CMO Trends: Top Channel Marketing Priorities for 2020

CMO Trends: Top Channel Marketing Priorities for 2021


Latest Marketing Trends and Predictions for the Channel Revealed

The uncertainty of 2020 has left many CMOs wondering what spending trends lie ahead and what channel marketing activities to prioritize for the rest of the year.

We analyzed customer data and activities that revealed what trends CMOs should pay attention to when planning their marketing spend. Using insights from Forrester, we also considered how U.S. marketing budgets will shift under three possible economic scenarios to provide guidance on how CMOs should pivot their channel marketing priorities for 2021.

Join us for this event to learn about the latest CMO trends and predictions for the channel, topics we'll cover include:

  • Fund Management programs shifting to accommodate operational challenges rather than advertising
  • Brand Management programs being leveraged to quickly roll out assets and products that support new marketing messaging and promote safety
  • Marketing Execution teams rapidly adjusting media buys, tactics, and messaging to ensure national alignment and local relevancy
  • About the Presenters

    Shar VanBoskirk

    VP, Principal Analyst Serving CMO Professionals at Forrester

    Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

    Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

    Sarah Cucchiara

    SVP of Channel Marketing Strategy at BrandMucsle

    Throughout her career, Sarah has worked with large national companies and local small businesses to develop cross-channel marketing and advertising programs that drive results. As SVP of Channel Marketing at BrandMuscle, Sarah is responsible for leveraging BrandMuscle's products and services in the development and execution of hyperlocal marketing and advertising programs for clients that align with the corporate strategy while driving local results.