Forrester

For CMO Professionals

Report:B2B Sales And Marketing Alignment Starts With The Customer

Use The Customer Buying Cycle To Align The Go-To-Market Strategy

Despite the best intentions, the conventional thinking of marketing and sales leaders around how to align these two teams is flawed, as it addresses the symptoms rather than the cause of the chasm....

• Downloads: 781

For Marketing Leadership Professionals

Report:Case Study: Giffgaff Uses Co-Creation To Build A Differentiated Mobile Service Business

An Empowered Report

Just a few years ago, mobile virtual network operators (MVNOs) were a dime a dozen. Big companies like Disney and ESPN tried — yet failed — to create a mobile experience differentiated...

• Downloads: 374

For Marketing Leadership Professionals

Report:2013 Planning Brief: Listen To Customers, Engage With Influencers

How To Build A B2B Influencer Engagement Initiative

As you plan your 2013 social marketing initiatives, one area for you to focus on is influencer identification and engagement. B2B social marketers have begun to move beyond reactive responses to...

• Downloads: 261
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For CMO Professionals

Report:Measure And Manage Brand Health

Continuous Improvement: The 21st Century Brand Marketing Playbook

Managing brand health has become more complicated as the expansion of marketing, sales, and service channels creates a vast array of consumer data that can be used for analysis in the 21st century....

• Downloads: 413

For Customer Insights Professionals

Report:The Enterprise Listening Platform Landscape

Tools And Technology: The Social Intelligence Playbook

With the incessant growth of social networks, more and more businesses turn to listening platforms — technology and services vendors that help companies manage, learn from, and measure social...

• Downloads: 783
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For Customer Experience Professionals

Report:Implement Your Digital Customer Experience Strategy

Road Map: The Digital Customer Experience Improvement Playbook

This report is an update to "How To Build An Implementation Road Map For Your Digital Customer Experience Strategy" originally published on August 11, 2011. In a world of proliferating digital...

• Downloads: 1766
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For Customer Insights Professionals

Report:The Cross-Channel Attribution Blueprint

A Readiness Framework For Successful Implementation

Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution...

• Downloads: 778

For Marketing Leadership Professionals

Report:Start To Play With Social Gamers

Social Gaming Provides A Ripe Marketing Opportunity

Eighty-four percent of US interactive marketers have no plans to use games in their 2011 marketing strategies, making social gaming a large, untapped opportunity for marketers. Marketers should start...

• Downloads: 826

For Marketing Leadership Professionals

Report:Tablet Ads: Premium Engagement At Premium Cost

A Framework For Determining If Tablet Advertising Is Right For You

Unique features and new types of consumer engagement on tablet devices create challenges for brand marketers as they test a new emerging media channel. To assist with this challenge, Forrester...

• Downloads: 466

For CMO Professionals

Report:Driving B2B Demand With Social Media

B2B Marketers Must Focus On The Social Rather Than The Media

When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another...

• Downloads: 775
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For Marketing Leadership Professionals

Report:Profiling Brand-Loyal And Price-Conscious US Consumers

A Technographics® Data Essentials Document

Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

• Downloads: 37

For Marketing Leadership Professionals

Report:Use Surveys To Measure The Brand Impact Of Interactive Marketing Campaigns

Almost half of interactive marketers tell us they're trying to create brand awareness — but few know how to measure brand impact online. Interactive marketers must use tried-and-true survey...

• Downloads: 461

For Customer Insights Professionals

Report:The Forrester Wave™: Enterprise Listening Platforms, Q2 2012

How Nine Vendors Stack Up In A Constantly Changing Market

In Forrester's 64-criteria evaluation of enterprise listening platforms vendors, we found that Radian6 and Visible Technologies lead the pack because of their variably functional dashboards and...

• Downloads: 1121
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For Marketing Leadership Professionals

Report:Four Steps To Tackle The Shift To The Customer Life Cycle

Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction...

• Downloads: 659
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For Marketing Leadership Professionals

Report:Using Paid And Earned Media Together

How Advertising Campaigns And Social Marketing Influence Each Other

While it's very helpful to categorize the different online media touchpoints into groups such as earned, owned, and paid media, it's important to recognize that all of these touchpoints influence...

• Downloads: 1013

For Customer Experience Professionals

Report:The Unified Customer Experience Imperative

Delivering Experience Excellence Across A Fractured Network Of Digital Touchpoints

Today's digital landscape is distributed across an array of touchpoints and devices. With customers able to interact through multiple channels at any given moment, firms need to ensure that they...

• Downloads: 1086
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For Customer Experience Professionals

Report:Why You Need A Digital Customer Experience Strategy

It's Time To Back Up The Claim That Digital Customer Experience Is Important

Companies say that digital touchpoints are critical to their customer experience efforts but don't have an approach for multi-touchpoint experience, don't know customers' expectations, and don't know...

• Downloads: 1761
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For CMO Professionals

Report:CMOs Must Lead The Customer-Obsessed Revolution

Guiding The Journey To Competitive Advantage In The Age Of The Customer

Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense...

• Downloads: 526

For Marketing Leadership Professionals

Report:The Always Addressable Customer

Vision: The Mobile Marketing Playbook

This report introduces Forrester's vision of mobile marketing for interactive marketing professionals: Discover the new ultra-connected customer, for whom mobile is the key touchpoint. In 2010, we...

• Downloads: 747
• Comments: 1
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For Marketing Leadership Professionals

Report:Select The Right Interactive Agency In China

Vet Interactive Agencies Against Four Key Criteria To Effectively Drive Your Marketing In China

The opportunity for interactive marketing professionals to reach and win Chinese consumers via digital channels is enormous. But the threat of failure looms just as large for brands with a shallow...

• Downloads: 103
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For Marketing Leadership Professionals

Report:The Forrester Wave™: Social Relationship Platforms, Q2 2013

The Eight Providers That Matter Most And How They Stack Up

In Forrester's 49-criteria evaluation of social relationship platform (SRP) vendors, we identified the eight most significant vendors — Adobe, Hearsay Social, salesforce.com's Buddy Media,...

• Downloads: 356

For CIO Professionals

Report:Emerging Technology Applications For Marketing

Marketing success is increasingly dependent on using technology to understand and communicate with customers. IT must develop a thorough understanding of marketing technology and the potential for...

• Downloads: 902
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For Marketing Leadership Professionals

Report:Maximize Media ROI With A Customer-Centric Approach

Road Map: The Digital Media Buying Playbook

This report outlines the road map portion of Forrester's solution for interactive marketing executives working on digital media buying. Moving to a higher level of digital media buying maturity...

• Downloads: 63

For Marketing Leadership Professionals

Report:It's Time To Bury The Marketing Funnel

An Empowered Report: Marketers Must Embrace The Customer Life Cycle

More than a century after its first use, marketing leaders still turn to the "marketing funnel" to describe three key aspects of their work: consumer psychology, marketing mix measurement, and the...

• Downloads: 1544

For CMO Professionals

Report:Brand Building In The 21st Century

The Quest For Market Share And Mindshare In An Age Of Higher Standards

Like the ruins of Rome, the traditional pillars of brand equity are cracking under the weight of the higher standards of the 21st century consumer. Marketers are disoriented in this world where they...

• Downloads: 694
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