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

Social Suites Mature With New AI Workflows And Expanded Use Cases

Kelsey Chickering November 21, 2024
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
Blog

Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy

Rusty Warner November 18, 2024
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]

Gain B2B Marketing Insights At Forrester’s Phoenix Summit!

Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.

Blog

AI Readiness Is Already High In Advanced Frontline Marketing Teams

John Arnold November 12, 2024
Learn more about what is driving AI readiness and adoption in frontline marketing in this preview of a new report.
Blog

“AI Responsibly” With GenAI In Martech

Jessica Liu November 6, 2024
Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech).
Video

Predictions 2025: CMOs Clear Out The Clutter

Mike Proulx October 24, 2024

Blog

Marketers In APAC: Unlock Greater Value With Adjacent CDP Functionalities

Xiaofeng Wang October 7, 2024
As an analyst closely observing the martech landscape, I’ve seen customer data platforms (CDPs) become indispensable for marketers in APAC. My latest report, The State Of Customer Data Platforms In Asia Pacific, 2024, uncovers the following insights: The popularity of CDPs continues to grow in APAC. Rising consumer awareness around data privacy and tighter regulations […]
Blog

Customer Data Platforms Show That Playing The Long Game Pays Off

Joe Stanhope September 19, 2024
Forrester has published The Forrester Wave™: Customer Data Platforms For B2C, Q3 2024. It’s an exciting moment because this is the very first Forrester Wave evaluation for this category. Given the heavy buyer and vendor interest in customer data platforms (CDPs), it evokes the obvious question: “What took you so long?!” For context, consider the […]

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

Blog

Announcing The Forrester Wave™: Adobe Services, Q3 2024

Xiaofeng Wang August 1, 2024
Time flies. For the third time, I’ve published a global Forrester Wave™ evaluation covering Adobe services. We began covering this important market in 2020 and witnessed a surge in demand for digital experience services in 2022 during the COVID-19 pandemic peak. Now, in 2024, we’ve evaluated the 12 prominent Adobe services providers, considering the impact […]
Blog

Converging Platforms For Greater Efficiency: The Rise Of Revenue Marketing Platforms

Kelvin Gee July 25, 2024
The proliferation of data and the shift towards buying groups have set MAP and ABM platforms on a collision course. It also has paved the way for what we now call Revenue Marketing Platforms — an innovation that merges the best of both MAP and ABM into a single, comprehensive hub.
Blog

Summer Heats Up With PathFactory Acquisition Of Uberflip

Phyllis Davidson July 16, 2024
In a move that combines two content engagement solutions focused on AI-driven personalization and content intelligence, Pathfactory acquires Uberflip. Learn some of the implications to the deal for marketing organizations and leaders.
Blog

Four Questions To Ask When Selecting An All-In-One Event Management Platform

Conrad Mills July 11, 2024
Too many organizations treat their event technology as a tactical rather than strategic asset, with different teams selecting and deploying solutions in silos. This leads to wasted resources, overlapping capabilities, and data silos. Consolidating on to a single all-in-one event management platform (EMP) solves these challenges and also helps teams deliver more personalized and digital-centric […]
Blog

The Global State Of B2B Events — Eight Key Findings On Event Trends From Forrester’s Recent Survey

Conrad Mills July 8, 2024
Over the past four years, marketers have navigated unprecedented change in the B2B event sector as first the pandemic and then inflation impacted their plans. To help leaders better understand this dynamic landscape, Forrester’s Q1 2024 State Of B2B Events Survey gathered responses from over 200 event decision-makers to identify and analyze the key trends. […]

Make The Right Marketing Budget Moves In 2025

Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.

Podcast

Top 10 Emerging Technologies For 2024

What It Means June 27, 2024
The pace of technology innovation can make it hard to keep an eye on the tech horizon. In this episode, Vice President of Emerging Tech Portfolio Brian Hopkins walks through this year’s list of the top 10 emerging technologies, describing when each technology will bring value to users.
Blog

Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright May 15, 2024
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
Blog

A Guide For Understanding The Marketing Analytics Landscape

Tina Moffett April 8, 2024
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
Blog

A New Supergroup For Revenue Technology Emerges: Revenue Orchestration Platforms

Anthony McPartlin April 5, 2024
In the world of revenue technology, three distinct categories have converged to form a new supergroup of revtech capabilities. Learn more about revenue orchestration platforms in this preview of a new report.
Blog

Adobe Journey Optimizer – B2B Edition Makes Buying Group Adoption Easier

Vicki Brown April 4, 2024
Adobe has announced the Adobe Journey Optimizer - B2B Edition, which allows B2B marketers to create buying groups and orchestrate journeys for buying groups at scale. This new functionality helps B2B organizations align with sales, target buyer roles more effectively, and measure marketing’s impact on revenue.

Capture & Prove Marketing’s True Value Beyond Sourcing Metrics

Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.

Blog

What I Learned About GenAI From Over 100 Indian CMOs

Subhendu Pattnaik April 4, 2024
Discussions with 100 CMOs and key marketing leaders in India revealed the massive transformation genAI is already bringing to many marketing organizations across the Indian subcontinent. Read some of their comments in this post.
Blog

The Forrester Wave™: Conversation Automation Solutions For B2B, Q1 2024 — Five Key Takeaways

Jessie Johnson March 27, 2024
We've evaluated the nine most important conversation automation solution vendors. Learn what’s changed since we evaluated the market three years ago
Blog

Welcome To The Future Of Marketing Technology

Joe Stanhope March 26, 2024
Modernizing marketing technology requires an ecosystem approach. Learn the four strategic capabilities that should be prioritized in a martech ecosystem.
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