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  • 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 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 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 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 Unlocking The Power Of Partner Ecosystems Demands Powerful Measurement

    Build A Holistic Set Of Metrics And KPIs That Accurately Reflect Channel Effectiveness
    March 17, 2020 | Jay McBain

    Today's increasingly complex channel environment means once-reliable partner performance measurements such as revenue tiers, profit contribution, certifications, and customer satisfaction surveys...

  • 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 B2C Marketers Consider DIY Approaches To Hack Martech

    For The Technically Inclined, Building In-House Offers Tempting Benefits
    January 27, 2020 | Joe Stanhope

    The majority of marketers assemble their marketing technology (martech) stack from commercially available, packaged technology. However, a growing number of firms see an opportunity to take a...

  • Report Now Tech: Customer Data Management Solutions, Q1 2020

    Forrester's Overview Of 20 Customer Data Management Solutions Providers
    January 8, 2020 | Noel Yuhanna

    You can use customer data management solutions to deliver a comprehensive view of customer data, become much more productive, and accelerate customer-driven initiatives through machine learning....

  • 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...

  • Report Succeeding With An Increasingly Bifurcated Channel Requires Advanced Automation

    Automate Manual Processes And Adopt Human-Centric Approaches To Drive Channel Scale
    October 9, 2019 | Jay McBain

    Channel professionals want to talk about expanding their partner programs and building broad ecosystems, but the truth is that many of their basic program and channel management processes are still...

  • Report Making The Right Choices For Your B2B Marketing Tech Stack

    Tools And Technology: The B2B Marketing Playbook
    September 23, 2019 | Lori Wizdo

    B2B marketing professionals depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. This report describes best practices for B2B marketing pros...

  • Report Marketers Versus Customers: Opposing Forces Erupt

    Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
    September 18, 2019 | Melissa Parrish

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

  • 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 The Moments-Based Evolution Of Enterprise Marketing Technology

    As Marketing And CX Align, Martech Must Shift From Campaigns To Moments
    August 26, 2019 | Joe Stanhope

    Technology use is routine — even mandatory — for modern marketers. And while marketing technology (martech) has undeniably made remarkable strides, major challenges remain unsolved, limiting its...

  • Report Gauge Your Customer Lifecycle Marketing Maturity

    Assessment: The B2B Marketing Playbook
    August 20, 2019 | Lori Wizdo

    To help you assess the maturity of your customer lifecycle marketing (CLM) practices, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure,...

  • Report Now Tech: B2B Event Management Software, Q2 2019

    Forrester's Overview Of 38 B2B Event Management Software Providers
    June 4, 2019 | Laura Ramos, Matthew Camuso

    You can use event management software (EMS) to automate and scale events, personalize attendee experiences, and deliver positive ROI. But to realize these benefits, you'll first have to select from...

  • Report Partner-Based Marketing Accelerates Elusive Shadow Channel Engagement

    Model Your Partner-Based Marketing Program After ABM Best Practices
    May 22, 2019 | Steven Casey, Jay McBain

    Today's empowered B2B customers demand a new level of specialization and sophistication from third-party firms that assist them. Choosing the wrong partners can have dire consequences on your...

  • Report Now Tech: Channel Incentives And Program Management, Q1 2019

    Forrester's Overview Of 21 Channel Incentives And Program Management Providers
    March 26, 2019 | Jay McBain

    You can use channel incentives to improve indirect sales performance, orchestrate partners' behavior, and engender channel loyalty. But to realize these benefits, you'll first have to select from a...

  • Report Case Study: FactCool And Zizzi Leverage Martech Investments To Drive Digital Transformation

    January 15, 2019 | Rusty Warner, Arleen Chien

    This case study for B2C marketers examines how an online fashion retailer and a casual dining restaurant chain are using their enterprise marketing technology (EMT) investments to lead their firm's...

  • Report Q&A: B2B Marketing Automation Platforms 101

    Get To The Heart Of The B2B Martech Stack
    November 21, 2018 | Lori Wizdo

    The B2B marketing technology landscape is confusing, with thousands of vendors in dozens of categories. But one application category is the heart of the B2B marketing technology (martech) stack. It...

  • Report Fully Leverage Your Tech Investments With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    November 16, 2018 | Joe Stanhope, Rusty Warner

    Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams...

  • Report Predictions 2019: New Tech

    Where VC Funding And Innovation Will Go In 2019
    November 6, 2018 | Carlton A. Doty

    CXOs in large and midsize enterprises must constantly monitor emerging technology markets to uncover innovation opportunities. Top of mind for most are some usual suspects like machine learning,...

  • Report The Forrester Wave™: Creative Advertising Technologies, Q4 2018

    The 10 Providers That Matter Most And How They Stack Up
    November 5, 2018 | Joanna O'Connell, Susan Bidel

    In our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking,...

  • Report The Forrester Wave™: Partner Relationship Management, Q4 2018

    The 12 Providers That Matter Most And How They Stack Up
    October 31, 2018 | Jay McBain

    In our 26-criteria evaluation of partner relationship management (PRM) providers, we identified the 12 most significant ones — Allbound, Channeltivity, ChannelXperts, Impartner, Magentrix,...

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