Meredith   Cain

Meredith Cain

Researcher Serving B2B Marketing Professionals

Meredith is a researcher serving business-to-business (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 B.A. 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 business-to-business (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 B.A. 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: Evaluate Your Sales Enablement Maturity

    Five Core Competencies Increase Sales Effectiveness

    November 6, 2018 Laura Ramos, Meredith Cain

    B2B firms are reshaping their sales enablement function to give evolving business consumers a better experience, support sellers more effectively, and reduce the cost of selling to the business. To deliver these results, sales leaders must realign foundational approaches and assess their firm's sales enablement maturity. This report contains an assessment that helps B2B marketing and sales professionals identify gaps in the critical processes and capabilities needed to support a modern sales enablement function.

  • For B2B Marketing Professionals

    REPORT: B2B Marketers Fail At Paid Search

    When Most Purchases Start With A Search — This Is Something You'll Want To Be Good At

    October 25, 2018 Collin Colburn, Meredith Cain

    If you are a B2B company, you are likely failing at search or at least have a lot room for improvement. This is a problem, considering most B2B purchases start with an online search. Forrester applied its search marketing review methodology to more than 100 paid search ads in five industries across B2B: technology, insurance, financial services, manufacturing, and healthcare. The majority of the ads we reviewed failed, and all industries have substantial room for improvement. This report helps B2B marketers better understand how to improve their paid search efforts.

  • For B2B Marketing Professionals

    REPORT: B2B Digital Sales Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset

    August 14, 2018 Mary Shea, Meredith Cain

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. We gleaned best practices from three global digital sales leaders at Cisco Systems, General Electric, and IBM to reveal three unifying elements of success. We also provide recommendations for how B2B firms of various shapes and sizes should move their sales forces forward. This is an update of a previously published report; Forrester reviews and updates reports periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The State Of US mCommerce 2018: Direct Revenues Belie Trillion-Dollar Store Sales Impact

    Smartphone Highlights From The Forrester Data: Mobile And Tablet Commerce Forecast, 2017 To 2022 (US)

    August 14, 2018 Julie A. Ask, Susan Wu, Meredith Cain

    Too many digital business professionals still treat mCommerce as a scaled-down version of eCommerce. They become discouraged by low conversion rates and lackluster app downloads, despite years of investment. They fail to prioritize using mobile to influence sales. This report highlights key learnings from Forrester's mobile phone forecast and explores the drivers and inhibitors of mCommerce.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Digital And Mobile Touchpoints Are Driving Offline Sales In Europe

    Highlights From The Forrester Data: Digital-Influenced Retail Sales Forecast, 2017 To 2022 (EU-7), Q1 2018 Update

    July 31, 2018 Michelle Beeson, Meredith Cain

    As consumers increasingly shop across touchpoints, digital business professionals must understand the impact of digital touchpoints on in-store sales. In 2017, digitally influenced sales accounted for 32% of total EU-7 retail sales; they will reach 37% of total EU-7 retail sales by 2022. This report uses data from the Forrester Data: Digital-Influenced Retail Sales Forecast, 2017 To 2022 (EU-7), Q1 2018 Update, for France, Germany, Italy, the Netherlands, Spain, Sweden, and the UK. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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