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 B2B Marketing Professionals

    REPORT: The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018

    The Six Providers That Matter Most And How They Stack Up

    October 15, 2018 Lori Wizdo

    In our 36-criteria evaluation of B2B marketing automation platform (MAP) providers, we identified the six most significant ones — Act-On Software, bpm'online, Marketo, Oracle, Salesforce, and SAP — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: Complement Your EMSS With Best-Of-Breed Point Solutions

    October 11, 2018 Rusty Warner

    B2C marketers must integrate enterprise marketing technology (EMT) components from multiple vendors to assemble their own unique EMT ecosystems. Working with enterprise marketing software suite (EMSS) vendors provides foundational elements, while best-of-breed point solutions complement EMT core functionality. This report helps B2C marketers evaluate EMSS offerings and point solutions to address 82 functional areas across seven EMT categories. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have added more recent data and expanded the list of technologies.

  • For B2C Marketing Professionals

    REPORT: Top-Notch SEO Requires Seamless Coordination, Not Another Siloed Team

    October 1, 2018 Collin Colburn

    More companies want to bring search engine optimization work in-house. But most companies don't know how to do it or which stakeholders need to be part of the SEO process. This report will uncover how B2C and B2B marketers can organize for SEO and how the SEO process should work.

  • For B2C Marketing Professionals

    REPORT: Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook

    September 28, 2018 Rusty Warner

    Planning and implementing enterprise marketing technology (EMT) is at the top of the B2C marketing professional's to-do list. But you can't do it alone. You and your technology organization counterparts must maximize your firm's EMT investments to improve customer experience and spark continuous interactions with your customers. This report provides a blueprint for planning an enterprise marketing technology strategy based on an assessment of your current capabilities. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: The B2B Marketing Practice Is Halfway To Awesome

    Landscape: The Lead-To-Revenue Marketing Playbook

    September 17, 2018 Lori Wizdo, Matthew Camuso

    Forrester introduced the term lead-to-revenue marketing (L2RM) in 2010 to describe a customer-centric business system for marketers whose offerings mandate a long, complex, or highly considered buying process. In 2018, we surveyed B2B marketers with questions about their L2RM practices. This report, showcasing that survey's findings, will help B2B marketing leaders see how far the L2RM practice has advanced and how much room for improvement remains.

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