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  • 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 Pave A Clear Path To Advanced Loyalty

    Road Map: The Customer Loyalty Playbook
    December 6, 2017 | Emily Collins

    B2C marketing professionals striving to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement...

  • For B2C Marketing Professionals

    Report

    Report Craft A Loyalty Strategy That Raises Your Firm's Maturity

    Strategic Plan: The Customer Loyalty Playbook
    December 4, 2017 | Emily Collins

    Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the...

  • 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 The State Of Loyalty Strategies 2017

    Benchmarks: The Customer Loyalty Playbook
    November 30, 2017 | Emily Collins

    Forrester recently surveyed 99 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report...

  • For B2B Marketing Professionals

    Report

    Report Explore Content Marketing Platforms For B2B Marketing

    A Constellation Of Fit-For-Purpose Vendors Aid B2B Marketing Agility
    November 27, 2017 | Ryan Skinner

    B2B marketers are producing more content and assets today than ever before; and often, they're investing in or considering a content marketing platform (CMP) to stay on top of all of their...

  • For B2B Marketing Professionals

    Report

    Report The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success

    Organization: The Lead-To-Revenue Playbook
    November 27, 2017 | Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand gen program. L2RM standardizes, automates, and scales the...

  • 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 Customer Experience Professionals

    Report

    Report The Australia Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience
    November 20, 2017 | Tom Champion

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across five industries in the Australia CX...

  • For Customer Experience Professionals

    Report

    Report The India Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience
    November 20, 2017 | Amit Bhatia

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across five industries in the India CX...

  • For B2C Marketing Professionals

    Report

    Report Earn Buy-In For Content Marketing's Silo-Busting Benefits

    Business Case: The Content Marketing Playbook
    November 17, 2017 | Ryan Skinner

    Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...

  • 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 Customer Experience Professionals

    Report

    Report The US Digital-Only Retailers Customer Experience Index, 2017

    How US Digital-Only Retail Brands Earn Loyalty With The Quality Of Their Experience
    November 15, 2017 | Sucharita Kodali, Dylan Czarnecki

    How well do leading digital-only retailers earn loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of 14 digital-only retail brands that we...

  • For Customer Experience Professionals

    Report

    Report The Germany Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across three industries in the Germany...

  • For Customer Experience Professionals

    Report

    Report The France Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across four industries in the France CX...

  • For Customer Experience Professionals

    Report

    Report The UK Customer Experience Index, 2017

    How Brands Build Loyalty With The Quality Of Their Experience

    How well do leading brands build loyalty with the quality of their customer experience (CX)? This year, we reveal the complete rankings of all 36 brands across five industries in the UK CX Index....

  • For B2C Marketing Professionals

    Report

    Report Content Marketing Starts With Strategy

    Road Map: The Content Marketing Playbook
    November 8, 2017 | Ryan Skinner

    Among marketing leaders surveyed by Forrester, more than half said their content marketing activities were "still immature." At the same time, they concede that based on how customers behave and...

  • 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 eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2018: Mobile Evolves Into The Digital Experience Conductor

    Landscape: The Mobile eBusiness Playbook

    2018 is the year that mobile becomes core to the digital ecosystem. Devices are evolving to seamlessly work together. Tooling is following that evolution, allowing developers to build for...

  • 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 Seize Control Of Your Content Strategy

    Strategic Plan: The Content Marketing Playbook
    November 6, 2017 | Ryan Skinner, Erna Alfred Liousas

    Today's empowered and digitally connected customers engage less with traditional advertising messages. However, they are interested in useful and valuable content that can improve their lives, help...

  • For B2C Marketing Professionals

    Report

    Report Deliver Valuable Media And Customer Experiences With Valuable Content

    Vision: The Content Marketing Playbook
    November 3, 2017 | Ryan Skinner

    Today's customers have never had richer options when it comes to accessing media and information from anywhere, on a variety of devices. But with great power comes great ability to avoid unwanted...

  • For B2B Marketing Professionals

    Report

    Report Getting A Grip On Seller-Focused Content

    Leverage Content Marketing Best Practices For An Effective Seller Experience
    October 31, 2017 | Caroline Robertson

    B2B marketers have learned great content is a key component for engaging buyers. And they need to apply that learning to internal content to enable and train sales. Marketing, often unknowingly,...

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