Forrester Planned Research

Projected DateRoleTitleAnalystSuccess ImperativeIndustryDescriptionFeatures
Jul 2017B2C MarketingDrive The BT Agenda With A Marketing Technology OfficeJoe StanhopeCustomers, empowered by always-connected digital devices, can engage with brands at any time, from any place, and at any point within the customer life cycle. To respond with relevance in real time, marketers must transform batch-oriented and channel-focused campaign management teams into nimble teams that contribute to the shift toward becoming a customer-obsessed organization. Customer insights (CI) pros who are a part of the marketing organization must build, iterate, and scale marketing technologies across the enterprise using a marketing technology office (MTO) and help bridge the gap between marketing and technology management (TM) to create a shared business technology (BT) agenda. This will be an update to the original report about the marketing technology office (MTO).
Jul 2017B2C MarketingMaking The Most Of Data OnboardingJoe StanhopeOnboarding is a relatively standard capability for marketers, and solutions have been available for several years, but as digital marketing becomes more complex, dynamic marketers need to understand how to maximize the impact of their onboarding investments. This document helps B2C marketers leverage CRM data onboarding effectively.
Sep 2017B2C MarketingElevate Your Approach To Cross-Channel Campaign MeasurementJoe StanhopeThe processes of measuring and reporting on campaign performance are trickier because B2C marketing pros often struggle to relate channel-specific metrics to high-level business outcomes. This report provides a framework for B2C marketers to define their key performance indicators (KPIs), build a measurement plan, and embed reporting within a performance management strategy.
Sep 2017B2C MarketingVendor Landscape: Enterprise Marketing Software SuitesJoe StanhopeThis vendor landscape will describe, segment, and analyze vendors in enterprise marketing technology to help B2C marketing professionals best understand what marketing technologies they need. Forrester will examine all significant vendors in what it defines as the next-generation space.
Sep 2017B2C MarketingPost-Digital EngagementJoe Stanhope, Julie A. AskThis report will examine the evolution of engagement by assess channel-specific marketing tech stacks.
Nov 2017B2C MarketingUpgrade Your Processes To Support Contextual MarketingJoe StanhopeProcesses are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their processes to maximize quality, efficiency, speed, and resource utilization. This report helps B2C marketers understand how processes are evolving and how to measure and optimize processes.
Jan 2018B2C MarketingThe Forrester Wave: Enterprise Marketing Software Suites, Q1 2018Joe StanhopeUpdated EMSS Wave based on next generation tenets and martech/adtech convergence requirements.
May 2018B2C MarketingBuilding A MarTech StackJoe StanhopeThis document will analyze martech buying patterns to identify what and how many tools organizations invest in, who uses them, and which tools work well together.
Jun 2018B2C MarketingBreakout Vendors: Enterprise Marketing Software SuitesJoe StanhopeThis document will identify non-Wave vendors that provide valid options for delivering EMSS endpoint functionality and Enterprise Marketing Core capabilities.
Jul 2018B2C MarketingEnterprise Marketing Software Suites For RetailJoe StanhopeThis document will outline EMSS case studies and best practices for retail/eCommerce organizations.
Aug 2018B2C MarketingEnterprise Marketing Software Suites For Financial ServicesJoe StanhopeThis document will outline EMSS case studies and best practices for financial services organizations.