captures how ready and willing consumers are to reach out to brands. After a […]
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Blog

The Organizational Obstacles Of In-Housing Media

Jay Pattisall September 23, 2020
Ever since the release of the Association of National Advertisers’ K2 Report on media transparency, marketers and firms have looked for better mechanisms to control their media. For ambitious companies, the desire for more impact has led some to in-house media. The prospect of an in-house team of media-savvy professionals maximizing the firm’s buying power […]
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Reducing Software Costs In 2020

Learn negotiation tactics to find short term software cost savings for both existing contracts and upcoming renewals.

Blog

The Future Of Buying Is Using

David Truog September 21, 2020
The shift toward consumers expecting and rewarding experimentation is motivating companies to focus on product as their engine of growth.
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Blog

Is It 2021 Yet? Five Things B2B CMOs Must Do To Prepare For The Year Ahead

Jennifer Ross September 18, 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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Blog

Introducing Planning Assumptions 2021: Seizing Opportunity Amid Disruption

Monica Behncke September 17, 2020
Amid unprecedented uncertainty lies vast opportunity for B2B leaders. Monica Behncke, Vice President, SiriusDecisions Research, explains in her introduction to Forrester’s SiriusDecisions 2021 Planning Assumptions.
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