Miriam Oesterreich


Author Insights


The B2B Content Guide: Buyers Value Diverse Content Sources And Elements

Miriam Oesterreich October 5, 2022
Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]

The State Of Influencer Marketing: Growing

Ryan Skinner August 22, 2019
For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report, we interviewed more than 30 enterprise marketers who are responsible for their brand’s influencer marketing. And the data shows: Investments continue to rise, and marketers’ budgets for influencer marketing are growing in […]

Introducing The Forrester Wave™: Content Marketing Platforms For B2C Marketers, Q2 2019

Ryan Skinner May 6, 2019
“The Forrester Wave™: Content Marketing Platforms for B2C Marketers, Q2 2019” is live! In this year’s 30-criteria evaluation, we assessed and scored the nine most significant vendors: Bloomreach, Contently, NewsCred, Opal, Percolate, ScribbleLive, Sitecore, Skyword, and Sprinklr. We looked at their current offering, their strategy, and current market presence. The report shows how each provider […]

Enable Marketing’s CX Ambitions With Real-Time Interaction Management

Rusty Warner February 27, 2019
One of our 2019 B2C marketing predictions is that enterprise marketing technology will meld with customer experience (CX) investments to deliver the relevancy and consistency that consumers crave from brands. Real-time interaction management (RTIM) provides critical capabilities that enable marketers to realize their CX ambitions. Forrester defines RTIM as: Enterprise marketing technology that delivers contextually […]

Align Martech Investments With Your Digital Transformation Strategy

Rusty Warner January 29, 2019
Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences. That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report). Martech is a direct line to consumer touchpoints, and marketers should embrace and leverage it to drive […]

Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions

Ryan Skinner October 25, 2018
What bubble? The size of the influencer market on Instagram alone is set to grow $2.38 billion next year. Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […]

Marketers — Get Your Heads Out Of The Clouds!

Rusty Warner October 16, 2018
It’s frustrating when a customer exhibits purchase intent but doesn’t buy because of friction in the customer journey. It’s worse when a store manager or contact center agent is unaware of a digital promotion. Nearly 40% of CMOs say that a lack of consistent customer experience (CX) prevents greater online sales revenue. Empowered customers now […]