Forrester Planned Research

Projected DateRoleTitleAnalystSuccess ImperativeIndustryDescriptionFeatures
Sep 2017B2C MarketingThe Next Generation Of Enterprise Marketing TechnologyJoe StanhopeTo power a customer obsessed B2C marketing org and take ownership in a confusing martech ecosystem, marketers must stop buying features and functionality and focus on the capabilities that generate value and competitive advantages. This document will identify how buyers can construct a high performance marketing infrastructure and a reprioritized vision for marketing technology development.
Sep 2017B2C MarketingThe Forrester Wave™: Mobile Engagement Automation, Q3 2017Julie A. Ask, Joe Stanhope, Laura NaparstekMobile engagement automation (MEA) solutions are marketing technologies that use real-time and contextual insights to proactively engage with known users in the appropriate mobile moments across the customer life cycle via a mobile device. This report evaluates the capabilities of major vendors in the MEA vendor arena.
Oct 2017B2C MarketingUnlock Customer Context With Marketing TechnologyJoe StanhopeCustomer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the opportunity to shape and execute their firm's business technology (BT) agenda -- a to-do list across roles for applying technology, systems, and processes to win, serve, and retain customers. Forrester's enterprise marketing technology playbook guides B2C marketers as they mature from campaign-based to contextual marketing. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy.
Oct 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.
Oct 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.
Oct 2017B2C MarketingPost-Digital EngagementJoe Stanhope, Julie A. AskThis report will examine the evolution of engagement by assess channel-specific marketing tech stacks.
Nov 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.
Feb 2018B2C MarketingThe Forrester Wave™: Enterprise Marketing Software Suites, Q1 2018Joe StanhopeThis report is the latest EMSS Forrester 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.