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  • Campaign Management

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  • For Application Development & Delivery Professionals

    Report

    Report Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook
    September 12, 2017 | Kate Leggett

    This report helps application development and delivery (AD&D) pros who are looking to implement customer relationship management (CRM) strategies and solutions. The effects of automation and...

  • For B2C Marketing Professionals

    Report

    Report Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    June 27, 2017 | 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...

  • For CIO Professionals

    Report

    Report Evaluate Infor's Role In Your BT Strategy

    Infor's Revamped Portfolio Of Sector-Specific Software Could Be The Right Alternative To Megavendors For Certain Operational Needs
    June 9, 2017 | Somak Roy

    The oligopolistic nature of the market for business applications limits CIOs' choices. An alternative has emerged in the form of the resurgent Infor, whose industry-specific proposition contrasts...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Cross-Channel Campaign Management

    Choose The Right CCCM Solution To Drive Customer Obsession
    March 27, 2017 | Rusty Warner

    Forrester evaluated 15 suppliers in "The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016," a good starting point for B2C marketers looking to make cross-channel campaign management...

  • For B2C Marketing Professionals

    Report

    Report Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    November 10, 2016 | Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and deliver sustainable competitive advantage. The processes of measuring and...

  • For B2C Marketing Professionals

    Report

    Report Real-Time Processes For Real-Time Social Marketing

    Processes: The Social Marketing Playbook
    July 29, 2016 | Jessica Liu, Samantha Ngo

    Social networks are a real-time media channel, yet marketers have trouble managing social content in real time. B2C marketers underestimate the volume and pace requirements of social marketing and...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Cross-Channel Campaign Management, Q2 2016

    The 15 Providers That Matter Most And How They Stack Up
    May 31, 2016 | Rusty Warner

    In our 26-criteria evaluation of cross-channel campaign management (CCCM) providers, we identified the 15 most significant ones — Adobe, Emarsys, Experian Marketing Services, IBM, Oracle,...

  • For B2C Marketing Professionals

    Report

    Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    March 31, 2016 | Carlton A. Doty, Rusty Warner

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage now, B2C marketing pros must deliver self-perpetuating cycles...

  • For Customer Insights Professionals

    Report

    Report Brief: Three Reasons To Consider Alternatives For Cross-Channel Campaign Management

    Many Vendors Offer Compelling CCCM Options
    May 14, 2015 | Rusty Warner

    The cross-channel campaign management (CCCM) market is diverse and continues to attract innovation and specialization. "The Forrester Wave: Cross-Channel Campaign Management, Q3 2014" features an...

  • For Customer Insights Professionals

    Report

    Report Advance Campaign Automation With Personalization And Real-Time Context

    Build The Foundation For Contextual Marketing With Cross-Channel Campaign Management
    November 10, 2014 | Rusty Warner

    For the recent Forrester Wave™ evaluation of cross-channel campaign management (CCCM), we surveyed 96 customers about their vendors. We found that CCCM users are generally satisfied with the...

  • For Marketing Leadership Professionals

    Report

    Report Brief: The Marketing Technology Meet-Up

    Ad And Campaign Management Tools Converge
    October 30, 2014 | Cory Munchbach

    This brief explains the consolidation of ad technologies and marketing technologies and provides guidance for how marketing leaders can tap it to their advantage.

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Cross-Channel Campaign Management, Q3 2014

    The Nine Providers That Matter Most And How They Stack Up
    August 28, 2014 | Jason McNellis

    In Forrester's 41-criteria evaluation of cross-channel campaign management (CCCM) vendors, we identified the nine most significant software providers in the category — Adobe, IBM, Infor, Pitney...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: Digital Experience Delivery Platforms, Q3 2014

    Vendors From A Variety Of Backgrounds Vie To Be More Than A Basket Of Solutions
    July 22, 2014 | Stephen Powers, Mark Grannan, Anjali Yakkundi

    In Forrester's 29-criteria evaluation of digital experience delivery providers, we identified the 13 most significant software vendors — Acquia, Adobe, Demandware, Digital River, HP Autonomy,...

  • For B2B Marketing Professionals

    Report

    Report Take Lead-To-Revenue Management Beyond The Campaign

    Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer
    July 18, 2014 | Lori Wizdo

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most...

  • For Customer Insights Professionals

    Report

    Report Quick Take: Adobe Underscores Marketing Reinvention At Adobe Summit 2014

    Announcements Emphasize Partnerships And Innovation
    April 7, 2014 | Cory Munchbach

    On March 25, 2014, at its annual digital marketing summit, Adobe very deliberately positioned its Marketing Cloud as a comprehensive platform for digital marketers, rather than a suite of...

  • For Customer Insights Professionals

    Report

    Report Quick Take: New Pricing From Adobe Campaign Will Disrupt Email Marketing

    Adobe Seeds Its Marketing Cloud With Email, Forces Other Vendors To Follow Suit
    November 15, 2013 | Robert Brosnan

    On November 12, 2013, Adobe announced flat-rate, profile-based pricing for Adobe Campaign — its email and cross-channel campaign management product. This move dispenses with the volume-based model...

  • For Customer Insights Professionals

    Report

    Report Move Beyond Campaigns To Tap Hidden Customer Potential

    May 9, 2013 | Robert Brosnan

    Cross-channel campaign management (CCCM) tools are the heart of the enterprise marketing platform, yet campaigns are too rigid and too rooted in batch-based techniques to allow firms to achieve...

  • For Application Development & Delivery Professionals

    Report

    Report TechRadar™ For AD&D Pros: The Extended CRM Technology Ecosystem, Q1 2013

    January 29, 2013 | Kate Leggett

    Locking in customer loyalty through deeper engagement and differentiated experiences will continue to be critical priorities for organizations in all sectors in the decade ahead, but navigating the...

  • For Customer Insights Professionals

    Report

    Report Mastering New Marketing Automation Approaches

    October 19, 2012 | Robert Brosnan

    The age of the customer ties success to firms' ability to know and serve their customers. Campaigns provide an instrument to drive customer behavior, but traditional campaign approaches can't keep...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Staffing For The Art And Science Of eBusiness

    A Further Look At Key eBusiness Skills And Functions
    May 8, 2012 | Carrie Johnson

    What is the goal of eBusiness teams? To sell goods and services. As a result, eBusiness teams have become masters in the art of sales. As teams pivot efforts to optimize interactions across digital...

  • For Customer Insights Professionals

    Report

    Report The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012

    How Eleven Vendors Tackle A Mature, Yet Rapidly Evolving, Category
    January 31, 2012 | Robert Brosnan

    In Forrester's 81-criteria evaluation of cross-channel campaign management (CCCM) vendors, we identified, researched, and scored 12 products from 11 providers: Alterian, Aprimo, ExactTarget, IBM,...

  • For Marketing Leadership Professionals

    Report

    Report Better Triggers, More Relevance

    How Interactive Marketers Must Make Digital Messaging More Engaging
    January 6, 2012 | Shar VanBoskirk

    As a marketer you want to be timely and relevant when you send a message and basic triggered messaging has addressed one side of this equation — timeliness — for many marketers. But when it comes...

  • For Customer Insights Professionals

    Report

    Report It's Time For CI To Engage In The Campaign Process

    December 21, 2011 | Tina Moffett

    Today's approach to marketing campaigns is broken, and customer relationships are suffering as a result. Although Customer Intelligence (CI) professionals have traditionally been detached from the...

  • For Customer Insights Professionals

    Report

    Report The State Of MRM In 2011

    Marketing Operations Technology Is Increasingly Contextual
    September 28, 2011 | Robert Brosnan

    Marketing resource management (MRM) systems promise to enhance marketers' ability to optimize planning, budgeting, collaboration, and asset creation. MRM received significant attention in the...

  • For Customer Insights Professionals

    Report

    Report Demystifying Real-Time Intelligence

    September 27, 2011 | Srividya Sridharan

    The real-time buzzword is back. Marketers, vendors, and service providers use this term in a variety of scenarios to describe technologies, analytics, customer service, and processes. The hype...