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Rusty Warner

VP, Principal Analyst

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Rusty serves B2C marketing professionals. His research focuses on enterprise marketing technologies, including cross-channel campaign management, marketing resource management, and real-time interaction management. Rusty helps organizations ensure that their marketing technology investments underpin strategies to meet evolving customer expectations and align with overall business technology investments to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 30 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (Alterian), focused on solutions for marketing automation, customer analytics, campaign management, and email marketing.

Prior to SDL, Rusty was with NCR and Teradata for 22 years in both the US and Europe. As head of marketing for Teradata’s EMEA operations, he built a "virtual" team to ensure effective marketing execution across 25 countries, with responsibility for all internal and external marketing activities, customer communications and events, press and analyst relations, joint marketing with partners, product marketing, program deployment, and sales enablement. He also has extensive global consulting and sales support experience based on customer engagements in 45 countries, with particular emphasis on EMEA.

Education

Rusty graduated summa cum laude from West Virginia University, with a Bachelor of Science degree in computer science. In addition to being a National Merit Scholar and a member of Phi Beta Kappa, Alpha Phi Omega, and Phi Gamma Delta, he was WVU's Mr. Mountaineer (outstanding senior) and Outstanding Greek Man (top fraternity senior). Rusty relocated to the United Kingdom in 1996 and holds dual American and British citizenship.

Rusty serves B2C marketing professionals. His research focuses on enterprise marketing technologies, including cross-channel campaign management, marketing resource management, and real-time interaction management. Rusty helps organizations ensure that their marketing technology investments underpin strategies to meet evolving customer expectations and align with overall business technology investments to win, serve, and retain customers.

Previous Work Experience

Rusty has more than 30 years' experience in marketing and customer analytics, product management and product marketing, marketing leadership, and strategic planning. Before joining Forrester, Rusty was senior vice president of marketing for SDL's Campaign Management and Analytics Division (Alterian), focused on solutions for marketing automation, customer analytics, campaign management, and email marketing.

Prior to SDL, Rusty was with NCR and Teradata for 22 years in both the US and Europe. As head of marketing for Teradata’s EMEA operations, he built a "virtual" team to ensure effective marketing execution across 25 countries, with responsibility for all internal and external marketing activities, customer communications and events, press and analyst relations, joint marketing with partners, product marketing, program deployment, and sales enablement. He also has extensive global consulting and sales support experience based on customer engagements in 45 countries, with particular emphasis on EMEA.

Education

Rusty graduated summa cum laude from West Virginia University, with a Bachelor of Science degree in computer science. In addition to being a National Merit Scholar and a member of Phi Beta Kappa, Alpha Phi Omega, and Phi Gamma Delta, he was WVU's Mr. Mountaineer (outstanding senior) and Outstanding Greek Man (top fraternity senior). Rusty relocated to the United Kingdom in 1996 and holds dual American and British citizenship.

Rusty Warner's Most Recent Research

Research

Enable Moments-Based Marketing With Enterprise Martech

Executive Overview: The Enterprise Marketing Technology Playbook
June 10th, 2021 | Joe Stanhope , Rusty Warner , Stephanie Liu

Customer data and marketing technology (martech) are now essential to every marketing function. Yet B2C marketers responsible for their firm's martech...

5 min read
Research

Forrester Infographic: Use RTIM To Personalize Customer Experiences

May 28th, 2021 | Rusty Warner

Marketing campaigns often fail because they misalign product sales with customer experience (CX) expectations. Real-time interaction management (RTIM)...

1 min read
Research

The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q2 2021

The Eight Providers That Matter Most And How They Stack Up
April 26th, 2021 | Rusty Warner

In our 40-criterion evaluation of cross-channel campaign management (CCCM) providers, we identified the eight most significant ones — Acoustic, Adobe...

15 min read
Research

Now Tech: Cross-Channel Campaign Management, Q1 2021

Forrester's Overview Of 42 Cross-Channel Campaign Management Providers
February 22nd, 2021 | Rusty Warner

You can use cross-channel campaign management (CCCM) solutions to better understand your customers, orchestrate digital and offline customer experiences...

4 min read
Research

How To Build A Martech Reference Architecture For Banking

February 16th, 2021 | Rusty Warner

Marketing technology (martech) ecosystems in the banking industry are more complex than those within other vertical sectors due to requisite enterprise...

7 min read