Search Results

• Report How To Build A Martech Reference Architecture For Banking

  February 16, 2021 | Rusty Warner

  Marketing technology (martech) ecosystems in the banking industry are more complex than those within other vertical sectors due to requisite enterprise integration, mandatory regulatory compliance,...

• Report The Future Of Enterprise Marketing Technology

  Vision: The Enterprise Marketing Technology Playbook

  November 25, 2020 | Joe Stanhope, Rusty Warner

  Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their...

• Report Model The ROI Of Enterprise Marketing Technology Investments

  Business Case: The Enterprise Marketing Technology Playbook

  November 20, 2020 | Rusty Warner, Stephen Odell, Jennifer Adams

  Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a...

• Report How To Make Sense Of Martech Mayhem

  A Reference Guide To Help Assemble Your Martech Ecosystem

  October 19, 2020 | Rusty Warner

  B2C marketers must integrate enterprise marketing technology (martech) components from multiple vendors to assemble their own unique ecosystems. Working with enterprise marketing software suite...

• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report B2C Marketers, Use Reference Models To Accelerate Your Martech Strategy

  Reference Models Provide A Common Language To Help Optimize Martech Investments

  July 20, 2020 | Rusty Warner, Gordon Barnett

  Successfully enabling a customer-obsessed strategy is dependent on well-coordinated marketing technology (martech) investments championed by both marketing and technology executives. To succeed,...

• Report Now Tech: Real-Time Interaction Management, Q2 2020

  Forrester's Overview Of 42 RTIM Providers

  April 30, 2020 | Rusty Warner

  You can use real-time interaction management (RTIM) to orchestrate contextually relevant customer experiences, address customer expectations for mutual value exchanges with your brand, and align...

• Report How To Build A Moments-Based Marketing Ecosystem

  Roadmap: The Enterprise Marketing Technology Playbook

  March 18, 2020 | Rusty Warner

  The age of the customer demands customer obsession for successful, competitive differentiation. Firms must build a moments-based marketing ecosystem to orchestrate continuous engagement with...

• Report Create An Effective Enterprise Marketing Technology Blueprint

  Strategic Plan: The Enterprise Marketing Technology Playbook

  March 13, 2020 | Rusty Warner

  Planning and implementing enterprise marketing technology (EMT) is at the top of the B2C marketing professional's to-do list. But you can't do it alone. You and your technology organization...

• Report The Forrester Wave™: Marketing Resource Management, Q1 2020

  The 12 Providers That Matter Most And How They Stack Up

  March 5, 2020 | Stephanie Liu, Rusty Warner

  In our 32-criterion evaluation of marketing resource management (MRM) providers, we identified the 12 most significant ones — Allocadia; Aprimo; BrandMaker; Contentserv; HCL Technologies;...

• Report Evaluate Your Enterprise Marketing Technology Maturity To Enable Martech Planning

  Assessment: The Enterprise Marketing Technology Playbook

  February 25, 2020 | Joe Stanhope, Rusty Warner

  Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with planning and defining enterprise marketing...

• Report The Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms), Q4 2019

  The Nine Providers That Matter Most And How They Stack Up

  November 19, 2019 | Rusty Warner

  In our 40-criterion evaluation of cross-channel campaign management (independent platforms) providers, we identified the nine most significant ones — Cheetah Digital, Emarsys, Episerver, Evergage,...

• Report Now Tech: Marketing Resource Management, Q4 2019

  Forrester's Overview Of 32 Marketing Resource Management Providers

  November 18, 2019 | Stephanie Liu, Rusty Warner

  You can use marketing resource management (MRM) tools to manage content production processes, operate intuitive workflows for approvals and brand management, and gain visibility into marketing...

• Report Predictions 2020: B2C Marketing

  Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

  October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

  Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

• Report The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q3 2019

  The Seven Providers That Matter Most And How They Stack Up

  September 25, 2019 | Rusty Warner

  In our 40-criterion evaluation of cross-channel campaign management (CCCM) providers that package their CCCM solutions as modules within larger enterprise marketing software suites (EMSSes), we...

• Report Forrester Infographic: RTIM Empowers Marketing’s CX Ambitions

  Invest In Real-Time Interaction Management (RTIM) To Accelerate Marketing And CX Alignment

  September 11, 2019 | Rusty Warner

  Today's empowered customers expect consistent, relevant experiences in their moments of need. Real-time interaction management (RTIM) provides the critical marketing technology (martech)...

• Report Now Tech: Cross-Channel Campaign Management, Q2 2019

  Forrester's Overview Of 42 Cross-Channel Campaign Management Providers

  May 17, 2019 | Rusty Warner

  B2C marketers, you can use cross-channel campaign management (CCCM) offerings to better understand your customers, execute your brand strategy across channels, and orchestrate digital and offline...