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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™: ABM Platforms, Q2 2020

    The 14 Providers That Matter Most And How They Stack Up

    June 9, 2020Steven Casey

    In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers in the category — 6sense, Demandbase, Dun & Bradstreet, Engagio, Jabmo, Kwanzoo, Leadspace, Madison Logic, Metadata.io, MRP, RollWorks, TechTarget, Terminus, and Triblio — 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 ABM needs.

  • For B2B Marketing Professionals

    REPORT: What B2B Buyers Crave

    Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

    May 4, 2020Steven Casey, Lori Wizdo

    The evolving environmental factors driving fundamental changes in B2B buyers' behavior have reached an inflection point — and now pose an existential threat to all organizations. It's more than a combination of discrete trends such as rising bounce rates, declining open rates, or increasing churn. It's that your buyers now expect a fundamentally different relationship with your company. This report helps B2B marketing professionals understand how B2B buyers' expectations are changing and what they need to do to adapt and thrive in the future.

  • For B2B Marketing Professionals

    REPORT: The B2B Consumer Grows Up

    Marketers Need To Adapt Now Or Get Left Behind

    March 2, 2020Steven Casey

    More and more B2B buyers are acting like consumers every day. A combination of digital consumers' native and learned behaviors is driving this change — and having a dramatic impact on every phase of the B2B customer lifecycle. To meet the needs of these modern B2B buyers, B2B marketers need to rethink and evolve every aspect of their strategies, programs, and tactics, from branding to lead generation and post-sale engagement. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Updated)

    The 12 Providers That Matter Most And How They Stack Up

    February 24, 2020Steven Casey

    In our 21-criteria evaluation of B2B marketing data providers, we identified the 12 most significant ones — Bombora, DataFox, DiscoverOrg, Dun & Bradstreet, Infogroup, InsideView, Leadspace, Orb Intelligence, Radius, ReachForce, TechTarget, and ZoomInfo — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals make the right choice. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: New Tech: Account-Based Marketing Solutions, Q1 2020

    Forrester's Landscape Overview Of 26 Providers

    February 24, 2020Steven Casey

    Account-based marketing (ABM) is evolving from the buzzword du jour to a mainstream strategy that all but a very few B2B organizations are implementing, rolling out, or planning. At the same time, the landscape of vendors offering solutions that can support an ABM strategy is increasing in size and complexity. This report examines a range of emerging vendors that address the key steps for deploying an ABM strategy via five market segments: ABM platforms, analytics providers, data providers, direct mail vendors, and personalization solutions

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