Steven   Casey

Steven Casey

Principal Analyst Serving B2B Marketing Professionals

Steve serves B2B Marketing Professionals.  His research is focused on the impact of consumer buying behavior and technologies on the B2B buying cycle, and the interactive marketing solutions that leverage machine-learning, AI, and NLP technologies to enable B2B marketers to dynamically deliver contextually relevant content, experiences, and value throughout the customer-driven buying journey via preferred digital channels.

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.  His research is focused on the impact of consumer buying behavior and technologies on the B2B buying cycle, and the interactive marketing solutions that leverage machine-learning, AI, and NLP technologies to enable B2B marketers to dynamically deliver contextually relevant content, experiences, and value throughout the customer-driven buying journey via preferred digital channels.

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

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  • For B2B Marketing Professionals

    REPORT: The Forrester New Wave™: ABM Platforms, Q2 2018

    The 14 Providers That Matter Most And How They Stack Up

    May 31, 2018Steven Casey

    In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers — 6sense, Demandbase, Engagio, Jabmo, Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminus, Triblio, True Influence, and ZenIQ — in the category 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: Success With Bots And Virtual Assistants Depends On The Human Element

    Use These AI-Powered Solutions To Optimize Engagement With Early-Stage Buyers

    April 9, 2018Steven Casey

    Chatbots and virtual assistants (VAs) may be built on artificial intelligence (AI) and deliver digital experiences through virtual personas — but the success B2B marketers realize from them will depend on the real and human aspects of their deployment, intraorganizational impact, and customer obsession. Properly oriented bots and VAs can help B2B marketers remove friction from the earliest stages of the buying process, automate administrative tasks, and enable sellers to be more consultative.

  • For B2B Marketing Professionals

    REPORT: The Birth Of The B2B Consumer

    Landscape: The B2B Marketing Playbook

    October 5, 2017Steven Casey

    B2B buyers are acting more like consumers every day. Driving this change is a combination of learned and native digital consumer behaviors that are having a dramatic impact on every phase of the B2B customer life cycle. To meet the needs of the emerging B2B consumer, B2B marketers need to rethink and evolve every aspect of their strategies, programs, and tactics, from branding to lead generation and post-sale engagement.

  • For B2B Marketing Professionals

    REPORT: TechRadar™: B2B Marketing Technologies, Q3 2016 (Updated)

    Tools And Technology: The B2B Marketing Playbook

    October 4, 2017Steven Casey

    B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with sellers across all stages of their life cycle. B2B marketing professionals must now derive actionable insights from the data collected across touchpoints to improve the customer experience and increase company revenues. This report describes the most important technologies that B2B marketers need to succeed in the age of the customer.

  • For B2B Marketing Professionals

    REPORT: Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools

    October 2, 2017Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the channel that best suits engaging digital-first buyers. This report makes the case for increased activity in social media and explains how B2B marketers can use social media to deliver value throughout the customer life cycle.

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