Forrester

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: 166

For Marketing Leadership Professionals

Report:The Forrester Wave™: Community Platforms, Q4 2010

Lithium And Jive Lead The Way, With KickApps Close Behind

In Forrester's 60-criteria evaluation of community platform vendors, we found that Lithium Technologies and Jive Software led the pack because of their mature tool sets and depth of services offered....

• Downloads: 1541

For CMO Professionals

Report:Marketers Need To Acquire Adaptive Skill Sets

Organization: The Marketing Mix Optimization Playbook

Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, the...

• Downloads: 601

For CMO Professionals

Report:When To Socialize Online With B2B Buyers

The Social Technographics® Of Business Buyers Reveals Purchasing Influencers

Does the hype that surrounds social media's impact on how consumers buy translate to business environments? Forrester's North American And European B2B Social Technographics® Online Survey, Q1...

• Downloads: 910

For Sales Enablement Professionals

Report:2011 Demand Management Budget Trends

Spending Optimism Must Be Balanced With Performance Improvement

Tech marketers continue to place demand management as their primary objective with lead origination high on their spending plans for 2011. Yet they face a perfect storm as recessionary business...

• Downloads: 349

For Marketing Leadership Professionals

Report:Align Marketing Goals With Business Objectives

Strategic Plan: The Marketing Mix Optimization Playbook

Marketing mix optimization — the practice of using data-driven insights to strategically allocate and optimize marketing budgets across channels — is a powerful tool to help marketers...

• Downloads: 315

For Customer Insights Professionals

Report:Customer Engagement Agency Progress Reflects Industry Maturity

During our recent customer engagement agency (CEA) Forrester Wave™, we surveyed more than 100 CEA clients to understand their choice of vendors and the quality of the relationships. We found...

• Downloads: 136

For CMO Professionals

Report:CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other...

• Downloads: 906

For Marketing Leadership Professionals

Report:Deliver Transparent Returns On Your Marketing Dollar

Business Case: The Marketing Mix Optimization Playbook

Marketing mix modeling is a powerful tool that provides a holistic understanding of marketing performance across channels. With marketing mix modeling, marketers can positively affect business...

• Downloads: 237

For CIO Professionals

Report:CIOs Must Become Customer-Obsessed

Competitive Strategy In The Age Of The Customer

The empowered customer is driving new models of business success that are rapidly redefining the CIO's investment agenda in successful firms — the inauguration of what Forrester calls the age...

• Downloads: 435

For Marketing Leadership Professionals

Report:Which Providers To Tap For Social Gaming

Decoding A Complex Landscape Of Developers And Publishers

Marketers are confused by the social gaming developer and publisher landscape, and it's no wonder. With surging consumer adoption and an explosive market that's forecast to reach $4 billion by 2015,...

• Downloads: 448

For Marketing Leadership Professionals

Report:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 55

For Marketing Leadership Professionals

Report:Building Successful B2B Financial Services Social Marketing Programs

Faced with fragmented customer bases and unclear regulatory requirements, business-to-business (B2B) financial services marketers have traditionally shied away from launching social marketing...

• Downloads: 1164

For Sales Enablement Professionals

Report:Tech Channels Have A Long Way To Go Toward Adding Marketing Value

Despite Vendor Efforts To Marketing-Enable Their Partners, Partners Still View Channels As Implementers, Not Influencers

Is your channel marketing enablement program first-rate? Sorry to break it to you, but we have reason to believe it's not. Tech vendors are investing more than ever today to empower their channel as...

• Downloads: 192
• Comments: 1
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For eBusiness & Channel Strategy Professionals

Report:Topic Overview: Mobile Strategy Starter Kit

Mobile will be the most important digital channel for the foreseeable future. Mobile devices have the potential to eclipse fixed devices attached to the Internet in the foreseeable future. They are...

• Downloads: 1251

For CMO Professionals

Report:Emerging Technologies B2B CMOs Should Watch In 2011

Business-to-business (B2B) CMOs need to keep their eyes on emerging technologies that have the potential to improve customer engagement. Some of the most promising tools are not yet receiving a lot...

• Downloads: 689

For Marketing Leadership Professionals

Report:Interactive Marketing Priorities For SMBs

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with...

• Downloads: 776

For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Initiative

Benchmarks: The Marketing Mix Optimization Playbook

Few marketers have a structured approach to optimizing their marketing mix, often missing the opportunity to deliver better results with the same level of investment or to effectively reallocate...

• Downloads: 213

For Marketing Leadership Professionals

Report:Investing In Tech Marketing, 2011

Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

• Downloads: 853

For Analyst Relations Professionals

Report:AR And Social Media, Part 2: AR In A Social World

Analyst relations (AR) people are fretting about the opportunities and threats posed by social media, their worries fed by uncertainty about which aspects of social media will be important and how....

• Downloads: 282
• Rating:

For Marketing Leadership Professionals

Report:The New Blogging Strategy For Consumer Brands

Using Blogs To Empower Consumers And Gain Back Trust For Your Brand

Blogging is an often misused social marketing platform. Marketers often recycle generic content, follow quarterly content schedules, and plan more for search optimization than engagement. Old school...

• Downloads: 780

For eBusiness & Channel Strategy Professionals

Report:Getting Social Customer Service Right

Many eBusiness and marketing professionals have embraced social media to support customer service objectives. Along with leveraging social media to increase customer satisfaction, deflect support...

• Downloads: 999

For Sales Enablement Professionals

Report:Channel Partners' Needs In The Era Of Cloud

Financing, Marketing, And Collaboration Top Their Wish Lists

Channel partners are afflicted with "cloud identity disorder" — the symptomatology of which is characterized by confusion and fear about their place in the cloud computing demand chain and...

• Downloads: 718

For CMO Professionals

Report:The Fall 2011 TV Advertising Upfronts Preview The Convergence Of TV And Digital

The death knell of TV advertising's rule over the marketing landscape has often been rung as digital media's reach, effectiveness, and measurability have grown. But the fall 2011 TV upfronts indicate...

• Downloads: 544

For Marketing Leadership Professionals

Report:Making Sense Of The Digital Media Buying Platform Landscape

The days of the fun — but not very efficient — three-martini lunch are waning. A new breed of technology-centric tools and processes, such as those found in demand-side platforms (DSPs),...

• Downloads: 564