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: Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook

    November 3, 2017 Joe Stanhope, Rusty Warner

    Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the opportunity to shape how their firm uses technology, systems, and processes to win, serve, and retain customers. Forrester's enterprise marketing technology playbook guides B2C marketers as they mature from campaign-based to contextual 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: Vendor Landscape: Marketing Resource Management

    Leverage MRM To Drive Customer-Obsessed Marketing Operations

    October 20, 2017Rusty Warner

    B2C marketers in the throes of modern marketing transformations need to rethink the role of marketing resource management (MRM). A tranche of new marketer-friendly tools replaces legacy MRM solutions with more agile alternatives. But the current MRM market is fragmented and many vendors offer overlapping functionality. This report categorizes solution providers that address the most common MRM use cases and provides recommendations for B2C marketers considering MRM investments.

  • For CIO Professionals

    REPORT: The Top 10 Technology Trends To Watch: 2018 To 2020

    Ten Trends Will Help You Maximize The Value Of Business Technology

    October 19, 2017 Brian Hopkins, Bobby Cameron, Ted Schadler, Rusty Warner

    Maximizing the value of your business technology investments requires an understanding of trends — not just as interesting reading but as vital clues to your firm's future success and, possibly, even survival. CIOs must demand trend analysis that goes deeper than trite statements about artificial intelligence, digital platforms, or meshes. Our 2018 to 2020 trends do exactly that. Read this report to understand the top 10 trends and how they will change the nature of your business.

  • For B2C Marketing Professionals

    REPORT: Accelerate Modern Marketing With Real-Time Interaction Management

    Benchmarks: The Enterprise Marketing Technology Playbook

    October 17, 2017Rusty Warner

    Customer-obsessed firms sustain competitive advantage by delivering value and utility in their customers' moments of need. Real-time interaction management (RTIM) enables B2C marketers to meet customer expectations for such contextually relevant experiences. For the Forrester Wave™ evaluation of RTIM, we surveyed 43 customers and conducted interviews with 32 of them to understand their RTIM environments in greater detail. This report outlines key factors to consider when making RTIM investments.

  • For B2C Marketing Professionals

    REPORT: Rethink Your Approach To MRM

    Customer Obsession Demands Operational Agility

    September 6, 2017Rusty Warner

    Marketing resource management (MRM) is a conflation of enterprise marketing technology (EMT) components that manage financial planning, content production, brand compliance, and even human alignment. B2C marketers often find legacy MRM solutions burdensome, but today's MRM tools offer more flexible alternatives. This report explores core MRM requirements and provides practical advice for B2C marketing professionals charged with maximizing MRM investments to meet evolving customer expectations.

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