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
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The Green Consumer Paradox
Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.
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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.
Capture & Prove Marketing’s True Value Beyond Sourcing Metrics
Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.
Blog
Daniel Kahneman Changed How We Think About Consumer Choice And Brand Strategy
The way we think about how consumers choose brands owes a huge debt of gratitude to the pioneering and unexpected insights of Daniel Kahneman. Learn more about how Kahneman’s work has influenced brand energy and the Forrester Brand Energy Framework.
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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.
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“Change Now” For Sustainable And Profitable Solutions
Educating executives about the environmental impact of their business is still a challenge. Learn why and several other key takeaways from the recent ChangeNOW solutions summit in Paris.
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Call For Entries: Forrester B2B Summit APAC 2024 Awards
APAC B2B companies: 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.
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Five Key Insights Into Consumers’ Use Of Generative AI
As is often the case with new technology that promises to change the world, consumer use of generative AI has raised some questions and concerns. Learn five of the key trends we see emerging around the consumer use of generative AI in this preview of a new report.
Empower Your Marketing Org To Drive A Bigger Impact With GenAI
Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.
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The Justice Department Accuses Apple Of Smartphone Monopoly
Apple is being accused of smartphone monopoly but its "walled garden" principles have helped build brand devotion and customer loyalty. Learn more about this complex situation in this blog.
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European Consumers Challenge Popular Stereotypes About Greenness
While Europe’s green segments may look homogeneous, consumers’ behaviors and attitudes vary by region and age. Learn how the latest data has countered some common stereotypes about green consumers in Europe.
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Environnement & comportements d’achat des consommateurs français
Bien qu’ils accordent rarement la priorité à l’environnement dans leurs habitudes d’achat, les consommateurs français sont de plus en plus soucieux des enjeux écologiques. Pour suivre le mouvement, les distributeurs et les marques françaises doivent prendre au sérieux leur engagement en matière d’environnement et la façon dont ils le démontrent à leurs clients. Forrester vient […]
Podcast
What Human And Technical Skills Will Matter Most To B2B Marketers?
What skills and competencies will B2B marketers need most to succeed in the future? In this episode, Principal Analyst Naomi Marr and VP and Principal Analyst Katy Tynan discuss what’s driving the need for new technical and human skills and how to close the gap.
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Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge
In the fast-paced world of B2B marketing, where change is the only constant, CMOs find themselves standing at a critical crossroads. The traditional playbook is becoming obsolete, and B2B buyers demand seamless online experiences. The landscape is shifting, and those who fail to adapt are bound to be left behind in the dust of their […]
Skyrocket Your Growth And Revenue With Our B2B Predictions
Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.
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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 […]
Podcast
What Motivates B2B Customers To Become Advocates?
Customer advocacy initiatives often leave a key question unanswered: How do customers benefit? On this episode of What It Means, VPs and Principal Analysts Laura Ramos and Amy Bills explain how B2B companies can get more value from customer advocacy by understanding what motivates customers to participate.
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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 […]
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Who Capitalized On A Super Opportunity To Win More Consumers?
Learn which brands overcame so-called "acquisition blockers" — and which ones might have been better served funneling their $7 million (or more) into growth levers other than a Super Bowl ad.
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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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Marketers Must Embrace AI To Maximize B2B Event Success
Current adoption of AI for B2B events is low, but there is enormous untapped potential.
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Are B2B Buyers Cowards?
No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.
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