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.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
Data + AI Brings The Next-Generation CDP Into View
Explore “The Customer Data Platforms For B2C Landscape, Q1 2026” Forrester report and understand vendor maturity, market shifts, and CDP investment priorities.
Blog
Understand The Martech Ecosystem To Optimize Investment Planning
Explore the Forrester Tech Tide™ for B2C marketing technology and understand martech category maturity and investment priorities.
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
Blog
Virtual Event Platforms In 2026: The Live Event Is No Longer The Product
Questionnaire responses submitted by vendors for The Virtual Event Management Platforms Landscape, Q1 2026, show a clear transformation in the market. During (and following) the COVID-19 pandemic, vendors primarily focused their differentiation efforts on the ability to deliver. In 2026, buyers simply assume that this capability exists and competition has shifted to what platforms enable […]
Blog
Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Have Forrester On Their Side
Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]
Blog
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams are operating under sustained pressure. Budgets are constrained, audience expectations are evolving, and large volumes of event content and data remain underused. At the same time, leaders are under pressure to demonstrate clearer impact from every event they run. AI offers a way to respond to these pressures. It can improve team […]
Blog
When Fixing Security Vulnerabilities Breaks Your Customer Email Program
In January 2026, Salesforce changed how its Marketing Cloud Engagement platform encrypts tracked email links. The fix addressed a vulnerability that could have exposed CloudPages content, such as landing pages, microsites, forms, subscriber data from preference and unsubscribe centers, and email content via web view links. But the fix created a new problem: All tracked […]
Blog
Thinking About DAM In 2026? Start Here
Digital asset management has outgrown its role as a creative team repository. In 2026, richer content demands evolving AI strategies, and rising compute and storage costs are pushing DAM buyers to reassess their needs. This blog highlights three key takeaways from The Forrester Wave™: Digital Asset Management Systems, Q1 2026, to help organizations evaluate modern DAM solutions and prepare for enterprisewide content use.
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
Blog
From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
Blog
Introducing Marketing Operations Management Solutions (MOMS), The Artist Formerly Known As Marketing Resource Management (MRM)
The ’90s are back! Like crop tops, oversized blazers, baggy jeans, Lauryn Hill, and partying like it’s 1999, we’re reviving marketing operations technology with a remixed name: marketing operations management solutions (MOMS). But these aren’t your frumpy mom jeans of the ’90s; these are a sleeker deconstructed 2026 version (and now with AI™!). Forrester defines MOMS as: […]
Blog
Four Takeaways On The State Of Social Suites
These platforms have come a long way from their original incarnation as social media management tools with light social listening features. Read the key highlights from our latest landscape report on these suites.
Blog
Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
Blog
SEO’s Hype-Fueled Move To The Center Of The Marketing Mix
AEO is significantly, but not fundamentally, different from SEO. Find out how the practices are aligned and where they have differences in this preview of an upcoming report.
Blog
What Factors Are Driving B2B Marketing’s AI Adoption?
Beneath all the sound and fury, what is driving AI adoption across B2B marketing? How are marketers using AI productively today, and what can early adopters teach us about using AI technologies successfully? Most organizations have advanced significantly beyond the initial stages of education and experimentation and are now actively implementing AI-powered technologies across various use cases.
Blog
The Evolving DAM Landscape: From System Of Record To System Of Action
Read highlights from the Forrester report, “The Digital Asset Management Systems Landscape, Q3 2025,” which covers how organizations use DAM systems to deliver cost-effective and performant digital experiences, democratize content access and transformation, and secure and extend brand value.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Blog
Announcing The Forrester Wave™: Translation Management Systems, Q3 2025, Our Inaugural Evaluation Of The Market
Localization in 2025 is about delivering personalized, context-aware experiences at every touchpoint. It’s more outcome-oriented than ever, aimed at helping businesses thrive in multilingual, multicultural global markets.
Blog
Hyland Community Live 2025 — It’s All About Content, Context, And Community
Has Hyland finally found its groove? Get a review of the key announcements from the recent Hyland Community Live user conference in Las Vegas.
Blog
The Secret To Martech Success? Think Like A Product Manager
Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns.
Blog
Events Are Under Pressure — Six Findings From Forrester’s Q1 2025 State Of B2B Events Survey
Over the past year, B2B event teams have faced mounting challenges. A volatile economic and political climate has intensified existing pressures around inflation, budgets, and staffing. At the same time, competition for attendees and sponsors has grown fiercer, with leaders struggling to attract both the quantity and quality of participants needed to meet their goals. […]
Blog
Four Ways To Mitigate The Impact Of Falling Traffic On Retail Websites
Learn four ways to proactively mitigate the impacts of falling traffic on retailer websites.
More posts