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: Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    November 8, 2018 Jessica Liu, Emily Collins, Fatemeh Khatibloo, Stephanie Liu, Tina Moffett, Jim Nail, Joe Stanhope, Rusty Warner

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C marketers have painfully learned that they need to handle existing customers with greater care. In 2019, we predict, this realization will yield creative new and enhanced marketer efforts to engage with existing customers.

  • For B2C Marketing Professionals

    REPORT: Complement Your EMSS With Best-Of-Breed Point Solutions

    October 11, 2018Rusty Warner

    B2C marketers must integrate enterprise marketing technology (EMT) components from multiple vendors to assemble their own unique EMT ecosystems. Working with enterprise marketing software suite (EMSS) vendors provides foundational elements, while best-of-breed point solutions complement EMT core functionality. This report helps B2C marketers evaluate EMSS offerings and point solutions to address 82 functional areas across seven EMT categories. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have added more recent data and expanded the list of technologies.

  • For B2C Marketing Professionals

    REPORT: How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook

    October 3, 2018Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) 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 a CME and provides implementation advice from B2C marketing professionals across multiple vertical segments. This is an update of a previously published report, with new examples and updated references; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook

    September 28, 2018Rusty Warner

    Planning and implementing enterprise marketing technology (EMT) is at the top of the B2C marketing professional's to-do list. But you can't do it alone. You and your technology organization counterparts must maximize your firm's EMT investments to improve customer experience and spark continuous interactions with your customers. This report provides a blueprint for planning an enterprise marketing technology strategy based on an assessment of your current capabilities. 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: The Forrester Wave™: Marketing Resource Management, Q3 2018

    The Eight Providers That Matter Most And How They Stack Up

    August 22, 2018Rusty Warner, Ryan Skinner

    In our 35-criteria evaluation of marketing resource management (MRM) providers, we identified the eight most significant ones — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and Workfront — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

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