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  • Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    January 11, 2019 | Jim Nail, Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more...

  • Report Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook
    January 11, 2019 | 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 to technology capabilities, adds to the...

  • Report Now Tech: Real-Time Interaction Management, Q1 2019

    Forrester's Overview Of 42 RTIM Providers
    January 11, 2019 | Rusty Warner

    B2C marketers can use real-time interaction management (RTIM) offerings to orchestrate contextually relevant customer experiences (CX), address customer expectations for mutual value exchanges with...

  • Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • Report The Anatomy Of A Preference Center

    Enterprise Preference Management Gives Consumers Control For Better Customer Engagement
    December 20, 2018 | Fatemeh Khatibloo, Stephanie Liu

    B2C marketers focus on personalization as a means of delivering better experiences. Enterprise preference management (EPM) can play a key role in this strategy: In a value exchange, customers share...

  • Report The Power Of Customer Context

    December 14, 2018 | Joe Stanhope, Rusty Warner, Carlton A. Doty

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

  • Report How To Measure Social Programs

    December 12, 2018 | Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This...

  • 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 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

    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

    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...

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