Chief Marketing Officer

The stakes for marketing leaders are high as buyer expectations climb and pressures to prove ROI intensify. Explore our marketing executive insights to help drive marketing and sales alignment, connect marketing to business strategy, and show clear marketing ROI.

Discover how Forrester supports B2B and B2C marketing leaders.

Insights

Blog

Top 143 Social Media Groups For MSPs, VARs, And Tech Channel Professionals

Jay McBain July 8, 2021
The channel is very large, highly diverse, and incredibly decentralized. Channel partners know that to be successful, they need to carve out a niche — whether that be by line of business, by industry (and, increasingly, by subindustry), by size of customer, geographically, technologically, and by business model. These six vectors are not mutually exclusive, […]
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Blog

To Formulate Marketing Strategy, Understand Your Business Context

Susan Macke June 17, 2021
B2B marketing strategy development isn't a one-size-fits-all process. To build a marketing strategy that drives business growth, understand these six factors.
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Brand Storytelling: Your Competitive Advantage

Drive demand and engagement by creating B2B stories that place the audience at the centre of the narrative.

Blog

How To Leverage Innovation To Grow And Differentiate Your Business

Bernhard Schaffrik June 7, 2021
Learn how to leverage adaptive technology platforms to nurture innovation at your organization.
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Blog

How To Talk To Executives And Avoid A Boardroom Ambush

Jennifer Rouse June 4, 2021
You rarely get to follow a script when presenting to the board — which is why the best strategy may be not so much to plan as to prepare. Learn four strategies.
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Blog

Forr The Planet: Sustainability Interview Series — Dr. Suku Nair, SMU AT&T Center For Virtualization

Abhijit Sunil June 2, 2021
Photo by Abhinav Sunil The intersection of how technology platforms are evolving and how it both affects and aids sustainability is a topic that Forrester’s sustainability team is currently studying. We spoke with Dr. Suku Nair, one of the most respected computer scientists in the country. He currently heads the SMU AT&T Center for Virtualization […]
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Blog

Trusted Third-Party Phish Is The Catch Of The Day

Joseph Blankenship June 2, 2021
We warn users not to click on suspicious emails and not to open emails from untrusted senders to prevent users from being phished. Sender identity is one of the filtering mechanisms in email security solutions. But what happens when a trusted sender’s email account is compromised and an attacker uses that access to send emails […]
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Blog

Data Ethics And DEI Convergence: A Win-Win Situation

Fatemeh Khatibloo May 26, 2021
Diversity, Equity, and Inclusion (DEI) and Data Ethics are increasingly interconnected, and brands must do both well to foster authentic, meaningful, and sustainable customer relationships. 
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Build A B2B Marketing Content Strategy That Focuses on Your Audience

Learn how to develop a content strategy that places buyers front and centre.

Blog

Brand Storytelling Is A Competitive Advantage

Ian Bruce April 21, 2021
Storytelling is an essential skill that inherently engages audiences and makes content distinctive and memorable. Yet, B2B marketing professionals often struggle to create compelling stories.
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Blog

Four Common Strategy Mistakes B2B Marketing Leaders Make

Jennifer Ross April 20, 2021
At a time when many firms are trying to regain their footing or set a new course, having a clear, comprehensive marketing strategy that supports the business’s future vision is critical. Avoid these common missteps.
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Blog

Are You Ready To Step Up To B2B Marketing’s New Destiny?

Lori Wizdo April 19, 2021
As forces converge to drive B2B marketing to a higher purpose, marketing leaders must evolve from brand stewards, lead generation machines, and sales supporters in order to fulfill it.
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Blog

Clairvoyance Should Not Be Required For Revenue Planning

Marcia Trask April 15, 2021
Marketing, sales, and customer engagement leaders need a structured, facts-based approach to achieving revenue and growth goals. Learn what that requires.
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Blog

Why Your Brand Needs More Of Your Attention

Mavis Liew April 12, 2021
Brand is a primary purchase-decision driver, yet it often takes a backseat in terms of investment. At this year's B2B Summit North America, learn how to better manage this critical asset.
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How to Build B2B Content Measurement Dashboards

It’s time to banish B2B content performance blindness with better data and analytics.

Blog

Toss Those Tea Leaves: Reading Real Signals Of Growth And Retention

Amy Bills April 9, 2021
Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.
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Blog

A Brand’s Values Must Withstand The Pressure Of Politics

Mike Proulx April 8, 2021
The lines between brands and politics have blurred. If companies are committed to standing with their values, politics are unavoidable. But that doesn’t mean a given brand must or should take on every single issue. Company values will determine when to choose a side.
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Blog

Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements

Mavis Liew March 31, 2021
How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?
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Blog

Don’t Leave Your B2B Marketing Campaigns On Auto-Pilot

Nick Buck March 24, 2021
From pandemics to local disasters, product innovations to mere budget cuts, it's easy for campaign plans to fall out of synch with their environment. Join us at B2B Summit North America to learn how to stay aligned to market conditions and business priorities.
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Blog

The Bridge Between Strategy And Planning: Don’t End Up In The Water

Adele Sweetwood March 22, 2021
To achieve growth and success, B2B marketing leaders need both a long-term strategy and actionable annual plans.
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Does Your B2B Marketing Strategy Drive Business Results?

Build a durable marketing strategy that delivers clarity and business value in a fast-changing climate. Explore our marketing strategy content for B2B CMOs.

Blog

Pole Position: Three Ways To Fuel Your Content Engine For Success

Phyllis Davidson March 10, 2021
Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.
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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

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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