Marketing Automation

Consumer use of digital devices creates opportunities for marketers, but US companies have been slow to transition from traditional marketing campaigns. European investment in marketing automation is higher, delivering the benefits of greater channel integration, behavioral targeting, and interaction management.

Latest Research

  • For B2C Marketing Professionals

    REPORT: Q&A: Everything Marketers Need To Know About Match Rates

    June 1, 2018 Susan Bidel

    Match rates are the metric used in onboarding to measure the quality of a marketer's first-party data as compared to onboarders' truth sets. Because these rates can vary from vendor to vendor, range from low to high, and are subject to change, marketers are often left wondering if they are working with the best vendors and making the best use of their data. B2C marketers should read this report to understand what match rates are, how they are determined, why they decline, how they affect their media buying tactics, and how to maximize the power of their first-party data.

  • For CMO Professionals

    REPORT: Forrester Analytics: Marketing Automation Technology Forecast, 2017 To 2023 (US)

    ForecastView Document

    May 17, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to market effectively via multiple channels while automating repetitive tasks. This US data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management software; content marketing platforms; lead-to-revenue management automation platforms; marketing resource management software; real-time interaction management solutions; and through-channel marketing automation platforms.

  • For Application Development & Delivery Professionals

    REPORT: Quantify The Business Value Of CRM

    Business Case: The CRM Playbook

    May 9, 2018 Kate Leggett, John Bruno

    CRM initiatives must not only be technically sound but must also answer the question, "What will we get for our money?" This report describes how application development and delivery (AD&D) professionals can apply Forrester's Total Economic Impactâ„¢ (TEI) methodology to address four critical questions in their CRM plans: What are the business benefits? What will it cost? Will it increase future flexibility? How will we mitigate risks? Start by comparing your project against Forrester's benefit and cost benchmarks. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Forrester Data: Marketing Automation Technology Forecast, 2017 To 2023 (Global)

    ForecastView Document

    April 30, 2018 Jennifer Adams, Jay McBain, Ryan Skinner, Rusty Warner, Lori Wizdo

    Marketing automation technologies allow marketers to effectively market via multiple channels while automating repetitive tasks. This data-driven report gives a five-year view of growth for six technologies within the marketing automation ecosystem: cross-channel campaign management (CCCM) software, content marketing platforms (CMPs), lead-to-revenue management (L2RM) automation platforms, marketing resource management (MRM) software, real-time interaction management (RTIM) solutions, and through-channel marketing automation (TCMA) platforms.

  • For Application Development & Delivery Professionals

    REPORT: Mega Vendors Use AI To Change The CRM Game

    How Microsoft, Oracle, Salesforce, And SAP Leverage AI For Customer Engagement

    April 26, 2018 John Bruno

    Artificial intelligence (AI) is now reaching a level of maturity where application development and delivery (AD&D) professionals can leverage its advancements to change the way their businesses attract, engage with, and win customers. Recent innovations and acquisitions have sparked an arms race among the leading CRM vendors. Read this report to understand the approaches that the CRM mega vendors bring to their portfolios and how AD&D leaders can use AI to breathe life into their customer engagement and CRM strategies.

View all research

Analysts Who Cover Marketing Automation

View all related analysts

Charts & Figures

View All