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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: Real-Time Interaction Management, Q2 2020

    Forrester's Overview Of 42 RTIM Providers

    April 30, 2020Rusty Warner

    You can use real-time interaction management (RTIM) to orchestrate contextually relevant customer experiences, address customer expectations for mutual value exchanges with your brand, and align marketing with all customer-facing functions. 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 RTIM provider and to select one based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: How To Build A Moments-Based Marketing Ecosystem

    Roadmap: The Enterprise Marketing Technology Playbook

    March 18, 2020Rusty 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: Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook

    March 13, 2020Rusty 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, Q1 2020

    The 12 Providers That Matter Most And How They Stack Up

    March 5, 2020 Stephanie Liu, Rusty Warner

    In our 32-criterion evaluation of marketing resource management (MRM) providers, we identified the 12 most significant ones — Allocadia; Aprimo; BrandMaker; Contentserv; HCL Technologies; inMotionNow; NewsCred; Percolate, a Seismic Company; SAP; SAS; Wedia; and Workfront — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketers select the right one for their needs.

  • For B2C Marketing Professionals

    REPORT: Synergize Marketing Measurement Tools To Optimize Brand Strategy

    March 2, 2020Rusty Warner, Tina Moffett, Stephanie Liu

    The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer touchpoints. B2C marketers that have a better understanding of how measurement tools coexist within the model for modern marketing will uncover opportunities on all three fronts: customer, brand, and experience. They stand to reduce marketing spend waste, increase customer satisfaction scores, and establish long-term relationships with high-value loyal customers.

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