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  • Report Healthcare And Pharma Marketers: Learn From DTCs Going Direct-To-Value

    DTCs' Novel Approaches To Convenience, Community, And Customization Capture Consumers' Attention
    January 22, 2020 | Ryan Skinner

    Direct-to-consumer (DTC) disruption isn't confined to beauty or mattress brands; DTC startups are also emerging in the highly regulated healthcare and pharmaceutical industries, as empowered...

  • Report Research Overview: Agile For Marketers, Q1 2020

    January 10, 2020 | Ryan Skinner, Sarah Dawson

    Today's customers want more, better, and faster; marketers' decades-old processes just aren't up to the task. Agile methodologies enable marketers to update how they work and — better — reassess...

  • Report Predictions 2020: B2C Marketing

    Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies
    October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

    Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

  • Report The State Of Influencer Marketing

    Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners
    August 13, 2019 | Ryan Skinner

    Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is...

  • Webinar How To Apply Agile Methodology To Marketing

    July 22, 2019 | Ryan Skinner

    Applying Agile methodology to marketing isn’t about working faster. It’s about something far more important — a vastly improved approach to marketing’s purpose, learning,...

  • Report How To Apply Agile Methodology To Marketing

    If You Implement Agile Right In Your Marketing Teams, You'll Go From Blind Faith In Strategy To Customer-Tested Decision Making
    July 11, 2019 | Ryan Skinner

    Applying Agile methodology to marketing isn't about working faster. It's about something far more important — a vastly improved approach to marketing's purpose, learning, and communication. The...

  • Report The Forrester Wave™: Content Marketing Platforms For B2C Marketers, Q2 2019

    The Nine Providers That Matter Most And How They Stack Up
    May 6, 2019 | Ryan Skinner

    In our 30-criterion evaluation of content marketing platforms (CMPs) for B2C providers, we identified the nine most significant ones — Bloomreach, Contently, NewsCred, Opal, Percolate,...

  • Webinar Your DTC Strategy Should Start With Direct-To-Value

    April 30, 2019 | Ryan Skinner

    Direct-to-consumer (DTC) companies are making a big splash as they draw customers in with slick creative campaigns and create or improve products based on direct customer feedback. The popularity...

  • Report To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy

    Brands Benefit From Direct Consumer Relationships That Offer Unique Value
    April 2, 2019 | Ryan Skinner

    Direct-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition...

  • Report Now Tech: Content Marketing Platforms, Q4 2018

    Forrester's Overview Of 33 Content Marketing Platform Providers
    December 17, 2018 | Ryan Skinner

    You can use content marketing platforms (CMPs) to increase collaboration around content, improve content performance, and accelerate production. But to access these benefits, you'll first have to...

  • Report Now Tech: Content Production Agencies, Q4 2018

    Forrester's Overview Of 24 Content Production Agencies
    December 17, 2018 | Ryan Skinner

    You can use content production agencies (CPAs) to accelerate your go-to-market strategies, produce higher quality content consistently and at scale, and keep content costs manageable. But to access...

  • Webinar The Forrester New Wave™: Influencer Marketing Solutions, Q4 2018

    December 11, 2018 | Ryan Skinner

    Many marketing organizations are in the throes of maturing from experimenting with influencers to committing to an influencer strategy, often to the tune of six- and seven-figure annual budgets....

  • Report The Forrester New Wave™: Influencer Marketing Solutions, Q4 2018

    The 11 Providers That Matter Most And How They Stack Up
    October 18, 2018 | Ryan Skinner

    In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 11 most significant providers in the category — Ahalogy, AspireIQ, Collective Bias,...

  • Report The Forrester Wave™: Marketing Resource Management, Q3 2018

    The Eight Providers That Matter Most And How They Stack Up
    August 22, 2018 | Rusty Warner, Ryan Skinner

    In our 35-criteria evaluation of marketing resource management (MRM) providers, we identified the eight most significant ones — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and...

  • Report When And How To Start The Shift To Omnichannel Content

    August 13, 2018 | Ryan Skinner

    Marketers must abandon the content mindset of "do more, better." In 2018, the goal must be to "do smarter." Customers demand content that better answers their unique needs. Businesses demand more...

  • Report New Tech: Influencer Marketing Solutions, Q3 2018

    Forrester's Landscape Overview Of 34 Influencer Marketing Solution Providers
    August 13, 2018 | Ryan Skinner

    Customers' ad avoidance plus their distaste for brand communications equals marketers eager for new ways to reach customers and for new voices with which to reach them. Influencers with online...

  • Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing
    April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...

  • Webinar Use Agile Methodology To Embed Customer Obsession In Marketing

    March 27, 2018 | Ryan Skinner

    The forces that drove Agile methodologies into developer communities have hit marketers just as hard. Marketers must respond to constantly changing requirements, cross-functional demands, high...

  • Webinar Prepare Your Content For Omnichannel Execution

    March 15, 2018 | Ryan Skinner, Nick Barber

    Set up content strategies to suit omnichannel use cases because technology can’t do it for you. The market has sold omnichannel strategies — customer experience, retail, media buying...

  • Report Omnichannel Strategies Demand A New Content Approach

    Set Up Content Strategies To Suit Omnichannel Use Cases Because Technology Can't Do It For You
    March 9, 2018 | Ryan Skinner, Nick Barber

    The market has sold omnichannel strategies — customer experience, retail, media buying — as a switch that business leaders must throw, and they're throwing it. But there are many snags to realizing...

  • Report Investment Companies All Talk Alike

    Investment Companies Fail To Produce Content That Gives Customers Reason To Believe Them
    March 8, 2018 | Ryan Skinner

    Investment firms are fighting for an estimated $30 trillion in new assets under management for individuals between 2015 and 2020. And new digital investment firms (so-called robo-advisors) join the...