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• Report The Pandemic Recession Demands A Digital Response

  To Adapt And Grow, Businesses Must Get Lean, Go All In On Ecosystems, And Embrace Agile At Scale

  June 25, 2020 | Ted Schadler

  Digital transformation was never optional. But most firms treated it that way, applying digital technology in dribs and drabs — until COVID-19 shuttered economies and forever altered the patterns...

• Report The Forrester New Wave™: ABM Platforms, Q2 2020

  The 14 Providers That Matter Most And How They Stack Up

  June 9, 2020 | Steven Casey

  In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers in the category — 6sense, Demandbase, Dun & Bradstreet,...

• Report The Forrester Wave™: Global Media Agencies, Q2 2020

  The 10 Global Media Agencies That Matter Most And How They Stack Up

  May 26, 2020 | Jay Pattisall

  In our 29-criterion evaluation of media management providers, we identified the 10 most significant ones — Carat, Havas Media Group, MediaCom, Mindshare, OMD, PHD, Starcom, UM, Wavemaker, and...

• Report Now Tech: Creative Advertising Technologies, Q2 2020

  Forrester's Overview Of 23 Creative Advertising Technology Providers

  May 15, 2020 | Joanna O'Connell

  You can use creative advertising technologies (adtech) to realize creative production efficiencies, improve ad performance, and increase creative relevancy for consumers. But to realize these...

• Report The 2020 COVID-19 Crisis Will Stun US Marketing

  CMOs: Apply An Adaptive Approach To Manage The Downturn

  May 6, 2020 | Shar VanBoskirk, Tina Moffett, Rick Parrish

  The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...

• 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,...

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  Webinar What's Ahead For ABM In 2020? (Hint: The Answer Starts With "E")

  March 26, 2020 | Laura Ramos

  Account-based marketing (ABM) is becoming the way marketing gets done, with B2B demand generation efforts focusing predominantly on accounts, not leads. In fact, ABM now involves more than just...

• 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 Don't Buy Software Without A Services Partner At The Table

  How You Deploy Software Can Make Or Break Your Transformation — Here's How To Understand And Work Partnerships To Best Advantage

  February 28, 2020 | Ted Schadler

  Software vendors, service providers, and cloud vendors need each other to survive. Application development and delivery (AD&D) leaders need them to work well together to succeed. But how these...

• Report The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Updated)

  The 12 Providers That Matter Most And How They Stack Up

  February 24, 2020 | Steven Casey

  In our 21-criteria evaluation of B2B marketing data providers, we identified the 12 most significant ones — Bombora, DataFox, DiscoverOrg, Dun & Bradstreet, Infogroup, InsideView, Leadspace, Orb...

• Report New Tech: Account-Based Marketing Solutions, Q1 2020

  Forrester's Landscape Overview Of 26 Providers

  February 24, 2020 | Steven Casey

  Account-based marketing (ABM) is evolving from the buzzword du jour to a mainstream strategy that all but a very few B2B organizations are implementing, rolling out, or planning. At the same time,...

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  Playbook The Omnichannel Advertising Playbook For 2020

  Create An Omnichannel Advertising Strategy Centered On Customer Experience

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

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  Webinar Select The Right Marketing Measurement Vendor Using The Forrester Wave™

  January 29, 2020 | Tina Moffett, Jim Nail

  Data-driven marketing builds a fact-based marketing strategy. Marketers need the right measurement vendor to wrangle the messy interactions across journeys and use solutions to enable data-driven...

• Report Now Tech: Email Marketing Vendors, Q1 2020

  Forrester's Overview Of 34 Email Marketing Providers

  January 22, 2020 | Shar VanBoskirk

  You can use email marketing to create better brand experiences, establish customer relationships, and experiment. But to realize these benefits, you'll first have to select from a diverse set of...

• Report Focus Your In-House Agency Strategy To Expand Marketing's Influence

  Own, Manage, And Share Digital Marketing Capabilities Across Your Organization

  January 17, 2020 | Jay Pattisall, Nick Monroe

  In-house agencies are suffering the same identity crisis that's plaguing CMOs and the reputation of marketing. Forrester's partnership and joint survey with the In-House Agency Forum (IHAF) reveals...

• Report Forrester Infographic: Lessons On Experience-Led Transformation

  This Companion Piece To Our Forrester Wave™ Describes Best Practices In Experience-Led Transformation

  January 6, 2020 | Ted Schadler

  In "The Forrester Wave™: Global Digital Experience Agencies, Q4 2019," we evaluated 14 agencies, consultancies, and tech service providers and spoke with 48 customer references. Almost one-quarter...

• Report The Forrester Wave™: Digital Experience Agencies In Asia Pacific, Q4 2019

  The 14 Providers That Matter Most And How They Stack Up

  December 5, 2019 | Frederic Giron, Michael Barnes

  In our 24-criterion evaluation of digital experience (DX) agencies in Asia Pacific (AP), we identified the 14 most significant ones — Accenture, Deloitte, Digitas, EPAM, EY, IBM iX, Isobar, Ogilvy,...

• Report Supercharge Your Marketing With Creatively Focused Digital Agencies

  Ten Digital Agencies We're Watching

  November 14, 2019 | Jay Pattisall

  A new generation of digital agency is emerging as the agency landscape, disrupted by technology and empowered consumers, begins to coalesce. Today's digital agencies hyperfocus on the confluence of...

• Report The Forrester Wave™: Global Digital Experience Agencies, Q4 2019

  The 14 Service Providers That Matter Most And How They Stack Up

  November 12, 2019 | Ted Schadler

  In our 24-criterion evaluation of global digital experience agencies, we identified the 14 most significant ones — Accenture, Capgemini, Cognizant, Deloitte, EPAM, IBM, Isobar, MRM//McCann,...

• Report Predictions 2020: Agencies

  The Cumulation Of Many Pressures Forces Agencies To Upgrade

  October 29, 2019 | Jay Pattisall, Keith Johnston, Thomas Husson

  CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...

• 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 The Agency Data Platforms That Will Power Creativity At Scale

  The Next Agency Creative Leap Composes Data-Powered Human + Machine Creative Teams

  September 23, 2019 | Jay Pattisall

  Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting...

• Report Forrester Infographic: ABM Maturity Corresponds To Better Revenue Results

  September 9, 2019 | Laura Ramos, Meredith Cain

  Account-based marketing (ABM) is becoming the way marketing gets done. Forrester predicts that by 2025, the term "ABM" will disappear as account-centric becomes the way most B2B organizations...

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  Webinar The Cost Of Losing Creativity

  The ROI Of Investing In An Agency For Creating And Differentiating Your Brand

  August 28, 2019 | Jay Pattisall

  Marketers and agencies have overinvested in technology to increase lifetime customer value. But now that their go-to strategy — improving customer experience (CX) — has stalled,...

• Report CMO-CIO Collaboration: Resolving The Paradox

  The Relationship Destined To Maximize Your Business

  August 20, 2019 | Thomas Husson

  Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow IT...