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

Blog

The State Of CDP In APAC

Xiaofeng Wang 5 days ago
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 […]
Blog

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.

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.

Blog

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.
Video

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

Mike Proulx October 25, 2022

Blog

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 […]
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

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 […]

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.

Blog

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.
Blog

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.
Blog

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 […]
Podcast

Why The CIO-CMO Partnership Matters More Than Ever

What It Means August 4, 2022
Technology and marketing leaders need each other, and companies need strong technology-marketing partnerships. On this week’s What It Means, VP, Senior Research Director Matt Guarini and VP, Principal Analyst Thomas Husson explain why the CIO-CMO relationship matters more than ever and the key benefits of effective CMO-CIO collaboration.

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.

Podcast

It’s Time To Kick The Leads Habit

What It Means July 14, 2022
The traditional focus on individual, marketing-supplied leads is failing B2B companies and buyers. So why does it persist, and what’s a better alternative? VP, Principal Analyst Terry Flaherty and VP, Research Director Mike Pregler discuss on this week’s podcast.
Blog

Announcing The Forrester Wave™: Global Adobe Services Partners, Q3 2022

Xiaofeng Wang July 7, 2022
I’m pleased to announce our recently published The Forrester Wave™: Global Adobe Services Partners, Q3 2022. In our 23-criterion evaluation of global Adobe services partners, we identified the 10 most significant ones — Accenture, Capgemini, Cognizant, Deloitte, dentsu, IBM, Infosys, Publicis Groupe, Tata Consultancy Services (TCS), and WPP — and researched, analyzed, and scored them […]
Blog

Picking An Agency To Maximize The Value Of Your First-Party Data

Stephanie Liu June 27, 2022
For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships. In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […]
Blog

Manage Your Martech, Or It Will Manage You

Joe Stanhope June 17, 2022
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.
Blog

Four Takeaways From B2B Summit North America

Fernando Pena June 8, 2022
Here are my key takeaways from my first time at Forrester's B2B Summit North America.

Explore B2B Marketing Shifts For 2023

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

Blog

Data Clean Rooms Add Complexity To The Data Deprecation Conundrum

Tina Moffett May 24, 2022
The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies. Amidst all the changes in the ad ecosystem, we are seeing the emergence of a new tool with the promise […]
Blog

Change And A New Forrester Analyst’s Perspective

Fernando Pena May 13, 2022
Organizations should be positioned to recognize change as a new opportunity, not a daunting task. But we know that's not always easy.
Blog

A Path To Growth: Key Insights And 2022 Trends For B2B CMOs

Christina Schmitt May 11, 2022
Forrester’s Marketing Survey, 2022, revealed insights that should inform B2B marketing strategy and the trends that CMOs should watch.
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