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: Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook

    December 8, 2017 Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary ingredients to craft a strategic plan and presents a simple framework to answer three fundamental strategic planning questions: "What do we do, for whom do we do it, and how do we excel?" 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 factor in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook

    December 7, 2017 Lori Wizdo

    Countless benefits are forecast to build the lead-to-revenue management (L2RM) business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern L2RM performance. This report introduces three fundamental techniques (and offers three basic tools) that you can use to jump-start and sustain your benefits realization discipline. It's OK to right-size your benefits management rigor. But never forget that without demonstrable benefits, your L2RM program is a demonstrable waste of time and money. 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 factor in new ideas and data.

  • For B2C Marketing Professionals

    REPORT: The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook

    December 1, 2017 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 points.

  • For B2B Marketing Professionals

    REPORT: Navigate The Milestones On The L2RM Journey

    Road Map: The Lead-To-Revenue Playbook

    December 1, 2017 Lori Wizdo

    This report is for B2B marketing professionals who must power up their lead-to-revenue processes to achieve goals for new customer acquisition, current customer expansion, and overall revenue growth. The report provides a detailed implementation road map to help you operationalize your lead-to-revenue management (L2RM) vision. 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 factor in new ideas and data.

  • For B2C Marketing Professionals

    REPORT: Real-Time Processes For Real-Time Social Marketing

    Processes: The Social Marketing Playbook

    November 22, 2017 Jessica Liu

    Social networks are a real-time media channel, yet marketers have trouble managing social content in real time. B2C marketers underestimate the volume and pace requirements of social marketing and experience competing attention between inbound inquiries and outbound messaging. As social marketing spend increases, marketers need to effectively and efficiently utilize those budgets by implementing specific processes. Strong processes allow social media to serve not only marketing goals but also goals across the entire enterprise. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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