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  • 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

    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...

  • For B2C Marketing Professionals

    Report

    Report Make The Case For Ad Technology Investments

    Business Case: The Digital Media Buying Playbook

    Advertising technologies (adtech) promise to improve media performance, make customer data more actionable, and boost efficiency. This report helps B2C marketing pros make a convincing business...

  • For B2B Marketing Professionals

    Report

    Report TechRadar™: B2B Marketing Technologies, Q3 2016 (Updated)

    Tools And Technology: The B2B Marketing Playbook
    October 4, 2017 | Steven Casey

    B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

    EMSS Vendors Have Varying Presences And Localization Strategies In The Region
    October 3, 2017 | Xiaofeng Wang

    More B2C marketers in Asia Pacific are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing. However, EMSS vendors'...

  • For B2C Marketing Professionals

    Report

    Report Content Marketing Platforms Aim To Align Teams

    Tools And Technology: The Content Marketing Playbook
    September 28, 2017 | Ryan Skinner

    Marketing teams turn to specialist software to manage a tremendous variety of content for production, approval, and publication; Forrester calls these specialist offerings content marketing...

  • For B2C Marketing Professionals

    Report

    Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    September 28, 2017 | Samantha Merlivat, Susan Bidel, Richard Joyce

    This report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Creative Advertising Technologies, Q3 2017

    Technology That Makes Brand Experiences Smarter, Faster, And More Relevant
    September 27, 2017 | Susan Bidel, Richard Joyce

    The evolution of digital media buying has changed the way that marketers think about creative development. Data and creative advertising technology (adtech) have empowered marketers to embrace a...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report The Forrester Wave™: Mobile Engagement Automation, Q3 2017

    Automate Hyperpersonalized Engagement In Consumers' Moments
    September 19, 2017 | Julie A. Ask, Joe Stanhope, Laura Naparstek

    In our 30-criteria evaluation of mobile engagement automation (MEA) solution providers, we identified the 11 most significant ones — Adobe, Braze, IBM, Iterable, Leanplum, Localytics, Oracle,...

  • For Application Development & Delivery Professionals

    Report

    Report Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook
    September 12, 2017 | Kate Leggett

    This report helps application development and delivery (AD&D) pros who are looking to implement customer relationship management (CRM) strategies and solutions. The effects of automation and...

  • For B2C Marketing Professionals

    Report

    Report The Next Generation Of Enterprise Marketing Technology

    Continuous Improvement: The Enterprise Marketing Technology Playbook
    September 12, 2017 | Joe Stanhope

    Technology use is routine — even mandatory — for modern marketers. And while marketing technology has undeniably made remarkable strides, major challenges remain unsolved, limiting its utility....

  • For B2C Marketing Professionals

    Report

    Report Upgrade Your Processes To Support Contextual Marketing

    Processes: The Enterprise Marketing Technology Playbook
    September 6, 2017 | Joe Stanhope

    Processes are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their...

  • For B2C Marketing Professionals

    Report

    Report Rethink Your Approach To MRM

    Customer Obsession Demands Operational Agility
    September 6, 2017 | Rusty Warner

    Marketing resource management (MRM) is a conflation of enterprise marketing technology (EMT) components that manage financial planning, content production, brand compliance, and even human...

  • For Application Development & Delivery Professionals

    Report

    Report Quantify The Business Value Of CRM

    Business Case: The CRM Playbook
    August 30, 2017 | John Bruno, Kate Leggett

    CRM initiatives must not only be technically sound but must also answer the question "What will we get for our money?" This report describes how application development and delivery (AD&D)...

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