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: Now Tech: Marketing Resource Management, Q4 2019

    Forrester's Overview Of 32 Marketing Resource Management Providers

    November 18, 2019 Stephanie Liu, Rusty Warner

    You can use marketing resource management (MRM) tools to manage content production processes, operate intuitive workflows for approvals and brand management, and gain visibility into marketing spend and budgets. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use this report to understand the value they can expect from an MRM provider and to select one based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: Evaluate Your Enterprise Marketing Technology Maturity To Enable Martech Planning

    Assessment: The Enterprise Marketing Technology Playbook

    November 14, 2019 Joe Stanhope, Rusty Warner

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with planning and defining enterprise marketing technology (EMT) requirements must balance multiple stakeholders, elevate channel-specific processes, and integrate products from different vendors. This report provides B2C marketers with a self-assessment tool to guide the development of holistic EMT requirements and plans based on where their firm fits within Forrester's EMT maturity model. This is an update of a report previously published under the title "Plan Customer-Centric Enterprise Marketing Technology Requirements"; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Predictions 2020: B2C Marketing

    Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

    October 29, 2019 Tina Moffett, Sarah Dawson, Jim Nail, Ryan Skinner, Emily Collins, Stephanie Liu, Jessica Liu, Rusty Warner, Joe Stanhope

    Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to engage with existing customers while navigating through murky economic periods by shifting marketing budgets and managing marketing costs.

  • 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.

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

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