As marketers navigate the AI boom, with the latest evolution of AI agents cropping up in their marketing ecosystem, they must identify and prioritize appropriate use cases. This interactive tool covers AI agent use cases across seven marketing categories of data, analytics, measurement, content, operations, orchestration, and experience delivery. Marketers can use it to assess readiness for each AI agent use case based on a framework incorporating priority, people, process, and technology dimensions.

Successful B2C marketing technology (martech) initiatives align martech investments with marketing priorities and business objectives. Such alignment requires B2C marketing executives to clearly define and communicate the objectives and scope of the initiative, as well as known risks, constraints, and dependencies. Teams that don’t consider these elements upfront risk launching initiatives that take longer than expected, cost more than planned, and fail to produce successful results. This report defines the benefits of a technology alignment charter, outlines its essential elements, and provides a template that B2C marketers can use to create their own.

Aligning marketing with business objectives requires an understanding of shared goals supported by a coordinated and optimized technology infrastructure. This report introduces a framework to overcome common alignment challenges and provides a step-by-step process to guide the discovery, analysis, execution, and optimization of your B2C marketing technology (martech) ecosystem.

Customer obsession is the defining trait of high-performing enterprises. Rising customer expectations, AI adoption, and competitive pressure demand more than good products and services; they require placing the customer at the center of leadership, strategy, and operations. Forrester’s Customer Obsession Enterprise Award recognizes firms that demonstrate this alignment and impact across their business. In this case study, we describe how e& — winner of the 2025 EMEA Customer Obsession Enterprise Award — operationalized customer obsession, transformed customer journeys, and delivered quantifiable business outcomes.

You can use cross-channel marketing hubs (CCMHs) to effectively understand customer intent and context, orchestrate valuable customer experiences with AI-enabled workflows, and optimize marketing’s impact on the brand’s total experience strategy. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, type of offering, geography, and use case differentiation. B2C marketing executives should use this report to understand the value they can expect from a CCMH vendor, learn how vendors differ, and investigate options based on size and market focus.

AI agents promise to easily automate and accelerate marketing use cases, capturing marketers’ attention: 42% of B2C marketing decision-makers in Forrester’s Marketing Survey, 2026 say their organizations are currently piloting or experimenting with agentic AI. In Forrester’s Digital Business And Strategy Survey, 2025 , 49% of B2B or B2B2C marketing digital business strategy decision-makers are investing in AI agents. As AI agents proliferate across vendors’ product offerings, Forrester’s Marketing AI Agent Solution Evaluation Template can help martech decision-makers discern emerging agent validity and suitability for their requirements.

As organizations rush to deploy AI, too many forget the people it’s meant to serve. A human‑first foundation is what separates AI that frustrates from AI that truly drives better experiences.

The report explores how enterprise financial services organizations use real-time interaction management software (RTIMS), based on reference customer interviews. Key insights include the need for cross-functional collaboration that includes technology and business teams, a balanced focus on both customer and business metrics, and strategic planning with phased milestones to operationalize high-priority use cases. Additionally, organizations invest in RTIMS as a linchpin solution to help integrate their disparate technology ecosystems and optimize their enterprise customer data infrastructure to ensure AI readiness.

Real-time interaction management software (RTIMS) involves enterprise customer data management, customer analytics, “next best” decisioning logic, experience orchestration workflows, performance measurement, and integration capabilities that require significant effort to properly deploy. Firms need a comprehensive implementation plan to ensure success. B2C marketing teams should use this checklist to plan their RTIMS deployment and track the progress of their implementation.

Real-time interaction management software (RTIMS) empowers organizations to determine and orchestrate contextually relevant experiences for mutual value realization at the appropriate moment in the customer lifecycle via preferred customer touchpoints.RTIMS requires an ecosystem of integrated capabilities versus a single platform — though a sophisticated AI-enabled decisioning engine is critical. RTIMS is an enterprise challenge involving significant investments in both technology and people, with the benefit of sustainable ROI for successful implementations. This webinar discusses findings from our recent Forrester Wave on RTIMS solutions. Key takeaways: Understand the current RTIMS landscape.Discover which RTIMS capabilities are right for you.Hear about RTIMS best practices from leading firms.Target audience level: intermediate and advanced