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: The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook

    December 14, 2018 Joe Stanhope, Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of real-time, two-way, insight-driven interactions with individual customers. Brands that seize this potential are assembling enterprise marketing technology ecosystems that Forrester calls contextual marketing engines to create highly engaging environments that drive business growth. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; this version was revised with new data.

  • For B2B Marketing Professionals

    REPORT: Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Marketing Playbook

    December 12, 2018 Lori Wizdo

    To help you assess the maturity of your lead-to-revenue management (L2RM) program, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure, process, measurement, and technology. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps. This is an update of a previously published report; we revised this edition to factor in new data and introduce a new tool.

  • For Application Development & Delivery Professionals

    REPORT: Gauge Your CRM Maturity

    Assessment: The CRM Playbook

    December 10, 2018 Kate Leggett

    An explosion of channels, new technologies like artificial intelligence, and demanding consumers challenge organizations to reshape the way that they target, acquire, retain, understand, and collaborate with customers. CRM success is a journey, not a destination. Every journey has a starting point. This report guides application development and delivery (AD&D) pros supporting CRM through Forrester's CRM assessment so that they can gauge where their organizations are on their journeys and discover which core competencies they need to strengthen or develop.

  • For B2C Marketing Professionals

    REPORT: The Next Generation Of Enterprise Marketing Technology

    Continuous Improvement: The Enterprise Marketing Technology Playbook

    December 5, 2018 Joe Stanhope

    Technology use is routine — even mandatory — for modern marketers. And while marketing technology (martech) has undeniably made remarkable strides, major challenges remain unsolved, limiting its utility. This report helps B2C marketers define the evolving role of martech, understand which technology components create enterprise value, and align investment plans with market imperatives. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to include updated survey data.

  • For B2B Marketing Professionals

    REPORT: Q&A: B2B Marketing Automation Platforms 101

    Get To The Heart Of The B2B Martech Stack

    November 21, 2018 Lori Wizdo

    The B2B marketing technology landscape is confusing, with thousands of vendors in dozens of categories. But one application category is the heart of the B2B marketing technology (martech) stack. It goes by various names but is most commonly called a B2B marketing automation platform (MAP). This report is for B2B marketing leaders and their colleagues in the CIO's organization who have basic questions about B2B MAPs.

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