Marketing Technology (martech)

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 […]

The CCCM market is growing as independent players deliver innovation that outshines many of their more established competitors.

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 […]

Learn about Forrester's martech reference model to help marketers and their technology cohorts define their unique martech reference architecture.

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 […]

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 […]

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 […]

Done right, CCCM delivers more than outbound campaigns. In this Forrester Wave™, we compare CCCM solutions from enterprise marketing software suite vendors.

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 […]

When technology and human ingenuity combine the result is Intelligent Creativity, a process that will redefine the how, who, and what of today's marketing.

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™ […]

The lending landscape is changing rapidly. While many of the drivers of change emerged over the past decade, COVID-19 has dramatically accelerated the pace of disruption. COVID-19 introduced massive business and operational challenges, turning lending risk assessment and management on its head.

There’s been yet another big move today in the podcast space, as Spotify acquired Megaphone for its podcast advertising technology. The acquisition for $235 million continues Spotify’s three-year buying spree in the podcast market and further solidifies its dominant position here. Spotify Adds Megaphone To Bolster Monetization Of Its Podcast Content In addition to giving […]

Banking Leaders: Make Spending Changes In Five Categories Post-COVID-19 The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries, including banking, face disparate consumer trends, resource availability, and revenue potential during the pandemic and its aftermath. As a […]

The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries and firms face disparate consumer trends, resource availability, and revenue potential during the pandemic and its aftermath. As a result, companies operate in one of three modes: survival, […]

Retailers: Make Spending Changes In Five Categories Post-COVID-19 The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries and firms face disparate consumer trends, resource availability, and revenue potential during the pandemic and its aftermath. As a result, […]

My colleague Joe Stanhope and I have previously written about “The Future Of Enterprise Marketing Technology” and how it hinges on marketing alignment with customer experience (CX) strategies. To be successful, marketers must orchestrate personalized experiences that deliver value in their customers’ moments of need. But brands must “Align Strategy And Technology To Deliver Next-Gen […]

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.

As the pandemic forces cuts to marketing budgets, marketing technology is the one category expected to be spared. Marketing organizations are leaning on martech to make up for lost time and improve engagement and conversions.