Of the B2B marketing decision-makers surveyed for Forrester’s 2025 Budget Planning Survey released early this year, 83% expected their company’s marketing investments to increase over the next 12 months. Economic changes since then have likely dampened that rosy outlook. With that in mind, Forrester’s Budget Planning Guide 2026: B2B Marketing Executives focuses largely on resilience […]
Editor’s Note: The implementation of tariffs on companies doing business with the U.S. has affected the retail merchants and consumers alike. This comprehensive piece from Chief Marketer Network pub Multichannel Marketer looks at how half a dozen major merchants—Fat Brain Toys, E.l.f., Topdrawer, Schmidt Brothers Cutlery, Swingline Staplers and The Honest Kitchen—are communicating their tariff […]
When the macro environment is tough, that’s when marketers need to lean in and work even harder to find shoppers interested in their product, says Steve Nesle, Chief Marketing Officer at Bob’s Discount Furniture. So the retail chain is debuting an initiative that it’s never done before: creating its own reality TV show. For six […]
A tight brief with clearly defined objectives is very important to enabling great creative work, according to 82% of clients and 79% of agencies surveyed by the ANA (Association of National Advertisers). That made it the number-one factor, ahead of a strong client-agency working relationship, quality consumer insights into the target audience, and constructive, timely […]
According to a new report from PartnerCentric, which surveyed nearly 1,000 Americans of all ages in May 2025, 41% of Americans—and 48% of Gen Z—are actively planning to spend less time on social networks in 2025. Though 99% of respondents said they use social media, 16% of Americans quit at least one social media platform […]
Editor’s Note: For Chief Marketer’s monthly Marketers on Fire series, we interviewed Cisco SVP and CMO Carrie Palin to discuss the company’s recent Cisco Live conference, the brand’s involvement with women’s sports, AI use cases, B2B thought leadership and more. Above is a video clip of the conversation, and below is the transcript of the […]
A few years ago, Foot Locker’s loyalty program had low customer penetration. The problem, according to Kim Waldmann, Senior Vice President and Global Chief Customer Officer at Foot Locker Inc., lay in the customer journey to sign up for it. At the time corporate executives assumed the brand wasn’t marketing the program correctly, Waldmann told […]
McKinsey & Company’s second CMO Growth Research Survey, presented earlier this month in partnership with the Association of National Advertisers at the Cannes Lions International Festival of Creativity, highlights the growing disconnect between CMOs and CEOs on the topics of measuring marketing’s impact, communicating KPIs across the C-suite and what roles in the organization should […]
Enterprise B2B marketers are now emphasizing revenue-focused KPIs over vanity metrics such as clickthrough rates and lead volume, according to a study from B2B marketing specialist 2X and management consultancy Avasant. That shift ties in with a heightened focus on more efficient and effective ways to get the job done. “Marketing is starting to speak […]
Editor’s Note: Multiple brands once again descended upon the Côte d’Azur for the Cannes Lions International Festival of Creativity to entertain marketing, advertising and comms professionals with innovative content and technology activations—from Adobe’s “living gallery” of creativity to Netflix’s rooftop showcase to Pinterest’s “Manifestival.” Below is an excerpt of Event Marketer’s brand experience roundup. Go […]