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• Webinar Marketing Measurement: Better ROI Today, Deeper Insight Tomorrow

  Tuesday, February 9, 2021, 1:00 p.m.-1:40 p.m. Eastern time (18:00-18:40 GMT) | Tina Moffett, Jim Nail

  Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

• Webinar Consumer Outlook On 2021

  Thursday, February 4, 2021, 11:00 a.m.-11:40 a.m. Eastern time (16:00-16:40 GMT) | Anjali Lai

  2020 will be remembered as a transformational year in world history; now, the decisions, actions, and innovations that occur in 2021 will set the trajectory for pandemic recovery and rebound that...

• Webinar Listen Up: Use Podcasts To Engage Customers And Reach New Audiences

  Tuesday, January 19, 2021, 11:00 a.m.-12:00 p.m. Eastern time (16:00-17:00 GMT) | Collin Colburn, Sarah Dawson

  For marketers looking to connect with customers in new and trendy channels, podcasts may be a natural choice. But podcasts are a unique channel, and they require specific consideration before...

• Report A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

  Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent

  January 14, 2021 | Mike Proulx

  Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

• Report Prioritize The Tech That Paves The Path To People-First Marketing

  Tools And Technology: Experience-Led Marketing Playbook

  January 12, 2021 | Stephanie Liu

  CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

• Report Now Tech: AI Consultancies In Asia Pacific, Q1 2021

  Forrester's Overview Of 23 AI Service Providers In Asia Pacific

  January 12, 2021 | Achim Granzen

  You can use AI consultancies to determine the business objectives for AI, scale and progress AI from proof of concept to production, and set up AI operations and governance frameworks. But to...

• Report Now Tech: B2B Marketing Data Providers, Q1 2021

  Forrester's Overview Of 36 B2B Marketing Data Providers

  January 11, 2021 | Steven Casey

  You can use B2B marketing data providers to create personalized and timely account-centric engagement, improve customer marketing, and achieve true customer obsession. But to realize these...

• Report Build Brand To Create Value

  Business Case: The Brand Experience Playbook

  January 6, 2021 | Dipanjan Chatterjee

  Marketing leaders must invest in brand to become customer obsessed. Use our presentation template in this tool to pitch the business case for brand and help your organization win, serve, and retain...

• Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

  Vision: The Marketing Measurement And Insights Playbook

  January 5, 2021 | Tina Moffett, Jim Nail

  Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

• Report Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

  Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy

  January 4, 2021 | Ryan Skinner

  Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real driver of business value. Three major use...

• Report Maximize Business And Career Value From Industry Analyst Relations

  Executive Overview: The Industry Analyst Relations Playbook

  December 18, 2020 | Kevin Lucas

  Industry analyst relations (AR) is a profession. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's AR playbook shows AR professionals how to...

• Report Marketing Measurement Morphs Into Insight-Driven Marketing

  Executive Overview: The Marketing Measurement And Insights Playbook

  December 18, 2020 | Tina Moffett

  Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

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  Webinar The Brands' Guide To In-Housing Media: Cultural Readiness And A Long-Term Vision Are Required For Success

  December 18, 2020 | Joanna O'Connell, Jay Pattisall

  As big brands make the headlines with their in-housing efforts, marketing professionals are asking themselves, "Should we move media in-house?" Our answer: Fortune favors the brave. Only those...

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  Webinar Predictions 2021: Agencies Will Swarm Talent With Technology

  December 15, 2020 | Jay Pattisall, Thomas Husson, Andrew Hogan

  Buckle up: 2021 is going to be a wild ride for agencies as they navigate to recovery. After weathering a 23% drop in marketing spend in the US and shedding an estimated 49,000 agency workers...

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  Webinar Consumer Predictions 2021

  December 11, 2020 | Anjali Lai

  The crises of 2020 will lead to further fragmentation among already-divided consumers and tensions for brands. Businesses will not survive the harsh climate of 2021 without tuning into key changes...

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  Webinar CMO Predictions 2021

  What The Best CMOs Will Do In 2021

  December 8, 2020 | Shar VanBoskirk

  Brace yourself. 2021 will be a rocky follower to roaring 2020. Expect another year of reduced media expenditures, scanty teams, lean tech and agency partner networks, and the continued vacancy of...

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  Webinar B2B Sales Predictions 2021

  December 2, 2020 | Mary Shea, PhD, Laura Ramos, Jay McBain

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B Sales. During this conversation between our analysts — and with you — we dive into the...

• Report Understand AR's Beneficiary Landscape

  Landscape: The Industry Analyst Relations Playbook

  December 1, 2020 | Kevin Lucas

  Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not, it typically guesses at the detail of their...

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  Webinar The State Of Video Technologies For Delivering Virtual Employee And Customer Experiences

  December 1, 2020 | Nick Barber

  Video experiences are powerful for both employees and customers. With a wide array of technologies supporting video experiences, which ones should you invest in? This webinar looks at 20 video...

• 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 Forge Valuable AR Programs With FIAR

  Roadmap: The Industry Analyst Relations Playbook

  November 25, 2020 | Kevin Lucas

  Analyst relations (AR) managers need to know how to prove the value of their AR programs. Unfortunately, many struggle because they didn't build plans to deliver business value, and they now rely...

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  Webinar Advertising Predictions 2021

  November 24, 2020 | Joanna O'Connell, Sarah Dawson

  2021 will be a year of transformation for the advertising industry. As impending privacy restrictions, the specter of total third-party cookie deprecation, and rising expectations of values-based...

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  Playbook The Omnichannel Advertising Playbook For 2021

  Create An Omnichannel Advertising Strategy Centered On Customer Experience

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

  Read more of the Executive Overview >
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  Webinar Deconstructing The Forrester Wave™: Social Listening Platforms, Q4 2020

  November 17, 2020 | Jessica Liu, Sarah Dawson

  Social listening platforms' value extends beyond the marketing department to public relations, consumer insights, market research, customer service, and product teams. Brands can apply social...

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  Webinar B2B Marketing Predictions 2021

  A Conversation With The Analysts Who Made Them

  November 9, 2020 | Lori Wizdo, Laura Ramos, Steven Casey

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B marketing. During this conversation between our analysts — and with you — we dive...