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  • Marketing Automation

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  • For B2B Marketing Professionals

    Report

    Report The Forrester Tech Tide™: Channel Software, Q1 2018

    Eight Technology Categories Automate Indirect Channel Programs
    January 10, 2018 | Jay McBain

    Channel software is increasingly critical to firms' ability to win, retain, and serve their customers. To accelerate performance of partnerships and alliances, B2B marketers need to automate...

  • For B2C Marketing Professionals

    Report

    Report Overcome Top Enterprise Marketing Technology Challenges In Asia Pacific

    Start By Aligning Your EMT Strategy Across Business Functions
    January 3, 2018 | Xiaofeng Wang

    Marketers in Asia Pacific (AP) invest in enterprise marketing technology (EMT) to better understand and engage empowered customers. However, many struggle to break down data, technology, and...

  • For B2C Marketing Professionals

    Report

    Report Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    December 22, 2017 | Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Playbook
    December 15, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • For B2C Marketing Professionals

    Report

    Report Forrester Data: Ad Technology (Data Management Platforms) Forecast, 2017 To 2022 (US)

    ForecastView Document
    December 14, 2017 | Jennifer Adams, Susan Bidel

    Data management platforms (DMPs) facilitate smarter media buying by unifying data from multiple sources to allow more accurate and detailed audience segmentation. We expect the US DMP market to...

  • For B2B Marketing Professionals

    Report

    Report Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook
    December 8, 2017 | Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary...

  • For B2B Marketing Professionals

    Report

    Report Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook
    December 7, 2017 | Lori Wizdo

    Countless benefits are forecast to build the lead-to-revenue management (L2RM) business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern...

  • For B2C Marketing Professionals

    Report

    Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    December 1, 2017 | 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...

  • For B2B Marketing Professionals

    Report

    Report Navigate The Milestones On The L2RM Journey

    Road Map: The Lead-To-Revenue Playbook
    December 1, 2017 | Lori Wizdo

    This report is for B2B marketing professionals who must power up their lead-to-revenue processes to achieve goals for new customer acquisition, current customer expansion, and overall revenue...

  • For B2C Marketing Professionals

    Report

    Report How To Build A Contextual Marketing Engine

    Road Map: The Enterprise Marketing Technology Playbook
    November 29, 2017 | Rusty Warner

    The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with...

  • For B2C Marketing Professionals

    Report

    Report Real-Time Processes For Real-Time Social Marketing

    Processes: The Social Marketing Playbook
    November 22, 2017 | 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...

  • For B2B Marketing Professionals

    Report

    Report Model The ROI Of B2B Marketing Technology Investments

    Business Case: The B2B Marketing Playbook
    November 21, 2017 | Rusty Warner, Shaheen Parks

    B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing...

  • For B2B Marketing Professionals

    Report

    Report Lessons Learned From Lead-To-Revenue Pioneers

    Landscape: The Lead-To-Revenue Playbook
    November 16, 2017 | Lori Wizdo

    After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers have had difficulty sustaining ongoing improvement. To learn why, we analyzed 120 inquiries that B2B marketing...

  • For B2B Marketing Professionals

    Report

    Report Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Playbook
    November 15, 2017 | Lori Wizdo

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2018: Data Drives Media Disruption

    Who Has Data, And How The Way They Use It Will Determine Success

    The one constant in media since the first display ad ran in 1994 has been change, and 2018 will be no exception. Data — access to it and the collection and use of it — will offer some B2C...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2018: The Revolution That Is Customer-Obsessed Marketing Finally Begins

    November 8, 2017 | Emily Collins

    All B2C marketers have heard about the importance of customer experience. Some even claim to be customer obsessed, prioritizing customer understanding, brand strategy, and customer experience. But...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2018: Europe's Privacy Laws Will Bite US Martech And Slow AI's March Into Marketing

    Business Case: The Customer Trust And Privacy Playbook
    November 7, 2017 | Fatemeh Khatibloo, Samantha Merlivat, Alexander Spiliotes

    2018 will be a difficult year for B2C marketers as regulators flex their new muscles and consumers use their wallets to vote for the privacy they want. Marketing vendors will face massive fines,...

  • For B2C Marketing Professionals

    Report

    Report Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    November 3, 2017 | 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...

  • For B2C Marketing Professionals

    Report

    Report Exercise Complete Control To Maximize Media ROI

    Road Map: The Digital Media Buying Playbook
    October 27, 2017 | Susan Bidel

    Digital media buying has evolved through a process of testing and learning, which inevitably leads to mistakes in strategies, tactics, and partnerships. B2C marketing professionals: Don't let these...

  • For B2C Marketing Professionals

    Report

    Report The State Of Programmatic Digital Media Buying, 2017

    Benchmarks: The Digital Media Buying Playbook
    October 25, 2017 | Samantha Merlivat

    This report highlights the key findings from the following: Forrester's Q1 2015 Demand-Side Platform Wave™ Online Survey, Q3 2015 Global Data Management Platform Forrester Wave™ Online Survey, Q2...

  • For B2B Marketing Professionals

    Report

    Report Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Playbook
    October 23, 2017 | Lori Wizdo

    B2B marketers implementing a lead-to-revenue management (L2RM) program for the first time — or expanding an immature program — often underestimate the scope of the change required to transform this...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Marketing Resource Management

    Leverage MRM To Drive Customer-Obsessed Marketing Operations
    October 20, 2017 | Rusty Warner

    B2C marketers in the throes of modern marketing transformations need to rethink the role of marketing resource management (MRM). A tranche of new marketer-friendly tools replaces legacy MRM...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Vendor Landscape: Personalization Solution Providers, Q3 2017

    Forrester's Landscape Overview Of Personalization Solution Providers
    October 20, 2017 | Brendan Witcher

    The personalization market landscape is a complex and growing world of vendors offering a wide range of services in response to rising consumer expectations for personalized, relevant experiences...

  • For B2C Marketing Professionals

    Report

    Report Accelerate Modern Marketing With Real-Time Interaction Management

    Benchmarks: The Enterprise Marketing Technology Playbook
    October 17, 2017 | Rusty Warner

    Customer-obsessed firms sustain competitive advantage by delivering value and utility in their customers' moments of need. Real-time interaction management (RTIM) enables B2C marketers to meet...

  • For B2C Marketing Professionals

    Report

    Report Now Tech: Data Management Platforms In Europe, Q4 2017

    Forrester's Landscape Overview Of 21 European DMPs
    October 16, 2017 | Samantha Merlivat

    The data management platform (DMP) market in Europe is evolving as vendors respond to changes in the local technology landscape, privacy regulations, and the ways in which marketers want to use...

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