Forrester

For CMO Professionals

Report:B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the...

• Downloads: 874

For Marketing Leadership Professionals

Report:CMOs Must Merge Marketing With IT To Win In The Digital Decade

Assessing Your Marketing-IT Partnership Readiness To Develop A Custom Action Plan

In the future, only companies that understand and anticipate their customers' needs and can consistently deliver unique, tailored customer experiences will be able to attract and retain loyal...

• Downloads: 721
• Rating:

For Customer Insights Professionals

Report:Tackle Behavioral Targeting To Modernize Customer Interactions

Benchmarks: The Cross-Channel Campaign Management Playbook

For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 130 customers about their vendors. We found that users were generally satisfied with the...

• Downloads: 659
• Rating:

For Marketing Leadership Professionals

Report:The Four Social Marketing Tools You Need

Tools And Technology: The Social Marketing Playbook

Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

• Downloads: 637

For Application Development & Delivery Professionals

Report:Customer Relationship Management Application Adoption Trends

CRM application adoption data cuts taken from Forrsights Software Survey, Q4 2010.

• Downloads: 30

For CMO Professionals

Report:2013 B2B CMO Imperatives

Driving Growth With Customer Insights, Marketing Automation, And Content Marketing

Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must work...

• Downloads: 656
• Rating:

For Marketing Leadership Professionals

Report:Case Study: HP Deploys A DMP To Harness Audience Data

Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level data...

• Downloads: 375
• Rating:

For Sales Enablement Professionals

Report:The New Physics Of Lead-To-Revenue Management

Vision: The Lead-To-Revenue Playbook

The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

• Downloads: 241
• Rating:

For eBusiness & Channel Strategy Professionals

Report:The Emergence Of Customer Experience Management Solutions

How CXM Will Help eBusiness Leaders Drive Interactions Across Touchpoints

A new type of solution is emerging on the commerce technology landscape that promises to help eBusiness leaders drive customer targeting, content relevancy, and personalization on their sites and...

• Downloads: 1551

For Customer Insights Professionals

Report:Demonstrate Marketing Accountability With Effective Dashboards

Dashboards Provide A Face For The Marketing Accountability Framework

The demands on Customer Intelligence (CI) professionals to demonstrate accountability and marketing success to support the case for continued marketing investments are intensifying. Forrester's...

• Downloads: 855

For Customer Insights Professionals

Report:Model The ROI Of Cross-Channel Campaign Management

Business Case: The Cross-Channel Campaign Management Playbook

Enterprise marketing technologies promise to better engage customers, improve marketing performance, and boost efficiency. This report, part of Forrester's marketing technology playbook, helps...

• Downloads: 361
• Rating:

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 41
• Rating:

For Customer Insights Professionals

Report:How To Identify Online Marketing Suite Requirements

Assess Your Current State To Inform The Online Marketing Suite Road Map

The online marketing suite is a well-regarded framework for coordinating interactive marketing, but it consistently proves difficult to implement. Customer Intelligence (CI) professionals struggle to...

• Downloads: 358

For Marketing Leadership Professionals

Report:The Future Of Digital Media Buying

Vision: The Digital Media Buying Playbook

Media buying technology and operations are undergoing a dramatic transformation — marketers are replacing traditional relationship-marketing tactics and opaque ad networks with programmatic...

• Downloads: 2092

For Marketing Leadership Professionals

Report:When And How To Run A DSP Head-To-Head Test

Follow These Simple Rules To Set Yourself Up For Success

Digital media buyers are hungry for tools that make buying, management, and optimization simpler. Enter demand-side platforms (DSPs). DSPs improve the complex media buying technology stack by...

• Downloads: 287

For Customer Insights Professionals

Report:How The Online Marketing Suite Affects The Marketing Technology Ecosystem

The online marketing suite transforms organizations' customer relationships through coordinated, relevant multichannel experiences. To satisfy this vision, all participants in the marketing...

• Downloads: 512

For Customer Insights Professionals

Report:It's Time To Bridge The Audience Data Management Divide

How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising

Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

• Downloads: 536
• Rating:

For Marketing Leadership Professionals

Report:Craft A Maturity-Based Mobile Strategy

Strategic Plan: The Mobile Marketing Playbook

This report helps interactive marketers craft a strategic plan for their mobile marketing. Mobile is hot. As with most hot topics in technology, marketers may be tempted to adopt strategies that are...

• Downloads: 373

For Sales Enablement Professionals

Report:European B2B Marketers Will Invest In Automation In 2013

Local Vendors Continue To Innovate

Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

• Downloads: 126
• Rating:

For CMO Professionals

Report:CMO Mandate: Adapt Or Perish

The Five Habits Of Highly Adaptive Marketers

Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities...

• Downloads: 1377

For CMO Professionals

Report:Marketing And IT Must Align For Business Success

Mastering The Customer Data Flow Requires Marketing And IT To Join Forces

Today's marketing organization must use technology to deliver compelling brand experiences and drive business growth. Today's IT organizations must tune their efforts to needs of the business. This...

• Downloads: 519

For Marketing Leadership Professionals

Report:CCP Games Uses A DSP To Close The Loop On Acquisition And Cross-Sell

CCP Games, a massive multiplayer online game provider, knew that its existing approach with key channels like display was suboptimized and that it could drive more efficient customer acquisition if...

• Downloads: 172

For Marketing Leadership Professionals

Report:Upgrading Your Interactive Measurement Strategy

Why You Should Make Multichannel Measurement A Priority

Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...

• Downloads: 964

For Customer Insights Professionals

Report:Plan Customer-Centric Campaign Management Requirements

Assessment: The Cross-Channel Campaign Management Playbook

This report outlines the capabilities assessment of Forrester's solution for customer intelligence (CI) professionals working on marketing technology. Transforming marketing programs into...

• Downloads: 295

For Sourcing & Vendor Management Professionals

Report:A New Path For IT SVM: Bridge The Marketing-Technology Sourcing Gap

Your company's core relationship with its customers is being transformed by technology. In the "age of the customer," organizations that harness digital technologies to understand and engage with...

• Downloads: 58