Rusty Warner

VP, Principal Analyst

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Blog

Clean Up Your Martech And Loyalty Tech Ecosystem

Mary Pilecki October 3, 2022
We all know that there is a big difference between working hard and working smart. And specifically for marketers, the status quo often makes working smart impossible — functional silos inhibit internal efficiencies and negatively impact the overall customer experience. Some of today’s biggest marketing silos are technology-based — different platforms for different functions. Let’s […]
Blog

Invest In Real-Time Interaction Management To Elevate Your Long-Term Customer Experience Strategy

Rusty Warner May 26, 2022
It’s easy to conflate real-time interaction management (RTIM) with personalization tactics, but it goes far deeper. Forrester defines RTIM as: Enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer lifecycle via preferred customer touchpoints. RTIM enables next best experience (NBX) decision-making in the face of changing […]
Blog

Medallia + Thunderhead Is A Boost For Brands On The VoC Maturity Journey

Colleen Fazio January 26, 2022
Customer feedback management (CFM) vendor Medallia’s announcement of its intention to acquire customer journey orchestration (CJO) vendor Thunderhead is an expected response to the Qualtrics acquisition of Usermind last year. As my colleague Joana de Quintanilha writes in her blog, customer journey orchestration platforms have been a hot commodity of late. The acquisitions of Usermind […]
Blog

Marketers Must Mind The Customer Journey Orchestration Gap

Rusty Warner January 26, 2022
Discover the questions to ask when considering customer journey orchestration (CJO) vendors, as acquisitions shake the space up.
Blog

Customer Journey Orchestration Platforms Are The Catch Of The Day

Joana de Quintanilha January 26, 2022
Customer feedback management vendor Medallia’s announcement of its intention to acquire customer journey orchestration (CJO) vendor Thunderhead is the fourth acquisition in the customer journey orchestration space in six months. First, CSG acquired Kitewheel, followed less than a week later by Qualtrics’ acquisition of both Usermind and Clarabridge. And in October, Genesys announced its acquisition […]
Blog

Banks Must Align Strategy And Technology To Succeed With Personalization

Aurelie L'Hostis October 7, 2021
Banks need a customer-led strategy to govern cross-functional personalization efforts and to determine the right technology investments.
Blog

Cross-Channel Campaign Management: A Mature Market Reinvents Itself

Rusty Warner August 12, 2021
The CCCM market is growing as independent players deliver innovation that outshines many of their more established competitors.
Blog

You Need A Martech Reference Model — Here’s Why

Rusty Warner July 14, 2021
Learn about Forrester's martech reference model to help marketers and their technology cohorts define their unique martech reference architecture.
Blog

Reboot Your Marketing Strategy With Cross-Channel Campaign Management

Rusty Warner April 29, 2021
Done right, CCCM delivers more than outbound campaigns. In this Forrester Wave™, we compare CCCM solutions from enterprise marketing software suite vendors.
Blog

Explore Real-Time Interaction Management Solution Options With The Latest Forrester Wave™

Rusty Warner October 20, 2020
My colleague Joe Stanhope and I have previously written about “The Future Of Enterprise Marketing Technology” and how it hinges on marketing alignment with customer experience (CX) strategies. To be successful, marketers must orchestrate personalized experiences that deliver value in their customers’ moments of need. But brands must “Align Strategy And Technology To Deliver Next-Gen […]
Blog

Adobe Summit Offers Some “Classic” Themes In A New Format

Allen Bonde April 6, 2020
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 […]
Blog

Modern Marketers Must Manage Measurement

Rusty Warner March 11, 2020
Measuring marketing performance is not just a tongue twister; it’s hard work. Channel-specific metrics cause headaches, and reporting is a hodgepodge of data sources and dashboards from multiple martech and measurement tools. It’s even harder to align marketing performance metrics with customer-focused business objectives, but marketers can no longer pat themselves on the back for […]
Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 3

Rusty Warner February 18, 2020
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 […]
Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 2

Lori Wizdo February 18, 2020
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 […]
Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 1

Joe Stanhope February 12, 2020
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.
Blog

Yes, Really! Two Cross-Channel Campaign Management Forrester Wave™ Evaluations

Rusty Warner November 19, 2019
Don’t let the name fool you. Even though the category is cross-channel campaign management, CCCM is more than just campaigns. CCCM technology is evolving to address contextually relevant customer interactions, and marketers are turning to CCCM solutions to support their moments-based marketing capabilities. See our “The Future Of Enterprise Marketing Technology” report for more details […]
Blog

Marketing Is All About Moments; Don’t Wait For Them, Create Them

Joe Stanhope June 6, 2019
As consumers live moment to moment, marketers need to be there with them every step of the way and adopt the technology that grants them the ability to do so.
Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 24, 2019
Crisis Management Is Changing  Boeing’s having a tough run. The company is under intense scrutiny after two crashes involving its 737 MAX jets, with governments grounding planes globally. This isn’t the first time Boeing planes have crashed — but PR-wise, it’s the worst. What’s different serves as caution for all leaders, regardless of industry. The […]
Blog

IBM Sells Out — Another Marketing Cloud Bites The Dust

Joe Stanhope April 16, 2019
On April 4, IBM announced plans to sell its marketing technology (martech) assets to investment management firm Centerbridge Partners. Upon completion of the deal, likely midyear following the customary regulatory and closing requirements, Centerbridge will form a new, standalone company based around the former IBM tech. Current IBM Watson Marketing leadership and staff will continue […]
Blog

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 […]
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