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 Wave™: B2B Marketing Data Providers, Q3 2018

    The 12 Providers That Matter Most And How They Stack Up

    September 24, 2018Steven 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.

  • 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.

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Webinar: How Data Providers Have Evolved To Meet The Needs Of B2B Marketers

Date: October 30, 2018
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