Forrester

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: 852

For Customer Insights Professionals

Report:Case Study: Gatorade's "Mission Control" Quenches Thirst For Real-Time Social Interaction

Gatorade is an ideal brand for a social intelligence command center: It has popular products and a vast number of customers. Online discussion presents both opportunity and risk for a brand like...

• Downloads: 318

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: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: 72

For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 905

For CMO Professionals

Report:Orchestrate Direct-To-Consumer Sales As Part Of Your Brand Experience

The hope of greater margins and more control may drive a consumer goods company to embrace direct-to-consumer (DTC) sales. But while those are sound reasons to sell directly, they sell the value of...

• Downloads: 439

For Marketing Leadership Professionals

Report:Three Ways To Find, Create, And Energize Advocates

Promote, Find, And Attract The Mass Influencers Who Matter

Fans and followers are helpful for brands, but the people who bring the greatest value in social media are not just fans but advocates — people who can and will support, engage, and share...

• Downloads: 1017

For Customer Experience Professionals

Report:The Best Of Web Site Brand Experiences 2010

Best Practices From 14 Web Site Brand Reviews Across Three Industries

In 2010, Forrester reviewed the Web site brand experience of sites in industries as diverse as automotive, hotels, and skin care. An analysis of the results across industries surfaced common...

• Downloads: 1045

For CMO Professionals

Report:The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while...

• Downloads: 169

For CMO Professionals

Report:The Pop-Up Brand Experience

How To Transform Product Transactions Into Brand Moments

Innovative marketers are reinventing how consumers engage with their products by transforming yesterday's transactional vending machines into today's powerful brand experience machines. Some...

• Downloads: 369

For Marketing Leadership Professionals

Report:Spotlight On Award-Winning Communities

Processes: The B2B Online Community Playbook

This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather they...

• Downloads: 492

For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 709