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  • 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 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 CMO Professionals

    Report

    Report Predictions 2018: The CMO Bar Rises With More Pressure For Growth

    Customer Obsession Disrupts Any Remaining CMO Complacency

    Customer obsession is the foundation of organizational success in 2018. This sets the stage for CMOs to step up as a leader of growth or quietly cede influence to another C-suite member, such as a...

  • For CMO Professionals

    Report

    Report Brand Management For A New Age: Experience And Resonance Transform Brand Leadership

    Vision: The Brand Experience Playbook
    November 3, 2017 | Dipanjan Chatterjee, Sheryl Pattek

    In the age of the customer, CMOs battle to build their brands with distracted, technology-empowered consumers who have as much to say about what the brand stands for as the company does. CMOs must...

  • For B2C Marketing Professionals

    Report

    Report Build An Empowered Digital Media Buying Team

    Organization: The Digital Media Buying Playbook
    October 16, 2017 | Samantha Merlivat

    Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

  • 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 CMO Professionals

    Report

    Report Marketing Teams Today: Not Deft

    Mindsets, Structures, And Skills Aren't Yet Customer Obsessed
    August 9, 2017 | Shar VanBoskirk, Drew Green

    Today's marketing organizations aren't yet designed to flex to the changing attitudes and behaviors of empowered customers. Marketing mindsets, structures, and skills still align with legacy...

  • For CMO Professionals

    Report

    Report The Model For Modern Marketing

    July 10, 2017 | Shar VanBoskirk

    Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal...

  • For B2C Marketing Professionals

    Report

    Report Get All Hands On Deck To Reinforce Customer Loyalty

    Organization: The Customer Loyalty Playbook
    July 7, 2017 | Emily Collins

    Building customer loyalty requires an orchestrated effort from multiple teams: marketing, business technology (BT), customer service, customer insights (CI), and more. A streamlined collaborative...

  • For B2C Marketing Professionals

    Report

    Report Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    June 27, 2017 | Joe Stanhope, Rusty Warner

    Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams...

  • For B2B Marketing Professionals

    Report

    Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics®...

  • For B2B Marketing Professionals

    Report

    Report Measuring Isn't Managing: The New Rules Of Marketing Performance Orchestration

    Continuous Improvement: The B2B Marketing Playbook
    February 24, 2017 | Allison Snow

    The rules have changed for B2B marketers, who are becoming increasingly accountable for demonstrating their impact on revenue. B2B marketers who don't opt in to revenue relevance will continue to...

  • For B2C Marketing Professionals

    Report

    Report Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook
    February 21, 2017 | Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the...

  • For CMO Professionals

    Report

    Report Chevrolet CMO Tim Mahoney Foretells What CMOs Will Care About In 2017

    February 16, 2017 | James L. McQuivey

    For two days in November 2016, CMOs, CIOs, and other C-level executives from around the globe converged on Dana Point, California to participate in Forrester's invitation-only Age Of The Customer...

  • For B2C Marketing Professionals

    Report

    Report Organize For Mobile Marketing Success

    February 15, 2017 | Thomas Husson

    Instead of leveraging mobile as a way to transform the offline experience, marketing teams view mobile as a standalone channel. The result? Marketing leaders are unsure about how to organize and...

  • For B2B Marketing Professionals

    Report

    Report Global Business Technographics Marketing Survey, 2016: Overview

    A Business Technographics Presentation
    February 10, 2017 | Tyler McDaniel

    This report is our overview of marketers’ priorities, challenges, use of technology, and budgets, based on Forrester's Global Business Technographics Marketing Survey, 2016. We analyzed the data by...

  • For B2C Marketing Professionals

    Report

    Report Valuable Content Is Every Marketing Team's Job

    Organization: The Content Marketing Playbook
    January 30, 2017 | Ryan Skinner

    Content marketing asks something more of marketers' content; it demands storytelling and a focus on building audiences and maintaining interest. Marketing organizations have long possessed only the...

  • For Application Development & Delivery Professionals

    Report

    Report Build Your Dream Team: Organizing To Deliver Exceptional Digital Experiences

    Organization: The Digital Experience Delivery Playbook
    January 27, 2017 | Danielle Jessee, Anjali Yakkundi

    Customers demand familiar and contextual experiences, yet digital experience (DX) strategies and technologies have traditionally been sovereign, often supported by different teams with different...

  • For CMO Professionals

    Report

    Report B2B Firms Must Focus On Brand Equity To Drive Value

    Benchmarks: The Brand Experience Playbook
    January 6, 2017 | Dipanjan Chatterjee

    Business-to-business (B2B) CMOs are just as invested in bettering their brands as business-to-consumer (B2C) CMOs. Like their consumer-focused counterparts, they want to build, measure, and manage...

  • For B2C Marketing Professionals

    Report

    Report Share Community Management Beyond Marketing For Maximum Impact

    Why Post-Digital Marketers Must Orchestrate, Not Own, Their Communities
    November 15, 2016 | Melissa Parrish, Samantha Ngo

    In the post-digital era, communities come in two flavors: those you build on your website and those that emerge from the social web. As brands include community input in their product and marketing...

  • For CMO Professionals

    Report

    Report Predictions 2017: The Post-Digital CMO Appears

    How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year

    The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect...

  • For CMO Professionals

    Report

    Report Rethink Enterprise Governance For Customer Obsession

    Make Each Governance Activity Customer-Led, Insights-Driven, Fast, And Connected
    August 26, 2016 | Alex Cullen, Bobby Cameron

    Enterprise governance provides a path through the myriad of decisions made across an enterprise. But the bulky, rigid, and slow-moving governance of the past fails to meet customer-obsessed firms'...

  • For B2B Marketing Professionals

    Report

    Report Get Ready For The B2B Marketing Renaissance

    August 12, 2016 | Lori Wizdo

    Buyers have higher expectations in the age of the customer after fundamentally changing their buying behavior in this post-digital age. Yet too many B2B marketers aren't keeping pace. They must...

  • For B2C Marketing Professionals

    Report

    Report Brief: Ignore Your Agency's Culture At Your Own Risk

    Why Agency Culture Matters To B2C Marketers And How To Assess It
    August 12, 2016 | Sarah Sikowitz

    Selecting and then managing an agency is time-consuming and expensive — not to mention the opportunity cost of working with the wrong agency. B2C marketers must make the most of this investment by...

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