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

Blog

European Consumers Challenge Popular Stereotypes About Greenness

Thomas Husson March 11, 2024
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.
Blog

Environnement & comportements d’achat des consommateurs français

Thomas Husson March 7, 2024
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 […]

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.

Podcast

What Human And Technical Skills Will Matter Most To B2B Marketers?

What It Means March 7, 2024
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.
Blog

Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge

Christina Schmitt February 26, 2024
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 […]
Blog

What Should Performance Marketers Actually Do?

Nikhil Lai February 22, 2024
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?

What It Means February 22, 2024
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.
Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
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 […]

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.

Blog

Unleashing The B2B Revolution: The Bold Power Of E-Commerce

Christina Schmitt February 17, 2024
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 […]
Blog

Who Capitalized On A Super Opportunity To Win More Consumers?

Eric Epstein February 13, 2024
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.
Blog

Consumer Spending 2024: What It Means For Your Brand

Dipanjan Chatterjee February 7, 2024
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 […]
Blog

Marketers Must Embrace AI To Maximize B2B Event Success

Conrad Mills February 2, 2024
Current adoption of AI for B2B events is low, but there is enormous untapped potential.
Blog

Are B2B Buyers Cowards?

Ian Bruce January 24, 2024
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.

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.

Blog

Stanley Tumblers, Sephora Skincare: Creators Are Turning Tweens Into Adults

Audrey Chee-Read January 9, 2024
Adult creators are turning tweens and teens onto grow-up products. What does it mean for brands?
Blog

Google Makes Good On Its Resolution To Deprecate Third-Party Cookies In 2024

Tina Moffett January 4, 2024
Marketers didn’t think that it would happen — here’s what to do now to ensure that customer data is ethically sourced and used.
Blog

If It’s January, It Must Be Time For CES 2024

Dipanjan Chatterjee January 2, 2024
What will be the three biggest themes to watch out for at CES 2024? Find out in this preview of the upcoming event in Las Vegas.
Blog

How To Capitalize On Conversational Search

Nikhil Lai January 2, 2024
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog

One Game To Rule Them All: Sports And Fandom In America

Dipanjan Chatterjee December 9, 2023
It’s not often that soccer and the United States are spoken of in the same breath. But a diminutive Argentinian possessing outsized wizardry changed all of that. Lionel Messi put US Major League Soccer on the world map, and Apple brought the games into American living rooms. On Saturday, December 9, it all comes to […]
Blog

Consumers, COP28, And The Green Market Revolution

Thomas Husson November 30, 2023
With the UN Climate Change Conference (COP28) happening in Dubai, learn why Forrester believes firms can no longer ignore the Green Market Revolution.
Blog

In 2024, B2C CMOs Want The Most Help With These Five Areas

Mike Proulx November 28, 2023
Learn what our recent survey of marketing heads revealed.
Blog

Three Signs That Consumers’ Impulsive Spending Is Growing

Audrey Chee-Read November 8, 2023
Impulse spending behavior is growing — and companies are finding opportunities both online and offline to entice consumers to add to their basket. Forrester’s February 2023 Consumer Pulse Survey found that roughly one in two of US and UK Gen Z adults report making impulsive decisions when shopping. Offline, brands and retailers for years have […]
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