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  • Report Convert B2B Customer Passion Into Value Through Advocacy

    Focus On People, Not Companies, To Increase Buyer Engagement
    September 28, 2018 | Laura Ramos, Matthew Camuso

    Peer testimony and validation are powerful B2B marketing tools. The growth in social, mobile, and subscription-based business models now make customer influencers even more important. Read this...

  • Report Nike Makes No Sacrifices

    A Consumer Energy Index Analysis
    September 21, 2018 | James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes...

  • 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 The B2B Marketing Practice Is Halfway To Awesome

    Landscape: The Lead-To-Revenue Marketing Playbook
    September 17, 2018 | Lori Wizdo, Matthew Camuso

    Forrester introduced the term lead-to-revenue marketing (L2RM) in 2010 to describe a customer-centric business system for marketers whose offerings mandate a long, complex, or highly considered...

  • Report Forget Everything You Think You Know About Marketing Planning

    Only A Continuous Planning Cycle Will Enable Modern Marketing
    September 5, 2018 | Joe Stanhope, Shar VanBoskirk

    Planning underlies all of your marketing methods. But most planning processes are increasingly out of sync with the charter for the modern marketer: to understand and advocate for customers, to...

  • Report GDPR And The B2B Seller

    Keep Calm And Sell On
    August 27, 2018 | Lori Wizdo, Mary Shea, Matthew Camuso

    B2B companies are wrestling with the impact that new privacy regulations will have on seller behaviors and selling processes. They must rethink everything from the collection and storage of...

  • 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 —...

  • Report Case Study: Advanced Measurement Transforms Marketing

    Learn How Measurement Leaders ANZ Bank And The Estée Lauder Companies Drive Higher Returns On Marketing Investment
    August 16, 2018 | Tina Moffett, Stephanie Liu

    Understanding marketing effectiveness is getting harder. Consumers interact using online, offline, and mobile touchpoints — and archaic, last-touch measurement can't capture the effectiveness of...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 15, 2018 | Jim Nail, Michelle Bishop

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report B2B Digital Sales Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset
    August 14, 2018 | Mary Shea, Meredith Cain

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. We gleaned best practices from three global digital sales leaders at Cisco Systems,...

  • Report Agency Holding Companies Need A Brave New Business Model

    The CMO Growth Agenda Forces Agency Holding Companies To Rearchitect Their Raison D'être
    August 14, 2018 | Jay Pattisall, Ted Schadler

    The CMO/agency relationship is at risk. Brands are turning to in-house agencies; company growth agendas bring in CIOs and other business stakeholders; ad budgets face constant pressure; and...

  • Report The Forrester Wave™: Search Engine Optimization (SEO) Platforms, Q3 2018

    The Seven Providers That Matter Most And How They Stack Up
    August 8, 2018 | Collin Colburn

    In our 23-criteria evaluation of SEO platform providers, we identified the seven most significant ones — BrightEdge, Conductor, Moz, Searchmetrics, SEMrush, seoClarity, and Siteimprove — and...

  • Report Media Agencies, Global, Q3 2018

    Forrester's Overview Of 34 Media Agency Partners
    August 3, 2018 | Jay Pattisall, Joanna O'Connell

    Media agencies wield buying power, leverage cutting-edge expertise, and broaden marketers' knowledge and perspective. But to access these benefits, you first have to select from a diverse set of...

  • Report Artificial Intelligence Will Spark A Real Marketing Renaissance

    CMOs Have A New Partner On The Horizon
    August 3, 2018 | Thomas Husson

    Artificial intelligence (AI) is set to disrupt functions in just about every industry. But will it really shape a new mode of operating for marketers — and if so, how? This report helps CMOs...

  • Report Plan Customer-Centric Enterprise Marketing Technology Requirements

    Assessment: The Enterprise Marketing Technology Playbook
    August 1, 2018 | Joe Stanhope, Rusty Warner

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with defining enterprise marketing technology...

  • Report Now Tech: Sales Performance Management Solutions, Q3 2018

    Forrester's Overview Of 15 Sales Performance Management Providers
    August 1, 2018 | Mary Shea

    You can use sales performance management (SPM) solutions to better align sales execution to your business strategy, to increase sellers' motivation and effectiveness, and to optimize business...

  • Report What To Learn From Apple's Coming Brawl With Amazon

    August 1, 2018 | James L. McQuivey

    Apple is the iconic brand of this century; soon, it will become the first trillion-dollar company. However, Apple is letting Amazon gradually take over its dominant role by focusing on its elegant,...

  • Report Pick The Omnichannel Media Management Model That Enables Your Customer Obsession Efforts

    Organization: The Omnichannel Advertising Playbook
    July 26, 2018 | Joanna O'Connell

    Ushered in by fractured trust in the programmatic era, the in-housing of media is a real trend. It is neither a fad nor uniform in its expression. Rather, there are strategic considerations that...

  • Report Marketers: Manage Your Supply Chain

    Continuous Improvement: The Omnichannel Advertising Playbook
    July 26, 2018 | Susan Bidel

    B2C marketers bemoan the high proportion of their budgets that are nonworking. And it is undeniably true that the direct relationship of media to nonmedia costs associated with digital advertising...

  • Report Give Your Brand A Voice — Literally

    Vision: The Brand Experience Playbook
    July 23, 2018 | Dipanjan Chatterjee

    Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

  • Report Not All Innovations Are Created Equal

    Disruptive Innovations Drive The Greatest Digital Transformation Differentiation
    July 18, 2018 | James Staten

    Prioritize innovation types that help you lead market change and deliver differentiating customer advantages. These require CIOs to have deeper customer engagement and understanding and long-term...

  • Report The State Of Enterprise Marketing Technology, 2018

    Benchmarks: The Enterprise Marketing Technology Playbook
    July 11, 2018 | Joe Stanhope

    B2C marketing professionals must assemble enterprise marketing technology (EMT) stacks to support relevant and engaging customer experiences. For our Q1 2018 Forrester Wave™ evaluations of...

  • Report Now Tech: Marketing Measurement And Optimization In Asia Pacific, Q3 2018

    Forrester's Overview Of 12 Marketing Measurement And Optimization Solution Providers
    July 11, 2018 | Xiaofeng Wang

    Marketers use marketing measurement and optimization solutions to guide data-driven strategy, enable predictive planning, and capture cross-channel insights. But to access these benefits, you'll...

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