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

Data Clean Rooms Add Complexity To The Data Deprecation Conundrum

Tina Moffett 2 days ago
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.

Drive Engagement With Your Digital Experiences

A five-step breakdown of how to get customers to embrace new digital experiences.

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 can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]
Blog

The End Of An Era: Moving Beyond The One-Size-Fits-All Marketing Cloud

Joe Stanhope April 28, 2022
Learn how marketing clouds are embracing a platform strategy and specializing across marketing, customer experience, and data & analytics.
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Marketers: Technology May Make Your Job Obsolete; Now Here’s The Good News

Cristina De Martini April 22, 2022
Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.
Blog

Let’s Chat About Conversation Automation Technology In B2B Marketing

Jessie Johnson April 5, 2022
Conversation automation technologies help B2B marketing and sales leaders holistically approach the design, deployment, and optimization of conversational interactions to deliver relevance and value in the moment while informing the timing and treatment of the next action.
Video

Content Demands Drive DAM Uptake

Nick Barber April 4, 2022

Design Better Chatbots

Here's how to create chatbots that customers will love.

Blog

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.
Blog

Explore The CDP Vendor Landscape In Asia Pacific

Xiaofeng Wang January 10, 2022
Customer data platforms (CDPs) are among marketers’ top marketing technology (martech) priorities in Asia Pacific (APAC). According to data from Forrester’s 2021 Global Marketing Survey, 23% of B2C marketing decision-makers in APAC already use CDPs, and 26% plan to do so in the next 12 months — the most cited of the 20 martech options […]
Blog

KPIs Reinvented — Dust Off Antiquated Measurement

Christina Schmitt November 29, 2021
Sourcing KPI don´t support the complexity and measurement of marketing activities or ROI optimization. A new set of KPI is required.
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MRM Is Your Essential Marketing Workhorse In The Pandemic And Beyond

Stephanie Liu September 14, 2021
Insulation. Plumbing. Circuit boards. Marketing resource management (MRM) tools. All things that aren’t front and center but are critical for daily operations. MRM tools are the marketing engine that make your marketing department go. Resource planning and performance management in the key areas of money, people, content, and brand facilitate agile marketing across channels — critical […]
Blog

Choose Your Loyalty Service Provider Based On Three Capabilities

Mary Pilecki August 25, 2021
Globally, we’re seeing a proliferation of brands that are investing in loyalty — whether for the first time or to revamp their existing strategy and programs. In fact, 83% of the brands we surveyed for our new Forrester Wave™ evaluation on loyalty service providers are increasing their investment in loyalty by 5% or more this […]

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.

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

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 […]
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

Focus On The Customer And Spare The Stagwell-MDC Partners Merger Drama

Jay Pattisall June 25, 2021
Last week, shareholders of MDC Partners successfully delayed a special meeting of the board of directors and shareholders to vote on a proposed merger with the Stagwell Group’s Stagwell Media. At the heart of this matter are demands for more shareholder compensation and concerns over control of the new company by Stagwell Group Founding Partner […]
Blog

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 […]

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

Blog

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 […]
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

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 […]
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