Steven Casey

VP, Research Dir

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).

The Forrester Wave™: B2B Marketing Data Providers, Q2 2021
April 13th, 2021 13 min read

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing
March 30th, 2021 9 min read

AI has quickly progressed from a promising enabling technology found in a few B2B applications to a staple of modern marketing technology (martech). To succeed with AI-powered marketing, B2B marketers should focus on the actions of their customers, from their first anonymous interaction to post-sale product usage, and analyze signals from as many first- and third-party sources as they can gather. This report guides B2B marketers on investing in a robust data management solution, whether internally developed or a packaged application such as a customer data platform (CDP), to improve the quality of that data and create a single source of truth for marketing and sales.

Now Tech: B2B Marketing Data Providers, Q1 2021
January 11th, 2021 4 min read

You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2B marketing professionals should use this report to understand the value they can expect from a B2B marketing data provider and to select one based on size and functionality.

Marketing Automation And ABM Technologies Are Converging — Will You Need To Pick A Side?
December 16th, 2020 5 min read

B2B marketers who make technology investment decisions need to account for the accelerating convergence of their demand-generation and account-based marketing (ABM) practices and tools . Read this research to understand why this technology convergence is now possible, where marketers are placing their bets today, and what they want to see from their existing suppliers to make it happen. This nascent convergence will break down the uneasy détente between marketing automation platforms (MAPs) and ABM platforms (ABMPs), with both sides now openly battling for supremacy in the B2B martech stack. According to Forrester's Q3 2020 Global B2B Marketing Tech Tide™ Survey, more than a quarter of MAP users say they see no need to add an ABM platform, but nearly half of all ABM platform users are open to consolidating on that solution (and ditching their MAP) within three years. Both camps will demand a range of new functionality from their vendors to provide a single, robust platform that enables marketers to engage teams of business buyers throughout intricate decision-making processes. Future-forward marketers already evaluating their options can schedule inquiries with us . Lori Wizdo is the best resource for a marketing-automation perspective, and Steve Casey is your guy on the ABM side.

Chatbots And Virtual Assistants Can Help B2B Organizations Close The Digital Experience Gap
December 11th, 2020 8 min read

Social distancing has fast-forwarded the B2B buyer journey into an almost exclusively digital adventure. With face-to-face meetings all but impossible, buyers are seeking experiences and content delivered primarily though channels such as vendor websites, search engines, and technology information websites. Organizations that fail to meet their buyers' increased expectations for help throughout omnichannel digital journeys will lose market share to competitors that do. Chatbots and virtual assistants (VAs) can help B2B organizations close this digital experience gap.

The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020
October 29th, 2020 13 min read

B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of 19 technology categories that support planning, executing, and optimizing customer engagement for today's self-directed digital-first buyers. B2B marketers should read this report to shape their firm's investment approach to these technologies.

Research Coverage