VP, Principal Analyst
Martech’s Cornerstone Category Proves That Less Is More
Enterprise marketing suites are the foundation of the marketing technology stack. This is especially true during turbulent times as B2C marketers confront a range of challenges and opportunities such as changing consumer needs, data deprecation, and a post-pandemic/pre-recession economy. The Forrester Wave™: Enterprise Marketing Suites, Q3 2022 is Forrester’s newest coverage of this critical martech […]
Manage Your Martech, Or It Will Manage You
Your marketing strategy is DOA without the tech to back it up. That means CMOs can’t afford to take a passive approach to martech.
The End Of An Era: Moving Beyond The One-Size-Fits-All Marketing Cloud
Learn how marketing clouds are embracing a platform strategy and specializing across marketing, customer experience, and data & analytics.
Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022
Joe Stanhope and I are excited to announce the publication of The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022. This report evaluates the top 10 vendors’ current offering, strategy, and market presence for their unified measurement and optimization solutions. The 2022 Forrester Marketing Measurement Wave evaluation will help B2C marketers select the best […]
Focus On The Customer And Spare The Stagwell-MDC Partners Merger Drama
Last week, shareholders of MDC Partners successfully delayed a special meeting of the board of directors and shareholders to vote on a proposed merger with the Stagwell Group’s Stagwell Media. At the heart of this matter are demands for more shareholder compensation and concerns over control of the new company by Stagwell Group Founding Partner […]
An Agency Decision Is A Technology Decision
Companies that rely on agencies are, by extension, reliant on their agency’s technology capabilities. Our new research helps buyers evaluate agencies' technology strategies so they can make the right choice.
The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2021 — Martech’s Cornerstone Realigns In The Face Of Disruption
I’m excited to announce “The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2021.” The timing couldn’t be better, because the world — marketing included — has changed dramatically in the 18 months since the previous EMSS evaluation in October 2019. Unprecedented social, regulatory, and economic factors like data deprecation remain top of mind and are […]
A Privacy Primer For Marketers
Privacy is firmly in the limelight as businesses weigh in on whether privacy is a human right and legislatures around the world debate new regulations and protections for consumers. Marketers are on the front lines of customer engagement, championing the consumer within the enterprise and taking an active role in privacy discussions. But for marketers who aren’t already privacy […]
The Future Of Consumer Buying Will Drive The Reinvention Of Your Business
The relationship between consumers and businesses is undergoing a multifaceted transformation based on four factors: the economic impact of marketplaces, next generation product experiences, consumers’ perception of brand values, and brands’ adoptions of business models. Any firm that sells to consumers must understand how these factors will influence their customers as well as their own business, and they need to start planning now to harness these trends to maximize the value of customer relationships.
Drive-To-Store Et Nouveaux Comportements D’Achats : Le Futur Du Commerce
L'évolution des attentes des consommateurs fait entrer les marques B2C dans une nouvelle ère. Découvrez les quatre forces qui vont définir l'avenir des achats B2C.
Vast, Fast, And Relentless: The Future Of How People Buy
The way people buy products and services has been evolving rapidly, and the fast and furious pace is only accelerating — sinking some companies while creating immense opportunity for others, new and old. Discover the four forces that will define the next era of consumer buying.
Stay Connected To Consumers Via Mobile Engagement Automation
The COVID-19 pandemic has put a major dent in our mobile lifestyles. But even as many of us shelter in place or stay at home, our smartphones are still with us, offering a necessary link to the outside world. In a typical morning, you can probably expect to receive messages from family members and friends […]
Dive Into Moments-Based Marketing At CX North America
To bring moments-based engagement to life, marketers will need a new approach to recognize and act on moments and new planning techniques to establish balance between moments and campaigns. To pull it off, they’ll need the data and technologies that can turn signals into insights and to identify the moments that matter and deliver interactions precisely at the right time.
Adobe Summit Offers Some “Classic” Themes In A New Format
The spike in online commerce, the importance of experiences (and data to power them), and the need for organizations of all types to accelerate their digital transformation were themes that were front and center at last week’s Adobe Summit 2020. Presented as a series of video keynotes and live BlueJeans-based panels and breakout sessions, this […]
The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 3
In December, B2C marketing analysts Joe Stanhope and Rusty Warner and B2B marketing analyst Lori Wizdo hosted the second annual martech roundtable to help marketers make informed decisions against the backdrop of these exciting and disruptive trends in marketing technology. In the third and final installment of our martech roundtable webinar recap, we’ll discuss important […]
The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 2
In December, B2C marketing analysts Joe Stanhope and Rusty Warner and B2B marketing analyst Lori Wizdo hosted the second annual martech roundtable to help marketers make informed decisions against the backdrop of these exciting and disruptive trends in marketing technology. In part two of our martech roundtable webinar recap, we’ll delve into high-level marketing trends […]
The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 1
Navigating the marketing technology ecosystem is more challenging than ever before. These takeaways from our recent martech roundtable webinar can help marketers make informed decisions.
B2C CDPs Need To Survive Before They Can Thrive
B2C customer data platforms (CDPs): all the hype, none of the follow-through. That summarizes the analysis of the CDP space in our inaugural report on the category in 2018. We continue to field client inquiries about the CDP market — but the tone from marketers has grown increasingly skeptical, and vendors are asking less about […]
The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019 — A Tale Of Dueling Priorities Fueled By Customer Obsession
The story of enterprise marketing software suites (EMSS) is one of relentless expansion. Originally conceived for its namesake — marketing — EMSS has grown to offer a consolidated source of marketing functionality spanning customer engagement, advertising, measurement, and resource management. This breadth and depth make EMSS the center of gravity for many firms’ martech stacks. […]