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  • Report Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook
    December 6, 2018 | 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...

  • Report Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook
    December 6, 2018 | Kevin Lucas

    Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success: influence by vendors over analysts and...

  • Report Blaze A New Path To Successful AR

    Road Map: The Industry Analyst Relations Playbook
    December 5, 2018 | Kevin Lucas

    It's one thing to know how to plan an analyst relations (AR) program, but it's another to do so in an unfamiliar company with unfamiliar colleagues, all of whom may have different expectations of...

  • Report Case Study: Myntra Embraced Artificial Intelligence To Transform Its Business Model

    Experimentation And Discipline Are Key To Thriving On Emerging Technologies
    November 27, 2018 | Leslie Joseph

    Application development and delivery (AD&D) professionals and business leaders struggle with the question of how to adopt emerging technologies such as artificial intelligence (AI) within their...

  • 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 Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    November 14, 2018 | Joe Stanhope, Rusty Warner

    Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the...

  • Report Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

  • Report Predictions 2019: Media

    Five Events Will Reshape The Media Industry
    November 7, 2018 | Collin Colburn, Susan Bidel, Joanna O'Connell

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...

  • Report Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...

  • 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 Artificial Intelligence Transforms Marketing Performance Measurement

    Continuous Improvement: The Marketing Measurement And Insights Playbook
    November 2, 2018 | Tina Moffett

    Artificial Intelligence (AI) promises to make marketing faster, more targeted, and less manual. No process is better positioned to benefit from AI than the data-laden, time intensive work of...

  • Report Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It
    October 31, 2018 | Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts...

  • Report Empowered Customers Inspire Email Innovation

    Your Best Subscribers Will Help You Do More With Email
    October 26, 2018 | Shar VanBoskirk

    Forrester routinely studies its consumer data to understand attitudes toward email marketing. This time, we applied Forrester's Empowered Customer Segmentation to our analysis to learn how the most...

  • Report Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement
    October 25, 2018 | Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human...

  • Report Real-Time Processes For Real-Time Social Marketing

    Processes: The Social Marketing Playbook
    October 24, 2018 | Jessica Liu

    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...

  • Report The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018

    The Seven Providers That Matter Most And How They Stack Up
    October 23, 2018 | Xiaofeng Wang

    In our 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions,...

  • Report Everyone Uses Social Media; Few Know If It Works

    Benchmarks: The Social Marketing Playbook
    October 11, 2018 | Jessica Liu, Melissa Parrish

    Social media is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C...

  • Report Privacy Concerns Cripple Attribution Measurement

    Changes Force Marketers To Pivot On How They Assess Google Advertising Effectiveness
    October 10, 2018 | Tina Moffett

    The marketing ecosystem is responding to increasing concerns about data ethics and privacy with tighter controls on data sharing. The impact on marketing performance measurement is severe,...

  • Report Q&A: What Marketers Need To Know About Zero-Party Data

    October 10, 2018 | Fatemeh Khatibloo

    B2C marketers know how difficult it is to build and maintain a trusted relationship with consumers. The introduction of regulations like the European Union's General Data Protection Regulation...

  • Report Top-Notch SEO Requires Seamless Coordination, Not Another Siloed Team

    October 1, 2018 | Collin Colburn

    More companies want to bring search engine optimization work in-house. But most companies don't know how to do it or which stakeholders need to be part of the SEO process. This report will uncover...

  • Report Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook
    September 28, 2018 | 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 Spend On Marketing Performance Measurement Doubles By 2023

    Benchmarks: The Marketing Measurement And Insights Playbook
    September 17, 2018 | Jim Nail

    Marketing performance measurement is becoming increasingly data-driven, applying sophisticated statistical analytic approaches to link marketing to revenue. Demand for software and services...

  • Report Leverage AI To Improve Marketing Efficiency

    Nine AI Marketing Use Cases That Have The Potential To Deliver Business Value — And What Marketers Must Do Now To Prepare
    August 24, 2018 | Xiaofeng Wang

    Artificial intelligence (AI) is just beginning to gain widespread traction in marketing as early adopters experiment with it in their marketing practices. At this point, marketers need help...

  • Report Now Tech: Identity Resolution, Q3 2018

    Forrester's Overview Of 24 Identity Resolution Providers
    August 21, 2018 | Joe Stanhope, Susan Bidel

    B2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these...

  • Report Now Tech: Email Marketing Vendors, Q3 2018

    Forrester's Overview Of 38 Email Marketing Vendors
    August 20, 2018 | Shar VanBoskirk

    You can use email marketing vendors to deploy compliant email messages and innovate with the email medium. But to access these benefits, you'll first have to select from a diverse set of vendors —...

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