Forrester

For Marketing Leadership Professionals

Report:The State Of Mobile Marketing In Europe, 2011

Use Mobile Sites And Banners, Not Apps, To Reach The Largest Audience

While European marketers are excited to use mobile tools, few have made mobile a key part of their interactive marketing strategy. In fact, most still aren't using mobile marketing today — and...

• Downloads: 432

For Marketing Leadership Professionals

Report:Navigate The Mobile Opportunity With Strategic Partnerships

Landscape: The Mobile Marketing Playbook

This report for interactive marketers describes the mobile marketing landscape. Interactive marketers are finally beginning to take mobile seriously — and discovering how different and more...

• Downloads: 729

For Sales Enablement Professionals

Report:Use Field Marketing To Align Marketing Content With International Customer Needs

Tech Vendors That Sell Globally Tend To Market And Localize Centrally

Tech marketing executives are struggling to strike a balance between the control they need to communicate a consistent brand promise and deliver a consistent brand experience while also being...

• Downloads: 204
• Rating:

For Sales Enablement Professionals

Report:The State Of Lead-To-Revenue Management

Landscape: The Lead-To-Revenue Playbook

In order to establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we recently analyzed 80 client inquiries on the topic that tech marketing professionals...

• Downloads: 572
• Comments: 2
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For Marketing Leadership Professionals

Report:Evaluate Your Marketing Optimization Readiness

Assessment: The Marketing Mix Optimization Playbook

To ensure continued success in this age of increasingly fragmenting audiences and multiplying communication platforms, marketers need to adapt their strategies and tactics to optimally allocate their...

• Downloads: 238

For Sales Enablement Professionals

Report:B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

Effective content marketing is now critical to B2B marketers' success because useful content accelerates potential buyers along their journey. That usefulness is predicated on the content being...

• Downloads: 211
• Comments: 2

For Customer Experience Professionals

Report:Banks And Retailers: You Cannot Price Your Way Out Of Bad Customer Experiences

Why Customer Experience Matters More To Loyalty Than Price

Have you ever wondered whether it makes more sense to invest in customer experience or in dropping your prices to improve customer loyalty? We tested the relationship between customers' perceptions...

• Downloads: 342
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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: 522
• Comments: 3
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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: 784

For CMO Professionals

Report:Crowdsourcing Gains Legitimacy For Advertisers

Leverage Professional Crowdsourcing Networks To Create New Video Content

The demand for video advertising and content — whether for television, online, or cinema — is outpacing the rate at which marketers can supply it. Specialized crowdsourcing networks are...

• Downloads: 380

For Marketing Leadership Professionals

Report:Marketing Strategy For The Mobile Mind Shift

Delivering Utility At Speed To Perpetually Connected Customers

Customers are in the midst of a total mind shift. As a result of their perpetual mobile connections, their expectations have changed. They're not interested in your messaging and logos. They want...

• Downloads: 538

For Marketing Leadership Professionals

Report:Case Study: USA Network Wins Over Fans Through Gamification

Club Psych Gives "Psych-Os" A Place To Engage

USA Network (USA) has long-running TV series that have created a huge inventory of syndicated content. Hoping to use this surplus of content along with original content to further engage its fans,...

• Downloads: 353

For CMO Professionals

Report:Visible Value Differentiates Brands And Drives Loyalty

Consumers Define Which Aspects Of The Brand Experience Are Critical

Consumers want brand experiences that match their expectations. We asked consumers which aspects of the brand experience help them differentiate between similar brands and ultimately make them loyal...

• Downloads: 558

For Marketing Leadership Professionals

Report:US Interactive Marketing Forecast, 2011 To 2016

Spend Will Near $77 Billion As Interactive Gains Legitimacy In The Mix

By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and...

• Downloads: 3402
• Comments: 2
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For Marketing Leadership Professionals

Report:Marketing To Millennials: The Next Generation Of Purchasing Power

Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively

As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...

• Downloads: 1070

For Sales Enablement Professionals

Report:Provisional L2RM Process Catalog

This provisional lead-to-revenue process catalog is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Designed to jump-start your own process documentation, it...

• Downloads: 10
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For Marketing Leadership Professionals

Report:Develop Content Capabilities Now

How To Reach European Consumers In New Ad-Free Media

Marketers' traditional advertising tactics face a new disruption: paid content. Why? Because the number of consumers buying online content in Western European countries will continue to swell over...

• Downloads: 290

For Customer Insights Professionals

Report:The Evolution Of The Customer Engagement Agency

As the demand for customer intelligence (CI) from business stakeholders grows and more organizations increase their CI maturity, organizations' marketing agency needs have also changed. A few...

• Downloads: 519
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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: 473

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: 283
• Comments: 1
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For Marketing Leadership Professionals

Report:Appealing To Consumers With Mass-Customized Product Strategies

Entice Customers Into The Loyalty Cycle

While appealing to customer needs is always important in product strategies, it's imperative for mass-customized offerings in particular. Buyers must have the right options available to them —...

• Downloads: 361

For Customer Experience Professionals

Report:The Forrester Wave™: EFM Satisfaction And Loyalty Solutions, Q3 2011

Medallia And MarketTools Lead With Strong Performers Close Behind

In Forrester's 76-criteria evaluation of enterprise feedback management (EFM) satisfaction and loyalty solutions, we found that Medallia and MarketTools led the pack with comprehensive software...

• Downloads: 785

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: 587

For Customer Insights Professionals

Report:Buyers Want Expertise From Attribution Providers

Benchmarking: Measure Marketing Performance

During the recent Forrester Wave™ evaluation of cross-channel attribution providers, we surveyed 34 customers about their cross-channel attribution efforts and their vendor partnerships....

• Downloads: 159

For Marketing Leadership Professionals

Report:US Marketers: Stay Ahead Of 2D Bar Code Adoption

Start Piloting Now To Be Prepared To Benefit From Growing Consumer Use

The 2D bar code is a promising mobile marketing tactic: It provides marketers a quick way to bridge the offline-online gap and enhance consumer engagement with their target audience anytime, anywhere...

• Downloads: 342