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 the future of their business

Austin, Texas and CAMBRIDGE, Mass., 2.May2022 /PRNewswire/ — B2B CMOs are increasingly playing a critical role in driving sustainable and profitable growth for their companies, according to new research presented at Forrester’s (Nasdaq: FORR) B2B Summit North America. They steer their companies through cultural and societal changes—including shifting macroeconomic factors and a changing workforce—all of which have important implications for their company’s growth strategy. According to Forrester’s Marketing Survey, 2022, B2B marketing decision makers cited “addressing changing buying behavior” as their top priority over the next 12 months. Amid this broader dynamic, B2B CMOs need to redefine how marketing delivers value to its key stakeholders. Leading CMOs use technology and data to shape their business strategy, collect and activate customer insights, and make sense of their brands.

At the B2B Summit North America, held today in Austin, Texas, and as a digital experience, Forrester analysts will present new research and frameworks to help B2B CMOs redefine the mission of marketing. They include:

  • The power of intention. Just like B2C customers, B2B customers bring personal awareness and preferences to the buying process. In fact, 83% of B2B marketing leaders say brand purpose is important to new buyers. B2B companies that successfully meet the needs of all of their key stakeholders, including employees, customers, investors and the community, will outperform their competitors. Attend this keynote May 4th to learn how to define and activate purpose for B2B organizations.
  • Conquer the Strategic Heights: A CMO’s Guide. Although B2B CMOs are the ones armed with all the information and analytics about the customer, less than 35% of the CMOs surveyed are in Forrester’s January 2022 According to the Global CMO Strategy Survey, they have always been involved in the development of corporate strategy. This session on May 3rd outline how CMOs can get a seat at the table to be co-producers of their corporate strategy.
  • Unleashing Growth and Creativity: Marketing in an Insights World. With 67% of marketing decision makers expected to implement or expand digital transformation efforts over the next 12 months, data volume will continue to grow. Technology, AI and automation can transform marketers by generating insights that help marketers make better decisions and optimize customer interactions across touchpoints and channels. during this keynote May 3rdForrester analysts will present a new framework to boost creativity and growth through automation and insights.
  • Smarter Demand, Scalable ABM: The Next Evolution of B2B Marketing. The number of B2B marketing and sales leaders who want demand and ABM to be fully aligned—sharing people, processes, and tools—has increased from 54% in 2020 to 82% in 2022. This intersection increases. The explosion of technology has been pivotal in making demand smarter and enabling ABM at scale. Learn what goes beyond convergence and the steps leaders need to take to prepare for that convergence 2.May.

“More than ever, B2B CMOs must play a critical role in driving their companies’ longer-term growth agendas,” he said Sharyn Leaver, director of research at Forrester. “To do this, leaders must not only manage external realities, but also navigate their own organizational constructs. Therefore, it is not always easy to create a clear vision forward. At B2B Summit North America, we will share new research and insights that help business leaders break through this complexity to develop future perspectives that engage all stakeholders.”


About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and consulting companies in the world. We help technology, marketing, customer experience, product and sales leaders leverage customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders around the world are empowered to be bold at work – to manage change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are based on annual surveys of more than 700,000 consumers, business leaders and technology leaders worldwide; rigorous and objective research methods, including Forrester Wave™ assessments; 70 million real-time feedback voices; and the collective wisdom of our customers. To learn more, visit

Amanda Chordas
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SOURCE Forrester