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Rusty   Warner

Rusty Warner

VP, Principal Analyst Serving B2C Marketing Professionals

Rusty serves B2C marketing professionals. His research focuses on enterprise marketing technologies, including cross-channel campaign management, marketing resource management, and real-time interaction management. Rusty helps organizations ensure that their marketing technology investments underpin strategies to meet evolving customer expectations and align with overall business technology investments to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 30 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (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 marketing for Teradata’s EMEA operations, 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, press and analyst relations, joint marketing with partners, product marketing, program deployment, and sales enablement. He also has extensive global consulting and sales support experience based on customer engagements in 45 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, Alpha Phi Omega, and Phi Gamma Delta, 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

VP, Principal Analyst Serving B2C Marketing Professionals

Rusty serves B2C marketing professionals. His research focuses on enterprise marketing technologies, including cross-channel campaign management, marketing resource management, and real-time interaction management. Rusty helps organizations ensure that their marketing technology investments underpin strategies to meet evolving customer expectations and align with overall business technology investments to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 30 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (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 marketing for Teradata’s EMEA operations, 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, press and analyst relations, joint marketing with partners, product marketing, program deployment, and sales enablement. He also has extensive global consulting and sales support experience based on customer engagements in 45 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, Alpha Phi Omega, and Phi Gamma Delta, 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: Cross-Channel Campaign Management, Q1 2021

    Forrester's Overview Of 42 Cross-Channel Campaign Management Providers

    February 22, 2021Rusty Warner

    You can use cross-channel campaign management (CCCM) solutions to better understand your customers, orchestrate digital and offline customer experiences, and propel your brand strategy from creative ideation to reality. 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 marketing professionals should use this report to understand the value they can expect from a CCCM provider and to select one based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: How To Build A Martech Reference Architecture For Banking

    February 16, 2021Rusty Warner

    Marketing technology (martech) ecosystems in the banking industry are more complex than those within other vertical sectors due to requisite enterprise integration, mandatory regulatory compliance, and complex customer journeys. Banks can make more effective martech investment decisions by mapping martech requirements and capabilities to Forrester's digital banking platform architecture (DBPA).

  • For B2C Marketing Professionals

    REPORT: Research Overview: Personalization

    A Guide To Our Personalization-Related Research

    December 11, 2020Rusty Warner, David Novitzky

    B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges make it no easy task. This report compiles Forrester's body of recent personalization research to help you understand the requisite components of a holistic personalization strategy. This is an update of the previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The Future Of Enterprise Marketing Technology

    Vision: The Enterprise Marketing Technology Playbook

    November 25, 2020 Joe Stanhope, Rusty Warner

    Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their approach to martech and customer engagement tactics. This report explores the evolution of martech from a channel-driven capability to one serving the full customer journey, the intersection of martech and customer experience (CX), and the critical features that power moments-based marketing. 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: Model The ROI Of Enterprise Marketing Technology Investments

    Business Case: The Enterprise Marketing Technology Playbook

    November 20, 2020Rusty Warner, Stephen Odell, Jennifer Adams

    Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a convincing business case for martech investments within the broader context of business technology (BT) investments. It further provides an ROI model for martech 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 martech terminology and our latest TEI methodology.

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