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  • Steven Casey

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  • Report AI Will Enable B2B Marketers To Deliver Customer-Driven Engagement At Scale

    AI Restores Equilibrium To The Company/Customer Information Imbalance
    October 25, 2018 | Steven Casey

    Artificial intelligence (AI) is everywhere — on the news, in your social feeds, in boardroom discussions — and in more and more B2B marketing applications every day. Marketing leaders need to...

  • Report The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2018

    18 Technologies Underpin Modern B2B Marketing
    October 25, 2018 | Steven Casey, Laura Ramos, Mary Shea

    B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and...

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

    The 12 Providers That Matter Most And How They Stack Up
    September 24, 2018 | 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 The Forrester New Wave™: ABM Platforms, Q2 2018

    The 14 Providers That Matter Most And How They Stack Up
    May 31, 2018 | Steven Casey

    In Forrester's evaluation of the emerging market for account-based marketing (ABM) platforms, we identified the 14 most significant providers — 6sense, Demandbase, Engagio, Jabmo, Lattice Engines,...

  • Report Success With Bots And Virtual Assistants Depends On The Human Element

    Use These AI-Powered Solutions To Optimize Engagement With Early-Stage Buyers
    April 9, 2018 | Steven Casey

    Chatbots and virtual assistants (VAs) may be built on artificial intelligence (AI) and deliver digital experiences through virtual personas — but the success B2B marketers realize from them will...

  • Report The Birth Of The B2B Consumer

    Landscape: The B2B Marketing Playbook
    October 5, 2017 | Steven Casey

    B2B buyers are acting more like consumers every day. Driving this change is a combination of learned and native digital consumer behaviors that are having a dramatic impact on every phase of the...

  • 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...

  • Report Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • Report Virtual And Augmented Reality For B2B Marketers

    Overcome Real Barriers To Success With Virtual Solutions
    September 20, 2017 | Steven Casey

    Virtual reality (VR) and augmented reality (AR) solutions are revolutionizing the way large and complex B2B products get marketed and sold — just as their 3D modeling precursors forever changed the...

  • Report Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    July 26, 2017 | Steven Casey, Steven Wright, Lori Wizdo

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer...

  • Report It's Not About You: B2B Marketers Need To Change How They Think About Branding

    In The Age Of The Customer, Features And Functions Take A Back Seat To Experience And Emotion
    June 28, 2017 | Steven Casey, Shanta Samlal-Fadelle

    Too many B2B marketers underestimate the importance of branding to their success — relying instead on product-based differentiation to win. But in the age of the customer, features and functions...

  • Report The Top Emerging Technologies For B2B Marketers

    Eleven Technologies To Future-Proof Your Customer-Obsessed Marketing Strategy
    April 6, 2017 | Steven Casey, Mary Pilecki

    A new crop of emerging technologies and the solutions that they power stand poised to unleash a new cycle of rising expectations from buyers, changing behaviors, and disruption. Stakes are high....

  • Report Making Programmatic Advertising Work For B2B Businesses

    Find What Technology, Data, And Media Partners You Will Need To Leverage Programmatic Advertising Successfully
    March 1, 2017 | Samantha Merlivat, Steven Casey

    The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and...

  • Report How To Design Communities For B2B Marketing

    A Guide To Creating A Community Strategy Using Forrester's CLICK Framework
    January 6, 2017 | Steven Casey

    Most B2B marketers understand that online communities can be a critical element of their overall customer engagement strategy, but too many struggle with choosing the right approach, sustaining...