Forrester

For Customer Insights Professionals

Report:Consumer Attitudes Toward Loyalty Programs Deteriorate

Landscape: The Customer Loyalty Playbook

Consumers join programs of brands they like, but they limit their participation to only a few programs and are motivated by the desire to seek out discounts. Since 2008, consumer attitudes toward...

• Downloads: 846

For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 516
• Comments: 3
• Rating:

For eBusiness & Channel Strategy Professionals

Report:Mobile Messaging Vendor Overview

Making Smart Decisions To Support Your Business Needs

This report is a mobile messaging vendor overview designed to provide a framework for narrowing the list of potential vendors that are well suited to meet the needs of your business. Rather than an...

• Downloads: 684
• 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: 658
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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: 651
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For Marketing Leadership Professionals

Report:"Smart Body, Smart World" For Marketers

Sensor Devices Disrupt Marketing Practices

Your customers are becoming even more connected. Sensor-laden devices on our bodies, in our homes, in our cars, and virtually everywhere else are creating new opportunities and demands for marketers....

• Downloads: 312
• 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: 239
• Rating:

For Sales Enablement Professionals

Report:Mobile Is A Mainstream Content Source For Tech Buyers

Deliver What They Want Where They Want It

Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another...

• Downloads: 267
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For Marketing Leadership Professionals

Report:Score Your Mobile Marketing Maturity

Assessment: The Mobile Marketing Playbook

This report for interactive marketers explains how to assess your mobile marketing capabilities. We find that although mobile budgets are beginning to increase, the majority of interactive marketers...

• Downloads: 305
• Rating:

For Customer Insights Professionals

Report:Drive Smarter Customer Loyalty With Customer Intelligence

Executive Overview: The Customer Loyalty Playbook

Customer loyalty is a hot topic. Companies look to loyalty programs to enhance customer knowledge and drive customer retention, revenue, and engagement. But, while they see the potential of loyalty...

• Downloads: 559
• Rating:

For Marketing Leadership Professionals

Report:Mobile Apps For Marketing

When And How Interactive Marketers Should Build Apps For Marketing Purposes

Mobile apps hold exciting potential for interactive marketers to reach their audiences through mobile devices in ways the mobile Web can't. But today, mobile apps receive a mixed response from...

• Downloads: 504
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For Sales Enablement Professionals

Report:Tools For Defining And Documenting L2R Processes

The goal of lead-to-revenue (L2R) process management is not to move hundreds or thousands of "leads" through a process of sequential attrition until tens or hundreds of deals emerge. The goal of the...

• Downloads: 117
• Comments: 2
• Rating:

For Customer Insights Professionals

Report:Culture, Data, And Technology Are Key Ingredients For Measurement Success

Strategic Plan: The Cross-Channel Attribution Playbook

A key piece in cross-channel attribution is developing a strategy that outlines where the organization needs to progress to achieve attribution nirvana. To be successful at cross-channel attribution,...

• Downloads: 184
• Rating:

For CMO Professionals

Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

How Research Touchpoints Affect Consumer Spending

Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

• Downloads: 580

For Customer Insights Professionals

Report:Base Your Plan For Intelligent Loyalty On Maturity

Strategic Plan: The Customer Loyalty Playbook

Loyalty programs that attempt to implement a cookie-cutter strategy and ignore customer insights typically struggle and usually lack meaningful results. Organizations seeking to build a program that...

• Downloads: 178

For Marketing Leadership Professionals

Report:Scale Success with Programmatic Multichannel Media Buying

Continuous Improvement: The Digital Media Buying Playbook

This report of the digital media buying playbook will guide marketers to think beyond the possibilities of programmatic media management in display; take them down the path to embracing programmatic...

• Downloads: 368

For Customer Insights Professionals

Report:Cross-Channel Attribution Presents A Clear Path To Marketing ROI

Vision: The Cross-Channel Attribution Playbook

Today's customers interact with brands via a wide variety of touchpoints and at different stages of the brand life cycle. But companies measure campaign success using last-touch methods that fail to...

• Downloads: 472

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: 125
• Rating:

For Customer Insights Professionals

Report:TechRadar™ For Customer Intelligence Professionals: Customer Loyalty Programs, Q1 2013

Business Case: The Customer Loyalty Playbook

Loyalty technologies play a central role in the execution and differentiation of customer loyalty programs and, more specifically, in driving consumer participation in a program across channels...

• Downloads: 428
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For CMO Professionals

Report:Marketers Need To Put Money Where A Consumer's Mouth Is

How Consumers Discover New Brands, Products, And Services

This report, originally written for market insights professionals, includes important content for CMOs and marketing leaders looking to improve discovery of their products and services. The discover...

• Downloads: 269
• Rating:

For Sales Enablement Professionals

Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

Processes: The Lead-To-Revenue Playbook

Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

• Downloads: 280
• Comments: 1
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For Customer Insights Professionals

Report:Organizing For Intelligent Loyalty

Organization: The Customer Loyalty Playbook

This report outlines the organization process of Forrester's solution for customer intelligence executives working on driving customer loyalty. It is designed to help firms use stakeholder mapping to...

• Downloads: 268

For Marketing Leadership Professionals

Report:The Mobile Mind Shift Index

Measuring And Analyzing The Shift In Consumers' Expectations

Six years into the smartphone transition, customers are making a mobile mind shift. The shifted customer expects that any desired information or service is available on any appropriate device, in...

• Downloads: 484
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For Customer Insights Professionals

Report:Case Study: SCENE Uses Customer Insights To Deliver Value To Loyalty Customers

This report provides a case study supporting Forrester's best practices for customer intelligence professionals working to drive customer loyalty. Forrester identifies four crucial best practices for...

• Downloads: 180