marketing automation

Marketing automation allows firms to reach more people with fewer resources. But with great power comes great responsibility. When marketing automation isn’t leveraged correctly, customers can be alienated. Read our insights to harness these technologies in a customer-obsessed fashion.

Discover how Forrester supports B2B and B2C marketing leaders.

Insights

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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 […]
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Conversation Automation, Personalization, And AI: Five Key Findings For B2B Marketers

Jessie Johnson May 24, 2022
Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]

Tackle 2023 With Bold Action & Clear Focus

Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.

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How ABM Technology Is Evolving The Modern Marketing Landscape

Malachi Threadgill April 1, 2022
The landscape for Account Based Marketing (ABM) continues to evolve and mature, but what does it mean to do ABM? For some organizations, it is a subset of the business that focuses on a select few accounts, for others it is a set of tactics driven by tools and technologies.
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How Will Leaders Prepare For The Convergence Of Demand And ABM? — A Forrester B2B Summit 2022 Session Preview

Laura Cross March 28, 2022
We believe the explosion of technology has been pivotal to making demand smarter and ABM at scale possible. But for the future and the next evolution –what’s beyond convergence, what’s next? And how will Leaders prepare?
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Demand Programs — Using Rules To Design Program Flows

Laura Cross October 7, 2021
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]
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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.
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Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives

Mary Pilecki August 11, 2021
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]

See Why 2023 Fortune Favors The Bold And Focused

Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.

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Consider Content Engagement Solutions To Enhance Digital Buyer Interactions

Laura Ramos July 20, 2021
Marketing content has become the primary way for customer-facing teams to create dialogue as B2B buyer behavior changes and work-from-home limitations cause buyers to engage online to inform prospect and customer buying decisions. Static, one-to-many communications don’t cut it anymore — to win buyers’ increasingly divided attention, content must become more relevant, valuable, and interactive.  Content engagement solutions are an emerging market category that helps B2B […]
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Your Buyer Is A Group, Not A Person. What Are You Doing About It?

Kerry Cunningham July 8, 2021
Nearly all B2B buying decisions are made by groups. So why are so many marketers still oriented toward leads? Learn why, and see how Forrester's B2B Revenue Waterfall can give you better insights and results.
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An Agency Decision Is A Technology Decision

Joe Stanhope June 23, 2021
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.
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Announcing The First Forrester Wave™ Covering Cross-Channel Campaign Management Solutions In Asia Pacific

Xiaofeng Wang June 3, 2021
Following up the previously published Now Tech report, I’m excited to announce that “The Forrester Wave™: Cross-Channel Campaign Management In Asia Pacific, Q2 2021” is now live. Forrester defines cross-channel campaign management (CCCM) as “enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital […]
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Demandbase’s Acquisitions And Solution Expansion Highlight Accelerating ABM And Martech Evolution

Steven Casey May 4, 2021
Demandbase’s recent announcement that it has acquired the data providers InsideView (profiled in the recent “The Forrester Wave™: B2B Marketing Data Providers, Q2 2021“) and DemandMatrix (included in our “Now Tech: B2B Marketing Data Providers, Q1 2021“) and expanded its solution portfolio is significant news for the company, for account-based marketing (ABM), and for the […]

Explore B2B Marketing Shifts For 2023

Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.

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.
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Announcing Forrester’s First Now Tech On Cross-Channel Campaign Management In Asia Pacific

Xiaofeng Wang March 23, 2021
In case you missed it, our Now Tech report on cross-channel campaign management (CCCM) in Asia Pacific is out, which covers 27 key CCCM players in the region. Contextual, relevant, and personalized are the three words that every customer longs for and every marketer strives for. The pace of consumer behavior change has mutated this […]
Blog

Are You Ready For The Convergence Of ABM And Demand Technologies?

Steven Casey January 7, 2021
Since the earliest days of Forrester’s coverage of account-based marketing (ABM) in 2016, we made sure to emphasize that while ABM is a strategy and not a technology, it’s also a strategy that has been revitalized and made more scalable by a range of new technology solutions. And while we noted in a New Wave™ […]
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You Can Quantify The ROI Of SEO

Collin Colburn November 19, 2020
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
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Predictions 2021: Agencies Swarm Talent With Technology

Jay Pattisall October 28, 2020
Agencies in 2021 will begin to resemble software companies, offering combinations of creative and media products bundled with the services to manage them. Read our predictions for agencies in 2021.
Blog

The SEO Platform Landscape Is A Cheese Board Of Point Solutions

Collin Colburn September 9, 2020
With advertising budgets cut, SEO strategy is more important now than ever before. Learn three key takeaways from the new Forrester Wave report on SEO platforms.
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The Future Of Banking: Invisible, Connected, Insights-Driven, And Purposeful

Alyson Clarke July 30, 2020

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The Future Of Banking Has Arrived

Jacob Morgan July 29, 2020
Forrester's latest research finds future of banking will be invisible, connected, insights-driven, and purposeful. Analysts Jacob Morgan and Alyson Clarke break it all down.
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