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Meredith   Cain

Meredith Cain

Researcher Serving B2B Marketing Professionals

Meredith is a researcher serving B2B marketing and sales professionals. Her research helps sales and marketing leaders serve their B2B consumers with the most effective and coordinated tools, data, content, and processes to optimize their lifetime value.

Previous Work Experience

Prior to her current role, Meredith was a senior research associate on the digital business strategy team. She contributed to the team’s research on eCommerce, personalization, omnichannel, consumer shopping behavior, and technology trends in the retail space.

Before joining Forrester, Meredith was on consumer marketing account teams at MSLGROUP. She worked with the agency’s clients to develop and execute holistic communications campaigns across traditional and digital channels.

Education

Meredith holds a BA in communications with a minor in consumer psychology from the University of Pennsylvania.

Meredith Cain

Researcher Serving B2B Marketing Professionals

Meredith is a researcher serving B2B marketing and sales professionals. Her research helps sales and marketing leaders serve their B2B consumers with the most effective and coordinated tools, data, content, and processes to optimize their lifetime value.

Previous Work Experience

Prior to her current role, Meredith was a senior research associate on the digital business strategy team. She contributed to the team’s research on eCommerce, personalization, omnichannel, consumer shopping behavior, and technology trends in the retail space.

Before joining Forrester, Meredith was on consumer marketing account teams at MSLGROUP. She worked with the agency’s clients to develop and execute holistic communications campaigns across traditional and digital channels.

Education

Meredith holds a BA in communications with a minor in consumer psychology from the University of Pennsylvania.

Meredith Cain's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Messaging In The Time Of COVID-19

    Generate More Than Sympathetic Communications To Give B2B Customers The Confidence To Survive And Thrive

    June 16, 2020 Laura Ramos, Meredith Cain

    Communicating your company's response to the coronavirus pandemic requires more than expressing sympathy or reinforcing your philanthropic efforts. Meaningfully supporting and creating value for your customers during uncertain times starts by crafting an outside-in message. Forrester reviewed 60 B2B websites and social accounts across 12 industries to identify best practices and areas for improvement. Read this report to learn how B2B marketing leaders can make COVID-19 communication more empathetic and valuable to buyers.

  • For B2B Marketing Professionals

    REPORT: Now Tech: Sales Training And Services, Q1 2020

    Forrester's Overview Of 23 Sales Training And Services Providers

    February 5, 2020 Mary Shea, Meredith Cain

    You can use sales training and services (STS) to increase the effectiveness of your sales force, foster better alignment between marketing and sales personnel, and deliver better experiences to your buyers. But to realize these benefits, you'll first have to select from a diverse set of providers that vary by size, capabilities, geography, and vertical market focus. B2B marketing and sales leaders should use this report to understand the value they can expect from an STS provider and to select one based on size and capabilities.

  • For B2B Marketing Professionals

    REPORT: The State Of Digitized Selling

    Stop Testing The Waters And Get Immersed

    December 27, 2019 Mary Shea, Meredith Cain

    Today's B2B marketing and sales leaders face a mounting predicament: ensuring that their sellers meet and exceed sales targets while fulfilling the expectations of increasingly digitally oriented buyers. The solution lies in aligning sales strategies with current and next-gen buying motions. This report details what evolving business buyers want along their path to purchase, where B2B firms are on their journey to delivering that experience, and how digitally immersive selling benefits everyone.

  • For B2B Marketing Professionals

    REPORT: Forrester Infographic: ABM Maturity Corresponds To Better Revenue Results

    September 9, 2019 Laura Ramos, Meredith Cain

    Account-based marketing (ABM) is becoming the way marketing gets done. Forrester predicts that by 2025, the term "ABM" will disappear as account-centric becomes the way most B2B organizations identify, plan, manage, and measure buying and post-sale motions. To assess progress toward this eventuality, we surveyed 120 B2B marketers about their current ABM practices and results as well as their future ABM resource and investment plans. This infographic illustrates our survey results to help B2B marketers better plan and execute their ABM efforts.

  • For B2B Marketing Professionals

    REPORT: B2B Websites Still Fail Our Customer Engagement Test

    Don't Take A Pass On Empathy Or You'll Fail Too

    June 21, 2019 Laura Ramos, Meredith Cain

    Corporate website content initiates or advances business opportunities when it demonstrates a deep understanding of customers and their issues. Unfortunately, most B2B marketers still struggle to produce empathetic content that compels visitors to read further or take action. In our evaluation of 60 websites across 12 industries, nearly every website scored poorly. B2B marketing professionals should read this report to learn how to make website content more interesting, engaging, and empathetic to buyers.

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