Chief Marketing Officer

The stakes for B2B 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.

Insights

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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Planning Assumptions 2021: B2B Chief Marketing Officers

Now more than ever, B2B CMOs must be agents of change. Dive into the trends that will shape B2B marketing in the next fiscal year and learn how to prepare in this webinar.

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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Blog

Inclusion And Diversity Research: Five Surprising Things We Learned

Katy Tynan September 17, 2020
This week, we released a report on the state of the practice of DEI: diversity, equity, and inclusion (see “The Business Of Belonging: How Equity For Employees Drives Equity For Your Brand“). In the course of the research, we interviewed a cross section of practitioners, including chief diversity officers (CDOs), researchers, consultants, and experts in […]
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Blog

Listen Up: Podcasts Can Elevate Your Brand’s Marketing Strategy

Collin Colburn September 16, 2020
I’ll admit it: I’m a podcast newb. I just got into them at the end of last year because of Wondery’s Business Wars, which sucked me in on my daily commute. While I’ve been late to the game, my colleague Sarah Dawson — a podcast lover and aficionado — listens regularly and knew much more […]
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Blog

Pandemic Got Your Marketing Plans Down? Pivot To People-Led Planning

Stephanie Liu September 14, 2020
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]
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Webinar

B2B Chief Marketing Officers: 2021 Planning Assumptions

Now more than ever, B2B CMOs must be agents of change. Dive into the trends that will shape B2B marketing in the next fiscal year and learn how to prepare.

Video

B2C Firms Must Prepare As Consumer Buying Enters A New Era

Sucharita Kodali September 11, 2020

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Video

The Myth Of A World After: A European Recovery Perspective

Thomas Husson August 24, 2020

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Blog

Kindness Is Sticky

Adele Sweetwood August 18, 2020
  • Nuance Communications’ response to how it could aid customers during COVID-19 was simple — “Kindness before commerce”
  • Delivering specific value based on what your customers requested is possible
  • Demonstrating your company’s values in real time will make a lasting impression
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Blog

The Forrester SiriusDecisions Asia Pacific Summit 2020: Tackling Our New B2B Normal

Paul Dolan July 28, 2020
  • The new work-from-home norm has challenged us to create an innovative virtual APAC Summit in Singapore this September
  • For the first time at our the event, we will have a series of track sessions dedicated to the priorities of sales leadership in addition to the usual track sessions aligned to the priorities of marketing leaders
  • We have four Program of the Year winners, showcasing transformative marketing initiatives through a series of fireside chats with our SiriusDecisions analysts
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Blog

Healthcare Spotlight: Gaining Cross-Functional Consensus on Marketing Investments

Alan Gonsenhauser June 29, 2020
  • With limited resources, healthcare CMOs are under pressure to gain consensus with sales and product functions on where marketing should invest
  • To prioritize investment areas, organizations must consider their internal capabilities to succeed as well as external market opportunities
  • By using the SiriusDecisions Relative Targeting Framework, Change Healthcare achieved cross-functional consensus on strategic business priorities for marketing investment
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What B2B CMOs Need To Know

Get the key findings from the SiriusDecisions Global CMO Study.

Blog

Introducing the B2B Advertising Framework

John Arnold June 26, 2020
  • B2B purchase decisions are made by buying groups with intent, and whole buying groups are increasingly hard to reach and activate
  • With an effective B2B advertising strategy, organizations can reach buying groups with creative, personalized messages, but they must approach advertising broadly and strategically to be successful
  • The SiriusDecisions B2B Advertising Framework defines the key elements of B2B advertising to help marketers implement holistic, integrated advertising strategies
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Blog

Reimagining Marketing Skills: Is There a Better Way?

Adele Sweetwood June 25, 2020
  • Reacting too impulsively to the present may end up preventing a future state of growth
  • Creative reengineering during a time of crisis does not only apply to your products or solutions, but to your staff as well
  • Marketing skill sets are transferable across disciplines, you simply need to enable the path
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Blog

How Diverse Are B2B Companies in America?

Ian Bruce June 18, 2020
  • America and the world have been shaken by protests against systemic racism and bias after the killing of George Floyd Jr. by police
  • B2B corporate leaders have expressed support and solidarity with protesters and recognize the need for change
  • Data gathered from numerous sources on levels of diversity and inclusion show that B2B companies need to take far more action on these issues
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Blog

18 Ways Teleservices Teams Can Add Value When Calling Is Uncertain

Amy Hawthorne May 28, 2020
  • Businesses whose teleservices reps are working from home are having to evolve how they engage with prospects
  • Teleservices teams should use remote working time  to experiment with new approaches, connect buying groups in target accounts, improve product and tool knowledge, and polish their external appearance
  • While marketing teams are adjusting programs and outreach plans, teleservices teams are focusing on documenting best practices, processes, and plans for next steps
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Blog

Five Keys to Successful Content Operations

Mike Belden May 12, 2020
  • Every function in the B2B revenue engine must overcome operational challenges related to content
  • Few organizations have achieved an advanced maturity level in developing and managing content
  • An organization’s roadmap to content operations excellence should contain action items in five key areas
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The SiriusDecisions Marketing Planning Process

Align marketing and business objectives, build a marketing plan, assess performance, and refine. Use our model to guide your efforts.

Blog

Dogs and Cats CAN Live Together: How to Make the Right Post-Acquisition Branding Decisions

Ellen Lind May 6, 2020
  • B2B marketing leaders in today’s highly acquisitive environment must be prepared with a plan to take action on day one after an acquisition
  • From a logical brand integration strategy to a thoughtful approach to communicating with internal and external stakeholders, marketing plays a critical role in successful integrations
  • In a Summit 2020 session, Julie Ogilvie shared a strategic decision-making framework for when and how to integrate acquired brands and a process for ongoing communication with internal and external audiences
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Blog

Content: Is It a Shining Star or Black Hole in the Campaign Universe?

Aaron Cullers May 1, 2020
  • Too often, B2B content strategy consists of a bill of materials, but what’s needed is a rigorous approach to orchestrate meaningful content experiences
  • An integrated campaign approach provides the right conditions, but content strategists still grapple with crafting strategy to meet complex requirements
  • A best-in-class campaign content strategy leverages the campaign implementation process to effective content planning
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Blog

Inject Your Marketing Playlist With Swagger: Tune Into These Five Inspirational Trends

Phyllis Davidson April 30, 2020
  • B2B buyers engage in an average total of 18 meaningful interactions with a company before they buy, making it especially challenging for marketers to deliver content with swagger
  • To provide the dynamic and personalized digital experience B2B buyers demand, marketers must operationalize buyer insights, content, and delivery mechanisms
  • Effective tactical execution requires a data-driven approach that continuously adapts to new buyer insights and activity
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