Search Results

• 

  Webinar The Martech Roundtable: Marketing Technology In The Time Of COVID-19

  June 25, 2020 | Steven Casey, Joe Stanhope, Rusty Warner

  2020 is shaping up to be a year unlike any other. Join Forrester analysts Steve Casey, Joe Stanhope, Rusty Warner, and Lori Wizdo as we look at industry trends and consider the path forward for...

• Blog The Second Forrester New Wave™ On ABM Platform Shows A Maturing Market

  June 10, 2020 | Steven Casey

  It’s been two years since we first evaluated the account-based marketing (ABM) platform market — and a LOT has changed. My just-published “The Forrester New Wave: ABM Platforms, Q2...

• Report The Forrester New Wave™: ABM Platforms, Q2 2020

  The 14 Providers That Matter Most And How They Stack Up

  June 9, 2020 | Steven Casey

  In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers in the category — 6sense, Demandbase, Dun & Bradstreet,...

• Report What B2B Buyers Crave

  Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

  May 4, 2020 | Steven Casey, Lori Wizdo

  The evolving environmental factors driving fundamental changes in B2B buyers' behavior have reached an inflection point — and now pose an existential threat to all organizations. It's more than a...

• Blog Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

  May 4, 2020 | Steven Casey

  Too many companies — especially those that enjoy initial success — ultimately fail because they cannot (or will not) meet their buyers’ evolving needs. That risk has never been higher than it is...

• Blog Take A Look Into The Future Of B2B Buying With Us At Summit 2020

  March 31, 2020 | Steven Casey

  SiriusDecisions Summit 2020 will take place in just a few weeks — from May 4 through May 7 — and I hope you’ll join us! Our flagship event may be virtual this year, but the combined Forrester and...

• Report The B2B Consumer Grows Up

  Marketers Need To Adapt Now Or Get Left Behind

  March 2, 2020 | Steven Casey

  More and more B2B buyers are acting like consumers every day. A combination of digital consumers' native and learned behaviors is driving this change — and having a dramatic impact on every phase...

• Report The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Updated)

  The 12 Providers That Matter Most And How They Stack Up

  February 24, 2020 | Steven Casey

  In our 21-criteria evaluation of B2B marketing data providers, we identified the 12 most significant ones — Bombora, DataFox, DiscoverOrg, Dun & Bradstreet, Infogroup, InsideView, Leadspace, Orb...

• Report New Tech: Account-Based Marketing Solutions, Q1 2020

  Forrester's Landscape Overview Of 26 Providers

  February 24, 2020 | Steven Casey

  Account-based marketing (ABM) is evolving from the buzzword du jour to a mainstream strategy that all but a very few B2B organizations are implementing, rolling out, or planning. At the same time,...

• 

  Webinar B2B Marketing And Sales Predictions 2020: A Conversation With The Analysts Who Made Them

  Accelerating Response To The Great Expectations For The B2B Buying Experience

  December 18, 2019 | Steven Casey, Jay McBain, Laura Ramos

  If you’ve read the blog or press coverage about our predictions for 2020, or even if you haven’t, this is your chance to engage directly with the analysts who made them. During this...

• Report Predictions 2020: B2B Marketing And Sales

  Accelerating Response To The Great Expectations For The B2B Buying Experience

  October 29, 2019 | Caroline Robertson, Steven Casey, Jay McBain

  We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing...

• Blog Behavioral Data Is The Key To Success With AI-Powered B2B Marketing

  October 28, 2019 | Steven Casey

  B2B marketing’s AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern...

• Report Cast A Wide Behavioral Data Net To Fuel AI-Powered B2B Marketing

  Pay More Attention To What Your Prospects Do Than What They Say

  October 25, 2019 | Steven Casey

  B2B marketing's AI-powered future is closer than you think. In just a few years, AI has progressed from a promising enabling technology found in a few B2B applications to a staple of modern...

• Report Customer Data Platforms Offer A Compelling Solution To B2B Data Challenges

  The Ideal B2B CDP Offers Rich Data And Robust Reporting, Is Channel-Agnostic And Marketer Friendly, And Creates Unified Profiles

  July 9, 2019 | Steven Casey

  Data fuels the modern marketing engine, but most B2B marketers have low confidence in the quality of their data and their own data management skills. Customer data platforms (CDPs) are an emerging...

• 

  Webinar What Is A B2B Customer Data Platform (CDP), And What Can It Do For B2B Marketers?

  June 20, 2019 | Steven Casey

  B2B marketers are caught in a data squeeze. They know they need to be data-driven, but they also have low confidence in the quality of the data they manage and the data management skills...

• Blog First Forrester New Wave™ On B2B CDPs Sets The Bar For An Emerging Market

  June 17, 2019 | Steven Casey

  Woohoo! We just published “The Forrester New Wave: B2B Customer Data Platforms, Q2 2019” report, which profiles the 13 most significant vendors in this market: Arm Treasure Data, BlueVenn,...

• Report The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019

  The 13 Providers That Matter Most And How They Stack Up

  June 17, 2019 | Steven Casey

  In Forrester's evaluation of the emerging market for B2B customer data platforms (CDPs), we identified the 13 most significant providers in the category — Arm Treasure Data, BlueVenn, CaliberMind,...

• Blog Dun & Bradstreet Moves Up The Value Chain With Intent To Acquire Lattice Engines

  June 14, 2019 | Steven Casey

  Yesterday, Dun & Bradstreet (D&B) announced its intent to acquire Lattice Engines. Both of us have covered these companies from a number of different perspectives, and we agree that the...

• Blog Follow The ABM Road Map To Recruit The Right Channel Partners

  May 23, 2019 | Steven Casey

  As the artificial distinction between account-based marketing (ABM) programs and everything else we do in B2B continues to dissolve, more firms are realizing that they can leverage the same...

• Report Partner-Based Marketing Accelerates Elusive Shadow Channel Engagement

  Model Your Partner-Based Marketing Program After ABM Best Practices

  May 22, 2019 | Steven Casey, Jay McBain

  Today's empowered B2B customers demand a new level of specialization and sophistication from third-party firms that assist them. Choosing the wrong partners can have dire consequences on your...

• Blog ABM: Flash In The Pan Or Here To Stay?

  April 22, 2019 | Steven Casey

  At the SiriusDecisions 2019 Summit on May 5–8 in Austin, Texas, I will join two of my new colleagues from SiriusDecisions, Service Director Matt Senatore and Senior Research Director Bob Peterson,...

• Blog Use Direct Mail To Get The Attention Of Your Digital-First B2B Buyers

  March 25, 2019 | Steven Casey

  When was the last time you answered a phone call from a phone number you didn’t recognize or opened an email from an unfamiliar sender? Like, never? Same here. The sad truth about most modern...

• Report Direct Mail Captures The Attention Of Buyers Overwhelmed By Digital Tactics

  Use Direct Mail To Complement And Amplify Digital And Human Touchpoints Throughout Your Buyer Journeys

  March 12, 2019 | Steven Casey

  Today's attention economy is making it harder than ever for B2B marketers to connect with their prospects and customers. Many go-to engagement channels, such as email and cold calling, are becoming...

• Blog DiscoverOrg Shakes Up B2B Data Provider Market With Acquisition Of ZoomInfo

  February 5, 2019 | Steven Casey

  B2B marketing data provider DiscoverOrg announced on February 4 that the company is buying ZoomInfo. Our snap analysis is this is a smart move that shakes up the market and bolsters DiscoverOrg’s...

• Report New Tech: B2B Marketing Data Management Solutions, Q1 2019

  Forrester's Landscape Overview Of 29 Providers

  January 31, 2019 | Steven Casey

  The foundation of customer-obsessed marketing is the ability to collect, analyze, and manage the customer data to derive insights. But most B2B marketers have low confidence in the quality of their...