Rusty   Warner

Rusty Warner

Principal Analyst Serving B2C Marketing Professionals

Rusty serves B2C Marketing Professionals. His research focuses on marketing technologies, including customer analytics, cross-channel campaign management, enterprise marketing platforms, real-time interaction management, and digital customer experience delivery. Rusty helps organizations ensure that marketing technology investments are aligned with strategies to meet shifting customer expectations and support the BT agenda — technologies, systems, and processes to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 25 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, business analysis, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (formerly Alterian), focused on solutions for marketing automation, customer analytics, campaign management, and email marketing.

Prior to SDL, Rusty was with NCR and Teradata for 22 years in both the US and Europe. As head of Europe, the Middle East, and Africa (EMEA) marketing for Teradata, he built a "virtual" team to ensure effective marketing execution across 25 countries, with responsibility for all internal and external marketing activities, customer communications and events, program deployment, press and analyst relations, joint marketing with partners, product marketing, and sales support. He also has extensive global consulting and sales support experience based on customer engagements in 35 countries, with particular emphasis on EMEA.

Education

Rusty graduated summa cum laude from West Virginia University, with a Bachelor of Science degree in computer science. In addition to being a National Merit Scholar and a member of Phi Beta Kappa, he was WVU's Mr. Mountaineer (outstanding senior) and Outstanding Greek Man (top fraternity senior). Rusty relocated to the United Kingdom in 1996 and holds dual American and British citizenship.

Rusty Warner

Principal Analyst Serving B2C Marketing Professionals

Rusty serves B2C Marketing Professionals. His research focuses on marketing technologies, including customer analytics, cross-channel campaign management, enterprise marketing platforms, real-time interaction management, and digital customer experience delivery. Rusty helps organizations ensure that marketing technology investments are aligned with strategies to meet shifting customer expectations and support the BT agenda — technologies, systems, and processes to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 25 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, business analysis, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (formerly Alterian), focused on solutions for marketing automation, customer analytics, campaign management, and email marketing.

Prior to SDL, Rusty was with NCR and Teradata for 22 years in both the US and Europe. As head of Europe, the Middle East, and Africa (EMEA) marketing for Teradata, he built a "virtual" team to ensure effective marketing execution across 25 countries, with responsibility for all internal and external marketing activities, customer communications and events, program deployment, press and analyst relations, joint marketing with partners, product marketing, and sales support. He also has extensive global consulting and sales support experience based on customer engagements in 35 countries, with particular emphasis on EMEA.

Education

Rusty graduated summa cum laude from West Virginia University, with a Bachelor of Science degree in computer science. In addition to being a National Merit Scholar and a member of Phi Beta Kappa, he was WVU's Mr. Mountaineer (outstanding senior) and Outstanding Greek Man (top fraternity senior). Rusty relocated to the United Kingdom in 1996 and holds dual American and British citizenship.

Rusty Warner's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q3 2019

    The Seven Providers That Matter Most And How They Stack Up

    September 25, 2019Rusty Warner

    In our 40-criterion evaluation of cross-channel campaign management (CCCM) providers that package their CCCM solutions as modules within larger enterprise marketing software suites (EMSSes), we identified the seven most significant ones — Acoustic, Adobe, Oracle, Salesforce, SAP, SAS, and Zeta — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.

  • For B2B Marketing Professionals

    REPORT: Model The ROI Of B2B Marketing Technology Investments

    September 23, 2019 Lori Wizdo, Rusty Warner

    B2B marketing technologies promise to grow revenue, streamline marketing operations, and deliver a better customer experience, but B2B marketers often struggle to justify investing in them. Using Forrester's Total Economic Impact™ (TEI) framework, this report provides an ROI model for B2B marketing technology investments. The TEI-based model helps B2B marketing leaders build a comprehensive business case, with a balanced focus on technology, people, and processes, to expose the full investment required. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We have updated it now to factor in new ideas and data.

  • For B2C Marketing Professionals

    REPORT: How To Build A Moments-Based Marketing Ecosystem

    Road Map: The Enterprise Marketing Technology Playbook

    September 13, 2019Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a moments-based marketing ecosystem to orchestrate continuous engagement with customers who expect relevant content and value exchanges in their moments of need. This report outlines the operational and technological requirements for moments-based marketing and provides implementation advice from B2C marketing professionals across multiple vertical segments. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Forrester Infographic: RTIM Empowers Marketing’s CX Ambitions

    Invest In Real-Time Interaction Management (RTIM) To Accelerate Marketing And CX Alignment

    September 11, 2019Rusty Warner

    Today's empowered customers expect consistent, relevant experiences in their moments of need. Real-time interaction management (RTIM) provides the critical marketing technology (martech) capabilities that B2C marketers need to align marketing with rising customer experience (CX) expectations. This Forrester infographic uses survey data from global RTIM customer references to provide best-practice advice on marketing and CX alignment.

  • For B2C Marketing Professionals

    REPORT: Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook

    July 31, 2019Rusty Warner, Benjamin Brown

    Enterprise marketing technology (EMT) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a convincing business case for EMT investments within the broader context of business technology (BT) investments. It further provides an ROI model for EMT investments using Forrester's Total Economic Impact™ (TEI) framework. 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 align with updated Forrester terminology and additional EMT research.

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Webinar: Use The Forrester Wave™ To Choose The Right CCCM Solution For Your Needs

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