New Research Unveiled At Forrester's B2B Summit North America Urges CMOs To Redefine Marketing's Mandate
B2B CMOs should drive alignment across the ecosystem to shape their company's future
- The Power Of Purpose. Just like B2C customers, B2B customers bring personal awareness and preference to the buying process. In fact, 83% of B2B marketing leaders indicate that brand purpose is important to new buyers. B2B companies that successfully serve the needs of all their key stakeholders, including employees, customers, investors, and the community, will outperform their peers. Join this keynote on
May 4to learn how to define and activate purpose for B2B organizations.
- Seize The Strategic High Ground: A CMO's Guide. Even though B2B CMOs are the ones armed with all the information and analysis on the customer, fewer than 35% of CMOs surveyed in
Forrester's January 2022 Global CMO Strategy Surveysaid that they were always involved in corporate strategy development. This session on May 3will outline how CMOs can gain a seat at the table to be coproducers of their corporate strategy.
- Unlocking Growth And Creativity: Marketing In An Insights World. With 67% of marketing decision-makers likely to implement or expand digital transformation efforts over the next 12 months, the volume of data will continue to grow. Technology, AI, and automation can provide a step change for marketers, surfacing insights to help marketers make better decisions and optimize customer interactions across touchpoints and channels. During this keynote on
May 3, Forrester analysts will unveil a new framework to enhance creativity and growth using automation and insights.
- Smarter Demand, Scalable ABM: B2B Marketing's Next Evolution. The number of B2B marketing and sales leaders who desire demand and ABM to fully aligned — sharing people, processes, and tools — has increased from 54% in 2020 to 82% in 2022. This intersection is intensifying. The explosion of technology has been pivotal to making demand smarter and ABM at scale possible. Learn what's beyond convergence and the steps leaders need to take to prepare for this convergence on
"More than ever before, B2B CMOs need to play a pivotal role in driving the longer-term growth agenda of their organizations," said
- View the full conference agenda.
- Learn how Forrester Decisions for B2B Marketing Executives, Forrester Decisions for B2B Sales Executives, and Forrester Decisions for Product Management can help drive functional alignment.
- Follow @Forrester and #ForrB2BSummit for updates.