Forrester

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: 443

For Marketing Leadership Professionals

Report:Case Study: Mint.com Grows Its Business Using Game Mechanics

Mint.com wanted to increase traffic from new and returning users to its site as well as deepen engagement and exposure to monetized elements. By employing a suite of game mechanics — including...

• Downloads: 362

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: 518
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For Customer Insights Professionals

Report:The Customer Loyalty Ecosystem

Tools And Technology: The Customer Loyalty Playbook

Customer loyalty is top of mind for most marketers, but with so many vendors claiming to drive explicit or implicit loyalty, it's often difficult to identify a solution that best fits marketers'...

• Downloads: 1933

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: 632
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For Marketing Leadership Professionals

Report:Combine Social And Mobile To Build B2B Customer Relationships

How B2B Interactive Marketers Can Drive Engagement, Not Just Leads

B2B interactive marketers today are tasked with more than just building lead pipelines — they must also work alongside sales teams to build deeper customer relationships. Increasingly, B2B...

• Downloads: 1059
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For eBusiness & Channel Strategy Professionals

Report:US Online Retail Forecast, 2011 To 2016

eCommerce Tops $200 Billion In 2011

eCommerce sales continue to grow rapidly, having topped $200 billion in 2011. Forrester expects that online sales will grow from 7% of overall retail sales to close to 9% by 2016. Key drivers of this...

• Downloads: 2083
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For Sales Enablement Professionals

Report:Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

Executive Overview: The Lead-To-Revenue Playbook

In 2010, Forrester introduced the term "lead-to-revenue management" (L2RM) to categorize a set of integrated processes, goals, and metrics that frame marketing practices from lead generation to sales...

• Downloads: 173

For Marketing Leadership Professionals

Report:Mobile Marketing — A Forrester Compilation

More people own smartphones than ever before and they’re using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer. Yet today we find that although...

• Downloads: 326
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For eBusiness & Channel Strategy Professionals

Report:Executing End-To-End Mobile Services

Best Practices: The Mobile eBusiness Playbook

Mobile technologies are tactics — not strategies in themselves. Too often mobile services conversations start with "let's build an app." Instead, decisions like these should only be undertaken...

• Downloads: 849
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For Marketing Leadership Professionals

Report:The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012

The Nine Agencies That Matter Most And How They Stack Up

In Forrester's 37-criteria evaluation of US digital agencies with mobile marketing services, we identified the nine significant agencies in this category — AKQA, iCrossing, Ogilvy, Possible...

• Downloads: 1405
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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: 504
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For Marketing Leadership Professionals

Report:iPhone 4S Cements Apple's Product Strategy Leadership Position

Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty

Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple launched...

• Downloads: 372

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: 243

For Marketing Leadership Professionals

Report:US Financial Services Lead Interactive Marketing Spending

US financial services interactive marketing spend will more than double by 2016 but won't grow its investments in every channel at the same pace. This brief report breaks down the increase by channel...

• Downloads: 552
• Comments: 1

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: 371

For Marketing Leadership Professionals

Report:2013 Mobile Trends For Marketers

Multiyear Strategies And Larger Investments Define This Year

With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

• Downloads: 949
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For Customer Insights Professionals

Report:Examining The Member Interactions Of Five Major Loyalty Programs

Programs Fall Short Across All Evaluation Criteria

Forrester applied its new Customer Loyalty Program Review methodology to five popular loyalty programs from the retail, travel, and financial services industries. The results of the evaluation...

• Downloads: 583

For CMO Professionals

Report:TV And Video Advertising Is On The Upswing In 2012

Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

• Downloads: 725
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For Marketing Leadership Professionals

Report:Mobile Marketing: Not The Same On Tablets As On Smartphones

Effective mobile marketing begins with understanding how consumers use the two main types of mobile devices that can deliver rich marketing experiences: smartphones and tablets. This short report...

• Downloads: 1218
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For Marketing Leadership Professionals

Report:The Scientific Method Comes To Marketing

Executive Overview: The Marketing Mix Optimization Playbook

When making their investment decisions across the marketing mix, senior marketers face the constant challenge of coping with the proliferation of communication and engagement platforms while facing...

• Downloads: 441
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For Sales Enablement Professionals

Report:The Skills And Structures For L2R Success

Organization: The Lead-To-Revenue Playbook

B2B marketers are adopting the lead-to-revenue (L2R) concept to ensure that revenue goals are met on time by optimizing the balance among lead value, velocity, and volumes, as well as ensuring that...

• Downloads: 126

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: 194
• Comments: 2

For Marketing Leadership Professionals

Report:Tech Marketers' 2012 Investment Plans

Money Shifts To Operations In the Tech Marketing Flywheel

Tech marketers are making a big investment in the transition from "art to science" in 2012 as they flow more money into the activities and technologies of marketing operations. Two factors stand out...

• Downloads: 405
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For Marketing Leadership Professionals

Report:It's Time To Integrate Facebook Into Your Marketing Site

Using Facebook Login To Your Advantage

This report, originally written for eBusiness and channel strategy professionals, contains important insight and recommendations for interactive marketing professionals as well. Since the...

• Downloads: 372
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