Search Results

• Report Research Overview: Personalization

  A Guide To Our Personalization-Related Research

  December 11, 2020 | Rusty Warner, David Novitzky

  B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges...

• 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...

• Blog Explore Real-Time Interaction Management Solution Options With The Latest Forrester Wave™

  October 20, 2020 | Rusty Warner

  My colleague Joe Stanhope and I have previously written about “The Future Of Enterprise Marketing Technology” and how it hinges on marketing alignment with customer experience (CX)...

• 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 EA Professionals, Use Reference Models To Accelerate Your Martech Strategy

  Reference Models Provide A Common Language To Help Optimize Martech Investments

  July 20, 2020 | Gordon Barnett, Rusty Warner

  Successfully enabling a customer-obsessed strategy is dependent on a well-coordinated technology strategy championed by both business and technology executives. To succeed, outcome-driven...

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  Webinar The Martech Roundtable: Marketing Technology In The Time Of COVID-19

  June 25, 2020 | Steven Casey, Joe Stanhope, Rusty Warner

  2020 is shaping up to be a year unlike any other. Join Forrester analysts Steve Casey, Joe Stanhope, Rusty Warner, and Lori Wizdo as we look at industry trends and consider the path forward for...

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  Webinar Marketing Innovation Requires A Moments-Based Ecosystem

  June 3, 2020 | Rusty Warner

  While customer expectations for value and relevance have changed, many organizations have failed to change their marketing approaches to meet — let alone exceed — those...

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  Webinar Create Loyalty With A Customer-Obsessed, Not Purchase-Obsessed, Personalization Strategy

  May 6, 2020 | Emily Collins, Brandon Purcell, Rusty Warner

  Companies have a personalization problem: Despite the best of intentions, they fail to create memorable, or even useful, moments with their customers. From “buy this, do that”...

• 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...

• Blog Modern Marketers Must Manage Measurement

  March 11, 2020 | Rusty Warner

  Measuring marketing performance is not just a tongue twister; it’s hard work. Channel-specific metrics cause headaches, and reporting is a hodgepodge of data sources and dashboards from multiple...

• 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 Synergize Marketing Measurement Tools To Optimize Brand Strategy

  March 2, 2020 | Rusty Warner, Tina Moffett, Stephanie Liu

  The confusing landscape of measurement tools makes it difficult for marketers to measure what's working, plan their marketing strategy, and execute that strategy across relevant customer...

• 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...

• Blog The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 3

  February 18, 2020 | Rusty Warner

  In December, B2C marketing analysts Joe Stanhope and Rusty Warner and B2B marketing analyst Lori Wizdo hosted the second annual martech roundtable to help marketers make informed decisions against...

• Report Enable Moments-Based Marketing With Enterprise Martech

  Executive Overview: The Enterprise Marketing Technology Playbook

  January 7, 2020 | Joe Stanhope, Rusty Warner

  Customer data and marketing technology (martech) are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's martech strategy often miss the...

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  Webinar The Martech Roundtable: A Discussion About The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers

  December 5, 2019 | Joe Stanhope, Rusty Warner, Lori Wizdo

  As 2019 winds down, join Forrester analysts Joe Stanhope, Rusty Warner, and Lori Wizdo as we take stock of the year in marketing technology (martech) and make our predictions for what’s...

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  Webinar Use The Forrester Wave™ To Choose The Right CCCM Solution For Your Needs

  December 3, 2019 | Rusty Warner

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

• Blog Yes, Really! Two Cross-Channel Campaign Management Forrester Wave™ Evaluations

  November 19, 2019 | Rusty Warner

  Don’t let the name fool you. Even though the category is cross-channel campaign management, CCCM is more than just campaigns. CCCM technology is evolving to address contextually relevant customer...

• 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...