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Use Marketing Analytics To Support Your 2023 Marketing Strategy

Forrester Digital Transformation

Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives.

Analytics 234
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Putting the Revenue in Marketing Technology

Forrester Digital Transformation

As B2B marketing continues to evolve, addressing shifts in buyer behavior has become a top priority for marketing leaders. These shifts, driven by the proliferation of data, include the rise of buying groups and the preference for self-guided, anonymous or pseudonymous buying journeys.

Marketing 225
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The B2B CMO And Marketing Operations: A Symbiotic Relationship

Forrester Digital Transformation

CMOs and marketing operations teams benefit greatly by partnering and working together. B2B Marketing B2B Research Chief Marketing Officer Marketing Marketing Operations

Marketing 240
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Marketing Operations must rationalize revenue technology to achieve customer experience goals

Forrester Digital Transformation

Marketing Operations must rationalize revenue technology by removing point solutions to both reduce costs and achieve customer experience goals. B2B Marketing Marketing Operations

Marketing 231
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Marketing Ops: The New Revenue Hero

As data continues to play a starring role in today’s B2B organizations, both marketing and sales operations professionals are poised to solidify their place as critical revenue drivers. In particular, the evolution of the Marketing Operations (Ops) role has created a new standard in marketing and has become a vital component of an organization’s success.

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For Marketing Operations Leaders, 2023 Brings Opportunity Amid Uncertainty

Forrester Digital Transformation

Providing these insights ranks high among marketing operations teams’ priorities in the year ahead. Age of the Customer annual marketing planning B2B Marketing B2B Research Chief Marketing Officer Marketing Operations Marketing Technology (martech

Marketing 246
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Transformation Ahead For Channel Marketers: Insights From Our B2B Marketing Predictions Webinar

Forrester Digital Transformation

Age of the Customer B2B Marketing Channel Marketing Chief Marketing Officer predictions promotedChannel organizations are at a pivotal moment. As partner networks have grown more complex, a more holistic, ecosystem-oriented approach is needed.

Marketing 130
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In 2022, Channel Marketers Must Prioritize Customer And Partner Value

Forrester Digital Transformation

A focus on enhancing partner experience and generating customer value are key to channel marketing success in the year ahead. Age of the Customer B2B Marketing Channel Marketing Chief Marketing Officer marketing annual planning marketing strategy Planning Assumptions

Marketing 246
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Asking The Right Questions For B2B Marketing ROI

Forrester Digital Transformation

The “right” formula for calculating marketing ROI depends on the underlying business question that you are looking to answer. B2B Marketing B2B Research Business Intelligence Business Value Data Insights marketing measurement & optimization Marketing Operations marketing strategy

Marketing 246
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Introducing The Green Market Revolution

Forrester Digital Transformation

The green market revolution gives businesses an historic opportunity for new environmentally sustainable products and services for everything. Learn more in this blog post. Climate Action Sustainability

Marketing 246
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Breaking The Green Market Opportunity Down Into Segments

Forrester Digital Transformation

Age of the Customer B2C Marketing Climate Action CMO Trends SustainabilityThere is no single green or sustainable consumer. Learn the value of segmenting your customer base by their green purchasing habits.

Marketing 240
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Your Guide to Using Conversational Marketing to Drive Demand Generation

What is conversational marketing really about? This guide will examine the market forces at play, shifting buyer trends, how to leverage conversation marketing, and the tactics involved in adopting it for a B2B demand generation strategy.

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Portfolio Marketing Must Act As A Compass Through Shifting Seas In 2023

Forrester Digital Transformation

By investing in audience-centric practices, portfolio marketers can help their organizations be more efficient and effective, despite economic uncertainty. annual marketing planning B2B Marketing Portfolio Marketing predictions

Marketing 246
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Performance Marketing Is Underperforming

Forrester Digital Transformation

As a result, the category of performance marketing – once wholly focused on search, social, native, and affiliate marketing – is diluting. This dilution, along with three trends, is causing performance marketing’s underperformance.

Marketing 130
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Marketing Efficacy And Operations Hinge On Marketing Resource Management

Forrester Digital Transformation

Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience.

Marketing 130
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Overcoming Friction in Demand Marketing Program Planning

Forrester Digital Transformation

To drive effective and cost-efficient buyer engagement through demand marketing, marketers must build programs with clear goals tied to business objectives and a long-term campaign theme linked to buyer needs. So why do marketers have so much trouble with demand program planning?

Marketing 225
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B2B Marketers: It’s Time To Ditch Sourcing Metrics

Forrester Digital Transformation

Marketing sourcing metrics aren't meeting the needs of B2B marketing organizations and continue to fall out of favor. B2B Marketing marketing measurement & optimization Marketing Operations

Sourcing 246
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Data-Driven Marketing 101

This eBook highlights how data-driven strategies empower marketing campaigns through personalization tactics.

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How B2B Marketing Executives Can Plan For Unpredictable Weather

Forrester Digital Transformation

Though the forecast for 2022 remains unsettled, B2B marketing leaders can take decisive steps to set themselves and their teams up for success. Age of the Customer B2B Marketing Chief Marketing Officer Emerging Growth Marketing marketing annual planning marketing strategy Planning Assumption

Marketing 227
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Three Steps To Build B2B Digital Marketing Capabilities

Forrester Digital Transformation

For B2B marketing leaders looking to improve their organization's digital capabilities, it's important to know precisely what you're trying to achieve and to break down the endeavor in smaller, defined steps.

Marketing 246
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What Kind of B2B Marketing Sandwich Will You Make?

Forrester Digital Transformation

What Kind of B2B Marketing Sandwich Will You Make? When analyzing a survey question from Forrester’s 2022 Global Marketing Survey (during lunch), it became apparent that high growth (>20% increase in annual revenue) companies and […].

Marketing 238
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Building The Elements Of Your B2B Marketing Plan

Forrester Digital Transformation

Annual marketing planning is tricky on a number of fronts, and in this blog post series, I’ve addressed a few of the main challenges that B2B marketing leaders face. In the first post, I shared an outline of a marketing planning process. B2B Marketing marketing annual planning

Marketing 235
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Best Practices for Marketing Database Cleanse

Finding a vendor to cleanse and optimize your marketing database can be difficult if you don’t know what to look for. Download the eBook to get the most out of your database cleanse and find an appropriate vendor for your B2B marketing objectives.

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Data Privacy Day, B2C Marketing Edition

Forrester Digital Transformation

It's a critical time for B2C marketers to get involved in their organizations’ privacy programs. Age of the Customer B2C Marketing marketing & privacy privacy promotedThe privacy landscape is shifting quickly.

Marketing 130
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Marketers: Technology May Make Your Job Obsolete; Now Here’s The Good News

Forrester Digital Transformation

Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. B2B Marketing Marketing Operations Marketing Technology (martech But with that change comes opportunity.

Jobbing 246
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Digital Experience Technology Success Metrics For Marketers

Forrester Digital Transformation

Marketing leaders are investing in digital experience (DX) technologies including adtech, martech, and commerce tech to support their digital marketing, commerce, and customer experience initiatives.

Marketing 130
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Marketing Growth Will Accelerate In The Post-Pandemic Era

Forrester Digital Transformation

Marketing’s shift to digital and its rising importance in a rapidly changing world will lead to an acceleration in marketing investment over the next five years. B2B Marketing B2C Marketing CMO Trends pandemic

Marketing 246
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16 Go-to-Market Plays for Your Entire Sales Funnel

After gathering some of the best go-to-market plays from our own B2B sales and marketing pros, we've package them here for you. Try one of these 16 plays in your next salesflow or as inspiration for your next winning sales engagement strategy.

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Employer Branding: The New Marketing Frontier

Forrester Digital Transformation

Age of the Customer B2C Marketing employee experience

Marketing 245
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Reconfiguring Reporting Lines Is No Quick Fix: Insights From Our B2B Marketing Predictions Webinar

Forrester Digital Transformation

Our recent B2B marketing Predictions webinar explored how some organizations will try to strengthen marketing-sales alignment. Account-Based Marketing (ABM) Age of the Customer B2B Marketing organizational design predictions promoted

Marketing 130
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A Federal Privacy Law? What Marketers Need To Know

Forrester Digital Transformation

For marketers who don’t have time to read 132 pages, we’ve broken down the key takeaways. Age of the Customer marketing & privacy privacy

Marketing 242
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No-code Low-code AI | Market Insights

Everest Group

Automation Market Insights™ automationNo-code Low-code. LEARN MORE ABOUT OUR SERVICE OPTIMIZATION TECHNOLOGY RESEARCH.

Marketing 145
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The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

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Conversation Automation, Personalization, and AI: 5 Key Findings for B2B Marketers

Forrester Digital Transformation

Account-Based Marketing (ABM) B2B Marketing Chatbots Content Strategy and Operations marketing automation personalization virtual agents

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CPG Marketers, Take Some Lessons from Super Bowl LVII

Forrester Digital Transformation

But as a career marketer, I managed to shake it off and put a professional lens on my […] Age of the Customer B2C Marketing Chief Marketing Officer

Marketing 130
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What The Justice Department’s Lawsuit Against Google Means For Marketers

Forrester Digital Transformation

The Department is seeking to unlock competition within […] Advertising Age of the Customer B2C MarketingYesterday, the Justice Department and eight states sued Google, accusing the company of illegally abusing its monopoly on the technology that powers online advertising.

Marketing 246
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5 Advanced Analytics and AI Market Trends | Market Insights™

Everest Group

Analytics Market Insights™ AI analytics artificial intelligenceAdvanced Analytics. VIEW THE FULL REPORT.

Analytics 139
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The Ultimate Marketing Efficiency Checklist

Here are 7 creative ways marketers can work smarter (not harder) - with the resources you already have!

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How B2B Marketing Leaders Will Build A Path To Growth: A Discussion

Forrester Digital Transformation

Forrester CMO Shirley Macbeth interviews VP and Senior Research Director Jennifer Ross on the results of our 2021 Global Marketing Survey, which reveals what B2B marketing leaders are doing and planning to do to weather the ongoing uncertainty.

Marketing 246
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Marketers Must Mind The Customer Journey Orchestration Gap

Forrester Digital Transformation

Marketers — and especially martech vendors — talk a lot about customer journeys and experiences, but they usually mean just the purchase journey as opposed to the entire customer lifecycle. Age of the Customer B2C Marketing

Marketing 245
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Prévisions 2022 : Marketing B2C

Forrester Digital Transformation

Retrouvez trois tendances 2022 pour les marketers B2C dans ce billet de blog. French Marketing B2CL'avenir que nous envisagions il y a seulement deux ans n'a pas changé, mais il est devenu notre présent. beaucoup plus rapidement que prévu.

Marketing 130
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Marketing Operations Wears Many Hats: Find The Best Fit For 2022

Forrester Digital Transformation

B2B Marketing Data Governance marketing measurement & optimization Marketing Operations Planning AssumptionsWhere should you focus your efforts in 2022 to deliver the best possible customer experience and better organizational performance? Start with these five areas.

Marketing 246
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Marketing-Led Post-COVID-19 Growth Strategies

Businesses are laying off workers, shutting their doors (some permanently), and struggling to react to the radical destruction that coronavirus (COVID-19) is doing to our society and communities. However, there’s no team better suited to lead that charge than the marketing department.