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  • Report Case Study: FactCool And Zizzi Leverage Martech Investments To Drive Digital Transformation

    January 15, 2019 | Rusty Warner, Arleen Chien

    This case study for B2C marketers examines how an online fashion retailer and a casual dining restaurant chain are using their enterprise marketing technology (EMT) investments to lead their firm's...

  • Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    January 11, 2019 | Jim Nail, Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more...

  • Report Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook
    January 11, 2019 | Jessica Liu, Melissa Parrish

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up to technology capabilities, adds to the...

  • Report Now Tech: Real-Time Interaction Management, Q1 2019

    Forrester's Overview Of 42 RTIM Providers
    January 11, 2019 | Rusty Warner

    B2C marketers can use real-time interaction management (RTIM) offerings to orchestrate contextually relevant customer experiences (CX), address customer expectations for mutual value exchanges with...

  • Report Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Marketing Playbook
    January 9, 2019 | 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...

  • Report Navigate Four Waypoints To Build Brand Resonance

    Road Map: The Brand Experience Playbook
    January 8, 2019 | Dipanjan Chatterjee

    A powerful brand strives for more than relevance to prospects; it makes itself an invaluable and inextricable part of customers' lives as well. This report outlines a road map for CMOs with four...

  • Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • Report The Anatomy Of A Preference Center

    Enterprise Preference Management Gives Consumers Control For Better Customer Engagement
    December 20, 2018 | Fatemeh Khatibloo, Stephanie Liu

    B2C marketers focus on personalization as a means of delivering better experiences. Enterprise preference management (EPM) can play a key role in this strategy: In a value exchange, customers share...

  • Report Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Marketing Playbook
    December 18, 2018 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • Report Conquer Three Emotional Territories To Power Your Brand Experience

    Assessment: The Brand Experience Playbook
    December 18, 2018 | Dipanjan Chatterjee

    For a CMO to build a powerful brand, it is not enough for her to know that she must infuse it with an energy derived from emotions; she must also know the right emotions to activate to create a...

  • Report The Power Of Customer Context

    Vision: The Enterprise Marketing Technology Playbook
    December 14, 2018 | Joe Stanhope, Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of...

  • Report How To Measure Social Programs

    Performance Management: The Social Marketing Playbook
    December 12, 2018 | Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This...

  • Report Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Marketing Playbook
    December 12, 2018 | Lori Wizdo

    To help you assess the maturity of your lead-to-revenue management (L2RM) program, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure,...

  • Report Chart Your Path To Social Media Maturity

    Road Map: The Social Marketing Playbook
    December 10, 2018 | Jessica Liu

    To maximize the effectiveness of social media, B2C marketers should build a road map that gradually expands their social programs' footprint beyond outbound marketing. Read this report to identify...

  • Report Emerging Technology Spotlight: Computer Vision

    Computer Vision Gives Machines The Gift Of Sight
    December 10, 2018 | Brandon Purcell, Kjell Carlsson, Ph.D.

    Thanks to massive training data sets, deep neural networks, and graphics processing units (GPUs), computers can now accurately identify objects and features in images and video. CIOs and business...

  • Report Credible, Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention
    December 7, 2018 | Laura Ramos, Matthew Camuso

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

  • Report Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook
    December 6, 2018 | Kevin Lucas

    Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not, it typically guesses at the detail of their...

  • Report Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook
    December 6, 2018 | Kevin Lucas

    Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success: influence by vendors over analysts and...

  • Report Blaze A New Path To Successful AR

    Road Map: The Industry Analyst Relations Playbook
    December 5, 2018 | Kevin Lucas

    It's one thing to know how to plan an analyst relations (AR) program, but it's another to do so in an unfamiliar company with unfamiliar colleagues, all of whom may have different expectations of...

  • Report The Next Generation Of Enterprise Marketing Technology

    Continuous Improvement: The Enterprise Marketing Technology Playbook
    December 5, 2018 | Joe Stanhope

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

  • Report Drive B2B Brand Value With Emotion And Experience

    Organization: The Brand Experience Playbook
    November 29, 2018 | Dipanjan Chatterjee

    B2B CMOs, marketers, and CX professionals should read this report to understand brand's far-reaching impact in driving successful acquisition and retention as well as creating top-line growth. The...

  • Report Case Study: Myntra Embraced Artificial Intelligence To Transform Its Business Model

    Experimentation And Discipline Are Key To Thriving On Emerging Technologies
    November 27, 2018 | Leslie Joseph

    Application development and delivery (AD&D) professionals and business leaders struggle with the question of how to adopt emerging technologies such as artificial intelligence (AI) within their...

  • Report Q&A: B2B Marketing Automation Platforms 101

    Get To The Heart Of The B2B Martech Stack
    November 21, 2018 | Lori Wizdo

    The B2B marketing technology landscape is confusing, with thousands of vendors in dozens of categories. But one application category is the heart of the B2B marketing technology (martech) stack. It...

  • Report Fully Leverage Your Tech Investments With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    November 16, 2018 | 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...

  • Report Unlock Customer Context With Marketing Technology

    Executive Overview: The Enterprise Marketing Technology Playbook
    November 14, 2018 | 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...

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