Search Results

• Report Need-To-Revenue Marketing Accelerates A Necessary Pivot — From Your Process To Your Buyer's Process

  L2RM Grows Up To Accommodate The Changing Buyer And Marketing's New Purpose

  April 15, 2021 | Lori Wizdo

  Need-to-revenue marketing (N2RM) is a business process that powers the transformation of B2B organizations from a legacy of lead-based marketing to a future of buyer-centric engagement. In this...

• Report Q&A: Demystify The Intersection Of Martech, Privacy, And Consent

  Tools And Technology: The Customer Trust And Privacy Playbook

  April 8, 2021 | Stephanie Liu, Joe Stanhope

  Marketing technology (martech) has moved to the front lines of privacy management as marketers collect more consumer data and deliver more interactions in a rapidly evolving regulatory landscape....

• Report The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021

  The 14 Providers That Matter Most And How They Stack Up

  March 8, 2021 | Laura Ramos, Meredith Cain

  In our 28-criterion evaluation of B2B marketing events management solution providers, we identified the 14 most significant ones — 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cvent, Hubb, Intrado,...

• Report Q&A: The Marketer's Guide To SMS

  So You Want To Set Up An SMS Marketing Program. Here's What B2C Marketers Should Know

  March 3, 2021 | Stephanie Liu

  SMS offers opportunities for B2C marketers to communicate directly with customers in a highly engaging format. However, it's also a unique message format that requires additional consideration...

• 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 Now Tech: Cross-Channel Campaign Management In Asia Pacific, Q1 2021

  Forrester's Overview Of 27 Cross-Channel Campaign Management Providers

  February 4, 2021 | Xiaofeng Wang

  B2C marketers can use cross-channel campaign management (CCCM) offerings to better understand customers, orchestrate outbound interactions across touchpoints, and deliver contextually relevant...

• Report Get Your Data Deprecation Plan Together

  Adapt By Prioritizing Privacy, First-Party Data, And New Marketing Approaches

  February 1, 2021 | Tina Moffett, Fatemeh Khatibloo, Joanna O'Connell

  Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access. In this report, Forrester defines data...

• Report Marketers Versus Customers: Opposing Forces Erupt

  Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith

  January 20, 2021 | Melissa Parrish

  Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

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

  Tools And Technology: The 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 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 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...

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

  Tools and Technology: The Omnichannel Advertising Playbook

  July 30, 2020 | Mary Pilecki, Sarah Dawson, Collin Colburn

  Advertising technology (adtech) has been fundamental to B2C marketers' efforts to raise their brand profiles, connect with customers, and sell their products and services. The adtech ecosystem is...

• Report Marketers' Options Improve As Social Marketing Technologies Converge

  Tools And Technology: The Social Marketing Playbook

  July 17, 2020 | Jessica Liu, Melissa Parrish

  B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

• Report The Forrester Tech Tide™: Channel Software, Q2 2020

  Seven Technologies Underpin Channel Software

  June 25, 2020 | Jay McBain

  Channel software is increasingly critical to firms' ability to win, serve, and retain their customers and partners. To accelerate performance of their partnerships and channel ecosystems, companies...

• Report CMO Priorities In Light Of The Pandemic Crisis

  What To Do Now, In Early 2021, And By Year-End 2021

  June 11, 2020 | Shar VanBoskirk, Tina Moffett

  With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

• Report Now Tech: Mobile Engagement Automation, Q2 2020

  Forrester's Overview Of 25 Mobile Engagement Automation Providers

  May 21, 2020 | Stephanie Liu, Joe Stanhope

  You can use mobile engagement automation (MEA) to identify the right moments to engage with customers, send contextually relevant messages, and engage with customers across the entire customer...

• Report How To Evaluate Marketing Technology Performance

  Performance Management: The Enterprise Marketing Technology Playbook

  May 21, 2020 | Joe Stanhope

  B2C marketing is dependent on technology, making it imperative to measure marketing technology's (martech's) performance. A strong measurement program allows firms to effectively align resources,...

• 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 The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  April 20, 2020 | Jay McBain, Lori Wizdo

  In our 24-criterion evaluation of through-channel marketing automation (TCMA) providers, we identified the 13 most significant ones — Ansira, Aprimo, BrandMuscle, Distribion, E2open, Impartner,...

• Report Your Global Martech Stack Won't Cut It In China

  Assemble A Local Martech Stack To Support Your Marketing Strategy In China

  April 7, 2020 | Xiaofeng Wang

  Global marketers struggle to adapt to the unique and fast-changing digital ecosystem in China. Many of their global marketing technology (martech) vendors either lack a business presence in the...

• Report Customer Marketing Elevates B2B Post-Sale Experiences And Buyer Value

  Raise Your Customer Marketing Game To Win Customers' Hearts And Wallets

  March 31, 2020 | Laura Ramos

  Post-sale marketing activity often plays second fiddle to product marketing, demand generation, and branding. Now, subscription-based business models make keeping and growing customers essential....

• Report New Partners Won't Thrive In Current Channel Programs

  Augment Tiered Precious-Metal Schemes By Investing In Programs Tuned To Nonreselling Partners

  March 23, 2020 | Jay McBain

  B2B marketers and channel professionals must understand that the tiered precious-metal program, while useful for traditional resell-based partners, doesn't effectively serve new ecosystem partners...

• 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...