Steven   Casey

Steven Casey

Principal Analyst Serving B2B Marketing Professionals

Steve serves B2B marketing professionals. Thematically, his research focuses on the impact of consumer behavior and preferences on the B2B buying cycle and how B2B marketers need to adapt their strategies, tactics, and technologies to optimize engagement with this new "B2B consumer." Steve covers account-based marketing (ABM) strategies and solutions, data providers and data management solutions (including customer data platforms [CDPs]), programmatic advertising, as well as emerging and enabling technologies such as artificial intelligence (AI), chatbots and virtual assistants, and virtual reality (VR) and augmented reality (AR).

Previous Work Experience

Steve is an accomplished B2B marketing expert with more than 20 years’ experience in demand generation, sales enablement, and corporate marketing roles. He started his career as a journalist covering consumer and business technology markets at IDG and Cahners. As a marketing practitioner, Steve has held senior positions with, and served as an agency counselor to, a diverse set of technology firms, from venture-backed startups to global corporations, including Deloitte, TeleTech, RSA, Sybase, Carbonite, and TomTom.

Education

Steve has a Bachelor of Arts in literature and an MBA from the University of Massachusetts.

Steven Casey

Principal Analyst Serving B2B Marketing Professionals

Steve serves B2B marketing professionals. Thematically, his research focuses on the impact of consumer behavior and preferences on the B2B buying cycle and how B2B marketers need to adapt their strategies, tactics, and technologies to optimize engagement with this new "B2B consumer." Steve covers account-based marketing (ABM) strategies and solutions, data providers and data management solutions (including customer data platforms [CDPs]), programmatic advertising, as well as emerging and enabling technologies such as artificial intelligence (AI), chatbots and virtual assistants, and virtual reality (VR) and augmented reality (AR).

Previous Work Experience

Steve is an accomplished B2B marketing expert with more than 20 years’ experience in demand generation, sales enablement, and corporate marketing roles. He started his career as a journalist covering consumer and business technology markets at IDG and Cahners. As a marketing practitioner, Steve has held senior positions with, and served as an agency counselor to, a diverse set of technology firms, from venture-backed startups to global corporations, including Deloitte, TeleTech, RSA, Sybase, Carbonite, and TomTom.

Education

Steve has a Bachelor of Arts in literature and an MBA from the University of Massachusetts.

Steven Casey's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019

    The 13 Providers That Matter Most And How They Stack Up

    June 17, 2019Steven Casey

    In Forrester's evaluation of the emerging market for B2B customer data platforms (CDPs), we identified the 13 most significant providers in the category — Arm Treasure Data, BlueVenn, CaliberMind, Celebrus, Dun & Bradstreet, Evergage, FirstHive, Lattice Engines, Leadspace, Lytics, Radius Intelligence, Tealium, and Zylotech — and evaluated them. This report details our findings about how well each vendor scored against 10 criteria and where they stand in relation to each other. B2B marketers can use this review to select the right partner for their B2B CDP needs.

  • For B2B Marketing Professionals

    REPORT: Partner-Based Marketing Accelerates Elusive Shadow Channel Engagement

    Model Your Partner-Based Marketing Program After ABM Best Practices

    May 22, 2019Steven Casey, Jay McBain

    Today's empowered B2B customers demand a new level of specialization and sophistication from third-party firms that assist them. Choosing the wrong partners can have dire consequences on your business: increasing costs, limiting revenue growth, and ceding new markets to competitors. Channel leaders need a partner-centric approach to recruitment modeled on the best practices of account-based marketing (ABM). Forrester calls this partner-based marketing (PBM).

  • For B2B Marketing Professionals

    REPORT: Direct Mail Captures The Attention Of Buyers Overwhelmed By Digital Tactics

    Use Direct Mail To Complement And Amplify Digital And Human Touchpoints Throughout Your Buyer Journeys

    March 12, 2019Steven Casey

    Today's attention economy is making it harder than ever for B2B marketers to connect with their prospects and customers. Many go-to engagement channels, such as email and cold calling, are becoming tired and ineffective. B2B marketers can use direct mail — old, analog, and novel again — to cut through the content clutter and spark more conversations with their digital-first buyers.

  • For B2B Marketing Professionals

    REPORT: New Tech: B2B Marketing Data Management Solutions, Q1 2019

    Forrester's Landscape Overview Of 29 Providers

    January 31, 2019Steven Casey

    The foundation of customer-obsessed marketing is the ability to collect, analyze, and manage the customer data to derive insights. But most B2B marketers have low confidence in the quality of their data and their own data management skills. This report reviews emerging vendors in B2B marketing data management. Marketers should use it to understand the capabilities within major market segments, inform their data management strategies, and guide their initial vendor research.

  • For B2B Marketing Professionals

    REPORT: AI Will Enable B2B Marketers To Deliver Customer-Driven Engagement At Scale

    AI Restores Equilibrium To The Company/Customer Information Imbalance

    October 25, 2018Steven Casey

    Artificial intelligence (AI) is everywhere — on the news, in your social feeds, in boardroom discussions — and in more and more B2B marketing applications every day. Marketing leaders need to understand how AI can help them today and in the future; how it is reshaping the martech stack; and what they need to do today to build an AI-powered marketing machine.

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