Search Results

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

  Thursday, June 25, 2020, 11:00 a.m.-12:00 p.m. Eastern time (16:00-17:00 GMT) | 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...

• Report Now Tech: Mobile Engagement Automation, Q2 2020

  Forrester's Overview Of 25 Mobile Engagement Automation Providers

  May 21, 2020 | Stephanie Liu, Joe Stanhope

  You can use mobile engagement automation (MEA) to identify the right moments to engage with customers, send contextually relevant messages, and engage with customers across the entire customer...

• Report How To Evaluate Marketing Technology Performance

  Performance Management: The Enterprise Marketing Technology Playbook

  May 21, 2020 | Joe Stanhope

  B2C marketing is dependent on technology, making it imperative to measure marketing technology's (martech's) performance. A strong measurement program allows firms to effectively align resources,...

• Blog Dive Into Moments-Based Marketing At CX North America

  May 5, 2020 | Joe Stanhope

  When it comes to vying for consumers’ attention and share of wallet, brands face an increasingly varied mix of competitors. Take Netflix, for example: Its investor FAQ page explains that its...

• Report Evaluate Your Enterprise Marketing Technology Maturity To Enable Martech Planning

  Assessment: The Enterprise Marketing Technology Playbook

  February 25, 2020 | Joe Stanhope, Rusty Warner

  Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with planning and defining enterprise marketing...

• Blog The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 1

  February 12, 2020 | Joe Stanhope

  Let’s face it, the marketing technology ecosystem is harder to navigate than ever before. As marketing clouds continue to expand, new technologies achieve mainstream adoption, and marketers double...

• Report B2C Marketers Consider DIY Approaches To Hack Martech

  For The Technically Inclined, Building In-House Offers Tempting Benefits

  January 27, 2020 | Joe Stanhope

  The majority of marketers assemble their marketing technology (martech) stack from commercially available, packaged technology. However, a growing number of firms see an opportunity to take a...

• Blog B2C CDPs Need To Survive Before They Can Thrive

  January 27, 2020 | Joe Stanhope

  https://go.forrester.com/wp-content/uploads/2020/01/36557-11720-LS-VideoBlog-v2-1.mp4 B2C customer data platforms (CDPs): all the hype, none of the follow-through. That summarizes the analysis of...

• Report The Capabilities CDPs Need To Deliver Value For B2C Marketers

  January 16, 2020 | Joe Stanhope, Stephanie Liu

  The customer data platform (CDP) market continues to evolve, with one notable shift in the last year: Established marketing technology (martech) vendors, such as Adobe, Oracle, and Salesforce, have...

• Report Forrester Infographic: The State Of Enterprise Marketing Technology, 2020

  Landscape: The Enterprise Marketing Technology Playbook

  January 16, 2020 | Joe Stanhope, David Novitzky

  Enterprise marketing technology (EMT) is a critical competency to support B2C marketers' efforts to understand and engage customers across devices and touchpoints. For our Q3 and Q4 2019 Forrester...

• Report The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2020

  Tools And Technology: The Marketing Measurement And Insights Playbook

  January 16, 2020 | Jim Nail, Tina Moffett, Joe Stanhope

  In our 27-criteria evaluation of marketing measurement and optimization vendors, we identified the nine most significant ones — Analytic Partners, Ekimetrics, Gain Theory, Ipsos MMA, IRI, Marketing...

• Report Enable Moments-Based Marketing With Enterprise Martech

  Executive Overview: The Enterprise Marketing Technology Playbook

  January 7, 2020 | Joe Stanhope, Rusty Warner

  Customer data and marketing technology (martech) are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's martech strategy often miss the...

• 

  Webinar The Martech Roundtable: A Discussion About The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers

  December 5, 2019 | Joe Stanhope, Rusty Warner, Lori Wizdo

  As 2019 winds down, join Forrester analysts Joe Stanhope, Rusty Warner, and Lori Wizdo as we take stock of the year in marketing technology (martech) and make our predictions for what’s...

• Report Predictions 2020: B2C Marketing

  Economic Uncertainty Forces B2C Marketers To Rethink Their Engagement Strategies

  October 29, 2019 | Tina Moffett, Sarah Dawson, Jim Nail

  Unpredictable economic times, regulatory pressures, and an impending US election will force brands to rethink their marketing strategies. In 2020, we predict that marketers will build on efforts to...

• Blog The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019 — A Tale Of Dueling Priorities Fueled By Customer Obsession

  October 23, 2019 | Joe Stanhope

  The story of enterprise marketing software suites (EMSS) is one of relentless expansion. Originally conceived for its namesake — marketing — EMSS has grown to offer a consolidated source of...

• Report The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019

  Tools And Technology: The Enterprise Marketing Technology Playbook

  September 25, 2019 | Joe Stanhope

  In our 40-criterion evaluation of enterprise marketing software suites (EMSSes), we identified the seven most significant ones — Acoustic, Adobe, Oracle, Salesforce, SAP, SAS, and Zeta — and...

• Report The Moments-Based Evolution Of Enterprise Marketing Technology

  As Marketing And CX Align, Martech Must Shift From Campaigns To Moments

  August 26, 2019 | 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 Q&A: What Marketers Need To Know About Consumer Identity Graphs

  As The Key To Identity Resolution, The Identity Graph Is Having A Moment

  August 26, 2019 | Joe Stanhope

  Historically considered an obscure, often hidden, function, the identity graph is enjoying unprecedented popularity as B2C marketers prioritize identity resolution. Firms now understand that the...

• Blog More Than A Buzzword: Master The Identity Graph To Unlock The Value Of Identity Resolution

  August 26, 2019 | Joe Stanhope

  The identity graph has traditionally been regarded as an obscure technical function, but it’s hard to overstate its importance. The identity graph is the foundation of identity resolution, and its...

• Report The Future Of Enterprise Marketing Technology

  Vision: The Enterprise Marketing Technology Playbook

  June 6, 2019 | Joe Stanhope, Rusty Warner

  Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their...

• Blog Marketing Is All About Moments; Don’t Wait For Them, Create Them

  June 6, 2019 | Joe Stanhope

  (Dave Novitzky contributed to this blog.) Marketers’ attempts to profile, segment, and model customers implies that consumers are static and can be fully defined, but they are anything but....

• Blog IBM Sells Out — Another Marketing Cloud Bites The Dust

  April 16, 2019 | Joe Stanhope

  On April 4, IBM announced plans to sell its marketing technology (martech) assets to investment management firm Centerbridge Partners. Upon completion of the deal, likely midyear following the...

• Blog Marketing Cloud Vendors Pick Up Where CDPs Left Off

  April 11, 2019 | Joe Stanhope

  The last couple weeks have been an exciting time for the customer data platform (CDP) category. At long last, major marketing technology vendors formally declared their intentions to get serious...

• Report The Power Of Customer Context

  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...

• 

  Webinar The Marketing Technology Roundtable: The Current State And Future Of Martech For Business And Consumer Marketers

  November 28, 2018 | Joe Stanhope, Rusty Warner, Lori Wizdo

  2018 has been a wild year for marketing technology (martech). With clouds colliding and categories collapsing, both business and consumer marketers must navigate a complex and dynamic landscape as...