Marketing Technology (martech)

Marketers have gone full-tilt into marketing technology (martech) to improve engagement. Yet the strategy behind these investments hasn’t always kept pace. Read our insights on using marketing technology to achieve more meaningful and profitable experiences.

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Insights

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Flexible Loyalty Technology Solutions Power Profitable Loyalty Programs

Mary Pilecki March 14, 2023
As brands contend with rising media costs, changing consumer behavior, and, for some, lackluster sales results, they continue to invest in consumer loyalty programs and technology solutions to help them engage and retain consumers. In fact, 53% of B2C marketing decision-makers plan to increase their spend on loyalty technology this year. But economic uncertainty adds […]
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Sales Content Solutions: A Lid For Every Pot

Kathleen Pierce March 9, 2023
The Forrester Wave™: Sales Content Solutions, Q4 2022, revealed a market that has radically expanded its capabilities, truly providing a lid for every pot. Modern sales content solutions (SCS) are multifaceted, highly integrated keystones of the sales/marketing tech stack and are table stakes for most companies past the startup stage. Providers are focusing their innovation […]

Turn 2023 Predictions Into Bold Action

Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.

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Three Questions To Ask When Navigating The New B2B Event Management Technology Landscape

Conrad Mills February 6, 2023
B2B events have undergone the most profound change imaginable over the past three years. Marketers now need to manage a much more complex event landscape, planning and executing a range of events across in-person, virtual, and hybrid formats. Selecting the right B2B event management technology provider is a critical part of this process but one […]
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Putting The Revenue In Marketing Technology

Malachi Threadgill January 24, 2023
As B2B marketing continues to evolve, addressing shifts in buyer behavior has become a top priority for marketing leaders. These shifts, driven by the proliferation of data, include the rise of buying groups and the preference for self-guided, anonymous, or pseudonymous buying journeys. After working closely with our practitioner and tech service provider clients and […]
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Practitioner To Analyst: What I Would Have Done Differently If I Had Access To The Research I Have Now

Jerry Zhao January 19, 2023
Being a Forrester marketing operations analyst for 60+ days, my learning journey has been quite informative. Check out what I have discovered so far. From the view of an ex-marketing operations practitioner, I highlight what I would have done differently if I had access to the Forrester assets when I was a practitioner. This blog shares recommendations for marketing operation leaders.
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How Do You Know If Your Martech Is Working For You?

Katie Linford January 10, 2023
Do you know if your martech stack is actually working for you? From assessing current tech investments to considering new solutions to enhance your martech stack, ensuring maximum return on marketing technology spend can be challenging.
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Gaining Alignment On Martech Decisions

Katie Linford December 21, 2022
Regularly evaluating your martech stack helps ensure that your technology continues to provide value and supports business objectives. Ask five key questions to help bring clarity to your decision-making.

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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Follow Martech And Adtech To The Audience-As-A-Strategy Era

John Arnold December 14, 2022
The sophisticated B2B marketers and advertisers I talk to are always striving to achieve some form of omnichannel reach with closed-loop reporting to refined target audiences at scale with a small number of vendors — no easy task, even with good audience technology. The Beginning Of A New Era: Audience As A Strategy Audiences have […]
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Digital Experience Technology Success Metrics For Marketers

Xiaofeng Wang December 12, 2022
Marketing leaders are investing in digital experience (DX) technologies including adtech, martech, and commerce tech to support their digital marketing, commerce, and customer experience initiatives. But many struggle to measure success due to a lack of relevant metrics. My latest published report, Drive Your Digital Experience Investments And Operations With The Right Metrics, provides a […]
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The State Of CDP In APAC

Xiaofeng Wang December 5, 2022
Following the previously published report covering key CDP vendors in Asia Pacific, I interviewed 10 customer data platform (CDP) customers in the region and published a new report, The State Of Customer Data Platforms In Asia Pacific. Here are the key findings on the state of CDP in APAC. CDP Popularity In APAC Varies By […]
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Marketing Operations: Hot Topics From B2B Summit EMEA

Simon Daniels November 17, 2022
One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.
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Gain Insight Into B2B Martech Decisions And Trends

Fernando Pena October 25, 2022
Have you wondered what other B2B leaders think of martech solutions? Here’s your chance to help shape the future of B2B marketing technology decisions.

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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Predictions 2023: Market Volatility Forces B2C CMOs To Play It Safe

Mike Proulx October 25, 2022

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Sales Engagement Platforms Optimize Sales In A Hybrid World

Seth Marrs October 6, 2022
The Forrester Wave™ evaluation covering sales engagement vendors in 2020 was released at a point during the COVID-19 epidemic when sellers could no longer visit customers and 53% of white-collar workers were planning to work from home for the foreseeable future. One year later, the Forrester/Human Resource Executive© Magazine Q3 2021 US HR Decision-Maker Survey […]
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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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How A Strong Collaboration Between CMO And CIO Accelerates Businesses’ Success

Christina Schmitt September 29, 2022
Technology is not the exclusive core expertise of IT anymore. For many years, technology has had a place in the B2B marketing strategy and represents a big part of marketing’s responsibility. In addition to implementing and running the relevant marketing technology, marketing requires the knowledge to use it effectively to drive the revenue engine, create […]
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Customer Data Platforms: Buy Or Build?

Simon Daniels September 14, 2022
Should Marketing Operations leaders buy a Customer Data Platform (CDP) or build one from scratch? While the idea of building something to exactly meet your needs is compelling, ultimately a packaged solution is likely to be the better approach.

Explore B2B Marketing Shifts For 2023

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

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Martech’s Cornerstone Category Proves That Less Is More

Joe Stanhope September 6, 2022
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 […]
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For Marketing Operations Leaders, 2023 Brings Opportunity Amid Uncertainty

Fernando Pena August 30, 2022
Data-driven, actionable insights will be critical for weathering economic turbulence. Providing these insights ranks high among marketing operations teams’ priorities in the year ahead.
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Marketing Efficacy And Operations Hinge On Marketing Resource Management

Jessica Liu August 8, 2022
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]
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