The Forrester Employee Lifecycle Marketing Framework

Employees are the primary driver of brand experiences. To achieve a lift in business performance, B2B companies must implement a systematic approach to delivering the information and support that employees need during each phase of their employment. Forrester recommends the creation of an employee lifecycle marketing (ELM) role or team to support these efforts in collaboration with marketing and HR. In this report, we describe the four phases of the Forrester Employee Lifecycle Marketing Framework, a structured approach to increasing employee productivity, engagement, and advocacy.